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“ROLE OF CELEBRITY ENDORSEMENT IN ADVERTISEMENT: A STUDY OF SOFT DRINK”
Jaideep Singh Girnar
Research Scholar, Dr. APJ Abdul Kalam University, Indore.
Dr. Reva Mishra
Research Supervisor, Dr. APJ Abdul Kalam University, Indore.
Abstract: The main object of the present research paper is to observe the opinion of the pupil about celebrity endorsement in advertisement. Present study is descriptive and exploratory type research. The sample size for the present research paper was 120.
Convenience sampling method was chosen for the selection of the samples. These samples were from various colleges of Indore District. Out of 120 respondents 110 respondents responded fully and properly. Primary data as well as secondary data are used for the present research paper. A well structured questionnaire on Likert scale (Strongly agree to strongly disagree) was used for the collection of primary data. For the collection of secondary data various articles, books, journals were used and websites were visited. For the analysis of results, cross tabulation, percentages, mean, standard deviations were applied. It was concluded that celebrity endorsement helps in brand advertisement, it increase the cost of the product, sales of the product, attract consumers towards soft drinks. Celebrity endorsement is informative.
Keywords: Soft Drink, Opinion, Celebrity Endorsement.
1. INTRODUCTION
Celebrity Endorsement is one of the power tools which are used by manufacturers and advertisers for the recognition of their product. Celebrities are used to promote the product, increase the sales of the product and recall the value of a brand is meant by celebrity endorsement. In today’s cut-throat competition time celebrity endorsement is an important part of advertising. It is a form of communication that provides an idea about the product to the consumer having the picture of the endorser. As strong the Endorser will be, the impact will be as higher of the product in the mind of the consumers. Celebrities are treated as role models in India, people tries to copy the styles, clothing, habits of them. Celebrity endorsement is used by many companies for their products as it believes that celebrities can influence and attract consumers to purchase the products as they have a special importance in their lives. Therefore after knowing the popularity of celebrities, companies began taking different bollywood stars and sportsperson for the advertisements of their products. Now it is became a trend as a formula of success for marketing of the product and building the brand to use celebrities for advertising.
2. REVIEW OF RELATED LITERATURE
This section of the present paper, deals with the previous research works done in the same area.
Shukla (2010) checked the impact of celebrity endorsement on purchasing trend on 80 consumers of FMCG products in Delhi. He found in results that consumers are more likely to buy those products which are endorsed by celebrities because celebrity’s attraction makes them ready to purchase the particular product.
Clask & Whistle (2013) studied 150 respondents across whole of the Udaipur city to find out the impact of celebrity endorsement on buying behavior of consumers and both concluded that celebrities positively impact the buying behavior of consumers. The advertisement endorsed by celebrities are more influential then the advertisements without celebrities or non – celebrities endorsements. Results showed that consumers are motivated by celebrities.
Sharma & Joshi (2016) applied a study on 400 respondents of Varanasi city and found that the female consumers were more impacted by the celebrities in comparison with male consumers. One more finding was that male endorsers are more famous and liked by consumers than female endorsers. They concluded that many producers and manufacturers believe that when a celebrity is taken in an advertisement it can give a
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greater appeal, attention and likeness by consumers.Singh (2018) studied the effect of celebrity endorsement on 250 respondents from urban and rural area of Gujrat state and the finding were: celebrity endorsement of products or brands do not impact the consumer’s buying behavior and decisions. The study also analyzed that both urban and rural consumers have no trust on celebrity endorsements even most of the rural consumers have shown their doubts about the quality of those brands and products which are endorsed by celebrities.
Baghel (2020) done a research work on 210 respondents who were under graduate pupils of Bangalore city and found that a consumer is affected by the celebrity who is his / her favorite and in influence of those favorite celebrities consumers purchase the products which are endorsed by them. Consumers can change the decisions at the time of purchase by the influence of the celebrity endorsement.
So, these are some studies which were considered for this research paper.
3. METHODOLOGY
The main object of the present research paper is to analyze the opinion of pupils towards celebrity endorsement in advertisements. The null hypothesis (H0) taken for this paper is,
“there is no significant difference of the opinion of pupils towards celebrity endorsement in advertisements”. 120 was the sample size for the present research work which was selected by convenience sampling method. These samples were from various colleges of Indore District. Out of 120 respondents 110 respondents responded fully and properly. Primary data as well as secondary data are used for the present research paper. A well structured questionnaire on Likert scale (Strongly agree to strongly disagree) was used for the collection of primary data. For the collection of secondary data various articles, books, journals were used and websites were visited. For the analysis of results, cross tabulation, percentages, mean, standard deviations were applied.
4. RESULT ANALYSIS AND INTERPRETATION
Table 1 presents that most of the respondents 48 (43.63%) are from the age group of 19-22 years and 7 respondents only (6.37%) are from the age group of 14-19 years. 58 respondents (52.72%) are male while 52 (47.27%) are females. Most of the respondents 66 (60%) are from urban area and 44 (40%) are from rural area. 70 (63.63%) respondents are graduate and 40 (36.36) respondents are post graduate. 38 (34.54%) respondents are from income group of above 50,000 Rs. while 30 (27.27%) respondents are from income group of 12,000 - 25,000 Rs., 22 (20%) respondents are from less than Rs. 12,000, while 20 (18.18%) respondents are from 25,000 – 50,000 Rs.
