Influence of Celebrities and Customer Decision Making

Running head: INFLUENCE OF CELEBRITIES AND CUSTOMER DECISION MAKING
A STUDY TO UNDERSTAND THE INFLUENCE OF THE CELEBRITIES ON THE
DECISION MAKING PROCESS OF THE CUSTOMERS: A CASE STUDY OF THE
RETAIL INDUSTRY OF AUSTRALIA
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1INFLUENCE OF CELEBRITIES AND CUSTOMER DECISION MAKING
Table of Contents
1.0 Introduction..........................................................................................................................2
1.1 Introduction......................................................................................................................2
1.2 Problem Statement...........................................................................................................2
1.3 Aim of the Study..............................................................................................................3
1.4 Research Objectives.........................................................................................................3
1.5 Research Questions..........................................................................................................3
1.6 Research Hypothesis........................................................................................................4
2.0 Literature Review.................................................................................................................4
2.1 Customer Decision Process..............................................................................................4
2.2 Celebrity Endorsements...................................................................................................4
2.3 Impact of celebrity endorsements on the customer decision making process.................5
3.0 Research Methodology.........................................................................................................5
3.1 Investigation Method.......................................................................................................5
3.2 Data Collection Process...................................................................................................6
3.3 Data Analysis Process......................................................................................................6
3.4 Ethical Considerations.....................................................................................................6
4.0 Proposed Structure of the Study...........................................................................................7
5.0 Time-Horizon.......................................................................................................................8
6.0 References..........................................................................................................................11

2INFLUENCE OF CELEBRITIES AND CUSTOMER DECISION MAKING