Impact of Celebrity Endorsement on Consumer Buying Behaviour of Jewellery : A Study in Odisha

Abstract

The largest gold jewellery market in the world is located in India. Gold has merged into the Indian mentality and has become an indispensable component of Indian society. In India, gold jewellery is the most popular type and is in high demand since buying gold on auspicious events like festivals, weddings, and birthdays is seen as good luck. Due to the expansion of organized shops, customer purchasing habits are significantly shifting.Companies spend a lot of money on celebrity advertising in today's cutthroat market as they work diligently to establish a place in the thoughts of the consumer. It is considerably more difficult for businesses to draw clients to their goods and services due to the cutting-edge competition and the introduction of new advertising methods. Almost every jewellery brand is roping on celebrities in order to attract more and more customers. This study was conducted to know the impact of celebrity endorsement on consumer buying behavior of jewellery in Odisha. A sample of 200 consumers was taken from different regions of the state. Data collected was analyzed using Percentage analysis and chi-square test. It has been found that celebrity endorsement has a positive impact on consumers buying jewellery and due to high making charges a great chunk of consumers don’t prefer branded jewellery which are endorsed by celebrities.