Consumer Behavior and Celebrity

INTRODUCTION

“Celebrity endorser is an individual who is known by the public for his or her achievements in areas other than that of the product class endorsed.”

Theory and practice proves that the use of superstars in advertising generates lot of publicity and

attention.

Companies invest large sums of money to align their brands

Furthermore, because of their fame, celebrities serve not only to create and maintain attention, but

also to achieve high recall rates for marketing communication messages in today’s highly

cluttered environments.

• Actors (ex Shahrukh khan, Amitabh Bachhan ),

• Models (ex. Vaneeza Ahmed, Iman Ali)

• Sports athletes (ex. Shahid Afridi, Sachin Tendulkar, Roger Federer )

• Entertainers (ex. Anwar Maqsood, Umer Shareef)

• Pop Stars (ex. Jal, Atif Aslam,Call)

• Businessmen (ex. Dirubhai Ambani)

• Politicians

• Fictional celebrities (Ronald McDonald, Fido dido, Amul Girl, Dentonic guy)

How a firm employs a celebrity

• Testimonial

• Endorsement

• Actor

• Spokesperson

How celebrity endorsements affect consumer purchase decision

• celebrity endorsement have recall of the product

• celebrities have credibility on expertise that makes the product more desirable or enhances perceptions of quality

• the celebrity endorsers image is transferred to the product so that those who use the product are associated with the image.

Indian consumer mentality

They look up to certain public faces and aspire to be one among them.

Brand Ambassadors connect with a sense of attachment.

Brands have temptation to use celebrity ambassadors

1• Instant brand awareness and recall.

2• Celebrity values define, and refresh the brand image.

3• Celebrities add new dimensions to the brand image

4 • Instant credibility or aspiration PR coverage.

5• Lack of ideas.

6• Convincing clients.

Celebrity endorsement are impelled by virtue by the following motives

Who endorsed what?

Compatibility between the celebrity and brand image

Celebrity’s fit with the brand image.

Celebrity—Target audience match

Celebrity associated values.

Costs of acquiring the celebrity.

Celebrity—Product match.

Celebrity controversy risk.

Celebrity physical attractiveness.

Celebrity credibility.

Celebrity prior endorsements.

Whether celebrity is a brand user.

Celebrity profession.

Celebrity popularity.

Celebrity availability.

Advantage

Brand awareness and recall.

Celebrity value define and refreshes

brand image

Increase in sales figure.

Repair tarnished brand image

Easy to distinguish products.

Giving message to the target market.

Failure of Celebrity Endorsement

The Bachchans were endorsing Maruti Versa

Shahrukh Khan endorsing Lux.

James Bond endorsing Reid & Taylor.

Virendra Sehwag endorsing Reliance Telecommunication.

Milind soman tuff shoes advertisement by woodland.

How to make it a success mantra?

Have a long term celebrity association with the company Eg: Sachin tendulkar -

boost.

Focus on idea that connects brand and celebrity.

Think how the celebrity can used in the interest of the brand. Eg: Hrithik Roshan

– Hide n Seek

Multiple celebrities for a single brand dilute the associations. Eg: Pepsi

Conclusion

FACTORS AFFECTING THE BUYING BEHAVIOUR OF CONSUMERS

0

5

10

15

20

25

30

35

Product utility & appearance Price Brand name Opinion-leader Celebrity endorser

The no of respondents whom we contacted replied maximum Brand name 18%, followed by Price 22%,Product utility & appearance 28%,opinion leader 2% and celebrity endorser 30%.

MALE ENDORSHER VS FEMALE ENDORSHER

Sales

male

female

The no of respondents whom we contacted replied that maximum of the people like Male

48%,female 52%

As per conducted survey

Q). Which factor related to product affects you most?

• Price

• Quality

• Celebrity endorsement

• Others 45

5075

30

Out of 200 people

Price

Quality

Celebrity Endorsement

Others