Consumer Behavior

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  • Topic: Kishore Kumar, Celebrity, Endorsement
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CELEBRITY ENDORSEMENTS AND ITS IMPACT ON CONSUMER BUYING BEHAVIOUR (In context to India)

Amit Kumar Msc Management with Marketing, 2010 The Executive Business School, Bournemouth University

Electronic copy available at: http://ssrn.com/abstract=1802531

4243123

MS MMF

AMIT KUMAR

Acknowledgement
First of all, I would like to express my gratitude to Bournemouth University for giving me an opportunity to pursue Masters in my field of studies. I am heartily thankful to my supervisor, Dr. Lukman Aroean, whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the subject. Furthermore, I would like to thank all academics and administration staff at Bournemouth University for their kind cooperation and efforts to assist us in the every helpful way they can. I must admit that this year I had the best studying experience and will always cherish this year of my academic life.

Finally, I thank my family: my parents, Mrs. Shail Kumar and Shri Ashok Kumar, for giving me an opportunity to in the first place, for unconditional support and encouragement to pursue my interests and progress in my further degree. My brother, Vineet Kumar for his love and support.

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Electronic copy available at: http://ssrn.com/abstract=1802531

4243123

MS MMF

AMIT KUMAR

THE BUSINESS SCHOOL
PERMISSION TO PLACE COMPLETED RESEARCH PROJECT IN THE LIBRARY Name (please print clearly): Amit Kumar

Programme: MSC MANAGEMENT WITH MARKETING

Student Reference Number: 4243123

Please sign one of the following two declarations.

1. I hereby give permission for my Research Project to be placed in the library for reference purposes. Signed ………………………………………………………….

OR

2. I do not wish my Research Project to be placed in the library for reference purposes. Signed …………………………………………………………. Title of Research Project: Celebrity Endorsements and its Impact on Consumer Buying Behaviour

Submission Date: 1 June 2010

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4243123

MS MMF

AMIT KUMAR

RESEARCH PROJECT DECLARATION
I agree that, should the University wish to retain it for reference purposes, a copy of my Research Project may be held by Bournemouth University normally for a period of 3 academic years. I understand that once the retention period has expired my Research Project will be destroyed. Confidentiality I confirm that this Research Project does not contain information of a commercial or confidential nature or include personal information other than that which would normally be in the public domain unless the relevant permissions have been obtained. In particular any information which identifies a particular individual‗s religious or political beliefs, information relating to their health, ethnicity, criminal history or sex life has been anonymised unless permission has been granted for its publication from the person to whom it relates. Copyright The copyright for this Research Project remains with me. Requests for Information I agree that this Research Project may be made available as the result of a request for information under the Freedom of Information Act. Signed: Name: Amit Kumar Date: 1 June 2010 Programme: MSC Management with Marketing. Originality Declaration I declare that this Research Project is all my own work and the sources of information and material I have used (including the Internet) have been fully identified and properly acknowledged as required in the guidelines given in the Programme Handbook which I have received. Signed: Name: Amit Kumar Date: 1 June 2010

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4243123

MS MMF

AMIT KUMAR

Abstract
The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend...
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