Consumer behavior

Effect of effective advertisement and celebrity endorsement on consumer behavior

ABSTRACT
Multi-billion industry Increasing trends in Pakistan Consumer decision making process Brand recognition

Introduction
Influencing buyers decision through

advertisement and celebrity endorsement Huge advertisement budget Use of celebrity power Edge over competitive products Desire to feel like celebrity

Hypothesis
Consumer behavior is greatly

influenced by celebrity endorsement and attractive advertisement.

Methodology
Closed ended questionnaire Simple Random sampling

Data Analysis

Q. Have your purchased behavior changed/increased due to the endorsement of Karina Kapoor in the advertisement of Head & Shoulders?

Q. LOreal has endorsed Aishwarya Rai from a very long time. So have you started purchasing LOreal shampoo because of her beautiful hair?

Q. LOreal is a big brand just like Aishwarya Rai is a big celebrity. So do you think buying LOreal product (shampoo) would add more points to your stylish personality?

Q. Slice juice has endorsed Katrina Kaif. So are you attracted more by her presence in the ads?

Q. Do you purchase Nestle juice because its pure and healthy?

Q. Do you prefer Kit Kat or Cadbury Dairy Milk?

Q. Are you attracted by the dummy billboard of Cadbury dairy milk?

Q. Do like the emotional advertisement of Cadbury or the humorous approach of Kit Kat?

Q. If you see some celebrity performing in advertisement of tea will you switch to that brand Or will you stick to the one you are already using if the prices are same?

Q. Do you think the advertisements in which the child health, care and safety is more depicted like in supreme can influence your buying pattern?

Q. Which ice-cream do you prefer?

Q. Do the jingle used in the advertisement of Walls and Omore have an influence in deciding which brand to buy?

Q. Have you ever disliked the product due to the endorsement of celebrities whom you dislike?

Q. Which soft drink brand do you prefer on the basis of taste?

Q. If you choose Pepsi then is it because of the involvement of sports persons in the advertisement?

Q. If you choose coke then is it because of the emotional factor that is depicted in the advertisements of coke that remain in your mind while choosing it?

Q. Do the negative word of mouth created by the celebrities in the advertisement of detergents is enough for you to switch to the other brand?

Q. Does negative information related to celebrity endorsement affect the brands image?

Q. Do you think that the celebrity endorsement in advertisement of Olpers has increase the number of consumers?

Q. Which kind of advertisements do you remember easily?

Do you think that the endorsement of celebrities and huge advertisement campaigns increase the sales of the company?

If yes in the previous, then do you know that indirectly you are paying for these endorsements and advertisements?

A Table Describing The Product and the Type of Marketing Strategy That They Use:

Product

Product Type

Jingles

Celebrity Endorsement

Healthy Lifestyle

Emotional Influence

Shampoo

Head& Shoulders Loreal Shampoo

(Karina Kapoor) (Aishwarya Rai)

Chocolate

Cadbury Diary Milk Kit Kat

Product

Product Type

Jingles

Celebrity Endorsement

Healthy Lifestyle

Emotional Influence

Juice

Slice

(Katrina kaif)

Nestle Fruit vitals

Soap

Lux Safeguard

(Many)

(Commander safeguard & hand wash campaigns in schools)

Telecom Connections Ufone Telenor

(Annie Khaild)

Cooking Oils

Dalda Habib

( Kyo k yeh dil ka mamla hy)

( Jahan Mamta wahan Dalda)

Product

Product Type

Jingles

Celebrity Healthy Endorsement Lifestyle

Emotional Influence

Ice- cream Omore Walls

Olpers Milk Milkpak

(Ifat Raheem)

Cold-Drink

Pepsi Coke

(Sahid Afridi)

Tea Whitner

Everyday Tarang

(Many)

Conclusion
Very important in brand building Celebrity endorsement is equivocal Can cause brand loyalty/ brand

rejection

Q/A