Celebrity Endorsement

Chapter 1 INTRODUCTION The motive behind total branding may be explained as an attempt to amalgamate diverse activities to win win cust custom omer er pref prefer eren ence ce.. A purp purpos osee to this his cont contex ext, t, the the topi topicc “Impac “Impactt of celebr celebrity ity endorsement on overall brand” , is a significant one. The celebrities endorsing brands has been

steadil steadily y increas increasing ing over over the past past years. years. Markete Marketers rs acknowl acknowledge edge the power power of celebr celebritie itiess in influencing consumer-purchasing decisions. It is an accepted fact that celebrity endorsement can  provide special attributes attributes upon a product that it may have lacked otherwise. But everything is not as it sounds; celebrities are after all mere mortals made of flesh and blood like us. If a celebrity can  promote the merits merits of a brand, he or she can can also demote demote the image of a brand. Celebrity endorsements are impelled by virtue of the following motives: •

Instant Brand Awareness and Recall.

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Celebrity values define, and refresh the brand image.

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Celebrities add new dimensions to the brand image.

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Instant credibility or aspiration PR coverage.

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Lack of ideas.

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Convincing clients.

Meaning of Celebrity

Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common characteristics cannot be observed, it can be said that within a corresponding social group celebrities generally differ from the social norm and enjoy a high degree of public awarenes awareness. s. This This is true true for classi classicc forms forms of celebr celebritie ities, s, like like actors actors (e.g. (e.g. Amitab Amitabh h Bachhan Bachhan,, Shahrukh Khan,), sports persons (e.g. Sachin Tendulkar, M S Dhoni)

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Celebrities Celebrities appear in public in different different ways. First, First, they appear in public when fulfilling fulfilling their   profession,  profession, e.g. Pete Sampras, Sampras, who plays tennis in front of an audience in

Wimbledon. Wimbledon.

Furthermore, celebrities appear in public by attending special celebrity events. In addition, they are  present in news, fashion magazines, magazines, and tabloids, tabloids, which provide second source information information on events and the ‘private life’ of celebrities through mass-media channels

Celebrities as Spokespersons Spokespersons

Companie Companiess frequen frequently tly use spokes spokespers persons ons to deliver deliver their their adverti advertising sing messag messagee and convince convince consumers of their brands. A widely used and very popular type of spokesperson is the celebrity endorser The reason for using celebrities as spokespersons goes back to their huge potential influence. influence. Compared to other endorser endorser types, famous famous people achieve a higher degree of attention attention and recall. They increase awareness of a company’s advertising, create positive feelings towards  brands and are perceived perceived by consumers consumers as more entertaining. entertaining. Using a celebrity celebrity in advertising advertising is therefore therefore likely to positively affect consumers’ consumers’ brand attitudes and purchase intentions. To ensure  positive results, however, it is critical critical for advertisers advertisers to have a clear understanding of the ‘black   box’ of celebrity celebrity endorsement. endorsement. In the following following section, section, selected selected concepts that have to be considered when using celebrities as spokespersons are discussed.

Source Credibility and Attractiveness Attractiveness

A central goal of advertising advertising is the persuasion persuasion of customers, i.e., the active attempt attempt to change or  modify consumers’ attitude towards brands. In this respect, the credibility of an advertisement  plays an important important role in convincing convincing the target audience of the attractiveness attractiveness of the company’s company’s  brand. Pursuing Pursuing a celebrity endorsement endorsement strategy strategy enables advertisers advertisers to project project a credible image in terms terms of expertis expertise, e, persuas persuasive iveness ness,, trustw trustwort orthine hiness, ss, and objecti objectivene veness ss To create create effectiv effectivee messag messages, es, celebrit celebrity y adverti advertiser serss also also have to conside considerr the attract attractivene iveness ss of the spokes spokespers person on (McCracken 1989). Source attractiveness refers to the endorser’s physical appearance, personality, likeability, and similarity to the receiver, thus to the perceived social value of the source The use of  attractive attractive people is common practice in television television and print advertising, advertising, with physically physically attractive

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communicators having proved to be more successful in influencing customers’ attitudes and beliefs than unattractive unattractive spokespersons spokespersons This behavior mainly goes back to a halo effect, whereby persons who perform well on one dimension, e.g. physical attractiveness, are assumed to excel on others as well.

Multiple Brand and Celebrity Endorsement

Studying TV and print advertisements, one will realize that either some celebrities are endorsing several brands or a specific brand is endorsed by different spokespersons. These concepts are called called multipl multiplee brand brand endorse endorsement ment and multipl multiplee celebr celebrity ity endorse endorsement ment respect respectivel ively. y. Some Some spokespersons are “shared” by different advertising firms, i.e. they are promoting more than one  brand (Tripp et al. 1994, p. 535). Golf champion Tiger Woods has endorsed endorsed American American Express, Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used by T-Mobile and Elizabeth Arden. James Bond character Pierce Brosnan promotes Omega, BMW, and Noreico. Top model and actress Milla Jovovich is a spokesperson spokesperson The question is, does this special form of celebrity celebrity endorsement does affect consumers’ brand attitudes? Following Tripp et al. (1994), the endorsement of as many as four products negatively influences the celebrity spokesperson’s credibility. They further add, that these effects are independent of the celebrity, i.e. the perceptions of even well-liked stars can be influenced. Reasons may be found in the lack of distinctiveness, with one famous famous person person endorsi endorsing ng several several product productss instead instead of concentr concentratin ating g on and repres represent enting ing one specific brand. Though these findings may be valid, it does not automatically mean that the concept of multiple multiple product endorsement is useless. Further research is suggested on potential  positive effects, like transfer transfer of positive positive brand images, and on the shape of consumers’ consumers’ response response when more than four products are endorsed. More satisfying satisfying results have been achieved on the concept of multiple multiple celebrity endorsement. endorsement. Hsu and McDonal McDonald d (2002, (2002, p.21), p.21), studyin studying g the effect effectiven iveness ess of the ‘milk ‘milk mustac mustache he campaig campaign’ n’ on consumer perceptions, found that that endorsing a product with multiple celebrities “can be beneficial for appeali appealing ng to various various audienc audiences es to which which the product product is aimed.” aimed.” The watch watch manufa manufactu cturer  rer  Omega, for example, promotes its brand by matching selected celebrities with the company’s  product lines. With celebrity spokespersons spokespersons representing representing a diverse mix of type, gender, gender, and age, they can effectively be used to endorse specific brand lines of a company as shown by the cosmetic

