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a

A
Major Research Project Report

On

CONSUMER BEHAVIOUR
For The Partial Fulfillment Of
Master of Business Administration

2013-15
SUBMITTED TO :Dr. Namrata Gupta
H.O.D. of Mgmt. Dept.

SUBMITTED BY:Nipul Sharma


MBA IV Semester
Roll No. 3193760

MAHARANA PRATAP COLLEGE OF TECHNOLOGY, GWALIOR (M.P.)


Putli Ghar Road, Near New Collectorate, Gwalior, Madhya Pradesh 474006

DECLARATION
This is to declare that the Major Research Project Report has been
accomplished by me and being submitted in partial fulfillment of
requirement for the award of the Degree of Master of Business
Administration from Maharana Pratap College of Technology,
Gwalior.
The work has not been submitted by me anywhere else for the
award of any degree or diploma.

Date:

Nipul Sharma

Place:

MBA IV Semester

GUIDE CERTIFICATE
It is certified that the Major research Report entitled,

CONSUMER BEHAVIOUR is submitted by Mr. Nipul


Sharma for partial fulfillment for the award of the
degree

of Master of Business

Administration of

MAHARANA PRATAP COLLEGE OF TECHNOLOGY,


GWALIOR (M.P.).

Date :

Dr. Namrata Gupta

Place:
Dept.

H.O.D. of Management

ACKNOWLEDGEMENT

It gives me immense pleasure to express my deep


sense of gratitude to Dr. Namrata Gupta, H.O.D. of
Management Dept., MAHARANA PRATAP COLLEGE OF
TECHNOLOGY, GWALIOR for his valuable guidance and
consistent supervision throughout the course.

Finally

am

indebted

to

our

other

faculty

members, my friends and my parents who gave their


full-fledged co-operation for successful completion of
my project.
It was indeed learning experience for me.

Nipul Sharma
MBA IV Sem.

TABLE OF CONTENTS
CHAPTER 1:

-INTRODUCTION /CONCEPTUAL FRAMEWORK

CHAPTER 2:

-LITERATURE REVIEW
-RATIONALE
-OBJECTIVE

CHAPTER 3:

- RESEARCH METHADOLOGY
-UNIVERSE
-SAMPLE
-HYPOTHESIS
-RESEARCH DESIGN
-TOOLS FOR DATA COLLECTION
-TOOLS FOR DATA ANALYSIS

CHAPTER 4:

- RESULT AND DISCUSSION

CHAPTER 5:

-CONCLUSIONS
-IMPLICATIONS
-LIMITATION
-SCOPE FOR FUTURE WORK

REFERENCES:

-BIBLIOGRAPHY
-WEBLIOGRAPHY

ANNEXURES:

-QUESTIONNAIRE

Chapter 1
INTRODUCTION/CONCEPTUAL FRAMEWORK

Introduction/Conceptual Framework
The effect of celebrity endorsement on consumer buying behavior, with special
reference to bike segment undertakes a applied research in which the study of
effect of celebrity use in advertisements of bike. This study will focus on the
impact of celebrity on consumer buying behavior and their impact on consumer
decision.
Celebrity endorsement is a special type of advertisement which includes a famous
person from film fraternity, athletes, and sports, modelling world etc. it helps in
promoting the product brand and also increasing the sales of the product. Celebrity
endorsement not only has developed in recent years, it is being used from the past
for promoting the product. This type of marketing strategy is used to promote the
product and has proved in itself a boon in advertising world. It is mainly used to
influence the consumer who comes across these advertisements as it is accessed in
the consumers mind for many days even after the advertisement. Celebrity
endorsement has not always helped in promoting the product but it has been
developed considerably over the years. It is very expensive to endorse a celebrity
for a product but in the long run it has helped in increasing the sales of the product.
Celebrities are also interested in endorsing themselves in the product as they get
compensation for it and their image is been developed considerably. Businesses
have long sought to distract the attention of the potentials customers that live in a
world of ever increasing commercial bombardment. Everyday consumers are
exposed to thousands of voices and images in magazines, news paper, and on
billboards, websites, radio and television .Every brand attempts to steal a fraction
of an unsuspecting persons time to inform him or her of the amazing and different
attributes of the product at hand.

