INTRODUCTION

In 21st century, the marketers are formulating and implementing different strategies in order
to retain existing customers and attract new customers. To communicate about the product
offerings to the customers, marketers always use unique tools and techniques when compare
to their competitors. Creating very different strategy by using marketing mix is one the major
challenge for the present scenario. In the modern market, without brand ambassadors it’s
somewhat difficult to sell the product. For brand recall, marketers select right person for right
product at right place so that the brand can maintain the stability in the competitive world.
The brand ambassadors will explain the process of the usage of the product and benefits out
of it and why customers have to buy this product. Most of the times brand ambassadors
influence on their consumers by communicating in a effective way. And the customers
perceive the brand as having very superior quality just because it has been endorsed by their
favourite personality and based on this customer start that endorsement as one the indicator
of the superior quality for any other brand. With the help of the both brand ambassadors and
the company credibility plays a very significant role in the attitude of the consumers towards
the advertisement and brand recall too. But sometime over popularity of the brand
ambassadors may create negative response to the brand. By involving in multiple brand
endorsement it may leads to create huge confusion in the minds of the customers. Still there
is confusion among the marketers regarding the impact of the celebrity endorsement on
buying behaviour of . There are different companies in the market, and all most all brands are
using brand ambassadors for their brands but the question is whether these ambassadors are
really influencing on the consumer decision-making? And every day we see different and
innovative advertisements on television ad print ads but is it a just a tool to communicate to
the customer? Or it really changes consumer mind to buy their product? Are consumer really
would like to buy the product just because of it is endorsed by their favorite personality or it
is just needy? Sometimes most of the swift from one brand to another brand so what makes
them to change the brand? Hence, for the above all question we are going to get the answer
by collecting response from the both marketers and consumers so that it would be easier for
the further study.

Definition of Brand Ambassador

Brand Ambassadors: who or what are they?
A Brand Ambassador, as the name suggests is a Endorser of a Brand. An ambassador is a
representative of the Brand. That he/she endorses. In our childhood days, when there were
less number of brands we had very few brandambassadors. For example a Lalitaj for Surf,
Poonam Hillon for Bajaj Almond Hair Oil, Neelam Kothari for Dabur AmlaHair Oil,
Sridevi for Lux to name a few. There would have been more but they weren’t able to leave an
imprint on our minds. Most probably, it did, on our parents’ and relatives’ mind-set, no
wonder we always got the same products in our house.
WHY BRAND AMBASSADORS
There is a management saying that
when the product is good, you no longer have to be a very good marketer.
But the saying is soon becoming outdated. There are many product categories and many
brands flooded in the market in each category. Hence attributes like quality, value for money
alone doesn’t count. There has to be an effective media to make the product reach towards
the customer. The media here can be termed as the celebrity who endorses the product. When
a product is being endorsed by a famous celebrity then it will result in better brand recall and
better brand awareness. People also start associating their status symbol to that of the product
that they consume and the celebrity associated with it. Hence in many ways the company can
capitalize on celebrity endorsement. That is the reason why companies shell out millions to
promote their product with the celebrities.
ROLE OF BRAND AMBASSADORS
With the passage of time when the liberalization took place in the 1990s, we saw a spate of
companies flowing into the country with a wide range of products for the consumer. These
companies didn’t want their products to fail in the market and so they had very attractive and
enticing ad campaigns. But the need for more profits and market share made them spend
more and more on their advertisements. There were virtual characters for some brands (Fido
for 7Up), they had to rope in household names to connect with the consumer and that made
the companies reach out their arms to Bollywood for influential actors and actresses (Salman
Khan for Pepsi) and so on. Depending on the ad campaigns that were created there were
couples of ambassadors who worked wonders for a brand but couldn’t revive their magic
when it came to other brands.
RESEARCH DESIGN
PROBLEM STATEMENT
To study the influence of celebrity endorsement towards buying behaviour. On the basis of
this problem statement, the following specific objectives have been crystallized.

Chapter 2 research methodology

OBJECTIVE OF THE RESEARCH

•To study the importance of celebrity endorsement in the promotion of a
product.
•To find out whether celebrity endorsement constitutes for brand recall and
brand awareness.
•To identify whether celebrity endorsement has any impact in the purchase
behaviour.

HYPOTHESIS :
1. Purchase decision is dependent on Brand Ambassador.
2. There is a effect of Brand Ambassador on Consumer Behavior.

