Celebrity Influence on Consumer’s Buying Decision in India

This dissertation explores the extent of impact of celebrities on consumer buying decisions in India and the factors influencing their decisions. It analyzes the role of credibility, likeness for a celebrity, and other factors in shaping consumer behavior. The study uses an online survey and data analysis through SPSS to examine the relationship between celebrity endorsements and consumer purchasing decisions.

Celebrity Influence on Consumer’s Buying Decision in India
Date of submission:
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Abstract
The use of celebrities in advertisements is massive. Indian customer attitudes are changing at
a rapid pace and they are becoming more aware of the products that they use to define their
‘self’. Celebrities are people who enjoy public recognition by a large share of a
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certain group of people whereas attributes like attractiveness, extraordinary lifestyle are
just examples and specific common characteristics cannot be observed though it can be
said that within corresponding social group celebrities generally differ from the social norm
and enjoy a high degree of public awareness (Schlecht,2003). Through my dissertation I
would like to understand the extend of impact of the celebrities Indian or western have on the
purchase decisions of consumers in the country and do people of India have a preference of a
particular type. It will also help us to know which are the other factors that are affecting their
decisions like credibility, likeness for a celebrity etc. This would be done with the help of
online survey circulated and the data then being analysed through SPSS. A proper reliability
test along with correlation and regression will be done on the obtained data.
Table of Content
Serial No. Description Page No.
1 Abstract
2 Acknowledgement
3 Introduction
4 Literature review
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5 Methodology
6 Finding
7 analysis
8 Conclusion
9 Appendix
10 References
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Chapter 1/4 Introduction
The use of celebrity endorsements in advertising has become a trend and a perceived winning
formula of corporate image building and product marketing. As existing media get
increasingly cluttered, the need to stand out has become paramount and celebrities have
proved to be the ideal way to ensure brand prominence.
It has been experienced that the products endorsed by celebrities help them to standout and
get more noticed while shopping due to their improved level of product recall (Bowman
2002). Each celebrity proposes has a unique set of cultural meaning and can bring meaning to
the product he or she is endorsing or promoting. Indian celebrities along with sports
personalities have been promoting products or services for a very long period now and the
popularity of using celebrities is increasing only.
Indian cricket team captain Virat Kohli emerged as the top celebrity endorser while Akshay
Kumar, with a $104.5-million brand value is on the 2nd position and the power celebrity
couple Deepika Padukone and Ranveer Singh tied at the third spot this year. It is also seen
that one celebrity endorses multiple brands as well for example Kumar continued promoting
more than a dozen brands such as Honda (motorcycles), Eveready (batteries), PC Jewellers,
Harpic, HUL Ayush, Policybazar.com and Layer’R Shot deo among others.
It is very clearly visible in today’s time that celebrities endorsing brands has both positive
and negative effect on the buying decisions of consumers. As celebrities endorsing alcoholic
drinks and nicotine products make the viewers believe that if their ideals i.e., celebrities are
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consuming it then there is no harm in consumption of such products. Another example of this
is the stereotyping of fair looking people and application of fairness creams. At the same
time, it has positive impact as well. As celebrities are used to promote tourism in India for
example Amitabh Bachchan promoting Gujarat tourism which make people travel to these
destinations and encourage economic growth.
Celebrities from western countries are also sometimes seen in Indian advertisements which is
also a matter of question that whether these western celebrities have any effect on the mindset
of the people watching such advertisements and do they get influenced by them leading them
to purchase those products.
India being a developing country has a lot of stereotypes that get affected by advertising in
the country.
Chapter 2/4 Literature Review
"Celebrity endorser is an individual who is known by the public for his or her achievements
in areas other than that of the product class endorsed" (Friedman and Friedman, 1979). A lot
of multi-national organisations use celebrities to gain popularity of their brand and develop
motivation among the consumers to purchase it. Celebrities have always been believed to
have the capability of inviting people to buy product or service with the enormous power they
hold of due to credibility and distinctive position. Celebrities are not only chosen on the basis
of their personality but also assessed on various other dimensions to have the perfect match
with the product they are endorsing. Like Bipasha Basu promoting a fairness cream
advertisement wouldn’t appeal to people. India comprising of Bollywood, has a lot of
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celebrities all of them having different personalities and traits. Some of them are more
famous than the others. Indian advertisements comprise of these actors in a large number.
If we talk about advertising, it is really important to understand that with the amount of
money spend on advertisements it’s very important that the advertisers should analyse the
effect of it on the consumers. The first formal advertising model was probably AIDA
(Attention-> Interest -> Desire -> Action), attributed to E. St. Elmo Lewis in 1898 (Strong
1925, p. 76). These types of "hierarchy of effects" models (Lavidge and Steiner 1961) have
dominated the literature ever since. This model is explained in detail further below.
Advertising, of own and competitive brands, is shown as an input for the consumer.
Scheduling of the media, message content, and repetition (Singh and Cole 1993) are
components of this input and constitute the advertising strategy that triggers a consumer's
response. The intermediate type of response implies that, consciously or unconsciously,
advertising must have some mental effect (e.g., awareness, memory, attitude toward the
brand) before it can affect behaviour. Cognition, the "thinking" dimension of a person s
response, and affect, the "feeling" dimension, are portrayed as two major intermediate
advertising effects. Individual purchasing and product usage behaviour, or changes thereto,
represent the consequential, behavioural effects of advertising in our model. For most
products, and especially the frequently purchased packaged goods in which much research is
interested, the consumer's mind is not a blank sheet awaiting advertising but rather al- ready
contains conscious and unconscious memories of product purchasing and usage. Thus,
behaviour feeds back to experience, which is our third principal intermediate effect.
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Individual responses to advertising are effect by the consumers capacity to understand and
their existing knowledge.
This AIDA model is relevant in our research as once the consumers see the presence of
celebrities, they will catch their attention and arouse their interest in the product which may
or may not lead to purchase of the product endorsed. With our research we will be able to
find out whether the presence of celebrity has a major effect on consumer buying decision
making them purchase the product (Vakratsas and Amber 1999)
The use of celebrity in advertisements as a marketing practice has a history which dates back
to more than 150 years. However, since 1980 it has become a standard practice. In today’s
world about 25-30 per cent of advertisements (Jain 2016 and Yoo,2018) use celebrities in
western countries while in case of countries like India, Japan and China the figure is at 60-70
per cent (Jain 2016 and Yoo,2018). It is believed that huge amount of money is spend by
marketers on these celebrity endorsement contracts. The success rate of. Celebrity
endorsements has led to the study of its effectiveness. It is believed that for the celebrity
endorsement campaign to be successful, the celebrity is required to be on top of her/his field,
have the ability to bring attention towards the brand and most importantly, to know how to
bring trust of consumers towards the product. A study by (Erdogan, 2001, Lafferty,2002) on
celebrity trustworthiness examined its effects on valued outcomes, such as message
effectiveness, brand recall, attitude towards an advertisement, attitude towards the brand and
purchase intention .More recent studies have suggested that celebrity trustworthiness has a
positive effect on advertising appeal, social media advertising, brand credibility, brand
equity, brand loyalty, attitude towards the corporation, corporate loyalty, corporate image and
corporate reputation (Dwivedi and Johnson,2013).
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If we talk about the prior research on this topic various articles provide useful insight which
helps us to understand how celebrities have a strong influence on the purchase decisions of
the consumers. As in today’s competitive environment, the quick reach and impact of
message is very essential. So, celebrities serve as an important link to attain this. A celebrity
is chosen on the base of his or her credibility and the same is explained by Friedman through
his internalisation theory. As Friedman and Friedman (1979) proposed that the expert
endorsers i.e. celebrities have a major influence through the process of internalization,
suggesting that expert endorsers persuade through the credibility dimension. That is, the
endorser is perceived to have credible information that may be used to solve the consumer's
problem. The process of internalization occurs when the consumers adopts an attitude
because it can be a solution to their problems. Therefore, the higher the credibility the higher
appeal, attention and recall would be seen among the consumers. However, this may not be
true as firstly in some cases expert advice would be considered more important than
celebrities representing the product. Products like toothpaste, organic food products etc can
be better endorsed by doctors and experts providing proper evidence regarding their quality
and testing. This practice is now developing in India.