Because of the constant media saturation that most people experience daily, they
eventually become numb to the standard marketing techniques.
The study is to be done within the purview of certain variables which will clearly
underline the factors which affect the consumer buying decision and would help in
the study of effect of celebrity endorsement on consumer buying behavior & the
corresponding factors involved in it.
There are various variables (factors) which is affect the decision of consumer use
of celebrity in advertisements.
Various studies suggest that the overall cost of attracting new customers in the
market is much higher as compared to retaining existing ones, thus companies
must seek both to develop an effective and efficient communication with their
existing consumers along with attracting potential customers utilizing its marketing
mix.
It is a known fact that the best endorsements achieve an eclectic balance between
the product (brand) and the celebrity. Giving a brand a 'face' is more than just a
marketing strategy to increase sales or gain market share, it is a decision that can
change the future of the brand forever.
Choice of the celebrity, hence, is of utmost importance and is usually done based
on many different parameters - appeal, looks, popularity or even just a fantasy
figure to endorse a brand. India is a country where people are star-struck by film
stars, cricketers, politicians, and even criminals. Why? Populations of 1 billion and
ticking, everyday people need something or someone to look up to. A sense of
security, admiration, comfort, familiarity, and above all, someone they aspire to be
at some hidden level in their lives. And clever marketers leverage this very
celebrity appeal and are successfully carrying out their jobs by giving the bottom
lines of all the brands what they want - profit, market share and even recall. But
how much star power is too much? "Does Amitabh really use Tide," asked a 6 year

old to her mother. Her mother laughs and says, "No way, just a gimmick." What
does that do to the brand?
Now, despite the potential benefits derived from celebrity endorsements, they
increase a marketer's risk manifolds and should be treated with full attention and
aptitude. A brand should be cautious when employing celebrities to ensure promise
believability and delivery of the intended effect. The growing importance of
mythical characters as celebrities and their sway over the target segments are
ample proof of public demand for icons to look up to. As the celebrities traverse
from a mere commercial presence to public welfare message endorsements, a
whole new dimension is added to this process and helps us in achieving a holistic
view of the impact which celebrities generate in every sphere and segment through
their well-versed endorsements.
Does anyone buy a product because a Bollywood or TV actor/actress stands up and
reads a script in somewhat convincing manner? Are their distinctions in how
consumers perceive these types of endorsements and respond to them?
What happens when a celebrity endorser gets involved in a public scandal, or
worse, dies? Will the product lose consumer support or perish?
The most important thing to remember is that putting a celebrity in an ad is not an
idea in itself. Unfortunately, this is how most celebrities are being used in Indian
advertising, where they just become a prop. Ideally, there should be an idea that
makes the celebrity relevant to the product and the consumer.
The four Qs:
Quick saliency: It gets cut through because of the star and his attention getting
value. Goodlass Nerolac has ensured high saliency for its brand with the inclusion
of Amitabh Bachchan in its advertising.

Quick connect: There needs to be no insight but the communication connects


because the star connects. Sachin, Shah Rukh and their ilk's ensure an easy connect
for Pepsi with the youth.
Quick shorthand for brand values: The right star can actually telegraph a brand
message fast without elaborate story telling. Kapil Dev and Sachin Tendulkar seem
to have done that successfully for Boost in the early '90s. And helped to
differentiate it in the malted beverages market.
Quick means of brand differentiation: In a category where no brand is using a
celebrity, the first that picks one up could use it to differentiate itself in the market.
Boost did it in the malted beverage category.
In general celebrity endorsements are impelled by virtue of the following motives:

Instant Brand Awareness and Recall.


Celebrity values define, and refresh the brand image.
Celebrities add new dimensions to the brand image.
Instant credibility or aspiration PR coverage.
Lack of ideas.
Convincing clients.

Types of Celebrity Endorsements


Celebrity branding has many aspects. A slight change in the type of branding used
can result in either a great success or a dismal failure. Celebrity branding falls into
five general categories:

Testimonial: The celebrity acts as a spokesperson for the brand.