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manufacturer L’Oréal, which matches its diverse product lines in accordance with the celebrity’s meanings. This article addressed a popular method of marketing communication: the use of celebrity spokespersons in advertising to endorse brands. A brief assessment of the current market situation indicates, that celebrity endorsement advertising strategies can under the right circumstances indeed justify the high costs associated with this form of advertising. However, as several failures show, it is essential for advertisers to be aware of the complex processes underlying celebrity endorsement, by gaining an understanding of the described concepts of source credibility and attractiveness, match-up hypothesis, meaning transfer model, multiple product and celebrity endorsement. While these concepts can help to answer the question if and when celebrity advertising investments pay off, it has to be the goal of further research efforts to develop an extensive, consistent and user-friendly tool to avoid arbitrary decisions and enhance the strategic character of celebrity sponsorship decisions.

Celebrity Endorsement: An Effective Tool for Building Brands

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Celebrity endorsements pull in hundreds of crores every year, and are widely preferred by marketers to promote their products. Using celebrities for endorsing brands has become a trend for building the brands as well as the company's image. Who are these celebrities?  And what does celebrity endorsement mean? A celebrity is a person who is well recognized  by the public, and has a reputation for his/her expertise in his/her chosen silos. Sports  persons and film stars fit the bill perfectly. Promotion of a company's products through these celebrities is termed as celebrity endorsement. The company makes use of the celebrity's characteristics and qualities to establish an analogy with the products specialties with an aim to position them in the minds of the target consumers. Celebrity endorsement, thus, is one of the powerful tools adopted by companies/marketers to consolidate their  brand(s) in the crowded marketplace.

Consumers prefer to own a brand that has a good reputation, and when someone like a famous film star or a sport star is associated with that particular brand, it is obvious that the consumers will get attracted to it, because the consumer wants to maintain some status, and feels that using a brand  promoted by a star can satisfy that longing.

Why Celebrities There is a myth that celebrity endorsement is used to give a brand advantage over its competitors. However, choosing a celebrity for this purpose requires considerable amount of calculations. There should be something common between the brand and the celebrity promoting it. Let us come to the main question as to why marketers use celebrities to promote their brands. Is there a real need to associate a celebrity with the product? Yes seems to be the resounding answer. This is because a company needs to create awareness and interest in the consumers mind when it unveils a new  brand or product. To be successful, brands need to convince consumers that they carry a different image and value from other competing products. In other words, brands have to show their true  personality to the potential consumer(s). An effective way to do this is through celebrity endorsements. As MG Parmeswaran, executive director of FCB Ulka says, "As advertising  professionals, we recommend celebrity endorsements when the case is justified. There are many cases where you need to use the celebrity to break out of a category clutter. At times, celebrity endorsement is used to build credibility to the brand offer." People always wish to see their  favorite stars and marketers, and advertisers are quick to capitalize on such ideas. Endorsement of  a product/service by a celebrity gives out the message that it is as authentic and credible as the celebrity is. The urge that people have of enjoying the same recognition and status like their 

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favorite stars is often the main reason for the increasing use of celebrities for products/services endorsement. Spending habits are different for people belonging to different sections of society. For instance,  people belonging to the middle class consider basic necessities and education and spending toward the future of their children as their top priorities, followed by lifestyle goods. The rich class spends more on luxury goods and international brands. The super rich class spends on ultra luxury goods. It is observed that as disposable income increases, people prefer more of branded goods, shift to  processed foods, and the expenditure on food, beverages, tobacco, and transport and communication also increases. A comparison of consumer spending habits in 2002 with those in 2007 revealed that expenditure on food, clothing and personal care has remained more or less constant, but expenditure on entertainment has increased. Shopping habits of Indians are changing due to their growing disposable income, relative increase in the younger population, and the change in attitudes towards shopping. The emphasis has changed from price consideration to design, quality and trendiness. The desire to look and feel good is also guiding factor for customers while making their purchase decisions. Growing disposable income is also propelling demand for consumer durables and eating in restaurants among Indians. Age is also a major factor that affects the spending decisions of an individual. For  instance, people in 20-24 years age group spend more on electronic / home appliances and movies, while people in the 45-48 years age group spend more on vacations

A History of Celebrity In our celebrity-obsessed culture, tabloids, TV shows, Internet blogs, and even legitimate newspapers are often full of the latest celebrity news, gossip, and scandals. Indeed, it seems like our current society cannot get enough information about the daily lives of celebrities. Yet, how did celebrities become such an important force in our culture? Were we always so awe-struck by the lifestyles of the rich and the famous? While people have always shared a certain obsession for the fantastic and the famous, the notion of celebrity, as well as the types of people termed “celebrities,” has evolved greatly throughout the ages.

