1. IMPACT OF CELEBRITIES
ENDORSEMENTS ON CONSUMER
BUYING BEHAVIOUR

2. INTRODUCTION
 Over a period of time it has become a
calculated formula of using a celebrity for
product endorsement for sales increase and
making a product huge success in market.
 With a cut throat competition edging up the
question which is posed is celebrity
endorsement formula fixed formula for
generating sales volume.

3.  Celebrity endorsement relates to an imaging of
a product through a person who is well known
for his achievement and is public face.
 Companies have started adopting the
fundamental of widely using well known faces
for promoting a product.
 For eg. SachinTendulkar for Boost,Salman
Khan for Revital etc.
 Thus, this project reviews the impact of
celebrity endorsement on purchase behaviour
of consumers.

4. OBJECTIVES
 To understand how does celebrity have impact
on customers on buying products.
 To understand how the other factors like
quality, price and celebrity endorsement affect
the purchasing decision of the consumer.
 To understand what makes consumer notice a
brand.
 To understand on which scale does consumer
agree upon before buying the products.

5. Hypothesis
• Different age groups have different attraction level in buying a
product endorsed by a celebrity.
• Difference in age group and gender get influenced by
celebrity endorsement.
• Celebrities help different age groups more to remember a
brand/product.

6. NULL HYPOTHESIS
• There is no significant difference in the impact of
celebrity on attraction level of different age groups.
• There is no significant difference between age groups
and gender getting influenced by celebrity endorsement
and the age group getting influenced by its brand.
• There is no significant difference between different age
groups in remembring a product endorsed by a celebrity.
• There exists no significance difference in the mean value
for purchasing the product even after the celebrity is
involved in a scandal.

7. RESEARCH METHODOLOGY
 DEMOGRAPHIC-Urban
 SAMPLING UNIT-Above 15 years of age
 SAMPLING SIZE-100 Respondents
 DATACOLLECTION-Questionnaire, using
Likert scale.
 TOOLS FOR DATAANALYSIS- Anova, Chi
SquareTest, Paired SampleT Test.

8. QUESTIONNAIRE
1. What’s your age?
 15-20
 21-25
 26-30
 30 and above
2. Gender
 Male
 Female

9. 3. Who’s your favourite celebrity?
4. Do you get attracted to buy a product/brand endorsed
by a celebrity?
 Strongly agree Strongly disagree
1 2 3 4 5 6 7
5. If agreeing why?
 Credibility
 Trustworthiness of the product
 Attractiveness of the celebrity
 Sense of similarity to the celebrity
 Other factors

10. 6.What makes you notice a brand?
•Quality
•Advertising
•Endorsing Celebrity
•Price
•Other Factors
7.Celebrities help me more to remember a
brand/product?
•Strongly agree Strongly disagree
 1 2 3 4 5 6 7

11. 8.Would you buy a brand if your favourite
celebrity is endorsing it?
Strongly agree Strongly disagree
1 2 3 4 5 6 7
9.Will you stop buying a brand if your favourite
celebrity endorsing it got involved in a scandal?
Strongly agree Strongly disagree
1 2 3 4 5 6 7
10.Does your favourite celebrity give a positive
image to the endorsed brand?
Strongly agree Strongly disagree
1 2 3 4 5 6 7

12. Q2.ANOVA
Age Group*attraction
Q1*Q4
Q1.age
Sum of
Squares df Mean Square F Sig.
Between Groups 83.730 6 13.955 68.236 .000
Within Groups 19.020 93 .205
Total 102.750 99
HO: different age groups have different attraction levels towards a celebrity
product
At 5% level of significance
α=.05
P=.000
P<α
.000 < .05
We reject our null hypothesis and conclude that there exists significance
difference in the mean value.

13. Q2*Q4
Q4Chi-SquareTests
Value Df
Asymp. Sig. (2-
sided)
PearsonChi-Square 71.895a 6 .000
Likelihood Ratio 90.290 6 .000
Linear-by-LinearAssociation 51.283 1 .000
N ofValidCases 100
a. 8 cells (57.1%) have expected count less than 5.The minimum expected
count is .80.
Ho: Both the variables i:e gender and attraction level are independent of
each other.
At 5% level of significance
α=.05
P=0.000
0.000<.05
We reject our null hypothesis and thus conclude that there exists
significance difference between the gender and the reasons for attraction
towards the brand.

