IMPACT OF CELEBRITY ENDORSEMENT TOWARDS CONSUMER PACKAGED GOODS

Abstract

The concept of using celebrities to promote products or services has become a well-explored and widely adopted strategy in modern businesses. This essay aims to explore the influence of celebrity endorsements on customers' willingness to spend money, which is the central research inquiry. A qualitative approach is employed to examine this topic, utilizing an inductive research method. Secondary data from journals and online publications are collected to provide context for the study. However, it's important to note that customers' readiness to make purchases can vary due to factors like income and substitutes. It can be stated, however, that celebrity-endorsed items significantly affect consumers' decision to purchase. This study report use quantitative research methods to identify the variables that affect consumer purchasing behavior and celebrity endorsement. The review of previous research on celebrity endorsements sheds light on our research question and explains a number of key study-related facts. Our research study employs the quantitative approach to comprehend the perspectives of customer behavior, qualities, and how they interact with purchasing behavior. A questionnaire was used to gather the data, which was then analyzed using statistical package.