IJMH – Volume 5 Issue 1 Paper 1

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A STUDY ON UNDERSTANDING CUSTOMER’S PREFERENCE TOWARDS THE CELEBRITY ENDORSED PRODUCTS WITH RESPECT TO GARMENT/APPAREL INDUSTRY

Author’s Name : Akshay Surana

Volume 05 Issue 01  Year 2018  ISSN No:  2349-7289  Page no: 1-3

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Abstract:

This study provides a quantitative summary of the relationship between celebrity endorsement and its impact on a customer’s buying decision in the category of apparel industry. The data was collected from 79 respondents and then evaluated and analyzed and further interpreted according to the requirement of the study. The Reliability study showed that the data was highly reliable. The results also concluded that there was a statistically significant relationship between importance of price and age, celebrity endorsement used as a measure in the comparison of products and income. The findings showed that there was a positive, although moderate impact of celebrity endorsement on consumers buying decision based on factors like price, celebrity and etc. Implication for marketers as well as suggestions for future research is discussed

Keywords:

Consumer Perception, Celebrity Endorsement and Promotion

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