Impact of Celebrity Endorsement on Consumer Buying...

A Grand Project on Impact of Celebrity Endorsement on Consumer Buying Behavior with respect to Soft Drinks Prepaid by Guided by Hardik D Jani (Roll no: 35) Prof .Kruti Patel MBA Semester 4 Submitted to S K P I M C S DECLARATION We/ I, hereby, declare that the Comprehensive Project report Project titled, â€Å"Impact of celebrity endorsement on consumer buying behavior with respect to soft drink industry † is original to the best of our/ knowledge and has not been published elsewhere. This is for the purpose of partial fulfillment of Kadi Sarva Vishwa Vidhyalaya University requirements for the award†¦show more content†¦They worship celebrities.Celebrities which might be cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars like Shah Rukh Khan or John Ebrahim. They treat them as God. Marketers use this very preposition so as to influence their target customers may exist or potential ones. For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement. The field of consumer behavior is the study of individuals, groups or organizations and the processes they use to select, secure, use and dispose of product, services, experiences, or ideas to satisfy needs and impacts that these processes have on the consumer and society. And understanding the consumer behavior is the prime and toughest task in front of every marketer. There are a lot of factors, which influence consumer buyer behavior. This study aimed at to understand the influence of celebrity endorsement on consumer buying behavior. Marketers pay millions of Dollars to celebrity endorsee hoping that theShow MoreRelatedMarketing Research Topics1249 Words   |  5 Pagespharmaceutical dispensing pattern on consumer store patronage Table turnover augmentation: variables affecting the time spent in dining experience A comparative study on application of advertising through cell phone framework among various types of goods and services Market entry strategy in an emerging market using Country of Origin information Impact of brand awareness on consumer/brand loyalty: A study of packages milk brands Characteristics of customer loyalty: impact of brand image or product characteristics/attributesRead MoreCelebrity Endorsement3156 Words   |  13 PagesCelebrity Endorsements The importance of Celebrity Endorsements? The most important aspect of celebrity endorsement has been finding the right synergy between celebrity and product. It s about selecting a spokesperson whose characteristics are congruent with the brand image. It is insufficient simply to add a well known face to a food label and trust that there will be enough devotees of that celebrity to generate sales. The consumer does not buy premium priced products more than once on thatRead MoreOperation Strategies for Coca-Cola vs Pepsi Companies to Attract Their Customers10701 Words   |  43 PagesManagement, Malaysia ABSTRACT This study tried to identify the impact of Operation strategies for Coca-Cola Vs Pepsi companies to attract their Customers. Nowadays, economies are becoming more entwined than ever, any possible method that can be used in supporting the building of global brands is appealing. The characterization of the soft-drink industry for decades has intense rivalry between Coca-Cola and Pepsi. Coca-Cola Company ruled the sof t-drink market all through the 1950s, 1960s, and early 1970s inRead MoreCelebrity Endorsements19810 Words   |  80 PagesCelebrity Endorsements Brand Building DISSERTATION REPORT: CELEBRITY ENDORSEMENTS AND BRAND BUILDING Submitted to: By: Ms. Kokil Jain Rawtani Submitted Piyush A1802008077 MBA-IB(0810) 1|Page Celebrity Endorsements Brand Building AIBS ACKNOWLEDGEMENT It has been a great pleasure for me to work on this project. My sincere thanks to Ms. Kokil Jain ,my Marketing teacher for giving me an opportunity to work on this project whereby I was given a chance to study the impactRead MoreConsumer Buying Behavior8665 Words   |  35 PagesABSTRACT The present study investigates men’s perception in buying decisions on branded shirts in Mumbai. The need to understand the emerging markets and consumers has become a big challenge for the corporate world especially in creating and managing a powerful brand. By developing a powerful brand, corporate can establish brand equity and the equity assists firms in a variety of ways to manage competition and to maintain market share. Branding is one of the most effective competitive toolsRead MoreImportant Celebrity Attributes5815 Words   |  24 PagesImportant Celebrity Attributes While selecting a celebrity as endorser, the company has to decide the promotional objective of the brand and how far the celebrity image matches with it. The selection is in fact a collaboration, from which both the company and the celebrity gains. \ The most important attribute for a celebrity endorser is the trustworthiness. The target audience must trust that a celebrity carries a particular image and it must match with the product. \ The second attribute in orderRead MoreResearch on Fast Food Restaurants3500 Words   |  14 Pagesmarket using Country of Origin information 3. Impact of brand awareness on consumer/brand loyalty: A study of packages milk brands 4. Characteristics of customer loyalty: impact of brand image or product characteristics/attributes – A study of packaged milk brands 5. Effect of self-placement of habitual buying products on their sales 6. Determinants of consumer buying behavior through mega stores in (country name) 7. Consumer response towards country of origin (experiment) comparisonRead MoreMarketing Report on Nespresso8643 Words   |  35 PagesAssurance and product safety * Consumer Communication * Human rights in our business activities   * Leadership and personal responsibility * Supplier and customer relations   * Agriculture and rural development   * Environmental sustainability   * Water Despite these principles, Nestlà © is implied in a scandal for the infant formula product in Africa, which would cause the death of thousands of children, (Brisset 1997). Nevertheless, it does not seem to impact Nespresso’s brand image, becauseRead MoreBrand Preference of Gym Enthusiasts on Energy Drink Products14209 Words   |  57 Pagescatch the attention of the viewer and be the consumer of such product, especially with exaggerated advertisement. Advertising gives a variety of information about a certain product, and can be the basis on how consumers choose their preference of the brand that they will purchase. This study may try to find out how consumers choose their brand, especially in many preferences. Will the advertisement of a product affect their buying behaviour, will the consumer reject or be discouraged to buy the productRead MoreImportance of Surrogate Advertising in Creating Brand Identity for Liquor Industry(Final)14020 Words   |  57 Pagesprimary data sample were selected conveniently. 60 Delhi based liquor consumers were selected for collecting primary data. Alcohol advertising has the potential of promoting changes in attitudes and social values, including publicizing the desirability of social drinking to its viewers, which all encourage a higher consumption of alcohol. It is known that advertising can influence consumer choices, have a positive short-term impact on knowledge and awareness about alcohol, but it has proved difficult