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Gods and Olympic Athletes The first celebrities of the ancient world were the powerful and awesome gods of Greek and Roman pantheons. (In fact, the word “celebrity” has its roots in the language of the ancient Roman civilization. The word we now know to mean as “a condition of being famous” or “a famous  person” derived from the Latin word celeber , meaning “frequented or populous.”) Citizens of these civilizations believed the gods had a direct impact on their lives and it was, therefore, important to know about the gods’ own personal lives. This need to know led to the creation of myths, which  personalized the gods and involved them in ancient celebrity scandals that titillated and excited the common people. While monarchs and political leaders were also important celebrities of the time, their fame could not compete with that of the gods. During ancient civilization, amateur and professional athletes also began to make an impact on the celebrity culture. Victors in the ancient Olympic games were treated as hometown heroes and were often elevated to god-like status. In the ancient Roman civilization, gladiators (the equivalent of  today’s professional athletes) were also revered by the common people for their heroics and seemingly superhuman strength.

Rise of the Arts During the Renaissance period, as Europe emerged from its long neglect of the arts, painters, sculptors, and artists of all types began to take on a level of notoriety. This period of appreciation for the arts lent a sense of celebrity to artists who were noticed for their works and their personal achievements. It was a time when artists would begin to trump political and religious figures for  supreme celebrity--a trend that would continue into later centuries. While the celebrities of the ancient and early modern civilizations were able to achieve moderate and sometimes lasting fame, mass celebrity as we now know it would not begin until the advent of  the printing and publishing industry in the late eighteenth century (Orth 2004). The rise of printing was accompanied by a huge increase in the literacy rate of common people, allowing celebrity news to reach a mass audience for the first time. Suddenly, the lives of authors, political figures, war heroes, and other celebrities could now be read about by people around the world. Print gave

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normal, average people the opportunity to become intimately knowledgeable about the individuals they most admired.

Celebrities in the Modern World As print media expanded into film and radio in the early 1900s, movie stars began to be the true Alist celebrities. celebrities. The bright lights and warm sun of Hollywood Hollywood became a perfect setting setting for the city of the stars, and the lives of these celebrities became increasingly more interesting to regular   people. As radio began began to make make its way way into the average home home in the the 1920s and and 1930s, professional professional athletes also began to take on star status, as their games and exploits could be broadcast over the air for an entirely new audience. The rise of television in the 1950s only cemented the premier  level of celebrity that film stars, professional athletes, and television actors now shared. While  political  political and religious religious figures would still maintain maintain some celebrity, their fame paled in comparison comparison to the new celebrities of the modern era. In the twenty-first century, the rise of the Internet has only continued to nurture a culture obsessed with celebrity. It is now possible to know intimate details about a famous person’s life by simply entering a few keywords into an Internet search engine. The emergence of reality television shows in the late 1990s has also made it possible for average people with little talent or athleticism to enjoy their 15 minutes of fame on the television screen. Reality television has now made it  possible  possible to be famous not for for doing anything anything in particular, particular, but simply simply for being. being. As the meaning meaning of  celebrity continues to evolve and redefine itself in a quickly changing world, there is no telling who the general public will be obsessed with next.

Increase in Indian Celebrity Endorsement Ads on TV

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Chenna Chennai, i, Apri Aprill 8 If you ever got got the the snea sneaky ky feel feeling ing that that you were were being being bomb bombar arde ded d with with endorsements featuring the latest celebrity selling everything from health beverage to cars, surveys can confirm your doubts. A study by AdEx India, a division of TAM Media Research, finds that there has been 49 per cent growth in celebrity endorsement ad volumes on TV during 2007 compared to 2006. Celebrities from the film industry accounted for 81 per cent share of the overall celebrity endorsement ad pie on TV during the year, an official statement said. Aerated soft drinks was the top category, with maximum ad volumes of celebrity endorsement during 2007, the study reveals. Shah Rukh Khan ruled the celebrity endorsement space with the maximum number of  advertisers in his kitty. In fact, celebrity endorsement on TV has been on a growth curve, growing six times in volume terms between 2003 and 2007.

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Film celebrities accounted for 81 per cent share of overall celebrity endorsement on TV during 2007, with male actors accounting for 50 per cent share and female actors 31 per cent. Sports and TV personalities followed the film celebrities in the endorsements race with 14 and 5 per cent share respectively. The study finds that the top 10 product categories endorsed by celebrities aggregated 40 per cent of  the total ad volumes of celebrity endorsement on TV during the year. While aerated soft drinks, cellular phone services and toilet soaps were the three categories with the highest ad volumes of celebrity endorsement during the year, Shah Rukh Khan, Amitabh Bachc Bachchan han and and Prer Prerna na (Shw (Shwet etaa Tiwa Tiwari ri)) were were the cele celebr brit ities ies with with the the maxim maximum um num numbe berr of  advertisers. Saif Ali Khan, Shah Rukh Khan and Amitabh Bachchan had the maximum visibility among celebrity endorsers on TV during 2007.

