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



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Interpretation- responses supports the marketer’s decision of spending on celebrity endorsement for reaping higher revenues. As 67% respondents say that by celebrity endorsement companies can increase revenues considerably.

Q. 9. Do you feel encouraged for purchases due to the presence of celebrities like Shahrukh Khan, Amitabh Bachan or Aishwariya Rai in an advertisement?



Responses-

YES

28

DON’T KNOW

37

NO

27




Interpretation- This question is designed to judge the motivating force of presence of a celebrity on the purchasing decision of the consumer. In accordance to the responses, 28 respondents say that they feel encouraged due to the presence of the celebrities in the advertisement for buying that particular product. While 27 say no such impact comes to their decisions.

Q. 10. Do you think the celebrities also use those products which they endorse?



Responses-

NO

30

YES

19

DON’T KNOW

43






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