Influence of celebrity brand endorsement on buying behavior of the indian soft drink consumers Acknowledgment



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Interpretation- Aim of this question was to trace the spending habits of Indian soft drink consumers. Responses reveal that monthly spending of Indian soft drink consumers (65%) on soft drinks is Rs. 100 or less. Whereas 21% respondents spending is more than Rs.1000. This disparity of spending is due to the income and living status differences among the consumers.

Section 2

For having a look on the consumer’s perception about the celebrity endorsement, this section holds three questions.



Q. 5. What is the most persuading factor for you to purchase a soft drink?

Responses-

TASTE

44

PRICE

14

BRAND NAME

27

CELEBRITY ENDORSING

7




Interpretation- According to the received responses, the most enticing factor for consumer’s purchasing a soft drink is the taste and the brand name. Celebrity endorsement is not their concern. Price is another factor which effect consumer’s buying decision.

Q. 6. Do you think that the products particularly advertised by celebrities are of good quality?



Responses-

YES

14

NO

29

50%

29

NOT SURE

20





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