A Study of Celebrity Endorsement and It’s Impact on Consumer Behaviour of College And University,Students of Rajkot City

Abstract

In the research paper research set the main objective wither celebrity endorsement affect consumer behaviour or not. To know the celebrity effectiveness for aspects such as easy recognition of product, new ideas, increase sale and profit and competition. Researcher has used research work a convenient sampling method adopted for the data collection and 100 structure questionnaires has been collected by the researcher and researcher used some statistical tools like percentage analysis, weighted average mean and chi-square “t” test for the data analysis. The researcher has found mode of advertisement that preferred by consumer that is television, radio, newspaper, magazine and internet from those mode television is most preferred mode of advertisement for consumer so company should have to invest and show the celebrity endorsement advertisement more on television so most of consumer purchase the product. Then next finding about which type of celebrity preferred by consumer in that 33% people like sports person and 26% people like film star and 22% people like famous personality and 19% people like common man as a brand ambassador so company have invest and show the advertisement that contain sport person so it will gain more profit and attracts more people through the advertisement. Then final finding about which celebrity famous in that is found that Amitabh bachan is a famous celebrity