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Positive Impacts of Celebrity Endorsement on the Brand Approval of a brand by a star fosters a sense of trust for that brand among the target audience. This is especially true in case of new product. Celebrities ensure attention of the target group by  breaking the clutter of advertisements and making the advertisement and the brand more noticeable. A celebrity's preference for a brand gives out a persuasive message and hence, because the celebrity is benefiting from the brand, the consumer will also benefit. There is a demographic and psychographic connection between the stars and their fans. Demographic connection establishes that different stars appeal differently to various demographic segments i.e. age, gender, class, geography etc., while psychographic connection establishes that stars are loved and adored  by their fans. Some stars have a universal appeal and therefore prove to be a good bet to generate interest among the masses. Another invaluable benefit from celebrity endorsements is the public relation opportunities. Dwane Hal Dean studied the effects of three extrinsic advertisement cues viz. third party endorsement, event sponsorship and brand popularity on brand / manufacturer evaluation. It was observed that endorsement significantly affected only product variables (quality and uniqueness) and one image variable (esteem). The third party endorsement hence may be perceived as a signal of product quality. Goldsmith assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. 152 adult consumers were surveyed who viewed a fictitious advertisement for Mobil Oil Company. They rated the credibility of the ad's endorser, the credibility of the company, and attitude-toward-the-ad (Aad), attitude-toward-the brand (AB), and purchase intentions. It was observed that endorser credibility had its strongest impact on Aad while corporate credibility had its strongest impact on AB. The findings suggest

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that corporate credibility plays an important role in consumers' reactions to advertisements and  brands, independent of the equally important role of endorser credibility. Looking at the effect of celebrity endorsement on the wealth of a company a classic example of  Michael Jordan can be used. At the time of rumors of Michael Jordan returning to NBA in 1995, he was endorsing products of General Mills (Wheaties), Mc'Donalds (Quarter Pounders, Value Meals), Nike (Air Jordan), Quaker Oats (Gatorade) and Sara Lee (Hans Underwear). Study conducted by Mathur associated with Jordan's endorsements shows that the anticipation of Jordan's return to NBA, and the related increased visibility for him resulted in increase in the market adjusted values of his client firms of almost 2 percent, or more than $1 bn in stock market value. From this study one can observe that the major celebrity endorser with rumors or otherwise has a tremendous potential to influence the profitability of endorsed products. Semi-partial endorsement indicates that when a company uses famous characters from any TV soaps for brand endorsements, consumers tend to relate to the character that he or she plays in the soap and hence can attract more credibility. For example, Smriti Irani who plays 'Tulsi' in a famous soap has garnered a lot of support from the middle-class housewife today. If she would endorse a  brand, there would be more relativity and credibility. Same can be said about Priya Tendulkar who used to play the character of Rajani.

Negative impacts of Celebrity Endorsement on the brand More often talked about is the extreme usage of a celebrity called 'lazy advertising', that is inadequate content masked by usage of a celebrity. A good example is the use of Boris Becker by Siyaram and Steve Waugh by ANP Sanmar. Also as said earlier, associating with a star, in itself  does not guarantee sales. There is also the fear of Brand-celebrity disconnect which points out that if the celebrity used represents values that conflict with the brand values, the advertising would create conflict in the minds of the target audience. Clutter in brand endorsements is very prominent these days and such kind of over-exposure can be  bad for the brand as the recall value drops by a huge margin. A popular drawback of celebrity endorsement is the 'Vampire Effect' or the celebrity overshadowing the brand. Some viewers forget the brand that a celebrity is approving. Others are so spellbound by the personality of the celebrity 12

that they completely fail to notice the brand being advertised. Two new drawbacks can be seen these days what marketers call Celebrity Trap and Celebrity Credibility. Celebrity trap is when the celebrity becomes an addiction for the marketing team and the task to find substitutes becomes more and more difficult, leading to surfeit of celebrities. Celebrity credibility refers to skepticism  by the consumers regarding the celebrities, especially when there is anything negative regarding the celebrity associated with the brand in the news, then brand is bound to be affected. For  example, Air Jordan's generated revenue sales of $130 million in the first year. The sales dropped miserably in the second year when Jordan missed 62 games due to a broken foot. Another main worry of the advertisers is that their celebrity endorser would get caught in a scandal or an embarrassing situation. Multiple product endorsement also has a negative impact on customers' purchasing intentions. Tripp investigated the effects of multiple product endorsement by celebrities on customers' attitudes and intentions. They found that the number of products a celebrity endorses negatively influences consumer perception of the endorser and the advertising itself. It was suggested that when as many as four products are endorsed, celebrity credibility and likeability, as well as attitude towards the ad, may attenuate. Superstar Amitabh Bachchan endorses multiple brands like Pepsi, Mirinda, ICICI, BPL, Parker   pens, Nerolac, Dabur, Reid & Taylor, Maruti Versa, Hajmola, Tide, Cadbury and a few social messages. It has worked in some cases, while in some cases it has not. D. K. Jain, Chairman and President, Luxor Writing Instruments Pvt. Ltd, the marketer of the Parker brand said, "Using Amitabh Bachchan as our brand ambassador has helped in strengthening our brand image and recall within the target audience". Tarun Joshi, Communications Custodian, Reid & Taylor said, "Amitabh Bachchan is an icon with universal appeal and has helped us to reach out to the real 'Bharat.' In fact, agents and retailers have told us that already customers have started asking about the 'Amitabh wali suiting.'" Incase of Nerolac Paints, which was endorsed by Amitabh Bachchan, around 80% of the respondents when asked to associate Bachchan with any paint, did so with Asian Paints, which is the biggest competitor of Nerolac. The budget or cost is an important factor for celebrity endorsement. Depending on the status of the celebrity, remuneration could run into millions of rupees for several years or may also include a

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 profit sharing plan. For example when S. Kumar's used Hrithik Roshan for their launch advertising for Tamarind, they reckoned they spent 40 - 50 per cent less on media due to the sheer impact of  using Hrithik. Sachin's endorsements got him $18 million over five years. When Aamir first endorsed Pepsi in 1995, he received Rs 17 lakh for it; his Coke commercials in 1999 got him Rs 2 crore. Hrithik Roshan in his highflying days reportedly made over Rs. 20 crore in endorsements and events by 2001 However, a number of brands have been built without celebrity endorsement. For some of their   brands, Hindustan Lever and Procter & Gamble do not believe in celebrity endorsement because they think that consumers, especially housewives, are more likely to identify with a lay person on screen than a celebrity. Procter & Gamble launched its 'Rejoice' brand in India with testimonials from ordinary women in their TV advertising. Few more examples of this will be Lifebuoy, Wheel, Dettol, Close Up, Fevicol etc.

