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Submitted By:
SOUMYA GOURAB
PANDA
142020
91
ADITYA MISHRA
14202076
MANISH SHARMA
SRADHASPADA GIRI
142020
87
142021
19
ABSTRACT
As all of us know, there are many fashion trends that are been followed across
youth according to the celebrities preference. In the context of fashion specially the
trend set by the celebrities has been a benchmark for the youth to decide their
adoption to the latest trends.
This research aims to only narrow down only the important factors while selecting
a particular trend. Our Objective is to Study & Analyze that Celebrities Influence
on Youths styling & cloth buying decisions. To study and rank the factors
responsible for the selection of clothes, accessories & hair styles.
Thebroadobjectiveofthisresearchistostudyandexaminetheimportantfactors
consideredbythestudentswhileselectingthelatestFashionTrends.
Literature Review:
The use of celebrity endorsement as a part of marketing communication strategy
has been gaining popularity over the past years. Monies paid out by firms on
endorsement contracts are estimated to be 10% to 25% of total advertising
expenditures. However, empirical evidences on the effect of endorsement
announcements on the stock prices performance of firms have been mixed at best.
It analyzed the share market perception of celebrity endorsement using a unique
sample of 102 announcements. Stock returns and trading volumes depends upon
the level of press attention. Endorsements that appear in a major newspaper show
higher average return and larger trading volume changes at announcement date
than those announced on the corporate website only The general belief among
advertisers is that messages delivered by celebrities provide a higher degree of
appeal, attention, and possibly message recall than those delivered by noncelebrities. Marketers also claim that celebrities affect the credibility of the claims
made, increase the Memorability of the message, and may provide a positive effect
that could be generalized to the brand Advertising is heavily used in process of
personality creation. This follow logically from the fact that personalities are
particularly important for brand building. They provide unique associations with
the brand and these associations acts as a stimulus for the customer to link their
personality with the brand. The sources that companies use to present their
advertising message typically attempts to project a credible image in terms of
competence, trustworthiness or dynamism. Celebrity endorsers are considered to
be highly dynamic, with attractive and engaging personal qualities. Audience may
also trust the advice given by some famous person, and in certain cases, celebrities
may even be perceived as competent to discuss the product.
Hypothesis
We intend to set three hypothesis:
H1: Consumers have a more positive attitude toward purchasing clothes according
to the celebrities preference.
H2:Among Internet users, men are more predisposed to online shopping than
women.
H3:Young people are more predisposed towards shopping for the latest fashion
trends.
BIBLIOGRAPHY
[2] Ahluwalia, Rohina, Robert E. Burnkrant, and H. Rao Unnava, (2000), Consumer
Response to Negative Publicity: The Moderating Role of Commitment, Journal of
Marketing Research, 37, 203-214.
[3] Atkin, Charles and Block, Martin (1983). "Effectiveness of Celebrity Endorsers,"
Journal of - Advertising Research, Vol23, February-March, pp 57-61.
[11] Folkes, Valerie S., (1988), The Availability Heuristic and Perceived Risk, Journal
of Consumer Research, 30, 125-137.
ANNEXURE
Name of Respondent: ___________________________________________________
Age_________________
Sex: M
F
______________________
Contact No.:_______________________
Occupation:
o
o
o
o
o
o
Hoardings
Movies
Internet
Malls
TV Shows
Others (Please Specify):
________________________________________________________________
6. Do you also buy accessories, shoes and make up & also match up to the Style
of Your Favorite Celeb?
o Yes always
o Quite Often
o Occasionally
o Not much
o Never
7. How likely will you purchase to the new Celeb Trends in the Current Market?
o Most Likely
o Likely
o Sometimes
o Maybe Not
o No Never
8. Where do you prefer Shopping as per your preferred Celeb style & trend?
o Online
o Retail Outlets
o Malls
o Local Markets
o Others, please specify____________________
9. Which Celeb influences Your Style & Trend?
Male
Female
Sharukh Khan
Katrina Kaif
Salman Khan
Kareena Kapoor
Ranbir Singh
Madhuri Dixit
Siddharth Mallya
Jaya Bachhan
Rahul Gandhi
Priyanka Gandhi
Others, Please
10.Why does Your Favorite Celeb Influence Your Style & Trend?