14. Q5Chi-SquareTests reasons.
Q1*Q5.
Value Df
Asymp. Sig. (2-
sided)
PearsonChi-Square 72.222a 4 .000
Likelihood Ratio 96.411 4 .000
Linear-by-LinearAssociation 60.345 1 .000
N ofValidCases 100
a. 2 cells (20.0%) have expected count less than 5.The minimum expected
count is 2.00.
Ho: Both the variables reasons and age are independent of each other.
At 5% level of significance
α=.05
P=0.000
0.000 < .05
We reject our null hypothesis and thus conclude that there exists
significance difference between the age and the reasons for purchasing the
brand.

15. Chi-SquareTests reasons.
Q1*Q6.
Value Df
Asymp. Sig. (2-
sided)
PearsonChi-Square 239.583a 12 .000
Likelihood Ratio 212.548 12 .000
Linear-by-LinearAssociation 86.135 1 .000
N ofValidCases 100
a. 13 cells (65.0%) have expected count less than 5.The minimum expected
count is 2.25.
Ho: Both the variables brand notice and age are independent of each other.
At 5% level of significance
a =.05
P = 0.000
0.000 < .05
We reject our null hypothesis and conclude that there is significant difference
in the mean value between brand notice in different age groups.

16. Chi-SquareTests.
Q7*Q1
Value Df
Asymp. Sig. (2-
sided)
PearsonChi-Square 200.000a 18 .000
Likelihood Ratio 209.731 18 .000
Linear-by-LinearAssociation 70.683 1 .000
N ofValidCases 100
a. 23 cells (82.1%) have expected count less than 5.The minimum
expected count is .75.
HO: different age groups have different level for remembering a brand
endorsed by a celebrity.
Q7Anova
brand remember*age groups
At 5% level of significance
Α = .05
P = .000
.000 < .05
We reject our null hypothesis and conclude that there exists significance
difference in the mean values, i:e different age groups do have different level
for remembering a brand endorsed by a celebrity.

17. Q8 & Q9
Buying decision * celebrity scandal
Paired Sample T-Test
Paired Samples Statistics
Mean N Std. Deviation
Std. Error
Mean
Pair 1 Q9 3.8500 100 2.16200 .21620
Q8 3.0000 100 2.13201 .21320
Paired Samples Correlations
N Correlation Sig.
Pair 1 Q9 & Q8 100 .931 .000

18. Paired SamplesTest
Paired Differences
t
d
f Sig. (2-tailed)
Mea
n
Std.
Devia
tion
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower
Upp
er
Pair <1 Q9 -
Q8
.850
00
.7961
4
.0796
1
.69203 1.007
97
10.
677
9
9
0.11 .000
HO: there is difference in the mean value for purchasing the product , after the
celebrity is involved in a scandal.
At 5% level of significance
α=.05
P=0.11
0.11>.05
Since correlation level of significance = .000
.0000 < 0.05. thus we conclude that there is no relation between a celebrity endorsed
brand and celebrity scandal. Thus people would still buy the brand, whether or not
the celebrity is in any scandal.
We accept our null hypothesis and conclude that there exists no significance
difference in the mean value for purchasing the product even after the celebrity is
involved in a scandal.

19. Q10 Chi Square Test
Gender
Q10*Q2
Chi-SquareTests
Value df
Asymp. Sig. (2-
sided)
PearsonChi-Square 96.667a 6 .000
Likelihood Ratio 129.598 6 .000
Linear-by-LinearAssociation 84.050 1 .000
N ofValidCases 100
a. 7 cells (50.0%) have expected count less than 5.The minimum expected
count is 2.00.
Ho: Both the variables positive image to the endorsed brand and age are
independent of each other.
At 5% level of significance
α=0.014
P=.000
0.000<.05
Accept our null hypothesis and conclude that there exits no significant
difference in the mean value between positive image of the celebrity
towards the brand and gender.

20. CONCLUSION
 From our findings/research we conclude that
celebrity have its impact on the purchasing
power of the customer.
 There exists significance difference in the
mean values.

21. GROUP MEMBERS
DARSHAN NARKAR-13017
FARAZALAM- 13027
MAUSUMI SEN-13042
KAUSTUBBHICHATURVEDI-13093