Various Celebrities And The Brands Endorsed By Them

Celebrity Name

Brand/Product Endorsed

Abhishek Bachchan

Motorola, Whirlpool, Fiesta, Idea

Sachin Tendulkar

Palio, Boost, Adidas, Pepsi, Sunfeast Biscuits, MRF Tyres, Reliance Communication

Shahrukh Khan

Pepsi, Airtel, Navratna Hair Oil, Sunfeast Biscuits, Lux Soap, Videocon, Belmonte

Aishwarya Rai

Lux, Nakshatra Jewellery, L'Oreal, Coke

Amitabh Bachchan

Dairy Milk, Dabur products, Eveready, Parker  Pen, Reid & Taylor, Boroplus, Binani Cement

Preity Zinta

Perk, Rexona, Lays, Santro, H&S, BSNL, Godrej

Rani Mukherjee

Munch, Fanta, Aveo, Hair & Care

Kajol

Tata Indicom, Whirlpool, Asmi Jewellery,

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Alpenliebe Ajay Devgan

Tata Indicom, Whirlpool

Aamir Khan

Coke, Titan Watches, Innova, Samsung Mobile Phone

Saif Ali Khan

Lays, Aveo, Taj Mahal Tea, Royale Paints, Close Up Tooth Paste

Zayed Khan

Mirinda, ID Shoes, Fast Track watches

Sania Mirza

Lipton Tea, Spirit

Priyanka Chopra

Spice, Pepsi, Lux

Hrithik Roshan

Coke, Sony Ericsson, John Players, Tata Sky

Juhi Chawla

Henko, Kurkure

Hussain

Vim, Big Bazaar 

Hema Malini

Kent Mineral Water, Bank of Rajasthan

John Abraham

Clinic All Clear, Yamaha Motor Cycle

Saurav Ganguly

Sona Chandi Amrit Prash

Rahul Dravid

Reebok, Bank of Baroda, Gillette,

M S Dhoni

7 Up, Brylcreme, Star City, TVS Bykes, Big Bazaar, Pepsi

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Example of Celebrity Endorsing Multiple Brands M S Dhoni

His aptitude is amazing .He can generate extreme power with his wrist-work and bat speed and now he is using the same aggression prudently into commercial ads. Dhoni has all the four  important traits for brand personality, be it style, passion, dynamism or timelessness. One of the early birds who spotted this future superstar of commercial ads were the ’Mysore Sandal soap’ people, who claimed that Dhoni even has initials as their brand- MS. A young (bats) man and a soap! Well, it had the nation washing in Mysore sandal soaps. Then there were the endorsements for Exide, TVS Motors, Bharat Petroleum, GE Money and Orient PSPO Fan to keep Dhoni cool. The Reliance Communications launched Dhoni-Dhanadan  pack to their Reliance mobile subscribers with goodies like wicket alerts, wallpapers, games, screensavers, SMS trivia, a Dhoni zone and mobile communities based on him. Somewhere down the line comes a complete makeover, and the new spike haired look with the Brylcreem hair styling creams and colour gels. Dhoni sports different hues of coloured hair and coupled with a catchy jinglec Ready to play with colour- let your hair down, a little to the left, a little to the right, play with colour, the youngsters were hooked! A new star - a youth style icon is  born! When others were endorsing liquors, Dhoni guzzled milk and converted a generation of kids to hardcore milk drinkers! The mens apparel Siyaram brand wanted an ideal role model, targeting the young Indian for their MSD Monday to Sunday dressing. Who else, but our dashing magnetic Dhoni fits the role like a wicket glove? He also has NDTV under his belt with Gameplan Sports  providing professional expertise to him.

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In a truly global campaign, Reebok the global brand and their ’Run Easy’ advertisement is  probably one of the first advertisements that features Indian cricket stars Dravid and Dhoni. In the ad, Thierry Henry, Nicole Vaidisova, Allen Iverson and Carolina Kluft are running. And running along with a collection of American football and basketball stars are Indian cricketers Rahul Dravid and Mahendra Singh Dhoni. An enormous compliment given to both these cricketers by Reebok states, Dravid and Dhoni are great ambassadors for the brand since both of them completely embody the philosophy of the brand -’I am what I am’. They are authentic individuals, who express themselves in their own unique way both in sport and in life." In spite of all this fame, money and endorsements, when queried about his popularity at a television show, Dhoni replied, "It puts more responsibility on you." This icon has certainly kept his head firmly on his shoulders. Then, there is the Videocon Industries, which pulled out Dravid and Dhoni after the world cup debacle but Dhoni batted his way back into the Videocon ads after the World Twenty20 win. Their  entertaining Videocon ad has Dhoni as the Om Shanti Om’s superstar and Shahrukh Khan as the Indian cricket captain. It’s a treat to watch Dhoni doing the six-packs dard e disco and the Om Shanti Om song and of course the Rajesh Khanna spoof with that puffed hairdo and striped shirt.