Previous research has shown that the congruity between a celebrity’s and a brand’s image can
strengthen consumer’s perception towards the brand (Kamins,1990). Moreover, a consumer’s
attitude can also be affected through the similarities between consumer’s perceived self-
image and a celebrity endorser (Albert,2017; Erfgen,2015). Evidence too exist which indicate
that some endorsers are more than others, depending on the target audience and celebrity’s
congruency with the cultural value of the brand. As a consumer should always relate with the
celebrity so that their purchase decisions are influenced by them. As in India, Amitabh
Bachchan is a celebrity that is used to communicate social messages. As he is considered to
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have good values and culturally relevant. As consumers feel more attached to the celebrities
they know and want to be like them whether in appearance, style or values.
According to the match-up hypothesis, we are able to assume what is beautiful is good.
Endorsers generally select attractive celebrities in order to get a duel benefit of celebrity
status and physical appeal (Friedman and Friedman 1979; Singer 1983). It basically believes
that the image of the celebrity and the image of the product should converge in order to
provide a greater appeal to the consumers. However, is there is an incongruency between the
product and celebrity image it will have a negative effect. An example of this can be like
Ranveer Singh an Indian actor has a macho, quirky and energetic personality so him coming
in the ad of Thumbs Up (Taste the Thunder) makes senses and will have a great appeal to the
audience. However, someone like Amitabh Bachchan who is old and has a mature kind of
personality can’t be used for the same advertisement. So, depending upon the personality the
celebrities are given advertisements. So attractive individuals are more influential as
compared to non-attractive individuals. Therefore, the determinant of the match between
celebrity and brand depends on the degree of ‘fit’ between the brand and celebrity image. The
better it is, the greater appeal it will have among the consumers. However, few studies have
concluded that special attention must be given while employing celebrities who should
considered as expertise by the target audience. Therefore, it is clear that the match-up
hypothesis research may have to extend beyond attractiveness and credibility towards the
consideration and matching of the entire image of a celebrity with the product they are
endorsing. Another model that talks about this is the Model of Meaning Transfer. According
to McCracken (1989), celebrity endorsements are also an example of a more general process
of meaning transfer. In this process, among the customer societies there is a movement of
cultural meaning through conventional path. This process has three stages: the formation of
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celebrity image, transfer of meaning from celebrity to product and finally from product to
customers.
A generalised application of advertising has suggested that physical attractiveness of the
celebrities determines the effectiveness of persuasive communication through the process
called identification, which is assumed to occur when information is received from an
attractive source is accepted as a result of desire for that person (Kelman,1961). As it is
always believed that physically attractive communicators are always more successful at
changing beliefs. As it is a source to capture attention of audience in all forms of media. As it
is believed that physical attractiveness has positive effect on customer’s behaviour while
comparing it with products presented by unattractive people (Ohanian, 1991). Moreover, a lot
of products are associated with a person’s physical attractiveness such as facial creams,
beauty soaps, hair colour, shampoos etc. Like in India, majority of the beauty products are
endorsed by attractive and famous actresses like Deepika Padukone, Katrina Kaif etc. They
are generally showcased wearing pretty dresses, footwear and makeup. So physical
attractiveness is a very powerful source to influence people by their look and style. As
celebrities help people to recall a brand easily. People always want to use the products that
their favourite celebrities are endorsing. They’ll be like if he/she is using than we’ll also use
it.
Also, the previous studies show that a female model has a greater and stronger influence
because they are physically attractive especially when the product has romantic overtones
(Baker and Churchill,1977). Results also showed support for this hypothesis. As for example
we can say the advertisements related to condoms, portray actress like Sunny Leone in India
as he is considered as a very attractive and sensuous actress.
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The celebrities are not only used to promote the established brands but also to promulgate
new brand image, reposition brand or introduce new brands in the market. Like Ranveer
Singh in the advertisements of Ching’s Secret Chinese has helped the brand and the entire
category to be showcased as buzzier, younger and exciting. This shows that celebrities can
have a major influence on repositioning brand image. (Hsu and McDonald ,2002) suggested
that having multiple celebrity endorsement advertising might have a greater appeal to
multiple audiences. However, it is only possible when the advertisers can afford the multi-
celebrity ad, as multi-celebrity endorsement advertising might help the advertisers to create a
sense of consensus, avoid audience to get bore and appeal to multiple audiences.
Celebrities endorsing brands is an easy way to connect with customers. Celebrities enjoy
public recognition and therefore on behalf of the product, use this recognition by appearing in
their advertisements (McCracken, 1989). Strong and famous celebrities can help the
customers to connect with the brand on better level and take them to retail stores of the brand
to purchase it. Celebrities thereby reduce the time that customers take to move from
awareness to action. It is always believed that in order to better connect with the consumers,
the celebrities should be culturally relevant (Low and Lamb Jr,2000). As Indian celebrities
will more connect with the consumers in India than any other western celebrity.
Friedman and Friedman (1979) also hypothesized and thereby later concluded that the use of
celebrity instead of a noncelebrity endorsers in advertisements leads to higher believability,
more favourable evaluation by consumers of the product and advertisements, and a
significantly higher intention among consumers to purchase the product. Pringles (2004)
stated that celebrity endorsements serve as a signpost to quality and can thereby enhance
brand reputations. Consumers who use products that are associated with celebrities get a little
bit extra in terms of imagery, aspiration, and entertainment, factors that often just may be
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enough to ensure a favour towards one brand over the competitors on the supermarket shelf.
Gupta (2003) also pointed out that celebrities may be successful in drawing consumers
attention by piquing their interest or desire and penetrating the target customers perceptual
mapping.
The benefits of using celebrity are also present. As advertising is very challenging in today
times. With increasing rivalry to attain customer retention, marketer and advertisers are
forced to use attention grabbing endorsers or media stars. Moreover, celebrities can also help
advertisements to stand out from the surrounding media clutter, thereby improving the
communication ability by cutting through excess noise in communication process.
However, the role of the celebrity is not only to look attractive or be credible but also the
celebrity has to make up certain meanings the consumer finds compelling and useful
McCracken (1989). He proposed the Meaning Transfer Model which emphasized on the
important role that cultural meaning has in the process of messages passing from a celebrity
to the product they promote and then from the product to the consumers. When endorsing a
product, the celebrities bring out symbolic meanings to the endorsement process, through
which his or her status, class, gender, age, and personality are encoded and thereby
transferred to the product. Once the product is purchased, the consumers “claim, exchange,
care for, and use” (McCracken, 1989, p. 317) the product to appropriate the meanings.
Celebrities, by using their constructed selves or their personality, present themselves as a
kind of exemplary or inspirational figure to the target consumers (McCracken, 1989). Based
on this model researchers try to find out the kind of effect celebrities can have on the product
and we will also find it with the help of our survey whether they feel it is more appealing or
whether they like to see celebrities in the advertisements and does that enable them to
remember or recall the product better.
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The way celebrities speak and showcase the product will also have an equal impact on the
consumers. Moreover, the overexposure of a celebrity can cause issue as then the consumers
will not be able to create a distinct identity between the celebrity and the different products,
he/she are endorsing (Mowen and Brown,1981). The researcher’s analysis also shows that the
over endorsement or if the celebrity goes bad and becomes un-professional then it will have a
negative impact on the product they are endorsing. Increase in number of brands endorsed by
celebrity decrease the celebrity worth and influential power (Tripp et al., 1994). Celebrity’s
involvement in negative event makes them less encouraging or appealing to the product or
service they endorse (White et al., 2009). As if the logical audience does not accept the
celebrity to be a perfect match for the product or service they are endorsing, the people will
consider it as an unnecessary expenditure. Consumers are always more likely to buy products
if they believe that the celebrity endorsing it is actually using the product and its effect is
prominent through their personality. Another important factor is that the celebrities also
promote the usage of alcohol and nicotine products like Pan masala. This showcases that it is
cool and not unhealthy to consume it. Thereby, attracting the consumers towards the purchase
of the same. Though alcohol cannot be promoted directly in India as per regulations, but
various other ways are used by the companies to promote their brand.
