Research on Celebrity Endorsement Impact on Consumer Buying Decisions

This report provides a comprehensive analysis of the influence of celebrity endorsements on consumer buying decisions, focusing on the UK market. It meticulously details the research methods employed, including quantitative investigations, descriptive research designs, and the use of both primary and secondary data. The study examines the role of positivism philosophy in understanding consumer behavior and the application of statistical tools like Chi-square and ANOVA for data analysis. Furthermore, the report explores the importance of literature reviews, highlighting key models such as brand equity and the meaning transfer model, alongside relevant sources. The author reflects on the knowledge gained and the development of skills in marketing, research, and leadership, emphasizing the practical implications for future business endeavors and organizational growth. The report also discusses learning experiences from the MBA program, including presentation skills and analytical abilities, which contributed to the overall understanding of marketing principles and research methodologies.

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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YOUR KNOWLEDGE
By competing the current research my knowledge has been enhanced in the filed of
marketing. This is because I conducted study on one of the most imperative aspect of marketing.
Here, I accessed number of sources which reflect the effectiveness of celebrity endorsement as
the effective marketing strategy. Owing to this, I actually came to know that how effective
strategy is in increasing sales turnover and improve the sales performance of a particular
organization. Not only this, but also I understood that celebrities give lasting impression in the
mind of consumers and make it possible for them take frequent purchase decision. Thus,
knowledge which I gained from completion of this study will be helpful in future to set my own
business. This is because this made me understand that how effective strategies can a an
organization formulate in order to increase attention of buyers.
On the other hand, in order to carry out the study I framed suitable aim and accordingly
the same was broken into three distinctive objectives. Here for completing the stated objectives I
used different methodologies for collecting data and analyzing the same to produce end results.
With the application of different methods I gained in-depth knowledge for each one and
importance of the same in fulfilling research aim or objectives. Furthermore, current study
contributed a lot in developing my logical and intellectual skills so as to develop capacity among
me in planning for my own business. This in turn research skills are developed in my and
assisted me to secure a good position in the consultancy. Apart from this, major part of study as
data collection process helped me to behave well with strangers and influence them to
incorporate in the completion of study. This proves to be effective to develop my leadership
skills and make myself team worker. Furthermore, the knowledge I gained by completing the
data collection as well as data analysis process, is helpful for in-depth analysis regarding the
contribution of effective marketing strategy in growth and success of an organization. Apart from
this, development of research skills will provide immense support to me in future for making
strong goodwill of my own business in the marketplace. This is because with the help of research
skill I can easily handle research and development activities of corporation. Also, it proves to be
effective for me to manage the time effectively. Therefore, all developed skills assist me to
achieve my objectives.
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YOUR LEARNING
1) The most important aspect of learning which I have gained from undertaking MBA
programme are many more. This is because overall I had good experience during my
management degree. During the program I learned to give effective presentation and gain
audience towards the presentation. In this regard, I came to know that how effective presentation
can be build to incorporate all related material of topic in short form and impart the detail
knowledge to audience in an effectual manner. It facilitates to develop strong level of confidence
and development my capacity to interact with number of seniors. However, prior to that
particular time my presentation skills was a bit weak. Owing to this I faced several issues at the
initial time. But later on when I allotted projects to work in team then I developed presentation,
intellectual and logical skills. It assists me to create strong position in a group and gain positive
recognition at the same place. Also, I analyzed all management related filed with proper and in-
depth study in class.
2) The most important part of learning I have gained from research is detail analysis on the topic
along with findings the rationale of the study. However, I completed all the process under the
guidance of mentor by tries to complete all at my level so as to develop analytical skills. Here, I
also conducted literature review and also found the gap existing between studies done previous
and the one I did. Furthermore, I followed the structured format of dissertation and completed
the questionnaire as well as primary data collection process. After that I did data analysis and
present the findings in the form of presentation. The process did not end here, I got feedback
both in negative and positive manner and accordingly I did modification also.
3) The detail discussion and analysis of the project provide me support or develop my
analytical skills. It is because it analyzed the collected data in the direction of specified aim and
objectives. It enables me to complete the work according the specific time span and try best to
save cost as well as time. This in turn I motivated towards doing such kind of research to develop
knowledge in the field of marketing. Apart from this, completion of the study provided a chance
to me for providing suggestions to improve the effective marketing strategy as celebrity
endorsement. Thus, knowledge gained from the study is highly important for me for my own
development and also to achieve my aim and objectives.
