PERCEPTION OF COLLEGE GOING STUDENTS REGARDING CELEBRITY ENDORSEMENT OF SELECT PRODUCT CATEGORIES: WITH SPECIAL REFERENCE TO DHUBRI DISTRICT OF ASSAM
Keywords:
Celebrity Endorsement, Consumer Perception, Influence on Purchase, Attractiveness, Attitude, YouthAbstract
Not only in India but across the globe, the practice of celebrities endorsing brands has become a trend as also a winning formula for corporate image building and product/service marketing. It helps in creating a star appeal towards the brand by adding a refreshing and new dimension to the brand image. A Celebrity Endorser is any individual who enjoy public recognition and who uses his/her recognition on behalf of consumer good/services by appearing in an advertisement of the same apart from being closely attached to every promotional campaign of the brand. The perception of the target group of customers towards celebrities and the brands they endorse prove to be of much significance in designing promotional, pricing, and a host of other marketing strategies for the concerned brands of products/services. The perception of college going students regarding celebrity endorsement is a concern for the firms targeting the youth market. Hence the present study has been carried out with the objectives of – (a) finding out the association between demographic attributes and buying behavior of consumers, (b) analyzing the overall consumer’s perception with regard to celebrity endorsement and (c) measuring the influence of celebrities on purchase intention of consumers. The researchers have selected the respondents within the age group of 15 to 25 years. The data were collected from 150 respondents of Dhubri District. The researchers have used a structured questionnaire for the purpose of collecting data from the sample respondents. For the purpose of analysis and interpretation, simple percentages, cross- tabulation, graphs, etc have been used. Further, the hypotheses framed for the study have been tested with the help of chi square test and t-test.
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