International Journal of Latest Research in Science and Technology ISSN (Online):2278-5299

Volume 4, Issue 4: Page No.74-77, July-August 2015

http://www.mnkjournals.com/ijlrst.htm

EFFECT OF CELEBRITY ENDORSEMENT ON

CUSTOMERS PURCHASE DECISION: (A
STUDY OF LIFE-STYLE PRODUCTS)
Saurabh sharma1Sanjeev Gill2,
1
Assistant Professor Department of management & Technology,JBIT,Dehradun
2
HOD Department of Civil construction management & Engineering, JBIT,Dehradun
1
Saurabh_mbaindia@yahoo.in, 2sanjeev_kumar_gill1@yahoo.co.in

Abstract- The study aims to analyze the effect of celebrity endorsements on customers purchase decision. The study focuses on the
customers way of recognizing the celebrities & stars that how they are endorsing the life style products through media, television, Internet
& magazines to create the enthusiasm of purchasing among customers & to take the realistic decision that whatever the value they are
spending for their comfort , satisfaction & status that is meaningful & this builds the faith & trust over the marketers who are always
ready to serve the life style products to their esteemed customers . This study has a wide spectrum to get understand the behavior of the
customers purchasing decision for their life style products by the medium of celebrity promotion

Keywords- celebrity, customers, brand awareness, purchasing behavior, endorsement, Marketing Strategy
I. INTRODUCTION
Celebrity Endorsement is a very unique and advance
technique for brand promotions. This Technique is used in
the Promotion of the products either domestic or life style
branded products. Now a day this type of Marketing Strategy
is mostly adopted by various branded firms. This spectrum is
used to impact the customers. firms knows that this spectrum
of promotion is very expensive and incurred high cost but
somewhere it is beneficial for the expansion of their business
& sales of the firm so keeping this point of view in their
consideration every firm hires and fix a contract with various
reputed and mega celebrities to get endorse their life style
products very rapidly in the market among their esteemed
customers. Celebrities are creative personalities who are
known for their achievements on the areas other than that of
life style product class endorsed and this thing is very true for
the classic form of celebrities like (Amitabh Bachchan,
Shahrukh Khan & Amir Khan etc.) Celebrities Appears in
public in different ways like public appearance through their
profession.
Through corporate point of view celebrities are used as a
glamorous and creative appeal to get endorse the life style
products among the esteemed customers & to know their
behavior of purchasing decision in a most favorable manner.
Celebrities have a great and deep impact on today’s
consumers lifestyle panorama as most of the brands like
(Denim, Denizen, Puma, Bossini & various smart phones) are
usually promoted by celebrities to create a feeling of
purchase among customers and to take a relevant decision
regarding the purchasing behavior of customer. Celebrities
play a major role in creating the brand awareness among the
customers & encourage them to take decisions regarding all
purchasing aspects.
II. LITERATURE REVIEW
Celebrity endorsement technique is the most efficient tool
of promotional activities. Through this approach most of the
firms use to endorse their products or life style brands in the
market among their esteemed customers. Nowadays every
business class person or marketer mainly use to think on this
issue that how he could expand his business and how he
could generate good turnover from it. So keeping this point
of view in mind every business firm which is related with the
life style brands use to adopt the approach of celebrity
promotions because the marketers could easily promote their
brands easily among the customers through this approach and
also the marketers could easily understand the nature of
consumers decision making purchase ability regarding life
style products because nowadays it is a mindset of every
customer that the product which is endorsed or promoted by a
celebrity that is meaning full & it is one of the best way of
creating brand awareness among customers that which life
style product is suited to their status because today’s
customer is very conscious about his comfort, satisfaction &
brand loyalty & might they take purchasing decision on the
basis of the service, quality, celebrity promotional activities
& performance of the product. Celebrity’s endorsement gives
extra edge to the companies for holding the customers
attention. Finally through the review of this discussion we
came to know that celebrities act as a spokes person in
promoting the life style products & its services to the
customers with an enormous momentum.
III. OBJECTIVES NEED OF LIFE STYLE PRODUCTS-
The four major objectives of this study are as follows
In present Market Scenario the need of life style products is
increasing day by day as per the preference & life style of
customers. The reason behind this is the creativity of
celebrity promotion like. TOYOTA’S luxury vehicle
“INNOVAS” Commercial shows how Amir Khan
performing different roles while travelling in “ INNOVA”
this shows the feel of purchase decision among customers

