IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY

Management

Indian people are very fond of fashion so that they follow the famous celebrities which is their icons. In today’s scenario Bollywood celebrities actively participating in advertising. In our country companies or firms prefers celebrities endorsement as a major tool for marketing, which increases the sale of their products. Simple Random sampling method was used for the present study with the sample size of 250 customers; the primary data for the study have been collected with the help of survey and questionnaire, structured survey questionnaire constructed in using 3 points likert- scale. The secondary data have been collected from the books, journals, research reports, magazines, articles, newspaper and websites. The data obtained from survey was analyzed (percentage, correlation, Mean, Standard error) using SPSS version 21. The main purpose of this study is to analysis and understands the impact of celebrity endorsement on consumer buying behavior.

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