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Impact of Celebrity Endorsement on Consumer Buying Behavior
A Research Report submitted
By
Syed Haris Ali Shah (3993)

To
Mr. Shahnawz Adil

Department of Business Administration
In partial fulfillment of
The requirement for the
Course of
CONSUMER BEHAVIOR
This Research Report has been
Accepted by the faculty of
FACULTY OF BUSINESS ADMINISTRATION

_________________________________
Shahnawaz Adil
__________________________________

Table of Contents
CHAPTER NO: 1 INTRODUCTION……………………………….4-5 CHAPTER NO: 2 REVIEW OF RELATED LITERATURE…........6-13
CHAPTER NO: 3 RESEARCH METHODOLOGY………………14-16
CHAPTER NO: 4 FINDINGS AND CONCLUSION…….……….17-20
APPENDIX…………………………………………………………21-30

CHAPTER NO. 1: INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Now a day’s celebrity endorsement is one of the common strategies used by many companies, the idea of celebrity endorsement is for getting attention, or for the recalling the brand easily. Celebrity endorsement also influence consumer to buy product as a credible means of spending money. It is easy for companies to select celebrity but hard to maintain the association between celebrity and the product they were endorsing, they spend huge amount for hiring the right celebrity for their product. This selection give consumer an image that this product is as reliable as the endorser is, as in the case of lays. An image of a company and celebrity plays an important role in consumer buying behavior. The main objective of this all is to make consumer believe that no other product in the market is closer to them. 1.2 STATEMENT OF THE PROBLEM

This research has been carried out to discover if international celebrity endorsers have any kind of effect on buying behavior of young adult consumers who live in Pakistan. Due to this growing competitive market that exists in the market these days, we are carrying out a research to check if celebrity endorsers who belong to an entirely different world than that of Pakistan bring in some kind of an influence on the buyers in Pakistan. As a matter of fact a research on impact of celebrity endorsement in Pakistan does not exist; hence in order to find out the effects of our ever changing international media, we (the group) are carrying out this research to discover if there are any unknown factors. 1.3 OBJECTIVES OF THE STUDY

The objective of this study is to examine the changes in consumer buying behavior and their liking towards the products and to estimate the impact of (celebrity endorsement-local or international, reliability and celebrity personal life) on the consumer buying behavior. 1.4 RESEARCH QUESTION

What is the impact of celebrity endorsement on consumer buying behavior. 1.5 SIGNIFICANCE OF THE STUDY
The significance of this study is towards marketing in order to understand consumer behaviour. This study helps retailers to understand what are the different attitudes of customer? When they come for buying clothes? In addition this study discusses what factors and orientation mangers must consider to attract customers and improve their shopping experiences. After completing this research we are able to understand perception of gender in shopping malls. 1.6 LIMITATIONS AND DELIMITATION OF THE STUDY

The limitations of our study are time and money because of it we were able to only target population of some areas of Karachi. We surveyed some shopping centers. The delimitation of our study is we are focusing on the advertisements which are endorsed by international celebrity. Besides this we did not focus on income effect on consumer buying behavior. 1.7 DEFINITION OF KEY TERMS

Advertisements: An advertisement is the form of communication used to encourage or persuade an audience. Celebrity: A celebrity is a person who has a prominent profile and commands a great degree of public fascination and influence in day-to-day media. Celebrity Endorsement: An advertisement involves well known person using their fame to...
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