INVESTIGATING THE ROLE OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE INTENTION “A CASE STUDY ON FMCG”

INVESTIGATING THE ROLE OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE INTENTION “A CASE STUDY ON FMCG”

Akanksha Kumari

Dr. Sankar Mukherjee

Bachelor of Business Administration

School of Business

Executive Summary

This project entitled to study the impact of celebrity endorsement on the consumer perception towards the fast moving consumable good brands. It aims to analyze the influence of celebrities' attributes (attractiveness, expertise, trustworthiness, popularity) on the buying behaviour of people living in India. The research was done by collecting information through a structured close ended questionnaire from 71 responses in India. This paper investigates the impact of celebrity endorsement on buyers' purchasing conduct of Fast Moving Consumer Goods (FMCG). It means to break down the impact of celebrities' properties (allure, mastery, dependability, prevalence) on the purchasing conduct of individuals living in India. The whole data are gathered utilizing organized questionnaires from seventy-one respondents in India. The consequences of graphic investigation uncover that celebrity endorsement has a positive effect on purchasing conduct of a larger part of individuals. It has additionally been recognized from the examination that respondents positioned brand as the most pre dominant factor affecting their purchasing conduct while they positioned celebrity endorsement as a forward need. The consequence of inferential investigation uncovers that a huge relationship exists between celebrities' properties and buy intention of FMCG. Since Indian FMCG organizations are in critical need of a good limited time system, this investigation gives valuable knowledge to FMCG organizations and advertisers in India.