Therefore, it can be said that there are both advantages and disadvantages of using celebrities
in the advertisements. As having a clear idea of what to communicate is not sufficient to be
successful in advertising. They should also do well in the next step, that is to choose the right
media and vehicle to showcase their ads, so that the message reaches the intended audience
effectively and efficiently.
Another area to emphasise is that whether the cultural values are significant in celebrities’
endorsements as we live in a modern society thereby, advertising helps to convey and form
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consumers’ motivations, their product choices, and lifestyles. A previous Chinese research
showed that the advertisements in China still continue to portray the conventional or
traditional Chinese values relating to family and is relatively stable (Lin, 2001). The cultural
values are attached to particular products and cultural values refers to the desirable state of
being. The desirable states can be showed and made salient through a variety of advertising
appeals including celebrity endorsements. The question arises whether the consumers in India
prefer the advertisements to show Indian traditional and cultural values in terms of content of
ad etc. or they also like to have western effect in it. Moreover, with the globalisation
happening, will they like to see western actors in their advertisements. As western actors will
display or convey their own specific cultural values which are very different from Indian
cultures.
The culture dimension has one more aspect in terms that while consumers may prefer
celebrities from their own ethnic or cultural background, there are some evidence of
crossover celebrities i.e. those from different ethnic backgrounds, are being accepted in
various ethnic group. The results however suggested that in respect of some consumers, the
identification may not be in terms of ethnicity, but will be based on similar self-concepts,
preferences and tastes. There can be various reasons for these factors such as celebrity
endorser’s success rate, popularity, life achievements etc (Jones ,2010) Moreover it is also
seen that these above- mentioned factors are more present among white and Asian consumers
than in black consumers. This research will help us to know whether Indian consumers which
form a part of the Asian consumers are influenced by the ethnic background of celebrities
that is do they prefer western cultured actors or not.
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However, it is believed that credibility alone cannot explain the positive effects of celebrity
endorsers. Therefore, there is a gap in terms that other factors like attractiveness, appearance,
looks etc might also explain the positive effect of celebrity endorsements. This gap will be
overcome by our research. As Researchers also believe that one’s acceptance of messages
relies on similarity, familiarity and liking for the endorser (McGuire,1985, Miciak and
Shanklin,1994) and also argued that the physical attractiveness if the endorser that is celebrity
can increase the effectiveness of the advertising message (Kamins,1990, Ohanian,1991). As
majority of the literature is based on UK and USA. We need to find what is the situation in
India in terms of celebrity’s endorsements and its effect on consumer buying decision. As the
culture of India is very different from western culture as it is a multi-diverse country
comprising of people with different kinds of mindsets. This research will help us to know the
extent of influence, Indian celebrities can have over the purchase intention of the consumers
in India over the western celebrities. As in if they prefer their own culture bound people
representing their advertisements and also help us to whether the attractiveness and
credibility of celebrities affect the purchase decision when they buy the products or other
factors like expertise, similarity also have an impact on the consumers. As if they like
someone already, are there high chances that they will buy the products endorsed by them.
The questionnaire or online survey will help us to find answers to these questions related to
culture theory and match-up hypothesis.
Chapter 3/4 Methodology
This study followed (Churchill ,1979) that is the procedure to gain in-depth understanding of
the existing literature, generating research questions, measuring it on scales like
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attractiveness, culture etc. Firstly, the various variables were reviewed on the based on
present literature which formed the basis of the quantitive research. Then the survey is
formed on this basis and then the scales are measured. The main objective of this research is
to find the influence of celebrities on the purchase decisions of consumers whether male or
female present in advertisements in India specifically. There is a gap in terms that majority of
the work in this area is based on the literature of UK, China and USA. Moreover, the
literature cannot give you the present date scenario regarding the situation regarding the
celebrities affect. Therefore, this research will help us to know the current situation with the
help of the answers we obtain. This research will take place through a questionnaire that will
be forwarded to all the people that are in my contact. The questionnaire will be self-
completed so that there is minimal involvement of the researcher.
A research design is the framework or guide used for the planning, implementation, and
analysis of a study. It is the plan for answering the research question or hypothesis. Different
types of questions or hypotheses demand different types of research designs, so it is
important to have a broad preparation and understanding of the different types of research
designs available. Research designs are most often classified as either quantitive or
qualitative (Sousa V,2007).
Descriptive research design method is being used with the help of survey being formed.
Descriptive research is an appropriate choice when the research aim is to identify
characteristics, frequencies, trends, and categories. A descriptive research design can use a
wide variety of research methods to investigate one or more variables. Descriptive research is
usually defined as a type of quantitative research, though qualitative research can also be
used for descriptive purposes. The research design should be carefully developed to ensure
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that the results are valid and reliable. The method we are using is the survey research method
allows you to gather large volumes of data that can be analysed for frequencies, averages and
patterns. Common uses of surveys include - describing the demographics of a country or
region, gathering public opinion on political and social topics and evaluating satisfaction in
relation to a company’s products or an organization’s services. In our case we will gather
public opinion on our topic.
Descriptive research- Descriptive study is described as a procedure of analysis, which
specifies the conditions of the surveyed group or phenomena. This approach concentrates
more on the research topic's "what" than the research topic's "why." The key focus of the
descriptive analysis approach is to explain the essence of a population sample, without
concentrating on "why" a specific occurrence exists. In other words, the topic of the study is
"identified," without explaining "why" this occurs. A method of description analysis can be
used in several forms and for different purposes (Kumar, 2019). However, the survey
objectives and survey architecture are critical before joining any survey. In the aspect of
above research topic “Celebrity Influence on Consumer’s Buying Decision in India”. This
types of research can be useful; this is so because there is huge number of data in terms of
variables including dependent and independent. In addition to this, the descriptive research
method is suitable to do analysis of a range of quantitative and qualitative information. Thus,
this approach will be useful in relation to above research topic. Though, there are some other
methods too in order to perform research of given data set but each of them has some issues
like ineffectiveness due to higher volume of data set.
Quantitative analysis is characterised by collecting quantifiable data and using statistical,
analytical, or computational techniques as a systematic analysis of phenomena. Quantitative
analysis uses qualitative tools to gather information from current and prospective consumers
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and to submit online surveys, internet polling, questionnaires, etc. For the most part,
quantitative outcome analysis is carried out in the social sciences using statistical techniques
mentioned above to gather objective results from the study. Researchers and data analysts in
this analysis approach apply statistical structures and hypotheses relating to the quantities at
stake. The quantitative research can be carried out in two ways named as primary quantitative
research method and secondary quantitative research method (Mohajan, 2018). The primary
types of quantitative research are used in order to conduct market research. Such as in the
context of above research topic, this can be used in order to assess information about
customers’ buying decision and credibility of celebrities to influence customers. On the other
hands, secondary research can be used on gathered information under primary research.
Herein, above topic this kinds of research cannot be applied because of types of topic.
Another approach with collecting data on the impact of celebrities has been through rotation
concept of television commercials, because that they're being noticed as often as probable, as
has been accomplished by Indian research groups. The CCTV programme for three weeks
was digitally recorded between 6 and 10 p.m. That is the peak time of Indian television.