Imported: The celebrity performs a role known to the audience.
Invented: The celebrity plays a new, original role.
Observer: The celebrity assumes the role of an observer commenting on the

brand.
Harnessed: The celebrity's image is integrated with the ad's storyline.

Objectives of Marketing Communications


Defining the objectives of the advertisements is the first step. In general, there are
four major objectives for any advertisement. Note that not all advertisements need
to have all the objectives.
1 Establish the product need
stablishing a need for a product or a product category is the necessary first step.
This is more important in new-to-world category of products In Indian context,
consider the advertisement for Polio Immunization drive - the TV advertisement
featured Amitab Bachan telling that immunization is a must for every child - while
people suffering from polio are shown in the background along with healthy kids.
This advertisement used a celebrity to create the need for polio immunization.
Another good example is Toyotas advertisement of Innova in India. The TV
advertisement prominently shows Amir Khan playing different roles while
traveling in an Innova. The different roles - establish the need for such a big car in
India. ( Note that Indian car market is dominated by small cars - which can seat
only four adults, Toyota wanted to establish the need for a 8 seater car in India)
2 Create Brand Awareness
Once the need for a product is established, customers must be able to associate the
brand with the product category. For example iPod is strongly associated with
portable MP3 players, Nike with sports shoes etc.
A classic example of this is Nikes use of Michael Jordan advertising for Nike.
This advertisement instantly created a strong association of Nike with basketball
shoes.
3 Set customer expectations

Brand value comes from the customers experience with the product. If the product
meets or beats his expectations, then a positive brand image is created, else a
negative brand image is created. Therefore it is essential to set the customer
expectations accordingly. This is most common in established consumer products Beauty products, household cleaning products, food products etc.
4 Create a purchase intention
These are marketing promotion advertisements - Buy one, get one free, or get
additional discounts if you buy within a particular date etc.. The sole purpose of
such communication messages is to encourage customers to buy immediately or
within a short period after seeing Use of celebrity endorsements to create a
purchase intention has been very limited. This is mainly because such
advertisements adversely affect the personality brand value of the celebrity. Being
associated with a discount deal is not favorable image for the celebrity and the
customer.
Variable definitions:Advertising
Advertising is any paid form of non personal presentation and promotion of ideas,
goods, or services by identified sponsor.
Consumer
Consumers as individuals generally purchase products or services for personal
consumption for his/her own use, household or gift. It means they are identified as
end users.
Celebrity

McCracken's (1989) defines a celebrity as, "any person who enjoys a public
recognition and who utilizes this recognition on behalf of any consumer product by
coming along with it in an advert. As per (Friedman and Friedman, 1979), a
celebrity is an individual who is a Globally famous and renowned icon among
populace in cosmopolitan societies. He can be an entertainer to the public, a movie
superstar, a television actor or a sportsman, etc owning special entertaining
qualities respectively.

Chapter- 2
Chapter 2: Review of Literature, Rational and Objectives
2.1 -LITERATURE REVIEW
2.2 -RATIONALE
2.3 -OBJECTIVE

2.1 - LITERATURE REVIEW


Research is a systematic method of finding solutions to problems. It is essentially
an investigation, a recording and an analysis of evidence for the purpose of gaining
knowledge. According to Clifford woody, research comprises of defining and
redefining problem, formulating hypothesis or suggested solutions, collecting,
organizing and evaluating data, reaching conclusions, testing conclusions to
determine whether they fit the formulated hypothesis
What are the real factors which change the consumer purchasing decision?
Celebrity brand image?
Look?
Personality?
Cool Avenues, 2005
Friedman and Friedman also found empirical evidences that, in advertising and
promotion of products which are high in psychological and/or social risk, use of
celebrity endorser can lead to an authentic believability and a more favorable
assessment of the product and the advertisement, which can significantly lead to a
more positive purchase intention by the customer.
According toVeer, Ekant Becirovic, Ilda Martin, Brett A. S.
A research on The role of celebrity endorsements in political party advertising
has been conducted with the aim of determining, if celebrity endorsers in political
party advertising have a significant impact? They found that to incorporate the use
of celebrity endorsements in political party.
The results show that low political salience respondents were significantly
more likely to vote for the political party when a celebrity endorser is used.

