Impact of Celebrity Brand Endorsement on Consumer Buying with Reference to Decorative Paint

Abstract

Post-globalization, Indian market has got flooded with plethora of brands across most of the consumer product categories. With so many products in the market with seemingly very little difference among them, the consumer not only gets confused but the marketing organizations also find it difficult to differentiate and attract customer eye balls. High decibel advertisement campaigns and aggressive promotions have partially bailed out the organizations. Decorative paint industry in India is a very competitive industry dominated by big players. Of late, more and more paint marketing organizations are piggy riding on celebrities to get their brands endorsed. Today, celebrities mostly from the domain of sports, and cinema, have a dominating presence across many product categories. But not much is known as to what extent customers get influenced by the celebrities and what do they perceive about them. This paper makes an attempt to understand the customers' perception about the celebrities and to what extent they impact the customers buying behaviour. Necessary statistical analysis has been done to understand the relevance of various factors and association thereof. The outcome of this research throws interesting insights on consumers' understanding of celebrities and the significance of celebrity endorsement in buying decision of consumers.