CCTV is selling commercial time on monthly basis (Snyder, 2019). Thus, the 3 distinct
months would be included to increase the size of the sample. In addition, programmes were
tested from different time periods to boost the range of product-classifications. Here
particular one-week in month is intentionally sampled for avoiding holidays or festivals. For
advertisements that featured the same celebrities but championed various brands, each was
obtained as an individual sample. All sample commercials have been formatted as cultural
importance variable. Only commercials that spotlighted one public figure were formatted for
the factors of gender, age-group and nationality-status. The advertisements which have more
than one celebs are omitted as they mostly delineated multiple genders, age-groups or nation-
status. Afterwards a decent coding has been undertaken Indian-college students and other
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individuals for obtaining outcomes (Ørngreen and Levinsen, 2017). This is not possible to
conduct personal interviews or dispense survey publically as this quite time consuming task
as well as hard due to prevalent conditions of corona outbreak. Under this research,
information need to be collected from different types of customers. There is no availability of
information, therefore this cannot be applied in above dissertation. Further a significant
aspect to be investigate is buyer's attitudes as well as perceptions. These may vary on
multiple distinct ground for example age factor, sexuality, state, financial status etc. From a
marketer perception this is vital to comprehend that buyers are mainly regulated by their own
cultures, belief and values. Also, certain limitations are covered in investigation to offer a
wider base for upcoming investigation. In this research study factors like attractiveness,
buying percentages, level of impacts, credibleness of superstars and celebrities is to be
effectively tested. The questionnaire survey will consist of 15 queries, which would also
include fundamental questions such as age, gender of participants. It's going to be 4-page
survey, thus it's not very lengthy and time intensive (Fletcher, 2017). Queries will be
constructed in an effective and quick dialect so all respondents of any age group
could understand and respond to them. negative terms like never, hatred, etc. would be
averted while readying the questionnaire, as they may not even be liked by respondents and
may result their responses to a specific direction. This will assist in determining whether
whether all such variables are substantial in view of participants whenever they look at
advertisements and impact their buying choices. That study will aid us to find out multiple
cultural based attributes of publicize and ads in relation to Indian buyers who generally prefer
Bollywood performing artist or western performing artist in advertisements. Because
if advertisements have Indian celebrities, and if so, whether they are far more apt to
understand or acknowledge this same item. The survey will provide us with in-depth analysis
of their perspective and impact of their own purchasing decisions. The response level is
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anticipated to be moderate and the result should be precise without much bias, as the general
viewing public will respond to survey without any stress or impacts, and thus they are likely
to speak anything they like. To fix the prevalent bias problem the questionnaire would be
constructed in such a way that this is not premised on any specific character and
straightforward to respond to. Even so, it is probable that a few individuals like the elderly
may not be willing to provide adequate responses owing to lack of awareness and
comprehension (Humphries, 2017). The questionnaire will also not impair and endanger
personal rights, and their permission will also be taken, since confidentiality of answers will
be safeguarded. The data so accumulated would only be applied for research purposes. The
outcomes will then be investigated using SPSS or Excel software. The research results will
enable us to recognise how people feel about presence of celebrities in advertisements in
aspects of their likeability, their legitimacy and the magnitude of their impact in having made
them buy a product they endorse. This investigation would not harm anybody's interest. This
study will offer worthwhile information to other people (Wiek and Lang, 2016).
WhatsApp will be the major medium through which they will be sent. It will be an online
survey. The data that will be collected will be quantitative data. Quantitative research is the
process of collecting and analysing numerical data. It can be used to find patterns and
averages, make predictions, test causal relationships, and generalize results to wider
populations. Quantitative research is the opposite of qualitative research, which involves
collecting and analysing non-numerical data (e.g. text, video, or audio). Quantitative research
is widely used in the natural and social sciences: biology, chemistry, psychology, economics,
sociology, marketing, etc. Quantitative data that is collected will then be expressed in as in
the number of people for each type of answer and then those answers will be analysed. The
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data that will be collected will be primary data. This is the most suitable approach to collect
data in this area as all the people or consumers of India have mobile phones and can be
reached through them. They will be given a time of few days to reply to the questionnaire.
Initially a pilot test will be run wherein the survey will send to few people to check whether
there is any error or not present. So that if any error is found it can be corrected and thereby
the final questionnaire will be sent out to people to be filled.
If we talk about the ways used by other researchers, they have conducted exploratory
research and in-depth interviews as long as 35 min to 50 min with the focused groups like
advertising agencies which are recorded as well in order to ensure accuracy. This research
was conducted in London itself by (Hussain,2020). In this study it was ensured that the
participants came from different backgrounds in terms of their age, gender, ethnicity,
education and income level. London was chosen because it is a multi-cultural city and has a
global financial centre. It is fashion forward as well. The questionnaire was sent through
google forms, social media as well as distributed to public in places like shopping centres and
libraries. They also used Likert scale in order to increase construct variance and decrease
measurement error variance (Churchill & Peter,1984). Small incentives like sweet and
souvenirs were also given to the respondents to increase their willingness to participate. It
was non-probability convenience sampling that was done as it is an easy way to collect data.
Another approach towards collecting data on the celebrity’s influences was done through a
rotation principle of commercials on television so that they can be seen as much as possible
this was done by Chinese researchers. Three weeks programme on CCTV 1,2 and 5 were
digitally recorded during a time period of 6 to 10 p.m. which is Chinese prime time of
television. CCTV sells advertising time on a monthly basis. Thereby, the three different
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months were included so that the sample size is augmented. Moreover, programs were
sampled from different seasons to increase the variety of product categories. One week was
sampled from each month purposely in order to avoid holidays and festivals. For
commercials that featured same celebrity endorsers but promoted different brands, each were
taken as an independent sample. All the sample commercials were coded as a variable of
cultural value. Only the advertisements that featured one celebrity were coded on the
variables of gender, age, and nationality. The ads that have multiple celebrities were excluded
because they generally represented different genders, ages, or nationalities of celebrities.
After this a proper coding was done Chinese college students to obtain results ( Zhen, 2013)
We can’t perform interviews or distribute the survey publicly because it is time consuming
and a bit difficult due to the prevailing situation of coronavirus. Moreover, coding is again bit
rigorous task and requires intensive knowledge regarding the same. Therefore, survey is the
best one possible as it is easy and fast. Availability of time being less it is the most
appropriate. Moreover, it will give us the direct response from the consumers. This will
reduce biasedness as well as they will give their honest opinion.
If we talk about our sampling method for our survey. A subset of the population known as a
sample is collected to draw inferences about the population. Probability sampling will be
done as only people living in India will answer this questionnaire. In this sampling
probability of selection of an element is known and non-zero. Probability samples are the
gold standard in sampling methodology and also for ensuring generalisability of the study
results to the target population. One can also calculate the sampling error. This method is best
as it produces results that are representative of the whole population. The sample size won’t
be very large but neither too small. Therefore, it will be a random sample as people who are
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easily accessible will be chosen and the questionnaire will be sent to all the individuals above
18 years old and those who live in India. Random sampling is the simplest sampling
technique. In a random sample every member of the population has an equal chance of being
selected as the sample frame includes the whole population. Anyone in the population can
answer the survey. Example of this can be you want to select a simple random sample of 100
employees of Company X. You assign one number to each and every employee in the
company database from 1 to 1000 and use a random number generator to select 100 numbers.
The questions will be MCQ based and it will be based on Likert scale such as highly Unlikely
to highly likely. A Likert scale is a rating scale that helps us to assess opinions, attitudes, or
behaviours. Likert scales are very popular in survey research because they allow you to easily
operationalize personality traits or perceptions. Likert scales commonly have 5 or 7 items,
and the items on each end are called response anchors. The midpoint is generally a neutral
item with positive items on one side and negative items on the other. Each item is given a
score from 1–5 or 1–7. In our case 5 pointer will be used where the options will be like for
example 1) Always 2) Often 3) Sometimes 4) Rarely 5) Never.
The questionnaire or survey will comprise of 15 questions which will also comprise of basic
questions like knowing the age and gender of respondents as well. It will be a 4-page survey
so it’s not very long and time consuming. The questions will be framed in easy and simple
language so that all the participants of every age group can understand it and provide
response to it. Negative words like never, hate etc. will be avoided while preparing the survey
as it might not be liked by the responders and may lead their answers to a particular direction.