According to Choi, Sejung Marina Rifon, Noraj


A research on Does celebrity endorsement still work? The article provides a
research study of the positive impact of celebrity endorsers in the society in the
field advertising. The research is carried out in three phases including exploratory
phase that qualitatively measures self-concept, brand image, and credibility. The
article states that celebrities draw more attention to the advertisements they appear
in and brands they are associated with and can create, enhance and change brand
images. The article mentions that the celebrities who represent up-to-date and
dominant values in a fragmented and diverse society might facilitate the existence
and evolution of the cultural entity.
Thus considering the above base of knowledge further study of the topic has been
done with an aim of analyzing the feasibility of the above stated conditions and
their impact on the consumer and their buying decision.
As per Atkins and Block (1983), a research on effectiveness of celebrity
endorsement found that celebrities may be influential because celebrities are
viewed as dynamic with both attractive and likable qualities. In addition to this
their names and fame is thought to attract attention to the product or service they
are endorsing.
Pandey (2010)in his study Impact of celebrities multiple product endorsements on
buyers attitude and purchase intentionsstudy that the aim of advertiser is to make
their product distinct and so valuable that the customer becomes a repeat buyer.
Aggarwal (2009)in his study brand ambassadors and their impact on consumer
behavior: A case study of mobile companies in India study that the choice of
celebrities to fulfill that role has become common practice for brands competing in
todays cluttered media advertisements. Recently, two of it giants, hp and Lenovo

signed Bollywood stars, shah rukh khan and saif ali khan as their brand
ambassadors.
The term celebrity refers to an individual who is known to the public (actor
figure, entertainer, etc.) for his or her achievements the areas other than that of the
product class endorsed (Friedman and Friedman, 1979). Celebrities appear in
public in different ways. First, they appear in public when fulfilling their
profession, e.g., Viswanathan Anand, who plays chess in front of the audience.
Furthermore, celebrities appear in public by attending special celebrity events, e.g.,
award ceremonies, Inauguration or world premieres of movies. In addition, they
present in news, fashion, magazines, and tabloids, which provide second
information on events and the private life of celebrities through mass media
channel (e.g., Smiriti Irani being regulated featured in various publications). Last
but not the least, celebrities act as spokes-people in advertising to promote
products and services, which is referred to celebrity endorsement.
(http://pakistanmba.jimdo.com )
Celebrity is a person who has excelled in his / her field of action or activity.
In our day to day activity, we perform many acts, may at home, at work place, on
field in sports, in social life. But these acts may be daily routine or just "acts" per
say giving no extra- ordinary results, not noticed by anybody surrounding, and not
taken into notice by Media. E.g. A bandit queen of chambal valley was very
famous, but was terror before her surrender to police. But she never becomes
celebrity. But an actress Ms Seema Biswas who acted in film on "Bandit Queen"
on life of that bandit, became very famous and a Celebrity. They pull crowds with
their presence only. If it is understood that BIG B is coming for shooting a film, to
a particular location on a particular day , then there is big commotion in that area.
Police worry about law and order situation, even young generation throng there in
big nose to have glimpses of BIG B and even wait since early morning leaving

aside their. Celebrities are people who enjoy public recognition by a large share of
a certain group of people. Whereas attributes like attractiveness, extraordinary
lifestyle or special skills are just examples and specific common characteristics
cannot be observed, it can be said that within a corresponding social group,
celebrities generally differ from the social norm and enjoy a high degree of public
awareness.
(McCracken, Grant (1989), "Who is the Celebrity Endorser?" Journal of Consumer
Research, 16 (December), 310-321
A product endorsement is a form of testimonial from someone which indicates that
they like or approve of a product. Commonly, product endorsements are solicited
from people who are socially prominent, allowing companies to advertise their
products with statements like as used by such-and-such an actress, or the official
product of company/event X. It's hard to miss a product endorsement on product
packaging and in advertisements; most companies keep their endorsements front
and centred so that they are always in the public eye. The concept of the product
endorsement is quite ancient. In England, for example, several companies have
been advertising themselves as by appointment to the Queen for hundreds of years,
indicating that they enjoy the patronage of the British royal family. Consumers are
often seduced by the idea of purchasing a product which is endorsed by someone
wealthy or famous, as though by buying the product, the consumer also becomes
affiliated with the person who endorses it. Modern product endorsements can come
with contracts worth substantial amounts of money. For example, many sports stars
agree to participate in product endorsement campaigns with the understanding that
the company will compensate them for the trouble; some stars donate the proceeds
to charities they support, using the product endorsement as a public relations
campaign. In exchange for an endorsement contract, someone may agree to use the
product publicly whenever possible, and they may be restricted from using

