A Peer Reviewed International Journal of Asian Research Consortium
ASIAN JOURNAL OF RESEARCH IN MARKETING A STUDY ON CELEBRITY BASED ADVERTISEMENTS ON THE PURCHASE ATTITUDE OF CONSUMERS TOWARDS DURABLE PRODUCTS AT VILLUPURAM, TAMIL NADU, INDIA S.SATHISH*; DR.A.RAJAMOHAN** *Ph.D Research Scholar in Management, Bharathiar University, Coimbatore, Tamilnadu. **Professor in Business Administration, Annamalai University, Chidambaram, Tamilnadu. ABSTRACT The study aims to investigate celebrity based advertisements on the purchase attitude of consumers towards durable products in reference to the city of villupuram In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Across the world, celebrities have been used for a wide variety of brands. The crescendo of celebrities endorsing brands has been steadily increasing over the past years Marketers overtly acknowledge the power of celebrities in influencing consumer purchase decisions. This study focuses on (1) To identifying the factors that motivate and affect the purchase attitude of consumers at villupuram (2) To analyse factors which influence the purchase attitude of consumers at villupuram (3) To assess the extent of influence created by celebrity endorsed advertisements for consumer durables and to ascertain the consumer responses. It is a ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon a product or service, which it may have lacked otherwise. KEYWORDS: Celebrity advertisement, consumer purchase attitude, durable products. _________________________________________________________________________
Journal of Asian Research Consortium 36 http://www.aijsh.org
AJRM Volume 1, Issue 5 (October, 2012) ISSN: 2277‐6621
INTRODUCTION Celebrity usage in advertisements is one of the topical strategies of many brands, the purpose of such usage may be for getting attention, for prolonged association, or for the purpose of recall. This study purports to consider the application of the AIDA theory. As such it proceeds to analyze the impact of celebrities in influencing the consumers to purchase the durables. Celebrity Endorsements act as a credible means of spending money .This is because this is a world of products for which the value a consumer obtains from purchasing any given variety. This could be for reasons of social standing-People want to wear the right clothes, drink the right beverages and use the right fragrances. Specifically a consumer that observes messages for two different firms products, one products message containing a celebrity endorsed and the other not, believes the celebrity endorsed product will have more purchases and so be of higher value. (Clark & Horstman, 2003) Celebrity endorsement is more likely to be observed for those products having a high price-production cost margin and on a large customer base. In short, celebrity endorsements are more typical for nationally marketed products then for local or niche market products and for products such as running shoes, soft drinks and the like for which the price cost margins are apparently large. The concern of all marketing today is that whether celebrity endorsement affects consumers brand attitudes or not. Madhurkar Sabnavis, Country Manager- Discovery O & M points out that multiple endorsements affect the endorser creditability as people known that a celebrity is paid to sell the product. The endorsements of as many as four products negatively influence the celebrity...