Shahrukh hits some sixes and fours and celebrates victory with bubbly champagne. Dhoni definitely steals the show thunder and lightening right from under Shahrukhs nose! Abhishek Bachchan

Abhishek Bachchan has become the first Indian brand ambassador of Motorola. As Motorola’s  brand ambassador, Abhishek will support marketing and branding efforts for the entire Mobile Device product range. Motorola’s brand quotient of youthful spirit, daring to be different, being bold and smart is in sync with Abhishek’s bold and daring attitude, enigmatic looks and unconventional style. Abhishek fits in as the iconic “MOTOSTAR” who now joins tennis top seed, Maria Sharapova as a brand ambassador for Motorola globally. Allen Burnes, Corporate Vice President, High Growth Markets, Mobile Devices, Motorola Inc. said, “India is a significant and exciting market for Motorola where our relentless attention to our customers and razor sharp focus is enabling us to bring customers and consumers not only high quality products but also innovative and unique services and brand

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collaborations. Abhishek is a stylish and sophisticated actor who appeals to all segments of the Indian society - young and old, urban and rural, fashion conscious and the intelligentsia. With this collaboration, I am absolutely confident that our partnership will be mutually beneficial in ensuring our continued success while keeping our customer interests centre-stage. With this, I would like to extend a warm welcome to Abhishek.”

Addressing the gathering, Abhishek said, “I am honoured to be an ambassador for a truly global  brand synonymous with quality, innovation and style. Helping India get more and more connected with Motorola phones is my mission for the next 24 months. It is amazing to see how we as a nation have adopted this technology and today it is pervading every sphere of our lives. Speaking for myself, I am a complete techno-geek and rely on these gadgets to keep myself organized. I absolutely love the Motorola products. They are really cool and stylish while offering the best applications. I am excited about making the difference, Right here! Right now

Amitabh Bachhan

Dabur brought in Amitabh Bachchan to work his magic on non-users. Its Chyawanprash brand is growing at 15-20 per cent against an earlier target of 10 per cent. What do brands need to get bigger bang for their buck? A question that most marketers will agonise over. Or they could have attended V.S. Sitaram's session at the Advertising's Future Shock  convention held recently in Chennai. For Dabur India's Executive Director (Consumer Care) delivered a lucid, well-structured and well-prepared presentation which one could take away a lot from. He first set the agenda that brands have to confront: intense competition in all categories. And how! Take cars: only 721 options between models and brands. Or the 619 choices of soap. Throw in 152 brands of chips and 336 namkeens and the plate is almost full. Add 165 models of  washing machines and 185 refrigerators to choose from and the marketer and the consumer could well be in a tizzy. Taking the example of Dabur's Chyawanprash, he said that it is a powerful brand in the category  but that the category itself is not growing. It focused its campaign using Amitabh Bachchan on non-users to provoke them that they needed to use Chyawanprash.

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 Now, he says, the brand is growing 15-20 per cent from an earlier target of 10 per cent growth. If  all else fails, use Plan B, he said, and screened a show reel of Amitabh endorsing a variety of   brands ranging from Reid & Taylor to Parker, and, of course, Dabur. With that, Sitaram ended his  presentation to rousing applause. Shahrukh Khan

Shahrukh Khan is a truly global Indian who embodies the Indian winning spirit. The energy and innovation which Shahrukh Khan represents coupled with his popularity both in India and abroad make him the ideal choice for ICICI Bank, particularly as the Bank makes its global forays. Mr. Nimesh Shah, General Manager, ICICI Bank, said, 'ICICI Bank is delighted to have Shahrukh Khan here with us in Dubai. We believe Shahrukh Khan's increasing global popularity with the  Non Resident Indian (NRI) segment is in synergy with ICICI Bank's growth in Dubai and the Middle East.' Within a short span of four years, ICICI Bank has established its presence in 12 countries including UK, Canada, US and the Middle East. The Dubai representative office was launched in October 2003. ICICI Bank enhanced its presence in Dubai by setting up a wealth management  branch in the Dubai International Financial Centre (DIFC) in December.

Kajol

Charming Kajol, with her simplicity, girl next door attitude and exceptional acting talent has won over the audience and has a steady fan following. She is the brand ambassador of Whirlpool  products along with her husband. Kajol's eventful journey from 'Bekhudi' to 'Fanaa', shows the  power of her versatility, sheer hard work and dedication towards art behind all of her roles. Kajol is rated as superb among her generation of leading ladies.

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Chapter 2

LITERATURE REVIEW

Agrawal, Jagdish and Wagner, A. Kamakura (1995), (July)"The Economic Worth of  Celebrity Endorsers: An Event Study Analysis," Journal of Marketing, 59, pp 56-62.

The use of celebrity endorsers is prevalent in advertising. In addition to the intuitive arguments that rationalize the practice, academic researchers have mounted empirical evidence to demonstrate the  benefits of product endorsements. Atkin and Block (1983), for example, found that the use of a celebrity in beer advertising led to more favorable ad ratings and more positive product evaluations. Freiden (1984) tested four types of endorsers (celebrity, CEO, expert, and typical consumer) When a consumer thinks about a brand, the link with the celebrity node is animated to a certain level through spreading activation (Anderson 1983a). The joint activation of brand and celebrity  provides a path over which one's evaluation of the celebrity has an opportunity to transfer to the  brand. The key to the process is the simultaneous activation of the brand and celebrity nodes.  Negative information about the celebrity activates the celebrity node, which then activates the  brand node to some degree and allows reduced evaluation of the celebrity to transfer to the brand. Studies by Noffsinger et al. (1983) and Judd et al. (1991) provide empirical evidence demonstrating that attitudes can be affected in such a way. The preceding discussion suggests the following general hypothesis. H1: Given a sufficiently strong associative link between a celebrity and a brand, subsequent negative information about the celebrity results in lowered evaluations of the brand. H2a: As the size of the brand association set increases, the effect on brand evaluations of negative celebrity information decreases.