products made by a competitor. A product endorsement doesn't necessarily mean


that a product is good. It just means that the company has managed to work its
public relations connections to get a big name associated with it. While most
people and organizations will try out a product before they agree to endorse it, this
isn't always the case, and you shouldn't rely on endorsements to speak to the
quality of the product, especially if you are concerned about issues like illegal
labour or adulterated products. Some endorsements take the form of written
testimonials, where people write about how the product changed their lives.
Historically, such testimonials were often printed on the product packaging
directly; modern testimonials are more commonly included in advertising
campaigns, with excerpts only on the packaging. Many companies also use
photographs of famous people on their products to create a visual connection
between the endorser and the product, which is why sports stars appear on your
cereal box. The modern mass media has increased the exposure and power of
celebrity. Often, celebrity carries with it immense social capitals that is highly
sought after by some individuals. High paying jobs and other social perks
unavailable to most people are readily available to celebrities, even for wok not
connected to the talents or accomplishment that made them famous. For example A retired athletes might receive high speaking fees or compensation for public
appearances, despite his talent having been sports, not oratory, while some envy
celebrities, and many aspire to celebrity, some who have attained it are ambivalent
about their status. Often, celebrities cannot escape the public eye, and risk being
followed by fans. As well, child celebrities are notorious for having poor emotional
health in adulthood, and often turn to drug and alcohols abuse when their celebrity
(as it usually does) fades.

(Erdogan (1999), "Celebrity Endorsement: A Literature Review", Journal of


Marketing Research, 15, 291-314)
Attribution theory and endorsement effectiveness
Although past research documents a general tendency for consumers to believe in
the purity of the motives of celebrity endorsers, it is likely that this tendency varies
substantially both across consumers and across endorsers. For example, Tripp
showed that celebrities who endorse several products are viewed as less credible
endorsers than those who endorse only a single product. Also demonstrated that
celebrities who are blamed for negative events (e.g. accidents) can have
detrimental effects on the products they endorse. In short, the effectiveness of a
celebrity endorser is dynamic, dependent on the celebrity, the product, and perhaps
even societal conditions at the time and place where the advertisement is shown.
As such, it could be fruitful to abandon the use of traditional measures of the
celebrity endorser's trustworthiness or credibility in general in favor of directly
measuring the degree to which individuals evaluate the celebrity as liking the
endorsed product after viewing the advertisement. Such evaluations fit under a
class of judgment that has been referred to as correspondent inferences
Correspondent inferences more generally refer to any judgment in which observers
use an individual's behavior (e.g. an endorser saying that she loves Cheerios cereal)
to infer congruent dispositions in that individual (e.g. inferring that the endorser
actually does love Cheerios cereal). We propose that correspondent inferences are a
direct measure of a celebrity's credibility in the specific context of the
advertisement, and thus should predict consumers' attitudes toward the advertised
product.H1. =Correspondent inferences will be positively associated with attitudes
toward the advertised product. Another interesting question in this context is
whether consumers will tend to make correspondent inferences about celebrity

endorsers. Early social psychological work in attribution theory suggests not a


large endorsement fee should be viewed as a strong incentive toward endorsement
behavior, and thus observers should doubt that endorsements reflect true liking for
the product on the part of the endorser. However, research indicating that
celebrities are especially credible and trustworthy endorsers (e.g. Freiden, 1984)
suggests that consumers might believe celebrities like the product regardless of
endorsement fees. Furthermore, research examining a phenomenon called
correspondence bias suggests that observers are biased such that they tend to
attribute behavior to personal characteristics of the individual performing that
behavior (e.g. liking for the product) even when situational factors (e.g.
endorsement fees) are sufficient to fully explain the behavior.