Table No. 1 Respondent’s Profile
Age No. of Respondents Percentage (%)
14-19 7 6.37
19-22 48 43.63
22-25 23 20.90
Above 25 32 29.10
Total 110 100
Gender
Male 58 52.72
Female 52 47.27
Total 110 100
Area
Urban 66 60
Rural 44 40
Total 110 100
Qualification
Graduate 70 63.63
Post Graduate 40 36.36
Total 110 100
Income of Family
Less than 12,000 22 20
12,000- 25,000 30 27.27
25,000- 50,000 20 18.18
More than 50,000 38 34.54
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Total 110 100
Source: Survey
Table no. 2 Consumer’s Opinion toward celebrity Endorsements
S.No. Statements N/% 1 2 3 4 5 Total
1 It can promotes the brand properly N 7 8 20 30 45 110
% 6.36 7.27 18.18 27.27 40.90 100
2 It increases the cost of brand N 8 14 29 33 26 110
% 7.27 12.72 26.36 30 23.63 100
3 It increases the sales of brand N 16 19 31 18 26 110
% 14.54 17.27 28.18 16.36 23.63 100
4 Endorsed Brand of a good quality N 18 25 19 34 14 110
% 16.36 22.72 17.27 30.90 12.72 100
5 It motivates to buy soft drinks N 15 25 20 35 15 110
% 13.63 22.72 18.18 31.81 13.63 100
6 It impacts the purchasing decisions N 16 13 21 29 31 110
% 14.54 11.81 19.09 26.36 28.18 100 7 It gives an attention to consumers
towards the soft drinks N 10 23 41 20 16 110
% 9.09 20.90 37.27 18.18 14.54 100 8 It increases the brand awareness of
consumers towards the brands N 11 32 27 19 21 110
% 10 29.09 24.54 17.27 19.09 100 9 It affects the selection of Brand by
consumers N 14 26 30 24 16 110
% 12.72 23.63 27.27 21.81 14.54 100
10 It is informative N 9 42 6 39 14 110
% 8.18 38.18 5.45 35.45 12.72 100
Table no. 2 presents that 45 people are strongly agreed about the point that celebrity endorsement can promotes the brand properly. 33 respondents are agreed that it can increase the cost of product. 31 respondents are saying that It can increase the sales of products. 34 respondents are agreed that celebrity endorsed a good quality product. 35 respondents are agreed that it motivates consumers to buy products. 31 respondents are strongly agreed that it impacts the buying decisions. 41 respondents are saying that it gives an attention to consumers towards the soft drinks. 32 people are not agreed with that it increases the brand awareness of consumers towards the brand. 30 respondents are saying that 39 respondents are agreed that it is informative.
Table 3 Result Analysis
Opinion Statistics Inferential Statistics
Age Gender Area Education Income
Mea
n SD F Sig. F Sig. F Sig. F Sig. F Sig
. It can promotes the
brand properly 4.23
0 .874 4.31
0 0.05 1.04
1 0.05 3.48 8 0.0
5 3.24 1 0.0
5 1.38 2 0.0
5 It increases the cost of
brand 4.05
4 .932 .418 0.05 .948 0.05 1.73 2 0.0
5 1.53 3 0.0
5 3.29 8 0.0
5 It increases the sales
of brand 3.97
3 1.08 3 3.20
9 0.05 2.71
0 0.05 1.37 1 0.0
5 2.36 1 0.0
5 4.32 1 0.0
5 Endorsed Brand of a
good quality 2.45
7 .934 .331 0.05 1.34
9 0.05 3.10 4 0.0
5 1.38
5 0.0
5 1.98
2 0.0 5 It motivates to buy
soft drinks 3.53
6 .845 1.10
6 0.05 1.55
3 0.05 .818 0.0
5 .971 0.0
5 2.34
9 0.0 5 It impacts the
purchasing decisions 4.21
9 .910 .843 0.05 1.68
1 0.05 1.28 1 0.0
5 1.99
4 0.0
5 .908 0.0 5 It gives an attention to
consumers towards the soft drinks
2.43 2 1.78
1 .420 0.05 1.30
9 0.05 1.42 8 0.0
5 .2.43 2 0.0
5 1.38
2 0.0 5 It increases the brand
awareness of consumers towards the brands
3.56 9
.993 .871 0.05 0.98 3
0.05 2.53 8
0.0 5
.991 0.0 5
3.23 9
0.0 5
It affects the selection of Brand by
consumers
3.06
7 .940 .903 0.05 1.47
2 0.05 .843 0.0
5 1.34
6 0.0
5 1.43
0 0.0 5 It is informative 3.52
9 1.05 4 1.08
7 0.05 3.34
2 0.05 3.21 9 0.0
5 3.25
9 0.0
5 2.33
1 0.0 5
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Source: SurveyTable no. 3 presents the Mean, SD, F value of variables on the basis of opinion, the overall all result is that there is role of Celebrity endorsement in advertisements and it impacts consumers.
5. CONCLUSION
It is found that most of respondents, male from the age group of 19-22 years from urban area are graduate and from income group of above 50,000 Rs. per annum. It also concluded that celebrity endorsement helps in promotion of brands, it increases the cost of products and services, it enhances the sale of products and services, it motivates for the purchase of soft drinks, it gives an attention to consumers towards the soft drinks, it impacts the buying decisions, it increases the brand awareness of consumers towards the brands including products and services for amount, it is always informative.
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