An Analysis of Celebrity Endorsement and Car Preferences in Pune Region

International Journal of Economics and Management Studies

© 2017 by SSRG - IJEMS Journal

Volume 4 Issue 5

Year of Publication : 2017

Authors : Mr. Santosh Jadhav, Prof. Dr. Shubhangi Walvekar

10.14445/23939125/IJEMS-V4I5P106

How to Cite?

Mr. Santosh Jadhav, Prof. Dr. Shubhangi Walvekar, "An Analysis of Celebrity Endorsement and Car Preferences in Pune Region," SSRG International Journal of Economics and Management Studies, vol. 4,  no. 5, pp. 24-28, 2017. Crossref, https://doi.org/10.14445/23939125/IJEMS-V4I5P106

Abstract:

Celebrate endorsement is not new, in fact it has been in our life since longer years. We follow the successful persons, their gestures and lifestyle. This has become a common way for a promoter to promote the products with the help of successful persons. There are various parameters in which promotions though celebrities are carried out. However there are some parameters which were still not analysed in any of the studies, which was reveal in this research. This study was carried out to understand the effect of celebrity in recalling the brand endorsed by them, secondly, to evaluate whether the profession of celebrity makes any difference to customer’s product preferences. Moreover, the study also focuses to find out age group that was more influenced by the celebrity endorsements. For this study primary data was collected using questionnaire tool. These data of 50 respondents was treated with Chi-Square method to prove the hypothesis. Additionally, graphical method over cross tabulation is used to analyse the influenced age group. Finally it was concluded that, celebrity endorsement has greater impact on the brand awareness, secondly, there are no rules for any celebrity profession endorsing any type of car, different profession endorsing different car are equally acceptable to the respondents. On the last conclusion younger generation of age group 18-30yrs has a greater impact of the celebrity endorsement.

Keywords:

  Awareness, Buyer Preferences, Celebrity Endorsement, Promotions, Professions.

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