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CRITICAL THINKING AND YOUR IDEAS
In carrying out the present study the most important evidence of research evolved is
related to effectiveness of celebrity endorsement. Here, I came to know that this aspect of
marketing has both negative and positive aspect. This is because I found that celebrities who are
endorsing a particular brand and if they associate with a scandal with immediate impact then it
has negative impact on brand image of corporation. It is happened because of negative aspect
shown on effective media. This in turn some of the fans get affected whereas some of them react
neutral. Apart from this, some of them start purchasing that brand frequently due to emotional
attachment with that person. However, I came to know that what part should be actually included
in the study and what not. The reason behind the same is, if I included negative part in study then
it will be inconvenient for readers to understand the findings and aspect of study. Owing to this, I
focused on mostly positive aspect of celebrity endorsement on the study. It developed deep
understanding among me to achieve all specified research objectives as well as aim.
Another important evidence I shown in the study is that I have understood the use of
numerous methods in different types of study. For example, exploratory study will not be
convenient to use in present study as it is generally used where there is not problem not has been
specified yet. It reflects that methodology session contributed me to prepare for my own
development in the future. By using this knowledge I can do study in several related fields. For
example, I can conduct the same study in other related fields like retail industry or automobile.
This aspect facilitates to give appropriate recommendations to management of particular
industry. Apart from this, collected information proves to be effective for reducing the impact of
negative aspect on overall organization. It leads to build competitive edge of corporations and
meeting expectations of customers effectively. On the other hand, the most important part was
findings that collected data could be presented in the light of research aim and objectives. Also, I
taken into mind that my findings must reflect the fulfillment of objectives. Therefore, it
understand that methods to present the data in right manner and complete the analysis process in
an effectual manner.
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BARRIERS MET
The major barriers faced by during completion of study is related to assessing the
research gap that exists. It was the most critical phase for me to identify the research gap and
accordingly fill the same by doing the research. However, I completed this process by accessing
number of sources. Similarly, it critical phase I faced during completing the study is preparation
of questionnaire. Here, I was not able to assess the what kind of questionnaire need to be
incorporated so they reflect the aim and objectives of firm. Owing to this, I took extensive time
to complete the questionnaire. Although, barriers did not end here, I also faced issue while
approaching to respondents. At this juncture, issue were faced because respondents were not
ready to provide their private information due to fear of security. However, I made them
understood that their detail will not be disclosed to third party and it will be kept safely. After
that, I found it difficult to process the all collected data in order to start the next process. The
reason behind the same is consumption of huge time. Although, I incorporated my knowledge
gained from MBA to process the data. Likewise, I completed the frequency table and graph
which represent the findings. Apart from this, I faced a bit problem while doing data analysis
chapter because I needed to do everything according to research aim and objectives. Here, I
realized that selected method of data analysis (thematic) helps to conduct detail analysis
according the formulated themes. This aspect assisted my the present the findings in specified
manner and make readers to understand regarding responses of customers towards the effective
marketing concept of celebrity endorsement.
2) At the time of completing the major project I faced issue related to time and monetary
sources. It is because less time allotted to me for completing the entire research activities.
However, I completed the study by making use of Gantt chart which reflect the time taken for
each activity. Apart from this, lack of resources is also the potential issue which created problem
while completing the study. This is because I found less studied done on the same topic which
could help me out to prepare database for the study. Though, I managed the same by applying
effective concept and generating detail base for the data.
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YOUR PROFESSIONAL DEVELOPMENT
After carrying out this study, there are various skills which in have learn. Further it can
be also stated that this project has helped me to develop in professionally. At the time of carrying
out this research, I have faced many challenges and issues. Dealing with those sues required a lot
of management skills and efforts. The major professional skills which I have learned or enhanced
through this study includes management skills, market research skills and interpersonal skills.
For carrying out this study, I was made available with limited time period and resources. One
thing I was required to make sure is that I complete this study within given time frame and
resources in most effective manner. At the time of conducting this research I have divided all my
task into small small parts and set deadline for them. This has helped me to carry out the entire
research on time and within given amount of resources. Along wit this, it has also enhanced my
time management skills which are considered as one of the most important skills to grow
professionally. On the other side of this, this study has also enhanced my skills regarding market
research. I have used both primary and secondary sources to collect information regarding my
topic of study. At the time of secondary data collection, I have gone through number of journals,
online sources and books. This has directly resulted in enhancing my overall skills regarding
market research. This study has also provided me with academic ideas regarding what kind of
impact does celebrity endorsement have on buying behaviours. I have become aware about the
modern marketing tools and techniques which organizations uses to promote and sale their
products and services. The lesson which I have learn from this study is that in order to become
successful business are required to become aware of the need and demand of people in market.
