Impact of Celebrities on the Buying Behaviour of Consumers: A Study in Raipur City

Impact of Celebrities on the Buying Behaviour of Consumers: A Study in Raipur City

Shradha Gupta, Subodh Kumar Dwivedi
Copyright: © 2022 |Pages: 10
DOI: 10.4018/IJBSA.309376
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Abstract

Buying behaviour process goes through many steps which involves many factors affecting its decisions to purchase a good for which final consumption. Here, the recommendation of celebrities has more considerable emotional impact which affects the buying behaviour of a consumer. Nowadays a consumer is very fascinated towards the thing which is popular among the high demand society which is used and recommended by upper-class people and so-called celebrity. A consumer is inquisitive, which are being used by the celebrities and price to follow their reviews. The consumer feels more sympathetic towards a brand if their products were promoted by a celebrity they admire. The purpose of the study is to know how people get more attracted towards the recommendation of the celebrities and how he tries to adopt it in his daily routine. In this research, questioner was sent to the total 200 respondents through social media platforms among which most of them were between the age group of 20-30. The data analyzed by making graph and diagram through the response collected from the questionnaire.
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Review Of Literature

  • 1.

    “Impact of Celebrity Endorsement on Consumer Buying Behaviour, 2015”

This research study focuses on the celebrity endorsement and its impact on the customer’s buying behaviour and their perception regarding the product or brand of the company. A quantitative method is used in this research in order to investigate the impact of celebrity endorsement on buying behavior.

  • 2.

    “Schlecht, 2003”

Celebrities are people who enjoy public recognition by a large share of a certain group of people whereas attributes like attractiveness, extraordinary lifestyle are just examples and specific common characteristics cannot be observed though it can be said that within a corresponding social group, celebrities generally differ from the social norm and enjoy a high degree of public awareness.

  • 3.

    “Celebrity Attributes and Influence on Consumer Behaviour – A Study of Shekhawati Region of Rajasthan, 2013”

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