The Study of Impact of Celebrity Endorsement on Rural Consumers in India

Abstract

The celebrities in India are the role models for majority of Indians, they are so influenced by them that most of the population follows the trends of their dressing, styles and habits. This is the major reason for the companies to hire the celebrities to promote their products. The companies invest billions of to hire the celebrity for the promotion of their product. The companies believe that the celebrity changes the purchase intention of the consumers in India. The study is conducted to find out the impact of celebrity on rural consumers of Lucknow district of Uttar Pradesh. In order to analyze the objective of the study the data was collected using convenience sampling from 300 respondents belonging to the randomly selected areas of Lucknow. The secondary data was collected through different sources such as Journals, Magazines, Internet, and Newspaper, etc. Null hypothesis was framed and analytical Techniques are the statistical tools that are used for analyzing the collected data. The frequency tables were used to represent the collected data. One sample T-test was used to test the hypothesis and ANOVA was used to calculate the significance level of impact of celebrity endorsement on rural consumers. The SPSS 17 is also used as statistical software to analyze the collected data. It is found that the Indian consumers prefer celebrities in the television commercials.