Comparative study on impact of celebrity and Non celebrity endorsed fmcg advertisement on The consumer buying behavior

Abstract

newline The world is moving at a very fast pace; most of the companies are going global to newlinereach maximum customers. To match with competitiveness, it is important for the newlineadvertisers to focus more on their promotional and advertising strategies. This thesis newlineis closely related to marketing and promotional activities used by advertisers in order newlineto create a brand recall factor in customer s mind. Main objective of this thesis is to newlinefind how the celebrity and non-celebrity endorsed advertisements affect the buying newlinebehavior of consumers and which is more effective. Many celebrities play an newlineextremely important role in advertising. Selling of product and service is purely newlineelastic and depends on celebrity s image in consumer s mind and this perception newlineinfluences the consumer buying decision. Any positive or negative effect of celebrity newlineendorsed advertisement may lead to dramatic changes in sales which can affect the newlinecompany s profit and goodwill in the long run. Advertisers focus on the formulation newlineand implementation of the advertisements as per the requirements of the customers newlinebecause customers are the final decision makers.