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H2b: As the size of the celebrity association set increases, the effect on brand evaluations of  negative celebrity information decreases. We performed several checks to establish that the negative information from the Sports Illustrated article adversely affected subjects' evaluation of Greg LeMond. As in the previous studies, after  reading the articles about LeMond, subjects were asked whether their feelings toward him had changed. Approximately 81% indicated that the Sports Illustrated article had affected their feelings about LeMond. Table 5 shows that subjects who received the negative information about LeMond had significantly less favorable evaluations of LeMond than subjects in the control groups who did not read the negative S.ports Illustrated article

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Aaker, David A. (1996),  Building Strong Brands. New York, NY: The Free Press. Daneshvary, Rennae and R. Keith Schwer (2000), "The Association Endorsement and Consumers' Intention to Purchase,"  Journal of Consumer Marketing , 17 (3), pp203-213. Friedman, Hershey H. and Linda Friedman (1979), "Endorser Effectiveness by Product Type

The crescendo of celebrities endorsing brands has been steadily increasing over the past 20 years or so. Marketers overtly acknowledge the power of celebrity in influencing buyer's purchase decision. They have firm believe that likeability or a favorable attitude towards a brand is created  by the use of a celebrity. The crore of rupees spent per year on celebrity endorsement contracts show that celebrities like Amitabh Bachchan, Sharukh khan and Sachin Tendulkar play an important role for the advertising industry. It is an established fact that celebrity endorsement can  bestow unique features or special attributes upon a product that it may have lacked otherwise. Celebrities are people who enjoy public recognition and mostly they are the experts of their  respective fields having wider influence in public life and societal domain. Attributes like attractiveness, extraordinary life style or special skills , larger than life image and demigod status can be associated with them. Star power in India can be gauged by the successful endorsements done by Sharukh Khan (Pepsi, Hyundai Santro, Sunfeast, and Navratan etc.), Amitabh Bachchan, Sachin Tendulkar, Rahul Dravid, Hrithik Roshan and the others. The inevitable question is, if and how the lively interest of  the public in the rich and famous can be efficiently and effectively used by companies to promote their brands and consequently to increase their sales revenues. Consumer behaviour is the study of how people buy, what they buy, when they buy and why they  buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision-making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people's wants. It also tries to assess

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influences on the consumer from groups such as family, friends, reference groups, and society in general. A brief assessment of the current market situation indicates, that celebrity endorsement advertising strategy can under the right circumstances indeed justify the high costs associated with this form of  advertising. The use of celebrity for endorsements create a very favorable impact on the consumer  and it creates a connect which forces a consumer to purchase a product. However, as several failures show, it is essential for advertisers to be aware of the complex processes underlying celebrity endorsement.

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Mehta, Abhilasha, (1999) "Celebrities in Advertising", The Advertising Business,

People remain infatuated with celebrities.  Dancing with the Stars continues to be an international ratings success. And the all-singing version,  It Takes Two, is following in its steps. Even those figures on the fringes of the public's consciousness still draw a crowd. The season finale of the third series of the UK TV show I'm a Celebrity, Get Me Out of Here! attracted over 15 million viewers - more than half of all people watching television that night! Plenty of evidence shows the use of celebrities can increase advertising awareness and positive brand associations. But their impact on persuasion and brand loyalty is less clear-cut. Few studies exist to help us generalise on the effectiveness of celebrities in advertising. 1. How popular is the celebrity?

Researchers Gallup & Robinson analysed 248 print ads using celebrites in the United States. Unsurprisingly, they found the more familiar the celebrity, the more likely his or her use increased advertising awareness.² 2. How recognizable will the celebrity be in the ad?

Gallup found that 64% of ads with easy to identify celebrities achieved above average awareness. In contrast, only 41% of ads with less easy to identify celebrities had above average awareness. So when celebrities are hard to recognize because of the way they're used, much of their impact is lost. Actor Telly Savalas (of  Kojak fame) features in a famous example. When he wore a hat to endorse Gillette razors, the ad performed no better than average. But in another ad where his hat was removed to show his trade mark bald head, awareness was twice as high.

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3. How well does the celebrity 'fit' with the brand?

Studies have shown that not all celebrity advertising persuades. And the variable that's most important in influencing how persuasive a celebrity will be is the appropriateness of the celebrity for endorsing a particular brand. In a separate Gallup analysis of TV advertising, 45% of ads using appropriate celebrities were above average in persuasion. In contrast, only 30% of ads using less appropriate celebrities recorded above average pesuasion.² 4. How will the celebrity be used?

Celebrities are most effective when they're integrated into a campaign idea. Deploying celebrities as mere presenters, which is their most obvious use, is likely to be less effective. Other possibilities exist to better engage people through different uses of celebrities. Here are just a few

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Sharma, Sandhir Asst. Professor Punjab College of Technical Education Celebrity endorsements are an omnipresent feature of present day marketing. The modern corporation invests significant amounts of money to align itself and its products with big-name celebrities in the belief  that they will (a) draw attention to the endorsed products/services and (b) transfer image values to these  products/services by virtue of their celebrity profile and engaging attributes. These ads are easy to recall  by the viewers and helps to retain brands but Celebrity endorsements may not always give a positive return on expectation. As per the study, majority of the respondents i.e .41% believe that use of celebrities have no any kind of special effect over their decisions to buy certain products whereas 36% says that sometimes they get influence from celebrities in advertisements for taking decisions to buy those products  but not every time. As per the study most influential factor (other than celebrity) in purchasing decision is the product information. It is because nowadays consumer is not easily swayed by a celebrity in an ad but he needs full fledge information about the product also, followed by brand name, overall appeal, music/jingle. Whereas frequency of ad repetition and punch line were the least influential factors affecting the purchase decision of the respondents. Celebrity Advertising has become a significant tool for creating awareness of products. The important  point in celebrity advertising is the effectiveness with which they are endorsing the product. By the mere  presence of celebrity, the product will not make a sale as majority of the respondents who were not influenced by the advertisement responded that they did not find the persuasiveness in the advertisement. And few people who purchased the product(s) responded that they were influenced by the product information given in the advertisement and would have bought the same product(s) had they not been endorsed by any celebrity. The use of celebrities in advertising is like a double-edged weapon. It is to be carefully planned, thoroughly analyzed and properly executed. It may or may not influence the consumer  and it may not be always effective, as it depends on the celebrity, the product, the message, the execution and the media. he conclusion of this study is that people of Ludhiana find advertisements being endorsed  by celebrities to be less attractive and that the use of celebrities may not change the buying behavior of  consumers significantly.

