Effectiveness of Celebrity Endorsement On Consumer Buying Behaviour

• Group members• Zarmeena Gauhar• Fahad Khan Tareen• Amna Khan• Samana Rizvi• Mehvish

INTRODUCTION

• In today’s competitive world consumers are exposed to thousands of voices and Images in magazines, newspapers, and on billboards, websites, radio and television.• The hooks that can hold the consumer’s

attention are the celebrities.• Companies invest large sums of money to

align their brands.• Brand is the most valuable asset of any

firm.

CELEBRITY ENDORSEMENT

McCracken's (1989) definition of a celebrity endorser is, "any individual who enjoys public recognition.

Friedman and Friedman (1979) found empirical evidence that, in the promotion of products high in psychological and/or social risk.

Celebrities Promoting Pepsi

Scope of Celebrity Endorsement

oFirms have been juxtaposing their brands and themselves with celebrity endorsers (e.g., athletes, actors) in the hope that celebrities may boost effectiveness of their marketing.

oGreater the score of the below parameters, greater are the chances of getting close to the desired impact.

REASONS OF ADOPTING THE CELEBRITIES IN ENDORSING THE PRODUCT

Mechanism and theories of celebrity endorsement

Celebrity endorsement can be key to marketing success

• When we get a celebrity to endorse your company or sign a licensing agreement, you benefit from customers' awareness of the property.• High-profile endorsements from

athletes and celebrities will set you apart from your competitors.• You can become a contender in the

playing field a celebrity spokesperson can work for companies of all sizes.

Fit with the Advertising Idea

• Marketers now seek to adopt 360 degree brand stewardship in which the brand sees no limits on the number of contact points possible with a target consumer. • One of the most successful celebrity

endorsement campaigns which reflect the fit between the brand and the 360 degree advertising fit is Fardeen Khan and Provogue.

Celebrity-Target Audience Match

a) Celebrity Valuesb) Celebrity-Product Matchc) Celebrity Controversy Riskd) Celebrity Regional Appeal Factorse) Celebrity Physical Attractivenessf) Celebrity Credibilityg) Whether Celebrity is a Brand User

How Celebrity Endorsements Influence the Consumer

i. The basis for the effectiveness of celebrity-endorsed advertising can be linked to Kelman's processes of social influence as discussed by Friedman and Friedman.

ii. Compliance, Identification & Internalization,iii. Compliance infers that another individual or

group of individuals influences an individual because he or she hopes to achieve a favourable reaction from this other group.

Identification

a. It applies to the situation wherein the individuals emulate the attitudes or behaviour of another person or group, simply because they aspire to be like that person or group.

b. Internalization as a process of social influence is said to occur when individuals adopt the attitude or behaviour of another person because that behaviour is viewed as honest.

RESEARCH METHODOLOGY

Even celebrities are endorsing multi brands.

This study will also help to know whether celebrities‟ endorsers are able to influence the buying behaviour of the customers or not.

Effectiveness of Celebrity Endorsement on Consumer Behaviour.

RESEARCH DESIGN

A research design is an arrangement of conditions for collection and analysis of Data in a manner that aims to combine relevance to the research purpose with Economy in procedure. • Area: The study was based on covered

the maximum area the Islamabad city.• Taken the survey only on Youth.

Data analyses & Interpretation

• The below pier chart tells that there are 86% male and 14 % female. Out of 200 Respondent, 172 are Male and 28 are women.

Male 86%

Female14% Sex

Male Female

Age

• The below pier chart tells that age of 70% people are between 20-25 year ,21% people falls in 25-30 year, and remaining 9 % people are in 30-35 year. Out of 200 respondent 141 respondents comes in 20-25 year, 41 respondents are in 25-30 year and 18 respondents come in 30-35 year.

20-2571%

25-3021%

30-359%

Age

20-25 25-30 30-35

Education

• The below pier chart tells that 65 % people (130) have post Graduation. 23% people(45) has done their Graduation. 8% and 4% have done their education in Higher secondary and Pre University Respectively.

Higher Secondary8% Pre- University

5%Graduation

23%Post- Graduation

65%

Education

Higher Secondary Pre- UniversityGraduation Post- Graduation

Occupation

• In the below Pie Chart. 68% Respondent (137) are Student, 27% people are working professional and remaining 5% (9 respondents) are working as a Business Person.

student69%Business

Person 5%

Working Professional27%

Occupation

Celebrity in an advertisement encourages buying the product.

• Below pie Chart tells that 39% people are strongly believes that celebrity encourage them to buy product, 27% people strongly agree with that they are influence by Celebrity endorsement, 16% believe that they will purchase product or not , 11 % people disagree with this, 7 % are Strongly Disagree with this Statement.

Stongly Disagree7%

Disagree12%

Neutral16%

Agree39%

Strongly agree27%

Celebrities make difference to the image of the brand.

• Below pie Chart tells that 40% people are strongly believes that celebrity makes different image to the brand, 25% people strongly agree with this statement, 18% people disagree with this statement, 7 % are Strongly Disagree with this.

Stongly Disagree6%

Disagree19%

Neutral12%

Agree40%

Strongly agree25%

Stongly Disagree Disagree NeutralAgree Strongly agree

Expertise of the Celebrity

• In the below pie chart, 37% respondent (High) is influence by Expertise of the celebrity. 22% respondent (Very High) influence by Expertise of the celebrity. 21% believes that they are Average influence by Expertise of the Celebrity. 7% people says that there is no need of Expertise of the celebrity.

Null8%

Low13%

Average21%

High37%

Very High22%

FINDINGS• Majority of the respondent are male (86%)• 70% respondent falls in 20-25 years age• 65% respondent has a degree of post graduation.• 68% respondent is student.

Limitation of the Study

• Some people are not ready to fill-up the data.• Biased information• Sample size 200 questionnaire. So it is very less

according to name of topic.

Result of the study

1. 77.98 % believes that celebrity in advertisement encourage to buy the product

2.  3. 72.73 % believe that celebrity makes different image to the brand.4.  5. 84.83 % believes that celebrity doesn’t use the product which they endorse.6.  7. 69.29% believes that people purchase the product to improve social status.8.  9. 61.05% believe that celebrity has no power to change my perception.10.  11. 67.24% believes that celebrity convey all the true feature of the product.12.  13. 67.96% believes that celebrity holds the viewers attention.

Result of the study

1. 60.45% believes that they purchase the product because it endorse by his favourite Celebrity.

2.  3. 90.22 % believes that scandals attached with celebrity destroy the brand’s image.4.  5. 78.76 % believes that celebrity helps them to remember brand or product.6.  7. 11) 65.24% believes that their favourite celebrity gives positive image to the endorsed

Brand8.  9. 12) 71.84% believes that celebrity builds trust in the brand10.  11. 13) 44% people are high influence by Attractiveness of the Celebrity.12.  13. 45% people are high influence by Trustworthiness of the Celebrity.14.  15. 15) 37% people are high influence by Expertise of the Celebrity.

SUGGESTION &RECOMMENDATIONS

• Most of the people are influence by the attractiveness of the celebrity.• Trustworthiness rather than expertise of

the celebrity because there are 40% is in attractiveness of the celebrity and 45% is in trustworthiness of the celebrity. • When 37 % are influence by expertise of

the celebrity.