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In this survey variables such as attractiveness, purchase rate of consumers, extent of
influence, credibility of celebrities everything will be tested. We will get to know whether all
these factors are important in the eyes of the participants when they see the advertisements
and influence their purchase decisions. This survey will help us to know the cultural
dimension of advertisements in terms of whether the Indian consumers prefer Indian actors or
western actors in their advertisements. Like if the advertisements should have Indian actors
and if yes whether they are able to remember or recognise the product more. The survey will
give us an in-depth analysis about their perspective and the effect it has own their purchase
decisions.
The response rate is expected to be average and the finding should be accurate without much
bias as the general audience will answer the survey without any pressure or influence by any
therefore, they are free to answer whatever they like. To solve the common bias issue the
questionnaire will be formed in a such a manner that it is not based on any particular actor
and simple to reply to. It is however possible that some people like the old age ones might not
be able to provide appropriate answers due to lack of knowledge and understanding.
The survey will not affect and threaten the privacy of the people and their consent will be
taken in advance as responses anonymity would be protected. The information so collected
will be solely used for research purpose only. The results will then be analysed through SPSS
or Excel. The findings will help us to know how people feel about the presence of celebrities
in the advertisements in terms of their attractiveness, credibility and the extent of their
influence in making them purchase the product that they are endorsing. This research
wouldn’t harm the interest of anyone. Hopefully this research will provide other individuals
with valuable information.
Chapter 4/4 Finding, Analysis and Conclusion
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Variables: In the aspect of research, term variable is anything which contains quantity or
quality which differs. There are mainly two types of research that are dependent and
independent. In the aspect of above mentioned dissertation, this can be outlined that there is
both kinds of variables including dependent and independent. It is so because large series of
questions that is around 15 questions (Ulmer, 2017). Underneath, detailed analysis of these
two types of variables has been done in such manner:
 Dependent variable- It is defined as a form of variable which is completely tested and
dignified in a research. This type of variable completely depends on independent
variable. In order to find out impact, these variables are analysed. For instance, a
dependent variable is symptoms of stress which is completely depends on
independent variable (Type of treatment). In a research, researcher always look for
possible impact on the dependent variables which can be caused due to variation in
independent variables. In relation to above discussed dissertation, the dependent
variable is influence on customers’ purchasing decision due to impact of celebrities.
 Independent variable- The independent variable can be defined as a variable which is
controlled and changed by researcher in order to have a direct impact on dependent
variable. The common example of independent variables is gender, level of education.
In the context of above discussed dissertation, it can be find out that the independent
variables are attractiveness of celebrities, credibility of celebrities, extent of influence
and current purchase rate of customers. These independent variables have been tested
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with dependent variables in order to find out relation between both (Basias and
Pollalis, 2018).
In the aspect of SPSS, there are a range of tests which are applied in order to assess impact of
independent variable on dependent variable. Some common tests which are used like Chi-
square test, one-way ANOVA and many more. It depends on researcher or nature of data set
that which types of test need to applied. For instance, Chi-square test is applied only when
there are two independent variables. As well as one-way ANOVA test is applied when
number of independent variables are more than two. In relation to data of impact of Indian
celebrities over purchasing decision of customers, it can be point out that there are two types
of variables including dependent and independent. In this situation, the linear regression
model will be suitable because data is related to two different segments about effectiveness of
Indian celebrities and customers’ purchasing decision. The linear regression model is only
way that can be used to test hypothesis in order to make justification of impact of Indian
celebrities’ over customers’ purchasing decisions (Attia and Edge, 2017).
In the aspect of above mentioned data set, this can be assessed that there are both types of
data including dependent and independent variables. In accordance of given information, this
can be assessed that dependent variable is influence on the customers’ purchasing decision
due to celebrity advertisements. While the independent variables are extent of influence on
customers, purchase rate of customers, attractiveness, credibility of celebrity etc. In the
report, these dependent and independent variables have been tested in order to apply linear
regression test.
Analysis: In this part of report different types of tests of SPSS have been performed in order
to evaluate findings. In accordance of given instructions mainly three types of SPSS tests are
needed to be done that are correlation, linear regression and reliability test. As per the given
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data, it can be stated that it is related to impact of celebrity over influence of customers’
purchasing. For this objective, there are 15 questions are designed which have different kinds
of aspect.
Reliability test- Reliability refers to a single cause of incoherence (or even more than one) in
ratings. Validity relates to a special application of the test. In one series of measurements a
test may have higher reliability than another class; in one category of standardized tests it
may also have higher validity than another. In the context of above done dissertation, this can
be find out that data is included in form of different variables about Indian celebrities and
customers’ purchasing decisions. Therefore, it is essential to apply reliable test over given
data set (Parayitam, Kakumani and Muddangala, 2020).
In this test, reliability of items is measured in accordance of received output of Cronbach’s
alpha. Below a table is presented that shows about extent to which items can be reliable or
not:
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This table indicates that if value of Cronbach’s alpha is higher or equal to 0.9 than internal
consistency will be considered excellent. In the above discussed, from investigation this can
be find out that there are a range of data set related to impact on customers’ purchase
decisions due to celebrities’ impact. This test has been applied in the context of above
mentioned data set, so that it can be identified whether data related to customers and celebrity
influence are reliable or not (Nagdev and Singh, 2016). This reliable test has been done in
accordance of given set of questions. On the basis of given set of questions, reliability test has
been performed below in such manner that is as follows:
Mentioned in Appendix 1:
Interpretation: On the basis of above prepared table, this can be find out that value of
Cronbach’s alpha is 0.882 which is under this range (0.9>a> 0.8). It indicates that data set is
reliable and internal consistency is good. This test has been performed over 14 questions
because out of 15 question first question is about ethical clearance reference. The rationale
behind this higher reliable between given data set is that information is interlinked with each
other. In other words, in almost each section of questionnaire information related to Indian
and western celebrities have been included. As well as in remaining section of questionnaire
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customers’ purchasing rates and influence due to celebrities is mentioned. Due to this
connection between data, there is positive and higher reliability.
Bi-variate correlation: The correlation is a term which is widely used in statistics. This is
derived from a Latin word, “Correlation” that means is relation. Basically, in research
correlation is measured in order to find out link between two or more phenomena. A
correlation states the strong point of relation or co-occurrence between to variables in a single
value between -1 and +1. The value that measures the strength of relation is known as
correlation coefficient. This is presented by letter “r”.
The person’s r is defined as correlation coefficient between two constant types of variables.
In the case when value of “r” is positive than it indicates that there is positive relationship
between two variables. If value of “r” is negative that it is considered that relationship is
negative between two variables. On the other hands, if value of “r” is zero that it is assumed
that there is no relationship between variables (Mittal, 2017).
In the context of dissertation, this can be assessed that there is both types of variables
including dependent and independent. In order to find out relation between these two
variables, the correlation has been performed. Herein, this is important to note that in 15
questions both types of variables are included that needs to be categorized. The dependent
variable is influence on customers’ purchasing and this variables’ relation has been tested
with independent variables. The independent variables are serval in the given question. The
information is about celebrities and their credibility is considered as independent variable.
In accordance of given data set, correlation between different questions have been assessed
in such manner that is as follows:
1. Correlation between credibility of celebrities and influence on purchase decision
(Correlation between question 8, 12 & 13):
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Appendix 2
Interpretation: On the basis of above table, this can be interpreted that there is poor relation
between two variables that are exist in question 8 and 13. This is so because value of
correlation is under 0.3 that is of 0.268. Similar as with question 13 and 8, because value of
correlation is 0.001. though, there is average relation too between question 8 and question 13
variables. This data of correlation is indicating that there is average relation between the
Indian celebrities and influence on customers’ performance. It can be because of less
influence of Indian celebrities over general customers. The correlation can be higher if there
are more number of customers who are making purchase of different items after influencing
from advertisement done by Indian celebrities. Herein, this is important to consider that
current value of correlation is nearly of 0.3 which shows that some % of customers are
getting influence to buy products after seeing the advertisement.