RESEARCH DESIGN
The research study first examines the various facets of celebrity endorsements
and the impact on purchase behaviour. A thorough literature survey has been
made in light of all the things surrounding the celebrity endorsement. Then a
survey is taken among the general public with a sample to arrive at several
conclusions regarding the influence of brand ambassadors on buying behaviour
of soft drinks

SAMPLE SIZE
The chosen sample size is of 100 people between the ages 17-30.
SAMPLE DESCRIPTION
The data taken for study is a convenient sample representing the youth of today,
so that a proper conclusion can be reached. The target is youth aged between
17-50
INSTRUMENTATION TECHNIQUES
The questionnaire technique is used for the survey and the reasons for
using this approach are
1·It covers a wide area
2·It is not expensive
3· Orignal data can be obtained
4· Free from all bias
5· Easy to tabulate and understand

COLLECTION OF DATA
Data has been collected from both primary and secondary sources.
Primary data is collected by the questionnaires and personal observation.
Secondary data is collected by the referring to several journals, books,
internet, magazines, etc.,

Limitation

1. The data is restricted to Mumbai

2. Time constraint
3. Results are purely based on primary information
4. The analysis and interpretation is made under the assumption that data are
accurate

Consumer Behaviour
Leon G. Schiffman (Author)

The book explores how the examination and application of consumer behaviour is central to the
planning, development, and implementation of marketing strategies. The tenth edition captures
the impact of new media on consumer behaviour and focuses on the marketer s ability to learn
more about customers purchases in order to implement a strategy with greater precision. In this
edition, Professor Ramesh Kumar has added extensive cases, discussions, and examples
relevant to Indian consumers and markets, creating a global perspective

Celebrity Endorsement and Purchase

Decisions in India
by Maninder Singh (Author)
the primary focus of this book is to examine the comparative effectiveness of film star and sports
celebrity endorsement, however, the effort has also been made to measure the potential risks
associated with the use of celebrity as source endorser.Celebrity endorsements give a brand a
touch of glamour, and hope that a famous face will provide added appeal and name recognition
in a crowded market. Use of celebrity advertisement for the companies has become a trend and
a perceived winning formula of corporate image building and product marketing. A large segment
of the audience can instantly recognize and identify the famous person and the attraction and
goodwill associated with the celebrity can be transferred to the product. Effectiveness of a
message depends on the perceived credibility and attractiveness of the endorser. Consumer
perceptions of similarities between the celebrity and endorsed brand enhance the effectiveness
of endorsement. The present book has covered the important attributes i.e. trustworthiness,
expertness and attractiveness of celebrity endorser and it has also discussed the various issues
associated with celebrity endorsement.

Celebrity Sells 1st Edition

by Hamish Pringle

Celebrity Sells demonstrates the power of famous names, when skilfully used, to sell brands and
offers practical advice on how to develop and advertise a brand using celebrities, including:

 How to choose the right celebrity for your brand

 How to build your brand using a celebrity
 How to manage relationships with celebrities
 How to protect celebrity and brand reputation

Celebrities have always captured the imagination of the public. In today's age of consumerism,
their ability to influence our behaviour can be seen worldwide.
Harnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped
turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every
advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker;
One to One re-launched its brand with stars including Kate Moss and Elvis Presley.

Consumer Behaviour: Insights from

Indian Market Paperback – 2009
by Ramanuj Majumdar (Author)

why do consumers repeatedly purchase a particular brand or, in some cases, why do they
switch from one product to another? In this compact, concise and profusely illustrated text,
Professor Majumdar, with his rich and varied experience in Marketing, tries to provide
interesting insights into some of these and other interesting questions about consumer
behaviour. He gives a masterly analysis of the theory and practice of consumer behaviour
and decision making and the factors that influence it. Divided into six parts, Part I of the
text shows the importance of understanding consumer behaviour; Part II highlights
different aspects of consumer psychology and covers such topics as consumer motivation,
consumer perception, and consumer personality. Part III demonstrates how consumers
behave in their social and cultural settings, the effect of personal factors, and the influence
of reference groups on consumer behaviour. Part IV dealing with consumer decision
making describes the various stages involved in brand choice, the post-purchase
behaviour and, importantly, the six well-established models proposed by scholars on
consumer behaviour. Part V analyzes the diversity of the Indian market and about the
emerging patterns of consumer behaviour.

Marketing Management: Indian Context

Global Perspective Paperback – 11 Jul
2018
by V. S. Ramaswamy (Author), S. Namakumari (Author)
A book that is India-centric, comprehensive and apt for the times.
Staying relevant to contemporary times, the sixth edition of the transformational text Marketing
Management: Indian Context, Global Perspective comes with an even mightier foundation with
its practical, research-based content.
it is not an ‘adaptation of a foreign book’ or a text on marketing ‘with few Indian examples.’ It has
remained, since its first edition published 35 years ago, the unparalleled text presenting an India-
centric approach to the discipline of marketing.
The compelling logic for an Indian text
Since marketing is an environment-driven subject, it requires an environment-specific treatment.
This text meets this need and equips students to comprehend marketing in a manner relevant to
the Indian setting.
Tracks every transition and change
Marketing is changing. India is changing Technology, digitisation and overall disruption drive this
change. This text captures and interprets the import of this change.
Comprehensive coverage, engaging presentation
The text re-visits the basics and explores the contemporary concepts of marketing. It contains a
fine blend of mini cases on experiences of companies, both Indian and global. It comes with a
brand-new feature: Marketing Insights-Exhibits more than 250 exhibits explain how high-
performing Indian and global companies keep excelling.