1. CELEBRITY ENDORSEMENT
“The Effect of Celebrity Endorsement on Consumer Brand
Preference”

2. Dhani
(1035110)
Haresh
Kumar
(1025115)
Supervised by
Shaista Ayesha Farhat

3. CONTENTS
INTRODUCTION
LITERATURE REVIEW
RESEARCH METHODOLOGY
ANALYSIS & KEY FINDINGS
CONCLUSION
RECOMMENDATION

4. LOGO
INTRODUCTION

5. INTRODUCTION
Celebrity Endorsement :An
Interesting Phenomenon
• Celebrities are people who
enjoy public acknowledgement
by a large group of people
whereas attributes like
passion, attractiveness, diligenc
e, discipline, self-motivation
and extraordinary lifestyle are
just examples and specific
common characteristics.
• Consumer recall rate is high
when exposed to celebrity ads
How to Find Right
Celebrity:
• Any who is famous and has a good
name in market can be the right
celebrity. Many advertisers consider
that their celebrity must have
popularity and charisma.
• While selecting the celebrity the
primary criteria is the fame, physical
attractiveness and credibility under
considerations.

6. CELEBRITY ENDORSEMENT IN PAKISTAN
Celebrities from the showbiz world are turning towards the
glowing world of representing a product as Brand Ambassador
Celebrities have made their side business besides the profession.
Famous celebrities like Shahid Afridi, Aisam-ul-Haq,Ali Zafar
started to endorse a product.
Shahid Afridi (Pepsi), Junaid Jamshed (Lays), they started
endorsement.There are many more examples regarding
celebrity endorsement in Pakistan.

7. Objectives of
the Study
• To explore people’s perception
about celebrity endorsement.
• To determine how consumer
decision effected by the celebrity
name.
• To determine the impact of
celebrity endorsement on brand.
• To analyze the rising number &
role of celebrity endorsement.
The Problem
Statement
• How customer’s
buying pattern
changes due to
celebrity
endorsement.

8. LOGO
LITERATURE REVIEW

9. LITERATURE REVIEW
 Marketers
worldwide
considered celebrity
endorsement as an
effective
promotional tool.
 According to (Atkin
and Block, 1983)
celebrity
endorsement
produce more
positive responses
towards advertising
and increase
purchase intentions.
Benefits of
Celebrity
Endorsement
 Create perception of
the brand
 Create awareness
of the brand
 Put add-on value to
the brand
 Create position for
the brand
 Raise media
coverage
 Put new life into a
fail brand
 Attract a new
customers
Types of
Celebrity
Endorsement
 Singer
 Actor
 Sportsmen
 Model

10. Shahid Afridi
• Pepsi
• Jazz
• Head & Shoulders
Aisam-ul-Haq
• Pepsi
• Olper’s
• Close UP
Ali Zafar
• Pepsi
• Telenor
Mahira
• Aquafina
• Tuc Biscuit
SUCCESSFUL LOCAL CELEBRITY

11. Methodology
Research Design
• Exploratory
research
Procedure
• Step 1:Scondary data
• Step 2: Surveys and interviews
• Step 3: Data Collection &
coding
• Step 4: Interpretation &
Conclusion
• Step 5: Evaluation &
recommendations
Population
• People located
within
Karachi, social
classes A & B
(SZABIST)
Sample and
Sampling Method
• Convenient sampling
method
• 300 responses
• Area: SZABIST

12. HYPOTHESIS
Hypothesis-1
Ho: Celebrity endorsement affects consumer buying behavior.
H1: Celebrity endorsement does not affect consumer buying behavior.

13. LOGO
ANALYSIS

14. Occupation Level
Above graph and table clearly shows that major part of our data
has respondents in form of students, almost 65.3 % of the
respondents are students, while the lowest number of
respondents are housewife.
.
Occupation
Frequen
cy Percent Valid Percent
Cumulative
Percent
Vali
d
student 196 65.3 65.3 65.3
job 75 25.0 25.0 90.3
business 25 8.3 8.3 98.7
house
wife
4 1.3 1.3 100.0
Total 300 100.0 100.0

15. Above pie chart and the table generated from SPSS shows that
the majority of the income level of our respondents lies
between 41000 to 50000, because they are the university level
students and most of them are graduates or undergraduates.
Household Income
HouseholdIncome
Frequency Percent Valid Percent
Cumulative
Percent
V
a
l
i
d
25000 to 40000 36 12.0 12.0 12.0
41000 to 55000 108 36.0 36.0 48.0
56000 to 70000 84 28.0 28.0 76.0
71000 and above 72 24.0 24.0 100.0
Total 300 100.0 100.0

16. We can easily observe that majority of our respondents around
66% have given positive response that the endorsement of any
celebrity has an impact on the re purchase of that product.
Impact on Consumer Repurchase
Does a celebrity endorsement has an impact on consumer repurchase * gender
Crosstabulation
Count
gender
Totalmale female
Doesacelebrityendorsementhasanimpactoncon
sumerrepurchase
yes 149 51 200
no 68 32 100
Total 217 83 300

17. The above blue biggest bar in above graph shows that most of
our respondents say that they can easily recognize the product
which is endorsed by their favorite celebrity or by any other
celebrity.
Easily Recognize Endorsed Product
Does consumers easily recognize endorsed product * gender Crosstabulation
Count
gender
Totalmale female
Does consumers easily recognize endorsed product yes 153 53 206
no 64 30 94
Total 217 83 300

18. LOGO
KEY FINDINGS

19. FINDINGS
The trust factor depends on different things like
the best quality products, or the accessible
prices, after sales services and much more.
It is revealed that the people think that the
celebrity is giving them a product of association
with basic need, so the trust factor can be built.
Celebrity has trust in
customers mind

20. CONCLUSION
Celebrity endorsement has incremental
impact on the success of the business.
The main finding is that the celebrity
endorsement can make the customers loyal in
terms of the quality.
The main reason for celebrity endorsement is
the recognition of the brand.

21. RECOMMENDATIONS
A high quality can retain good customer and shift they from the
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It's a highly competitive world out there. So the best and most
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Our impartiality and unbiased recommendations will ensure that
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the contract are fair – after all, it must be a win-win situation for all
parties involved.

22. THANKYOU