2.2 -RATIONALE
The rationale behind the study is to add to the already existing stock of knowledge
and taking into consideration the left over variables and providing an entirely new
dimension to it.
Advertising is any paid form of non personal presentation and promotion of ideas,
goods, or services by identified sponsor. Marketer uses the brand image of
celebrity it positioning the product in consumer mind.
Over object for research is Does people purchase a bike after watch a celebrity in
the advertisement and get influenced by them?
It is a known fact that the best endorsements achieve an eclectic balance between
the product and the celebrity. Giving a brand a 'face' is more than just a marketing
strategy to increase sales or gain market share, it is a decision that can change the

future of the brand forever. Choice of the celebrity, hence, is of utmost importance
and is usually done based on many different parameters - appeal, looks, popularity
or even just a fantasy figure to endorse a brand. Celebrity endorsement cannot
guarantee fool-proof success. The celebrity endorsement strategy must be
integrated with target market characteristics, and the other elements of the
marketing mix such as product design, branding, packaging, and pricing. The
message execution that will be mouthed by the celebrity must likewise be made
clear and single-minded. You can do this cleverly by aligning the spirit of the brand
to the product, or by using a celebrity because it ensures that people will notice
you, and hopefully remember what the brand is saying. Smart associations are ones
where the former happens.

2.3 OBJECTIVE
1

To find the effect of celebrity endorsement on consumer buying behavior for


purchasing a bike.

To identify the most influential celebrity for bike endorsement.

Chapter- 3
METHADOLOGY
3.1- RESEARCH METHADOLOGY
3.2 -UNIVERSE
3.3 -SAMPLE
3.4 -HYPOTHESIS
3.5 -RESEARCH DESIGN
3.6-TOOLS FOR DATA COLLECTION
3.7 -TOOLS FOR DATA ANALYSIS

3.1- RESEARCH METHADOLOGY


Research is a systematic method of finding solutions to problems. It is essentially
an investigation, a recording and an analysis of evidence for the purpose of gaining
knowledge. According to Clifford woody, research comprises of defining and
redefining problem, formulating hypothesis or suggested solutions, collecting,
organizing and evaluating data, reaching conclusions, testing conclusions to
determine whether they fit the formulated hypothesis
Simple random sampling is used for this study. This is Applied Research.

3.2 UNIVERSE
The universe chooses for the research study is the 18 to 30 age group people of
Indore.

3.3 -SAMPLE
A sample design is a finite plan for obtaining a sample from a given population.
Simple random sampling is used for this study.
a.
b.
c.

SAMPLE SIZE
UNIT
NO. OF QUESTIONS

:
:
:

200 Respondents from each institute.


Indore
18

Sampling Procedure:
The procedure adopted in the present study is random sampling, select respondent
randomly from population.

3.4 HYPOTHESIS
There is no impact of celebrity endorsement on consumer buying behavior for
Purchasing a bike.

3.5 -RESEARCH DESIGN


The study all about celebrity endorsement effect on consumer buying behavior. It
required primary data and it collect from the various young employee of
organization of Indore like student, Business Man, Employee between the age of
18 to 30 year.

3.6-TOOLS FOR DATA COLLECTION


-PRIMARY SOURCE:
Primary data are in the form of raw material to which statistical methods are
applied for the purpose of analysis and interpretations. The primary sources are
discussion with employees, data collected through questionnaire.
- QUESTIONNAIRE:
A well defined questionnaire that is used effectively can gather information on both
overall performance of the test system as well as information on specific
components of the system. A defined questionnaire was carefully prepared and
specially numbered. The questions were arranged in proper order, in accordance
with the relevance.
- NATURE OF QUESTIONS ASKED :
The questionnaire consists of multiple choice and likerd scale, variable assessing
questions.
-PRE-TESTING:
A pre-testing of questionnaire was conducted with 10 questionnaires, which were
distributed and all of them were collected back as completed questionnaire. On the
basis of doubts raised by the respondents the questionnaire was redialed to its
present form.