2. Correlation between extent of influence and impact on customers purchasing
decisions (Correlation between Q3, Q4, Q7, Q10, Q11 and Q13).
Appendix 3
Interpretation: On the basis of above mentioned table, this can be interpreted that there is an
average relationship between extent of influence and impact on customers’ purchasing
decision. This is so because correlation table states that between each types of questions
value of significance difference are more than 0.3 but less than 0.8. The best average relation
is between question 4 and question 3. In these questions, the value of correlation is of 0.613
that is higher in table. These stats of correlation between different kinds of aspects are
indicating that there is crucial relation between influence due to presence of celebrities and
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preference of celebrity advertisement over non-celebrity advertisements. It is so because of
value of higher correlation that is of 0.613 (More than 0.3). Apart from it, the second best
correlation in table is of influence due to presence of celebrities and efficiency of Indian actor
as compared to western actors. As the value of correlation is around 0.513 that shows the
better than average relation between these two aspects (Sharma and Modani, 2018).
3. Correlation between attractiveness and influence on purchasing decision of customers
(Correlation among Q5, Q6 and Q13).
Appendix 4
Interpretation: On the basis of above prepared table, this can be interpreted that there is
average relation between attractiveness and influence on purchasing decision. In order to find
out correlation between these two variables, different types of questions are used that presents
average relation. The relation is average because of correlation value that is of 0.639 (0.3-
0.7). This value of correlation is stating that attractiveness of celebrities is much effective
which is leading to higher customers’ purchasing. As in both variables, value of correlation is
nearby 0.9 that shows a strong relation. The attractiveness of celebrities has been covered
under two questions including 5 and 6. In these, information about presence of celebrities for
advertisement and rating to western actors is included. In the table, there is another figure of
correlation around 0.434, it is between rating to western celebrities and influence on
customers’ purchasing. Though, there is not poor relation because value is greater than 0.3.
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4. Correlation between purchase rate of customers and influence on purchasing decision
(Correlation between Q 9 and Q 13).
Appendix 5
Interpretation: The above-mentioned table is showing that there is average relation between
purchase rate of customers and influence of celebrity on customers’ purchasing. For this aim,
two questions are selected that are question 9 and question 13. There is average relation
because the value of Pearson correlation is under range of 0.3 to 0.7. The relation between
these two variables including comparison of efficiency of celebrities and influence over
customers’ purchasing decisions. The value of correlation is around 0.430 that is just above to
0.3 but less than to 0.9. It shows that between these two variables, there is relation but not so
strong. It is showing that customers’ do not get too much influenced to make purchasing
judgements due to comparison of efficiency of the advertisement of both Indian and western
celebrities.
Linear regression- In the aspect of statistics, linear regression is known as an approach which
are related to modeling of relationship between scalar response and one or more than
explanatory variables. This model is completely different from multivariate linear regression;
this is so because under it multiple variables are predicted. Mainly, it is used for making
prediction of certain variables. In the linear regression, there is two types of data is needed
which are related to dependent and independent (Agnihotri and Bhattacharya, 2020). In the
context of dissertation, this can be find out that linear regression model can be applied in
accordance of categorizing dependent and independent variables from given set of
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questionnaire. There is only one dependent variable which is related to impact of celebrities’
influence on customers’ purchasing decision.
In the context of given data set about, influence of celebrities over customers’ purchasing
linear regression test has been performed below in such manner:
On the basis of provided information about celebrities’ involvement in advertisement and
customers’ influence over purchasing, there can be different types of hypothesis. In order to
inspect data, below some hypothesis are prepared that are as follows:
H1:
Null hypothesis- Attractiveness of celebrities’ influence to customers’ purchasing decision.
Alternative hypothesis- Attractiveness of celebrities’ does not influence to customers’
purchasing decision.
Appendix 6
Interpretation: The above prepared ANOVA table is indicating that value of significance
difference is of 0.000 which shows that null hypothesis is true. It is stating that attractiveness
of celebrities is making a significant impact on the customers’ buying decisions. In this
aspect, the dependent variable is impact on customers’ purchasing due to celebrities’
influence and for this purpose question 13 has been considered. While independent variable is
attractiveness of celebrities and for this purpose two questions have been considered which
are question 5 & 6 respectively. In the aspect of table of model summary, it can be find out
that value of R is of 0.645 which shows that there is average relation between these variables.
Along with value of R2 is of 0.749 or 74.9%, that states about total variation in dependent
variable by independent variable. In other words, the dependent variable (influence over
customers’ purchasing) is related with independent variables.
H2:
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Null hypothesis- Credibility of celebrities have impact on the purchasing of customers.
Alternative hypothesis- Credibility of celebrities does not have impact on the purchasing of
customers.
Appendix 7
Interpretation: The above mentioned table of ANOVA is indicating that value of significance
difference is of 0.000 which is lower than 0.05. It shows that null hypothesis is true due to
lower value of significance difference. This corrective hypothesis is presenting that
credibility of celebrities have impact on customers’ purchasing decision. In this testing of
hypothesis, dependent variable is question 13. While independent variables are question 8
and question 12 respectively that shows information related to credibility of celebrities. In the
aspect of table of model summary, it can be find out that value of R is of 0.481 which shows
that there is average relation between these variables. Along with value of R2 is of 0.210 or
21.00 %, that states about total variation in dependent variable by independent variable. In
other words, the dependent variable (influence over customers’ purchasing) is related with
independent variables.
H3:
Null hypothesis: The extent of celebrity influence has impact on customers’ purchasing
decision.
Alternative hypothesis- The extent of celebrity influence has no impact on customers’
purchasing decision.
Appendix 8
Interpretation: The ANOVA table is presenting that above mentioned hypothesis is true
because of lower significance difference value of 0.000. This value is less than 0.05 that is
leading as corrective hypothesis. The true hypothesis is showing that extent of influence of
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celebrities has an impact on purchasing of customers. In this testing, dependent variable is
similar to above hypothesis that is question 13. While there are a range of independent
variables that are included related to extent of influence including question 3, 4, 7, 10 and 11.
The linear regression test has been performed between these two dependent and independent
variables in order to test the hypothesis. The prepared values under model summary, it can be
find out that value of R is of 0.634 that shows about average relation between influence of
celebrities’ over customers’ purchasing decision. As well as R2 is of 0.360 or 36% that states
about total amount of variation in dependent variable because of independent variable.
H4:
Null hypothesis- There is relation between current purchase rate of customers and influence
of celebrities on customers’ purchase decision.
Alternative hypothesis- There is no relation between current purchase rate of customers and
influence of celebrities on customers’ purchase decision.
Appendix 9
Interpretation: On the behalf of above prepared ANOVA table, this can be interpreted that
null hypothesis is acceptable. The reason due to which this hypothesis needs to be accept is
lower value of significance compared to 0.05 (0.05>0.000). Due to it, this can be stated that
there is relation between current purchasing rate of customers and influence on customers’
purchasing decision due to celebrities. In this hypothesis testing, dependent variable is
common as previous. Along with the independent variable is question 9 related to purchase
rate of customers. The prepared values under model summary, it can be find out that value of
R is of 0.211 that shows about poor relation between influence of celebrities’ over customers’
purchasing decision. As well as R2 is of 0.211or 21% that states about total amount of
variation in dependent variable because of independent variable (Negi, Fernandes and
Jeedigunta, 2018).
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On the basis of above done testing of hypothesis, this can be find out that all hypothesis is
true because value of significance is of 0.000.
