Impact of celebrity endorsement on consumer buying behaviour in beauty soap industry (With special reference to the consumers in North Central Province in Sri Lanka)

Abstract

All of us are consumers. We consume various product and services to fulfil our daily requirements and every time we have to decide what we buy, how we buy, where and when we buy. There are a large number of factors, which influence consumer buying behaviour. But today the firms and marketers are using celebrity endorsement as a major marketing strategy to affect the consumer buying behaviour. Researcher has been taken celebrity endorsement, attractiveness, expertise and the trust worth to measure whether those factors affect for the consumer buying behaviour or not. Hence the purpose of this research is to study the impact of celebrity endorsement on consumers buying behaviour. Furthermore, this study focuses on examining the perception of consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their Consumer Buying Behaviour. The researcher has identified that there is a huge effect on celebrity endorsement towards the consumer buying behaviour while celebrity trustworthiness, expertise and attractiveness has a positive impact on consumer buying behaviour. Today most of the marketers use celebrity endorsement as a strategy to promote their bands therefore, through this research the researcher’s scope is to understand the consumers mind set towards the FMCG sector due to celebrity endorsement.