Influence of Celebrity endorsement on buying decision of consumers Research Methods & Processes

Reflective on influence of celebrity endorsement on buying decision of
consumers

RESEARCH METHODS & PROCESSES
The selected methods and process are very important for the study because it helps to
select the most suitable technique and accordingly analyze the collected data. It has been
explained as follows-
 Reader of major project-The selected research methodology proves to be effective for
collecting data and analyzing the same in order to produce valid outcome. It assists reader
to clarify the concept of research and use of the same in order to fulfill the research
purpose effectively. Here, I have selected quantitative type of investigation as this aids to
provide detail information regarding effectiveness of celebrity endorsement in the current
scenario for all corporations of UK. This helped to me to select other related
methodologies for collecting and analyzing data. Also, I found that research topic require
in-depth analysis by undertaking theoretical aspect. Owing to this, I selected the same
and other methods like research design, approach and data collection methods are
decided. Here, I have made use of descriptive research design and positivism philosophy
so that population to be studied can be clearly understood. For example, through
positivism study I made assumption in the study regarding nature of population towards
celebrity endorsement. Through analysis is done according to collected responses but
selected philosophy contributed towards understanding the population. Apart from this, I
used both secondary and primary data in order to gain in-depth knowledge for the study.
This aspect leads to access number of sources like journals, books and other related
articles. In addition to this, secondary study helped a lot in understanding the concept of
celebrity endorsement in several corporations of UK. This enables researcher to collect
sufficient data for assessing the influence of celebrity endorsement on buying decision of
consumer in context of UK. In addition to this, I selected simple random sampling so that
respondents can be approached easily. Here, reader can come to know about reason
behind selection of each method to fulfill research purpose of study. It leads to
accomplish my objectives and enhance learning of other who are working with me or will
work with me.
 Future employer-In order to describe methodology and research process to future
employer I will take into account the findings and importance of the research
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methodology. Here, I get assistance for my future development. This is because with the
help of completing the present project I am able to provide suggestions for management
of organization to frame the marketing strategies effectively. This way management can
ensure inclusion of views and ideas of employers into the decision making process of
corporation. This in turn, competitive edge of an organization can be created with
increased rate of return. Apart from this, conducting present study facilitates me to in
developing unique solution for increasing the sales performance of company by bringing
innovation the marketing strategy. Furthermore, knowledge of research methodology is
helpful for me to get good position in the marketplace or organization. The reason behind
the same is I came to know about the perception of consumers towards celebrities. Also,
their influence towards buying decision of buyers. On the other hand, employers will
impart the overall knowledge at workplace so that other colleagues will also come to
know about the study. With this, employers can get recognition at workplace and
likewise contribute towards organizational growth and success. In addition to this, I have
applied statistical tools like Chi-square and one way annova which help me to analyze the
results in more realistic manner. This aspect proves to be effective in gaining in-depth
knowledge regarding market scenario. It assists me to work in the organization where I
intend to work. It enables me to bring appropriate solutions for the work related problem.
Thus, use of SPSS in the current project provided me opportunity to learn effective
technique in deriving valid solutions for the problem faced by corporation.
LITERATURE & SOURCES
1) Literature review is the most important part of any study which is known as the secondary
data. Here, I accessed number of sources for collecting secondary information and developing
deep understanding about the topic. I made use of studies which are previously done on the same
topic and could be fruitful in generating pool of information. Further, several models are used to
descriptive the concept of celebrity endorsement. In this regard, brand equity is created by
making use of celebrities which leads to create goodwill of corporations in the marketplace.
Further, I also described the several element associated with celebrity endorse. It makes a person
different from others and create positive impact on general public. At this juncture, I stated all
factors by which celebrities are selected for a particular brand. On this basis, the process of
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giving suggestions became more feasible for me. It is because I came to know several factors and
their importance while selecting right person for giving advertisement for new or existing
products and services. Further, in literature review chapter I explained model of meaning
transfer. This has been explained because it consists of process through which endorsers impart
the meaning to ultimate users and influence their buying decision to a great extent. Furthermore,
the process will be started from culture which consists of objectives person and context. This
aspect clarify the concept of celebrity endorsement in myself. Accordingly it contributes towards
making right suggestions. Apart from this, the reason behind this model is to introduce product
in the marketplace with high customer base.
The buying decision process is also explained thereby I came to know that about several
drives which attract buyers towards a product or services. By explaining this model it becomes
convenient for a corporation to provide good quality of services among number of buyers. In this
regard, it is very important to place right advertisement by selecting most suitable person for the
same. This in turn long as well as short term objectives can achieved by the firm. Here, I used
study of Krishna (2011) which covers aspect of consumer buying behaviour. This in turn I
recommended to corporation he direction of growth and success. Along with that, other sources
like Graham (2012) and Dimed and Joulyana (2005) etc. are used to prepare strong base for the
study.
2) I have selected the aforementioned models and sources to fulfil the aim of the research. For
example I became able to assess the impact of celebrity endorsement on sales performance of
organization. Furthermore, effect of celebrity endorsement on buying behaviour of consumer is
also examined just with the help of several selected sources for secondary data. Thus, literature
proved to be effective and significant for the study which leads to reach at aim of the same. Also,
I accessed number of studies by which I could take favourable decision in context of well being
of my own business. Thus, it made the investigation important because several sector of UK can
assess the consumer purchasing pattern just because of influence of celebrity endorsement. In
addition to this, this leads to serve as to source of increasing sales target and develop the unique
marketing concept for the same. Hence, all accessed sources and model were important to
incorporate for the study to draw valid outcome and present the same in effective manner for
good organizational performance in UK.
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