Impact of Celebrity Endorsement on Consumer Buying Behaviour

Abstract

Celebrity endorsements are central to marketers and provide a strategic way to connect brands and consumers. This study aims to assess the relationship between consumer buying behavior and celebrity endorsement. Through a structured questionnaire administered to 106 respondents selected via convenience sampling, the research explores how celebrity endorsements influence purchasing decisions. The findings suggest that frequent changes in the celebrities endorsing a product can reduce customers' purchasing decisions. Furthermore, it was observed that the quality of the products significantly influences purchase attitudes more than endorsement factors, pricing, discounts, and offers. Respondents expressed mixed views on the quality of goods advertised by celebrities, indicating that celebrity endorsement does not consistently guarantee product quality. The study relies on both primary and secondary data, with primary data being collected through the questionnaire. Statistical analysis using Excel was conducted to derive insights and conclusions from the collected data.