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 International Journal of Latest Research in Science and Technology.
because only through celebrity commercials the customer can Impact of various celebrities like Salman Khan, Hrithik
think once that what is so special in this life style brand and it Roshan, Virat Kohli, Deepika Padukone on purchasing
creates a deep impact on customers mind to be more decision of Consumers (Table No. 2)
confident to purchase. The another Commercial of “EMAMI” Impact Number Of %
FAIR & HANDSOME CREAM promoted by a mega Respondents
celebrity star Shahrukh khan that how Shahrukh creates a
feeling in male customers that there is something good in this Creates Impact 18 36
Fairness cream & encourage them to purchase it immediately No Impact 28 56
Not Sure 4 08
III. BRAND AWARENESS Total 50 100
The Customers are highly influenced with the branded life
style products like I Pod are strongly associated with the From the survey it was found that amongst 50 respondents,
portable MP3 player branded sports shoes like “NIKE’ a 36 % respondents would like to make purchase decision
classic promotion of sportswear endorsed by famous basket based on celebrity endorsement, 56 % of respondents opinion
ball player “MICHAEL JORDAN” brand ambassador of is that no impact can be created by the celebrities , rest 8 %
NIKE creates brand awareness among esteemed clients. are not sure whether an impact can be made or not.

IV. RESEARCH METHODOLOGY

The present study entitled, “Effect of Celebrity endorsement
on Customers Purchasing Decision” is empirical in nature,
where consumers of different age groups mostly young
generation were asked to give their views about the Entire
Research Study.
Sample size -For the present study has a sample size of 50
respondents.
Sampling technique -For the present study, convenience
Pie chart of Impact of various celebrities on purchasing
sampling will be used to choose respondents.
decision of Consumers
Data collection -The present study is based on both primary
and secondary data. The data for the study will be compiled
Table No. 3 Opinion about the quality brands Endorsed
mainly from the primary sources through a structured
by celebrities
questionnaire.
Statistical tools -For the present study, Percentage method is
Opinion NO. Of Respondents %
used to analyze the Data.
Analysis and Interpretation Occupation of Respondents Good Quality 02 04
Bad Quality 20 40
Table no-1 50 % 24 48
Not Sure 04 04
Respondent Number Of % Total 50 100
Occupation Respondents

Business Class 6 12
Service Class 14 28 From the survey it was found that amongst 50 respondents, 4
Students 30 60 % of people gave opinion that the Brands Endorsed by
Total 50 100 celebrities are of good quality, 40 % of respondents opinion
that they are of Bad quality, 48 % gave opinion that either
Above table shows the occupation of respondents. 12% of they will be of good quality or not and remaining 8 % are not
respondents are from business class, 28% are from service sure.
class, 60% are students.

