00100
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
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