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PAPER ID:IJIM/V.2(IX)/226-230/41
AUTHOR : Dr. Mehar Singh
TITLE : CELEBRITY ENDORSEMENT AND BUYING BEHAVIOUR OF CONSUMERS
ABSTRACT: The modern market of today is flooded with numerous advertisements for even a single product category. Various brands are investing their optimum of resources to make their products popular among the consumers which as a result gives rise to the sales of a particular product. There is very tough competition among the producers to project their product in limelight. No producer wants to lose this race and wants to win it at any cost. In the era of overcrowded advertisements which is called advertisement clutter, sometimes consumers get confused and lose their interest towards a specific product. So manufacturers are always in a search of some modern marketing strategy to catch the mere attention of the consumers towards their products. This process has emerged the concept of celebrity endorsement. Although the concept of celebrity advertising is not new in the sphere of product promotion but there is always possibility of innovations in this field. Now this is a matter of debate that the very concept of celebrity endorsement in advertisements is how much fruitful and if it hypes the sales of the related products. And it is also pertinent to explore if celebrity endorsement has some contribution towards the buying behavior of the consumers. In this paper researcher put an effort to investigate that how working professionals of Ambala cantt perceive the celebrity endorsement and if it has some impact over the buying behavior of them by conducting a survey over 200 working professionals.
KEYWORDS: Celebrity, Celebrity Endorsement, Advertisements, Buying Behaviour