Findings:
In this section of dissertation, total findings are explained in a detailed manner. It has been
done in accordance of given explanation of each aspect of report. On the basis of above done
analysis, below some key findings are explained that are as follows:
On the grounds of methodology section, this can be find out that there are a range of
approaches to do the research. Each of them has certain drawbacks and benefits. It depends
on topic of research whether a particular method will be viable or not. In the first segment,
quantitative research has been applied in order to conduct area based research about China,
UK and USA. Herein, it is important to know that this all types of methods and approaches
have been applied by different researchers mentioned in their literature review. In order to
find out information about celebrities’ influence, rotation principle has been used. It was done
by focusing on advertisements of last three weeks by help of digital recording. As well as
most of the questions are related to scalable in terms of multi choice (Deshbhag and Mohan,
2020).
In addition to this, the analysis part indicates that there is relation between attractiveness of
celebrities and influence on customers’ purchasing. This is so because in each test of SPSS,
values are favorable. Though, there are some aspects in which poor relation exist but almost
each data is presenting average relation. From the reliability testing of data, this can be find
out that value is Cronbach is 0.882 which shows there is higher reliability in given set of
information. The rationale behind this is that all information is about customers and
celebrities influence. Apart from it, all questions set of questionnaire are related with Likert
scale and this test is possible only on those set of questions in which data is collected in the
way of scalable values.
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On the behalf of analysed information about correlation, this can be found out that there is
testing done in relation to different types of questions. Almost each correlation test is
showing that there is average relationship. It is so because computed value of Pearson
correlation was of above 0.3 and below 0.8. As well as some in relation to some questions’
correlation testing, it can be found out that there is poor relation due to lower value than 0.3.
Like in between question 8 and 13, there is poor relation because value of lower correlation
that is of 0.268 (0.3>0.268). Except from it, almost each test is showing average relation.
Thus, it can be found out that there is relationship between influence of celebrities over
purchasing of customers. Findings show that individuals consider celebrity endorsements
quite alluring, especially young people as well as teenagers. Furthermore, on the grounds of
the attractiveness, individuals find Bollywood celebrities and movies more impact full as
celebrity endorsements. Results show that use of a famous person in an advertising campaign
tends to increase the awareness and recall level of endorsed product (Arora, Prashar, Parsad
and Tata, 2019). Overall, individuals believe that different celebrity endorsements are much
more flattering and efficient in affecting their purchasing decisions. Intriguingly, individuals
know and accept that celebs do not actually use the products that they endorse. And although,
celebrity endorsement deals have a very positive influence on buyer behaviour and views
towards the endorsed brand. Second, positive relationship between different celebrity
qualities and consumers purchasing intentions demonstrates effectiveness of celebs as
productive endorsers. Though other traits are quite significant in shaping consumer purchase
intentions, most are considerably lower or moderate.
In the further part of report, testing of different hypothesis has been done. From this
part, it can be found out that all null hypothesis is true. It is so because in each testing value
of significance difference is 0.000 which is lower than 0.05 and this is rule that if value of
significance difference is lower than 0.05 than hypothesis will be true and acceptable. The
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hypothesis has been created by help of given set of questions and testing has been done in
accordance of linear regression model. This result from tested hypothesis is indicating that
there is strong impact of celebrities’ influence over customers’ purchasing decision. In all
these testing of hypothesis, the dependent variable was constant. While independent variable
was changed in each testing. The dependent variable was about impact on customers’
purchasing decision. On the other hands, independent variable was regarding to celebrities’
impact including attractiveness, extent of influence and many more.
Conclusion
On the basis of above prepared project report this can be concluded that there is
significant impact of celebrities over customers’ purchasing decision. Though, this impact
can be negative or positive. This has been analysed that there should be effective congruence
between celebrities and brands they endorsed as well as conception of celebrities should
match key attributes of endorsed brand. The investigation contends that famous celebrity’s
endorsement is not substantial in affecting branding and its undertaking variables such as
brand positional play, brand recognition, brand equity and awareness and brand public
persona in India. Because FMCGs are lower-involvement products, celebs influence
consumers ' mentality towards products, but as rural buyers vary from urban buyers
in lifestyle habits and the decisions they make vary from urban buyers as well.
Hence endorsement of celebrities does not guarantee revenues. Results of the investigation
are compatible where purchasers might have favourable disposition toward these celebrities,
but they don't inherently always transform into buying intentions. And customer perspective
and behaviours is not influenced by famous celebrities endorsement of branded products.
Findings suggest that in India there is a need to reconsider about the practices of celebrity
endorsement specially in small towns. Customers recognize endorsed or brand title as being
of greater quality, thus ready to pay extra. It here seems that the choice of endorser that is
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considered positively by customers and recognized to embody attributes that suit product's
attributes is crucial in attempt to have a substantial influence on the perceived notion
of consumer by indirect information (Singh and Banerjee, 2018). Clashing endorsers or
sponsors who aren't even positively considered will have far less influence on buyers.
On other side, endorser who don't match product perfectly but he is viewed positive ways
could still have influence on the buyer, although the actual impact is likely to be narrower
than that of an efficiently aligned endorser. Well loved and respected backers can have
favourable impacts on consumers' perceptions yet if they don't match product well. When one
endorser supports many brand names, recalling endorsement relies completely on power
of brand. There are certainly several brands that go unreported, and recalling those positions
is at bare minimum. The corporation in such a case could enhance their advertising contents
as this may print effective place in mind-space of consumers. Another significant aspect
which has been explored that negative publicity could influence buying intention of buyers
with context to lower and higher involvement of products/services. Negative promotion of
celebrities connected with a product could ruin brand image and it might take a longer period
to retrieve old image. Further, people may easily accept celebrities with negative promotion
to be brand-endorser is of specific interest (Sharma, 2016).
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APPENDIX:
Appendix 1:
Reliability test:
Case Processing Summary
N %
Cases
Valid 76 93.8
Excludeda 5 6.2
Total 81 100.0
a. List wise deletion based on all
variables in the procedure.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items
N of Items
.882 .878 14
Item Statistics
Mean Std.
Deviation
N
How often do you
watch advertisements? 2.83 1.226 76
Do you get influenced
by the presence of
celebrities in the
advertisements?
3.26 1.147 76
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Do you prefer celebrity
advertisements over
non-celebrity
advertisements ?
3.08 1.163 76
How much do you rate
your knowledge about
western actors?
3.16 .994 76
Does the presence of
celebrities make an
advertisement more
appealing?
2.86 1.128 76
Are you able to
recognize an Indian
actor faster than a
western actor in an
advertisement?
1.95 1.070 76
Do you feel Indian
actors are better
promoters of products
displayed on
advertisements than
western actors in India?
2.34 1.102 76
Are you more likely to
purchase a product if it
is endorsed by an
Indian Actor or actress?
2.84 1.033 76
Do you prefer Indian
culture being displayed
in the advertisements
over the western culture
in terms clothing,
content of ad,
etiquette ?
2.20 .938 76
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Are you better able to
recall or remember a
product if its
advertisement has an
Indian actor or actress?
2.39 1.008 76
Do you feel that the
kind of roles an actor
does affects their image
and eventually has an
effect on your purchase
decision of the product
they endorse?
2.45 1.124 76
Do you feel you are
more likely to buy a
product if it is endorsed
by an attractive
celebrity or a celebrity
you like ?
2.83 1.112 76
What age group you
belong too? 2.34 1.217 76
Gender 1.64 .534 76
Bivariate correlation:
1. Correlation between credibility of celebrities and influence on purchase decision
(Correlation between question 8, 12 & 13):
Appendix 2
Correlations
Q 8 Q12 Q13
Q8 Pearson
Correlation
1 .268* .383**
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Sig. (2-tailed) .019 .001
N 77 77 77
Q12
Pearson
Correlation .268* 1 .382**
Sig. (2-tailed) .019 .001
N 77 77 77
Q13
Pearson
Correlation .383** .382** 1
Sig. (2-tailed) .001 .001
N 77 77 77
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
2. Correlation between extent of influence and impact on customers purchasing
decisions (Correlation between Q3, Q4, Q7, Q10, Q11 and Q13).