Further higher sales and profitability can be achieved only by products and services according to
the need and demand of people in market. I have also learned that marketing and promotion bare
very important for organizations in order to survive in this stage of intense competition. All these
learning will help me in my future professional life and will help me to find better opportunities
for growth and development. Thus, it can be stated that this research has helped me a lot in my
professional development.
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OBJECTIVES
After completing the MBA programme and research I have during that I found that my
potential for conducting the study has been developed a lot. During MBA programme I
developed several skills in the filed of management which assists me to manage my work and
achieve my future objectives effectively. During that time I also developed skills like analytical,
conceptual and intellectual. Along with that my presentation skills are develop to a great extent. I
used to take part in several activities organized in college which develop my level of confidence
as well as motivation. By using the same I motivated towards taking initiatives and this is the
reason I am allotted this effective project as “influence of celebrity endorsement on buying
behavior of consumers”. Prior to that, during learning from MBA I learned research methods and
importance of each method. It shows that my objectives related to learning are met effectively
with MBA programme. However, it bring drastic improvement in my personality because I
understood the concept of several fields like marketing, finance and other filed of management.
In the major project I framed objectives according to aim of the study. The first one was
understanding the concept of celebrity endorsement. This objectives has been fulfilled by me due
to incorporating the part of several studies. At this juncture, I referred number of studies which
have been done on the same topic. Owing to this, I have understood concept of this marketing
strategy effectively. Also, I have achieved this aim by giving proper explanation and using
several models. The second objectives of major project is impact of celebrity endorsement on
sales turnover of organization. This has been completed effectively by the help of both secondary
and primary data. At this juncture, I found that majority of respondents are highly influenced by
their favorite celebrities and it is the reason they take frequent purchase decision. Similarly, I
made the third objectives as effect of celebrity endorsement on buying behavior of consumer.
This aim has been achieved by collection of primary data by making effective questionnaire. It
proves to be effective in drawing valid outcome and the same is done. In addition to this, last
objectives is related to providing recommendations which is also achieved by me. It is because I
proposed valid justification on the basis of both primary and secondary data. It shows that I have
used my learning in completion of the study. I applied learned concept related to management
and research in order to achieve specified aim in an effectual manner. It facilitate to clarify the
findings of research in the mind of reader as well as other related audience.
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FINDINGS & OUTCOMES
The findings I have given for the major project are fruitful for me as well as future
employer. This is because at first I understood the overall concept and logic behind celebrity
endorsement and its role on consumer buying decision. Here, I noticed that consumers tend to
get attraction from their favorite celebrities and they like to use products and services which are
being endorsed by them. It gives them sense of achievement and they like to look as celebrities
are. For example, celebrity showing use of anti-acne cream then girls or women will be included
by her. Here, the attracted people like to have look as celebrities have and this is the reason they
purchase product endorsed by celebrities. Here, I came to know that celebrities have power to
promote a brand at global level and enhance the sales turnover of the same. Furthermore, I found
it effective for improve organizational performance and increasing customer base for a particular
brand. In addition to this, findings of my major project proves to be effective to conduct the
same study on specific sector like fashion industry, leisure etc.
However, I found that some of the customers consider that claims made by celebrities are
highly reliable and hence their urges convert into buying decision. On the other side, conclusion
of the study reflect that celebrity endorsement is positive for both organization performance as
well as consumer. However, it is very important for corporation to select the right personality
which match to the brand to be promoted. This facilitates to improve the overall performance,
through company need to incur additional cost but prove to be effective to deliver good quality
of services to buyers by deliver them services or products in accordance with their need.
For employers this findings will be effective or feasible because they can suggest their
management to make use of such kind strategies to promote their brand. Further, future
employers can also conduct the same study for the organization where he/she will work. With
this way, company can build competitive edge in the marketplace and perceptions of buyers can
be known effectively. On the other hand, future employer can assess the importance of celebrity
endorsement effective and its contribute towards the organization success. Thus, the same
concept can be used to meet organization objectives. Therefore, findings of the study reflect the
aim and objectives in an effectual manner.
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