- SAMPLE:
A finite subset of population, selected from it with the objective of investigating its
properties called a sample. A sample is a representative part of the population. A
sample of 200 respondents in total has been randomly selected. The response to
various elements under each questions were totaled for the purpose of various
statistical testing.
-VARIABLES OF THE STUDY:
The direct variable of the study is the effect of celebrity endorsement indirect
variables are the market image, perception, personality, attachment.

3.7 -TOOLS FOR DATA ANALYSIS

The tool used in the analysis of data would be


ZTest
The data are presented through bar charts.
Data also presented through tables.
Based on above interpretation and inferences are drawn.

Chapter- 4
RESULT AND DISCUSSION

MAJOR RESULT
We have two objectives
1 To find the effect of celebrity endorsement on consumer buying behavior for
purchasing a bike.
2 To identify the most influential celebrity for bike endorsement. For this we
make Hypothesis which is there is no impact of celebrity endorsement on
consumer buying behavior for purchasing a bike.

QUESTIONNAIRE
For objective first
rating range from 1 to 5 where stand for
1 Strongly Disagree.
2 Somewhat Disagree.
3 Neutral.
4 Somewhat Agree.
5 Strongly Agree.
1. Celebrity endorsing is the motivating factors when you plan to buy a Bike?
1. 2. 3. 4. 5.
2. Do you believe Bike specifically advertised by the celebrities is of good
quality?
1. 2. 3. 4. 5.
3. Celebrity is the most persuading factor to purchase the Bike?
1. 2. 3. 4. 5.
4. Bike companies are investing large amounts of money for using celebrities; do
you think its helping them to increase their total revenue?
1. 2. 3. 4. 5.
5. Does the presence of celebrities like John Abraham, Amir Khan or Dhoni in an
advertisement encourage you to purchase Bike?
1. 2. 3. 4. 5.

6. Do you believe the celebrities also use those products which they themselves
endorse?
1. 2. 3. 4. 5.
7. Do you give value celebrity endorsement when purchasing a Bike?
1. 2. 3. 4. 5.
8. Does celebrity endorsement help in brand promotion?
1. 2. 3. 4. 5.
9. As a celebrity, do you look to buy products that are endorsed by celebrity?
1. 2. 3. 4. 5.
10. Any quality of celebrity like Success, Personality, Attractiveness, and
Nationality eg Indian Celebrity, Status about the celebrity would influence your
decision to buy?
1. 2. 3. 4. 5.
11. Would you be prepared to pay more for a Bike which is advertised by a
celebrity endorser?
1. 2. 3. 4. 5.
12.Would you consider a Bike to be of a high quality if it was endorsed by a
celebrity?
1. 2. 3. 4. 5.
13. Give your opinion:- I am more likely to purchase a Bike if it is being
advertised by a celebrity that I like or admire?
1. 2. 3. 4. 5.
14.If you had previously bought a Bike due to celebrity influence, would that
celebrity personal problems or lack of success effect your opinion of the Bike?
1. 2. 3. 4. 5.
15.As an observer, do you believe that celebrity endorsing advertisement affects
the Bike consumers buying patterns?
1. 2. 3. 4. 5.
For objective second
16.What type of celebrity endorsement persuades you personally to purchase
products?
Film star
Cricketer
Famous personalities Other

17.As a bike consumer, what brand of bike you purchase did you purchase most
recently?
a. Mahindra Stilo b.TVS Star city c. Herohonda Karizma d.Yamaha SZ
18. Please rate the following celebrities as a brand endorser:1 Excellent

2Average

3Poor

a) John Abraham for Yamaha SZ


1Excellent 2Average 3Poor 4cant say
b) Amir Khan for Mahindra Stilo
Excellent 2Average 3Poor 4cant say
c) Hritik Roshan for Hero Honda
Excellent 2Average 3Poor 4cant say
d) Virandra sahwag for Hero Honda
Excellent 2Average 3Poor 4cant say
e) Rajvardhan singh rathod for Hero Honda
Excellent 2Average 3Poor 4cant say
f) M.S. Dhoni for bajaj Discover
Excellent 2Average 3Poor 4cant say

