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



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Interpretation- For understanding the consumer’s perception about the relationship between the product quality and celebrity endorsement, this question is designed. As per the responses 31% people believe that celebrity endorsement does not guarantee the quality of a product whereas only 15% respondents say that a celebrity’s presence assures quality of the product.

Q. 7. Do you believe that celebrity endorsements make the product costlier for the consumer?



Responses-

YES

39

NO

17

50%

26

NOT SURE

10




Interpretation- Responses for the questions reveal that majority of respondents think that by using celebrities, the product becomes more costlier.

Section 3

To have an idea of the relationship between the consumer buying decision and celebrity endorsement, we have used 4 questions in this part.



Q. 8. Companies invests large amount of money for celebrities endorsement; do you think it’s worth for increasing their revenue?

Responses-

DON’T KNOW

18

YES

62

NO

12






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