The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person’s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful.
The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.
Table of Contents
- EXECUTIVE SUMMARY
- 1. INTRODUCTION
- 1.1 Overview
- 1.2 Objectives of the Study
- 1.3 Significance of the Study
- 1.4 Scope of the Study
- 1.5 Limitation of the Study
- 1.6 Future directions
- 2. THEORITICAL BACKGROUND
- 2.1 Celebrity endorsement
- 2.2 Rise of celebrity culture
- 2.3 Forms of celebrity endorsement
- 2.4 Advantages of celebrity endorsement
- 2.5 Disadvantages of using celebrity endorsement in advertisement
- 2.6 Consumer Buying Intention
- 2.7 Model of Consumer Buying Intension
- 3. Literature Review
- 3.1 Celebrity endorsement
- 3.2 Consumer Buying Intension
- 3.3 Impact of Celebrity endorsement on Consumer buying intension
- 4. Research Methodology
- 4.1 RESEARCH DESIGN
- 4.2 SOURCES OF DATA
- 4.3 SCALE DEVELOPMENT
- 4.4 NATURE OF THE DATA
- 4.5 SAMPLE SIZE
- 4.6 STATISTICAL TECHNIQUE
- 4.7 RELIABILITY
- 4.8 DATA COLLECTION
- 4.9 PLANS FOR DATA ANALYSIS
- 5. DATA ANALYSIS AND INTERPRETATION
- 5.1 EXPLORATORY FACTOR ANALYSIS
- 5.2 Multiple Regression Analysis
- 5.3 DESCRIPTIVE ANALYSIS
- 6. Findings
- 7. Recommendations
Objectives and Key Themes
The study aims to analyze the impact of celebrity endorsements on the buying intentions of young consumers in India. It seeks to identify the various constructs of celebrity endorsement and understand consumer perception towards them. The research employs both exploratory and descriptive research methods, utilizing primary and secondary data.
- The influence of celebrity endorsements on young consumers' buying intentions.
- The various constructs of celebrity endorsement and their effectiveness.
- Consumer perception and attitudes toward celebrity endorsements.
- The impact of celebrity credibility and trustworthiness on purchase decisions.
- The role of celebrity endorsements in brand building and image creation.
Chapter Summaries
1. INTRODUCTION: This chapter provides an overview of the study, outlining its objectives, significance, scope, limitations, and future research directions. It sets the stage by highlighting the rapid changes in the Indian socio-economic environment and the crucial role of celebrity endorsements in marketing strategies. The chapter establishes the context for investigating the impact of celebrity endorsements on young Indian consumers' buying intentions.
2. THEORITICAL BACKGROUND: This chapter delves into the theoretical underpinnings of the study. It explores the concept of celebrity endorsements, tracing the rise of celebrity culture and examining different forms of celebrity endorsements. The chapter analyzes the advantages and disadvantages of using celebrity endorsements in advertising, providing a framework for understanding consumer buying intentions and the model used to predict this intention based on celebrity endorsement. This section lays the foundation for the empirical investigation by defining key terms and presenting relevant theories.
3. Literature Review: This chapter reviews existing literature on celebrity endorsements, consumer buying intentions, and the impact of celebrity endorsements on consumer buying intentions. It synthesizes previous research findings, identifying gaps in knowledge and justifying the current study's focus. This chapter provides a comprehensive overview of scholarly work relevant to the research questions.
4. Research Methodology: This chapter details the research design, data sources (both primary and secondary), scale development, data nature, sample size, statistical techniques employed (exploratory factor analysis, multiple regression analysis, descriptive analysis), reliability measures, data collection methods, and plans for data analysis. This section provides a comprehensive explanation of the methodology used to ensure the rigor and validity of the research.
5. DATA ANALYSIS AND INTERPRETATION: This chapter presents the results of the data analysis. It explains the application of exploratory factor analysis to identify the constructs of celebrity endorsement, multiple regression analysis to assess the impact of celebrity endorsement on consumer buying intention, and descriptive analysis for demographic variables. The chapter details the statistical procedures and interprets the findings, providing a clear presentation of the empirical results.
6. Findings: This chapter summarizes the key findings from the data analysis. It highlights the relationships identified between celebrity endorsement variables and consumer buying intention. This section provides a concise presentation of the study's main discoveries.
7. Recommendations: This chapter provides recommendations for marketers and businesses based on the research findings. It suggests practical strategies for leveraging celebrity endorsements effectively to improve marketing campaigns and influence consumer behavior. This section offers actionable insights for real-world applications.
Keywords
Celebrity endorsement, consumer buying intention, young consumers, India, marketing, advertising, brand building, consumer perception, exploratory factor analysis, multiple regression analysis, SPSS.
Frequently Asked Questions: Impact of Celebrity Endorsements on Young Consumers' Buying Intentions in India
What is the main topic of this study?
This study analyzes the impact of celebrity endorsements on the buying intentions of young consumers in India. It investigates the various constructs of celebrity endorsement, consumer perception, and the effectiveness of different endorsement strategies.
What are the key objectives of the study?
The study aims to understand the influence of celebrity endorsements on young consumers' buying intentions, identify the effective constructs of celebrity endorsement, analyze consumer perception and attitudes towards celebrity endorsements, determine the impact of celebrity credibility and trustworthiness, and explore the role of celebrity endorsements in brand building.
What is the scope of the study?
The study focuses on young consumers in India and their responses to celebrity endorsements. It utilizes both primary and secondary data and employs exploratory and descriptive research methods.
What are the key themes explored in the study?
Key themes include the influence of celebrity endorsements on purchase decisions, the various constructs of celebrity endorsement (e.g., credibility, attractiveness), consumer perception of celebrity endorsements, and the role of celebrity endorsements in brand image creation.
What theoretical background is used in the study?
The study explores the theoretical underpinnings of celebrity endorsement, the rise of celebrity culture, different forms of celebrity endorsements, advantages and disadvantages of using celebrity endorsements, consumer buying intentions, and models for predicting buying intention based on celebrity endorsement.
What research methodology was employed?
The study uses a combination of primary and secondary data. The research design includes exploratory factor analysis, multiple regression analysis, and descriptive analysis. Specific details about sample size, data collection methods, and statistical techniques are provided in the methodology chapter.
What data analysis techniques were used?
The study utilizes exploratory factor analysis to identify the constructs of celebrity endorsement, multiple regression analysis to assess the impact on consumer buying intention, and descriptive analysis for demographic variables.
What are the key findings of the study?
The key findings are summarized in a dedicated chapter. The findings highlight the relationships identified between celebrity endorsement variables and consumer buying intention.
What recommendations are offered?
The study provides recommendations for marketers and businesses on how to effectively leverage celebrity endorsements to improve marketing campaigns and influence consumer behavior.
What are the keywords associated with this study?
Keywords include: Celebrity endorsement, consumer buying intention, young consumers, India, marketing, advertising, brand building, consumer perception, exploratory factor analysis, multiple regression analysis, SPSS.
What is included in the Table of Contents?
The Table of Contents includes sections on the Executive Summary, Introduction, Theoretical Background, Literature Review, Research Methodology, Data Analysis and Interpretation, Findings, and Recommendations.
Where can I find chapter summaries?
Detailed summaries of each chapter are provided, outlining the content and focus of each section.
- Quote paper
- Dr. Kunal Gaurav (Author), Priyanka Kumari (Author), 2017, The Influence of Celebrity Endorsements on the Buying Intension of Young Consumers in India, Munich, GRIN Verlag, https://www.grin.com/document/375742
