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



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Interpretation- 30 out of 92 i.e. 32% say that celebrities themselves do not use those products which they endorse, whereas 47% respondents do not have any opinion regarding this.

Q. 11. What type of celebrity endorsement persuades you personally to purchase products?



Responses-

FILM STAR

30

FAMOUS CELEBRITES

24

CRICKETER

31

POLITICIAN

7




Interpretation- Cricketers and film stars are the most appreciated celebrities for influencing the purchasing decision of the consumers. This is because 34% and 33% respondents say cricketers and film stars’ presence persuades them the most for purchasing the particular product.

Section 4

This section aims to sketch the significance of celebrity endorsement for the advertiser in consumer’s opinion. For realizing the purpose 3 questions are put here.



Q. 12. Does celebrity endorsement help in brand promotion?



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