A study of Consumer Perception towards Celebrity endorsement and its impact on brand building A study with special focus on Teenagers in select cities of Gujarat

Abstract

newline quotPeople don t buy products, they buy brands. Successful marketers have the power of their brands as the cornerstone of their success. Marketing is a domain which is dynamic i.e. involves change, an important phenomenon not to be overlooked. Thus its felt that today s organization has to now overlook from Unique Selling Proposition (USP) to Unique Consumer Perception (UCP). USP identifies a product/service from its competitors while UCP is the perception or picture a consumer develops from all types of promotional inputs from the company about their product or service. Also the big giant and affordable organizations spend lot of money in celebrity endorsements but have never thought back about how consumer perceives them in this sail. They might take them to be just one in many. Hence here it is imperative to study and find out how consumers perceives about the brand building effort through a celebrity route. It has been felt that there is a large gap in understanding consumer s perception towards endorsement strategies as well as a celebrity check based on the factors and variables assigned by a consumer. Therefore the statement of the problem under study that has been selected is Consumer Perception for Celebrity endorsement and its impact on brand building and with special focus on Teenagers in Gujarat. newlineTotal 500 teenagers from select cities of Gujarat (Ahmedabad, Surat, Rajkot and Vadodara) were surveyed. Out of which the total of 332 completely filled respondents were chosen for study, based on sample size calculation of proportions n= 332 suffices the requirement too. newlineThe overall results revealed that teenager s have a positive perception towards celebrity endorsement. 51 % of teenagers strongly agree to celebrity route of endorsement 44 % teenagers stay neutral towards their agreement of having celebrity in advertisements and only 3.92% of teens disagree the celebrity route of endorsement. Thus it can be concluded that majority favors the celebrity route of endorsements and also perceive posi