effect of endorsement advertisement on rural vs. urban youth buying behavior

EFFECTIVENESS OF ENDORSEMENT
ADVERTISEMENT ON RURAL Vs URBAN YOUTH
BUYING BEHAVIOUR
Author
Prof. (Dr.) Puja Walia Mann
Professor (Head-Department of Management)
Panipat Institute of Engineering & Technology
70th km milestone Vill- Pattikalyana
Samalkha-Panipat
Haryana-132102 [e-mail] Co-Author
Mr.Manish Jha
Sr.Lecturer-Department of Management
Panipat Institute of Engineering & Technology
70th km milestone Vill- Pattikalyana
Samalkha-Panipat
Haryana-132102 [e-mail] 1
Electronic copy available at: http://ssrn.com/abstract=2122954

EFFECTIVENESS OF ENDORSEMENT ADVERTISEMENT ON
RURAL Vs URBAN YOUTH BUYING BEHAVIOUR
ABSTRACT
Organisations are increasingly learning the positive influence ‘Celebrity endorsement’ can have on the Marketed Brands. Approximately 20 percent of Advertisements feature celebrities and the numbers are growing. Several Studies have also been conducted to investigate the effectiveness of Celebrity advertising on Buyer behaviour. However not much work has been undertaken to identify the impact of celebrity endorsement on Youth across various locations like Rural and Urban. The Paper presents the results of the survey of 930 respondents from various towns and villages of the state of Haryana.
Result of the analytical study based on Location wise cross tabulation of data have been presented. Hypothesis are tested as to whether celebrity advertisement are effective for influencing Youth Buyer Behaviour and the comparative study of effectiveness of celebrity advertisement on Rural vs. Urban youth.

Keywords: CELEBRITY ADVERTISEMENT, ENDORSEMENT ADVERTISEMENT.

2
Electronic copy available at: http://ssrn.com/abstract=2122954

1.0 INTRODUCTION
In today 's highly competitive markets, big brands are at logger-heads when it comes to products being offered, each having a similar product to that of a rival. Where does one brand gain that quintessential advantage - advertising, service,

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