This study analyzed the impact of celebrity endorsements on consumer purchasing decisions. Several hypotheses were tested: 1) There was a significant difference in celebrity endorsement impact between age groups 12-20, 20-35, and 35+. Younger consumers were most influenced. 2) No significant difference was found between geographic areas. 3) Consumers significantly changed their brand preference when a celebrity switched endorsements to a competitor. 4) Price changes due to celebrity endorsements did not significantly impact preferences. 5) No significant associations were found between brand value and logos, jingles, or celebrity endorsements.

2. CONSUMER

3. STUDY ON IMPACT OF
CELEBRITY ENDORSEMENT
ON THE PURCHASING
DECISION OF THE
CONSUMER

4. Prepared by:
NEETUKHATRI
SUJYOTHI BHANDARY
VAIBHAV ROKADE
YASH SETH
YOGESH JAGE
Under the esteemed guidance of
Prof .Sameer Virani

5. CONTENTS
METHODOLOGY
OBJECTIVES,HYPOTHESIS,ANALYSIS
CONCLUSION
BIBLIOGRAPHY

6. •Sample size 100
•Scales :Nominial ,Likert
•SURVEY-questionnaire

7. Analysis
• Objective: To understand the impact of celebrity
endorsement on the various age group's buying
decision
Hypothesis: There is no significant difference in the
impact of celebrity endorsement on the buying
decision, between group 1(aged 12-20yrs),2(aged 20-
35) 3(35 and above)

8. Test:One way anova
Conclusion:
• As p = 0.033 < 0.05.
•Therefore significant difference between the groups
• reject our null hypothesis

9. Conclusion:
• atleast one is different from the other groups
• the null hypothesis is rejected and we conclude
• significant difference between group 1 and 3

10. Analysis
• Objective: To understand the impact of celebrity
endorsement on buying decision of the people of
different area
Hypothesis: There is no significant difference in the
impact of celebrity endorsement on the buying
decision, between group 1(western ),2(central)
3(harbour)
Area

11. Test:One way anova
Conclusion:
•As p = 0. 542 > 0.05.
• no significant difference between the groups
•accept our null hypothesis

12. Analysis
• Objective: To understand the buying behaviour of consumer
before and after the celebrity endorsement
• Hypothesis: There is no significant difference in the preference
of the product/brand before a celebrity endorses it and after the
celebrity has changed to a competitor product/brand
BEFORE &
AFTER CELEB
ENDORSMENT

13. Test:Paired –T test
Conclusion:
•p = 0.000 < 0.05.
•reject our null Hypothesis
•Significant difference
• there is a change in the preference of the product when the
celebrity endorses competitors product.

14. Analysis
• Objective: To understand the buying behaviour of consumer
before and after the celebrity endorsement when the price of
product is considered
• Hypothesis: There is no significant difference in the preference
before the increase in the price of a product due to celebrity
endorsement and after the reduction of the price of a product
due to no celebrity endorsement
BEFORE AND AFTER PRICE

15. Test :Paired –T test
Conclusion:
p = 0. 283 > 0.05.
we accept our null Hypothesis
No significant diffrence before and after
conclude that increase in the price of the product due to celebrity endorsement
or reduction in the price of the product due to no celebrity endorsement does
not change the preference of the buyer

16. Analysis
• Objective: To understand the brand association of the
consumers with product with logo, jingle and
celebrity endorsement.
• Hypothesis:There is no significant difference between
the of association of the brand with jingle, logo and
celebrity endorsing it

17. Celeb Association

18. Logo Association

19. Jingle Association

20. Test: Chi-square test
Conclusion:
•ASSOCIATION WITH CELEBRITY ENDORSMENT 0.482>0.05 null hypothesis
accepted ,
•ASSOCIATION WITH LOGO 0.426>0.05 null hypothesis accepted and
•ASSOCIATION WITH JINGLE 0.494>0.05 null hypothesis accepted
• No significant association between the brand value and logo,jingle and
celebrity endorsement

21. Conclusions
• The association of brand value with celebrity endorsment
was not significant along with jingle and logo
• When the impact of celebrity endorsement on consumers
belonging to different age group and area tested was
observed no significant difference found.
• when the impact on consumers, before and after the
celebrity has changed his endorsement was observed
significant differenece was found which indicates people do
prefer brands according to their choice of celebrity
• But no significant difference in the impact was found when
the price factor due to celebrity was included

22. Bibliography
• www.ibm.com
• www.laeard.com
• Research Methodology by Kothari
• Economic times