Appendix 3
Correlations
Q3 Q4 Q7 Q10 Q11 Q13
Q3
Pearson Correlation 1 .613** .543** .323** .532** .495**
Sig. (2-tailed) .000 .000 .004 .000 .000
N 77 77 77 77 77 77
Q4
Pearson Correlation .613** 1 .472** .316** .543** .480**
Sig. (2-tailed) .000 .000 .005 .000 .000
N 77 77 77 77 77 77
Q7
Pearson Correlation .543** .472** 1 .502** .600** .261*
Sig. (2-tailed) .000 .000 .000 .000 .022
N 77 77 77 77 77 77
Q10
Pearson Correlation .323** .316** .502** 1 .622** .160
Sig. (2-tailed) .004 .005 .000 .000 .164
N 77 77 77 77 77 77
Q11 Pearson Correlation .532** .543** .600** .622** 1 .512**
Sig. (2-tailed) .000 .000 .000 .000 .000
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N 77 77 77 77 77 77
Q13
Pearson Correlation .495** .480** .261* .160 .512** 1
Sig. (2-tailed) .000 .000 .022 .164 .000
N 77 77 77 77 77 77
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
3. Correlation between attractiveness and influence on purchasing decision of customers
(Correlation among Q5, Q6 and Q13).
Appendix 4
Correlations
Q5 Q6 Q13
Q5
Pearson
Correlation 1 .567** .639**
Sig. (2-tailed) .000 .000
N 77 77 77
Q6
Pearson
Correlation .567** 1 .434**
Sig. (2-tailed) .000 .000
N 77 77 77
Q13
Pearson
Correlation .639** .434** 1
Sig. (2-tailed) .000 .000
N 77 77 77
**. Correlation is significant at the 0.01 level (2-tailed).
4. Correlation between purchase rate of customers and influence on purchasing decision
(Correlation between Q 9 and Q 13).
Appendix 5
Correlations
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Q9 Q13
Q9
Pearson
Correlation 1 .460**
Sig. (2-tailed) .000
N 77 77
Q13
Pearson
Correlation .460** 1
Sig. (2-tailed) .000
N 77 77
**. Correlation is significant at the 0.01 level (2-tailed).
Linear regression:
Appendix 6:
H1-
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
How much
do you rate
your
knowledge
about western
actors?, Does
the presence
of celebrities
make an
advertisement
more
appealing?b
. Enter
45 | P a g e

a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed by
an attractive celebrity or a celebrity you like ?
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the Estimate
1 .645a .416 .400 .856
a. Predictors: (Constant), How much do you rate your knowledge about western actors?,
Does the presence of celebrities make an advertisement more appealing?
ANOVAa
Model Sum of
Squares
D f Mean
Square
F Sig.
1
Regression 38.610 2 19.305 26.359 .000b
Residual 54.196 74 .732
Total 92.805 76
a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed
by an attractive celebrity or a celebrity you like ?
b. Predictors: (Constant), How much do you rate your knowledge about western actors?,
Does the presence of celebrities make an advertisement more appealing?
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) .826 .340 2.429 .018
46 | P a g e

Does the presence of
celebrities make an
advertisement more
appealing?
.571 .106 .579 5.368 .000
How much do you rate
your knowledge about
western actors?
.118 .121 .106 .981 .330
a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed by an
attractive celebrity or a celebrity you like ?
H2:
Appendix 7
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
47 | P a g e

1
Do you feel
that the kind
of roles an
actor does
affects their
image and
eventually
has an effect
on your
purchase
decision of
the product
they
endorse?, Do
you feel
Indian actors
are better
promoters of
products
displayed on
advertisement
s than
western
actors in
India?b
. Enter
a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed by
an attractive celebrity or a celebrity you like ?
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the Estimate
48 | P a g e

1 .481a .231 .210 .982
a. Predictors: (Constant), Do you feel that the kind of roles an actor does affects their image
and eventually has an effect on your purchase decision of the product they endorse?, Do you
feel Indian actors are better promoters of products displayed on advertisements than western
actors in India?
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regression 21.431 2 10.716 11.110 .000b
Residual 71.374 74 .965
Total 92.805 76
a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed by
an attractive celebrity or a celebrity you like ?
b. Predictors: (Constant), Do you feel that the kind of roles an actor does affects their image
and eventually has an effect on your purchase decision of the product they endorse?, Do you
feel Indian actors are better promoters of products displayed on advertisements than western
actors in India?
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 1.390 .326 4.268 .000
Do you feel Indian
actors are better
promoters of products
displayed on
advertisements than
western actors in India?
.301 .105 .302 2.857 .006
49 | P a g e

Do you feel that the
kind of roles an actor
does affects their image
and eventually has an
effect on your purchase
decision of the product
they endorse?
.298 .105 .301 2.848 .006
a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed
by an attractive celebrity or a celebrity you like ?
H3:
Appendix 8
a. Dependent Variable: Do you feel you are more likely to buy a product if it is
endorsed by an attractive celebrity or a celebrity you like ?
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .634a .403 .360 .884
a. Predictors: (Constant), Are you better able to recall or remember a product if its
advertisement has an Indian actor or actress?, Do you get influenced by the presence of
celebrities in the advertisements?, Do you prefer Indian culture being displayed in the
advertisements over the western culture in terms clothing, content of ad, etiquette ?, Do
you prefer celebrity advertisements over non-celebrity advertisements ?, Are you able to
recognize an Indian actor faster than a western actor in an advertisement?
50 | P a g e

ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 37.355 5 7.471 9.566 .000b
Residual 55.451 71 .781
Total 92.805 76
a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed
by an attractive celebrity or a celebrity you like ?
b. Predictors: (Constant), Are you better able to recall or remember a product if its
advertisement has an Indian actor or actress?, Do you get influenced by the presence of
celebrities in the advertisements?, Do you prefer Indian culture being displayed in the
advertisements over the western culture in terms clothing, content of ad, etiquette ?, Do
you prefer celebrity advertisements over non-celebrity advertisements ?, Are you able to
recognize an Indian actor faster than a western actor in an advertisement?
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) .998 .358 2.790 .007
51 | P a g e

Do you get influenced
by the presence of
celebrities in the
advertisements?
.267 .123 .276 2.178 .033
Do you prefer celebrity
advertisements over
non-celebrity
advertisements ?
.179 .117 .188 1.528 .131
Are you able to
recognize an Indian
actor faster than a
western actor in an
advertisement?
-.175 .130 -.168 -1.344 .183
Do you prefer Indian
culture being displayed
in the advertisements
over the western culture
in terms clothing,
content of ad,
etiquette ?
-.252 .143 -.212 -1.766 .082
Are you better able to
recall or remember a
product if its
advertisement has an
Indian actor or actress?
.547 .155 .496 3.520 .001
a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed
by an attractive celebrity or a celebrity you like ?
52 | P a g e

H4:
Appendix 9
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
Are you more
likely to
purchase a
product if it
is endorsed
by an Indian
Actor or
actress?b
. Enter
a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed by
an attractive celebrity or a celebrity you like ?
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the Estimate
1 .460a .211 .201 .988
a. Predictors: (Constant), Are you more likely to purchase a product if it is endorsed by an
Indian Actor or actress?
ANOVAa
53 | P a g e

Model Sum of
Squares
df Mean
Square
F Sig.
1
Regression 19.608 1 19.608 20.091 .000b
Residual 73.197 75 .976
Total 92.805 76
a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed by an
attractive celebrity or a celebrity you like ?
b. Predictors: (Constant), Are you more likely to purchase a product if it is endorsed by an
Indian Actor or actress?
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.437 .331 4.341 .000
Are you more likely to
purchase a product if it
is endorsed by an
Indian Actor or actress?
.493 .110 .460 4.482 .000
a. Dependent Variable: Do you feel you are more likely to buy a product if it is endorsed by an
attractive celebrity or a celebrity you like ?
54 | P a g e

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