4cant say

Chapter- 5
CONCLUSION
5.1 CONCLUSION
5.2 IMPLICATION
5.3 LIMITATIONS OF THE STUDY
5.4 SCOPE FOR FUTURE WORK

5.1 CONCLUSION
Celebrities have always been the easiest way for a new product launch (consumer
goods) and will remain to do so in the near future on account of their mass appeal
and a world full of star stuck loyal fans. But the impact on the brand is much
greater than just an advertisement showing a celebrity.
We have seen that the correct choice of a celebrity can surely increase sales but
when it comes to long term loyalty and impact on the brand. The effect is yet
somewhat debatable. In the end, the product must deliver for the customer, no
matter who endorses the product, if the customer does not see himself getting value
from his purchase, he will not buy it. But yes, celebrities over time can influence
the loyalty and make a person friendlier to a brand. Brand and celebrities are here
to stay for a long time and in this age of slick advertising and mass media and
unthinkable budgets, celebrities are having a field day charging huge amounts and
making more money than their mainstream professions. But then do they really
care about the brand? Or is it just the money? But the bottom line, celebrity
endorsements are here to stay.
Let us accept one thing - the world of advertising and brand building does not
believe in the Laissez-Faire principle. Unless you reach out to the customer, make
him think and nudge him that little bit, you will fall short of your targets and that is
a cardinal sin, given the competition.
The brand managers work on an extremely sleek, thought-controlling process
which may be propounded as the Multiplier Effect. They are smart, pragmatic
people and know very well that Mr. Singh, sitting in his cosy home in Delhi and
watching his favourite action hero driving the brand new LX car model, would not
walk up to the car showroom next day and book one for himself. They offer simple

feelers like concept and lifestyle to him, which are inherent to the product
advertisement, with or without the celebrity endorsement.

5.2 IMPLICATION
The given principles were linked to specific managerial suggestions regarding
more effective use of celebrities to enhance brand equity:
Celebrity endorsements will be more effective when used consistently over
time to increase the strength of the link between the celebrity and the endorsed
brand.
Celebrity endorsements will be more effective when the ad execution is
simple, clean, and free of irrelevant design elements. Focus on the celebrity
and the brand together.
Celebrity endorsements will be more effective when using a celebrity who is
not already strongly associated with another product or service.
Celebrity endorsements will be more effective when using a celebrity with a
high fit, congruence, or belongingness with the endorsed brand.
Celebrity endorsers can be used to effectively reinforce and/or create an image
for a product or service.
Test potential brand/celebrity combinations to ensure that the impression and
image of the celebrity is positive for the target audience.
Celebrity endorsements will be more effective for less familiar brands.
Celebrity endorsers will be more effective for brands for which consumers
have limited knowledge/facts.
Celebrity endorsers will be more effective when integrated across the
elements of the marketing mix.
Caution in choice of celebrity endorser is warranted given the potential risk of
tarnishing the brands image.

5.3 LIMITATIONS OF THE STUDY

The limitations of the study are the following The data was collected through questionnaire. The responds from the
respondents may not be accurate.
The sample taken for the study was only 200 and the results drawn may not be
accurate.
Lack of experience of Researcher.
5.4 SCOPE FOR FUTURE WORK
The present study on employee motivation helps to get clear picture about the
factors which motivates the employees. This in turn helps the management to
formulate suitable policy to motivate the employees. Hence, the motivational level
of the employees may also change. The factors that motivate the employees may
change with change in time because the needs of employees too change with
change in time. So continuous monitoring and close observation of factors that
motivate the employees is necessary to maintain a competent work force. Only
with a competent work force an organization can achieve its objective. Moreover,
human resource is the most valuable asset to any organization. A further study with
in dept analysis to know to what extent these factors motivate the employees is
required and important conclusions can be drawn.

REFERENCES:

Reference
Jobber, D. (2001) Principles & Practice of Marketing 3rd edition, London UK,
McGraw-Hill.
Journal of Marketing and Communication Jan-April 2010 ,Vol. 5 Issue 3,p20 25,5p
European Journal of Marketing, 2010, Vol. 44 Issue 3/4, p436-450, 15p, 1
Diagram, 1 Chart Journal of Global Marketing, 2009, Vol. 22 Issue 2, p121-137,
17p, 2 Diagrams, 4 Charts

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