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

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This entire study was carried out to for studying a relationship between celebrity endorsements in advertisements and buying behavior of Indian consumers. Here in India, image transfer model of celebrity endorsement is used. It has been observed that the Indian soft drink consumers at this stage are not much influenced by the presence of a celebrity in the ads of soft drinks. Indian soft drink industry is at the maturing stage of life cycle having just two big players which are well established in the country. Celebrity endorsement just provides brand recognition for new products. As far as the effectiveness and impact of celebrity endorsement is considered for Coca-Cola, it is the observation that Coca-Cola is an old and well established brand and holds a specific brand image in the Indian consumer’s mind so it itself does not get much affected by the celebrity endorsement but other products of the company’s portfolio like minute maide Nimboo Fresh and other new launches would definitely have reaped benefits by this strategy. In Coca-Cola India the spending trend is rising by time following the pace of the advertising industry.


The world of today is changing at fast speed. India is no exception to it. Particularly following the opening up of the economy, the speed of change that India and its populace are experiencing in their socio-cultural background is mind boggling. India has a wide diversity that offers a mesmerizing scope for study. In the jest of change, marketing strategies are too getting better and improved communication and positioning tools. One among these is celebrity endorsement. Current study includes the Indian soft drink industry and specifically concentrates on the Indian soft drink giant Coca-Cola India. Use of celebrity endorsement as a communication and promotional strategy has gain popularity among the advertisers in India.

Further, recommendations for company i.e. Coca-Cola is to be rational in spending on and selection of the celebrities for product endorsement. Also Celebrities are not that much influential for Indian consumers so enormous spending may be just a waste.

Results of this study are applicable to the Indian population. For a global impact assessment of this strategy on consumer buying behavior, this study provides a ground. Also Coca-Cola is a global brand rather being a local Indian one, so further research areas are available in the concerned company. Further similar to soft drink industry other consumable product industries can be studied under the same strategy.


Although this research was prepared carefully, some limitations and shortcomings still exist. First of all, the research results suffer from the time constraints as there was a shortage of time. Second, the population of the experimental group was large enough and, only 92 responses were taken for the study, which may not be a true representative of the population. Third, since the questionnaire designed to the responses of the Indian consumers was a closed ended one so the responses may not be fully free from the researcher’s subjectivity. Besides these following limitations too exists in the study:

  • Constraint of resources is another limitation of the study.

  • Also because of the limited time, study may not be entertained with proper enthusiasm as the topic is supposed to be. This research is completed in the previously defined time slot which affects its trustworthiness, it requires more time for the purpose of the research.

  • Thoughts and views of different authors is used in the LR section of the report. These may be contradictory at times.

  • Respondent have not provided the answers with authenticity, which also acts as the limitation of the research.

  • Some data is collected through the secondary sources where the observations of the authors may be biased or not related to the study.

  • Generalization of the findings of the study is not feasible as this study is carried out for a limited area or region also by using small sample, that is why the results may be misleading.

  • Location constrain, research is based only at London which is far away from the actual research population.

  • This research project measures the past not the future, thus there is no prediction for future made in this project.

  •  Market research provides information upon which decisions are made and does not make decisions itself. Report findings do not make decisions just shows the findings.

  • There are choices of techniques that are used but sometimes the techniques are insufficient for the tasks that have been put.

  • The research is much reliable on secondary data.


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