Pie Chart for Opinion on the quality of Brands Endorsed by

Pie chart for the occupation of Respondents celebrities

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 International Journal of Latest Research in Science and Technology.
Opinion NO. Of Respondents
Yes 06 12
NO 30 60
Not Sure 14 28
Total 50 100
From the survey it was found that amongst 50 respondents,
12% opinion that the celebrities are also using those products
which they are endorsing, 60 % people believes that
celebrities are not using those products which they are
endorsing, and remaining 28 % are not sure.
Pie chart Opinion about whether the celebrities are also using
those Brands which they themselves endorsing
Demographic segmentation on the basis of life-style
brands
In demographic segmentation the market is divided into
groups on the basis of variable such as age, family size,
family life-cycle, gender, income, occupation, education,
religion, generation, nationality and social class.. Some of the
demographic variables used are:
 Age and Life-Cycle Stage:
Consumer’s wants and liabilities change with age. On the
basis of age, a market can be divided into four parts viz.,
children, young, adults and old. For consumers of different
age groups, different Life-style products are produced. For
instance, different types of ready-made garments are
produced for consumers of different age groups. A successful
marketing manager should understand the age group for
which the product would be most suited and determine his
marketing policy, pricing policy, advertising policy etc.,
accordingly.
 Gender orientation:
. Gender segmentation has long been applied in various
Lifestyle clothing, hairstyling, cosmetics and magazines.
 Marital status:
Life style of a person depends on whether she/he is married
or not. An unmarried bachelor prefers to enjoy life and his
purchase behavior will show more of food and entertainment
and less of furniture. But a married person will purchase
house and the furniture. After that if they have a child their
purchase pattern again changes and they buy baby food,
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% medicines etc. if the couple is old their purchase pattern again
shows change. Thus marital status and the status of marriage
age is an important variable of segmentation.
 Generation:
It has been noticed that there has been a recent change in
customer preferences about the lifestyle brands, especially of
the younger age groups or those of the present generation and
the older ones are yet to catch up. Because of this one
marketing strategy cannot be implemented for all. So many
firms are now turning to generation segmentation. Each
generation is profoundly influenced by the times in which it
grows up – the music, movies, politics and events of that
period.
 Social Class:
It has a strong influence on preference of lifestyle status in
cars, clothing, home furnishings, leisure activities, reading
habits etc. Many Companies design products and services for
specific social classes.
 Family size:
The size of the family affects the amount and size of
purchasing decision. The consumption pattern of a big-sized
joint family differs from a small-sized Family.
,
 Income:
Income varies along the population of nation. In this scenario
the customers will behave differently in terms of wants as per
their income. Income segmentation is a long-standing
practice in such product and service categories as
automobiles, clothing, cosmetics and travel agencies.
 Occupation:
Various occupations can influence the buying behavior of
consumers. People in sales and people in academic training
will have different purchasing pattern. Those who are senior
managers will need to maintain the corporate status but a
field representative will require other things, which will make
his work easier like files, folders etc. A model or an
airhostess will be more beauty conscious and spend a lot in
buying cosmetics and beauty care products. This all depends
upon their life style which they prefer more.
 Educational level:
The Educational standard segments people with same income
i.e. with a similar ability to buy. For example, an illiterate
minor and an educated primary teacher with same income
may prefer different lifestyle products due to their difference
in educational standards.
 Religion:
Religious rituals, traits, traditions and cultures also
differentiate and segment the market. The famous Nike
“Swoosh” symbol is not used in some Arab countries for its
resemblance with Islamic symbols.
V. CONCLUSION
Celebrity endorsements have always been considered as the
most effective way of launching the innovative branded
products in the market. The correct choice of celebrity can
surely increases sales and growth of the firm. The core
selection of a celebrity matches the target segment and
brands. The Coca – Cola brand spread its familiarity across
the world through its attractive and glamorous promotions.
Celebrities accessibility, Regional Appeal Factors,
Popularity, Attractiveness & belief system are some of the
important platform which are raised when we deeply focus on
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 International Journal of Latest Research in Science and Technology.
the study of celebrity promotions in terms of life style
products. We know that life style products created a very vast
appeal of passion among customers and without it they feel
that they are incomplete as per the modern market trend and
today’s fashionable life style so in that condition celebrity
promotions really worked a lot & creates an enthusiasm
among customers that life style products are really meant for
them if they use to be more enthusiastic and passionate about
it. So generally celebrity promotions are very good and most
tremendous panorama of creating realistic situation among
customers that they must take proper purchasing decision in
terms of life style brands and encourage others also to get
purchase it.

REFERENCES
1. Giffin, Kim (1967), "The Contribution of Studies of Source
Credibility to a Theory of Interpersonal Trust in the Communication
Process,"PsychologicaBlulletin, 68 (2), 104-119
2. Kotler Philip “Marketing Management – Analysis, Planning,
Implementation & Control.
3. Belch, G.E., and Belch, M.A. (1993), “Introduction to Advertising
and Promotion: An

4. Integrated Marketing Communications Perspective”, McGraw Hill

“Consumer Behavior: Buying, Having and Being”.

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