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Peter Cram, MD, MBA; A. Mark Fendrick, MD; Inadomi, John MD; Mark E. Cowen, MD, SM; Carpenter, Daniel PhD; Vijan Sandeep, MD, MS

Public participation in many preventive health programs is suboptimal. While various interventions to increase participation have been studied, the impact of a celebrity spokespersonon cancer  screening has not been rigorously examined. The objectiveof this study was to assess the impact of  Katie Couric's March 2000 Today Show colorectal cancer awareness campaign on colonoscopy rates. The use of celebrity spokespersons to influence public behavior is common outside the public health arena. The recent introduction of direct-to-consumer advertising has extended the use of  celebrities to the sale of pharmaceuticals and other health-related products.2 However, there has  been little study of the use of celebrityspokespersons as a means for positively influencing the use of preventive health measures. A population-based observational study was conductedusing 2 different data sources: (1) The Clinical Outcomes Research Initiative (CORI) database—a voluntary consortium of 400 endoscopists who performed 95 000 colonoscopies from July 1998 to December 2000; and (2) 44 000 adult members of a managed care organization. Using change point analyses andlinear  regression models, we compared colonoscopy utilizationrates before and after Ms Couric's March 2000 television series. Katie Couric's televised colon cancer awareness campaign was temporally associated with an increase in colonoscopy use in 2 different data sets. These findings suggest that a celebrity spokesperson can have a substantial impact on public participation in preventive care programs.

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Development Kulkarni, Sanyukta A., Sahir, U. Gaulkar Welingkar Institute of Management & Research

Today 'Celebrity Endorsement' has attracted immense debate on whether it really contributes to the  brand building process or whether it is just another lazy tool to make the brand more visible in the minds of the consumers. Although it has been observed that the presence of a well-known  personality helps in solving the problem of over-communication that is becoming more prominent these days, there are few undesirable impacts of this practice on the brand Firms endorse celebrity for a variety of reasons. It might be the life experience of the celebrity that fits the advertising message or the endorser's high appeal with the firm's consumer target group. Studies associated with the market effect of celebrity endorsement suggest that consumers  positively value the use of celebrity endorsers in the advertisements. Firms invest significant money in putting together brands and organizations with endorser qualities such as attractiveness, likeability, and trustworthiness. But today's dynamic market conditions make these investments unviable. Approval of a brand by a star fosters a sense of trust for that brand among the target audience. This is especially true in case of new product11. Celebrities ensure attention of the target group by  breaking the clutter of advertisements and making the advertisement and the brand more noticeable. A celebrity's preference for a brand gives out a persuasive message and hence, because the celebrity is benefiting from the brand, the consumer will also benefit. There is a demographic and psychographic connection between the stars and their fans Whether Celebrity endorsement has a positive or a negative impact on the brand is a debate that is open to interpretation. But till the time the corporate world continues to foot fancy bills of celebrity endorsers and till consumers continue to be in awe of the stars, the party is not likely to break up

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This story is one in a series of articles based on findings from Cotton Incorporated’s Lifestyle Monitor™ tracking research.

Remember the commercial with the catchy slogan “You don’t have to be a millionaire to dress like one”? Today’s twist on that aspiration for women could very well be “You don’t have to be a celebrity to dress like one.” Celebrities were cited as a fashion influence by 15% of women, up from 10% in 1998. Thirty-two  percent say that they get their clothing ideas from fashion magazines, up from 23% the previous year. (The percentage of women who subscribe or regularly purchase fashion magazines from year-to-year is 27%). Real women who happen to be famous.“ The variations on beauty that celebrities present are endless,”adds Anne-Marie Otey, editor of www.fashiondish.com , a web site that assesses celebrity attire. “Clothes become animated, more interesting on them than on a model.” Some may want the exact sweater or brand of jeans they saw a favorite star wear in a magazine; most women take a more interpretive approach. After Gwyneth Paltrow looked pretty in pink at the Oscars in a classic Ralph Lauren gown, pink became a big color last spring among her legions of  adoring teenage fans. Some magazines even build entire fashion stories around old, dug-from-the-archives star photos. In the article “Totally Recalled,”in Glamour’s October 1999 issue, photos of Jane Fonda, Goldie Hawn, Faye Dunaway and Jacqueline Bisset taken from the late sixties and early seventies were selected, as the editors write, because they “inspired us to re-create their looks in up-to-the-minute knockoffs.” In addition, magazines are now asking photographers who cover celebrities to keep their eyes open for fashion trends. “In the early ’90s, celebrity photos were found predominately in the magazine’s ‘scene-and-heard’ pages, says Gregory Pace, a New York-based photojournalist. “Now, those same shots also appear in the style pages and we’ll come in closer to focus on an interesting hem, shoe or handbag.”

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Chapter 3 RESEARCH METHODOLOGY Problem Formulation: In present market scenario there exist a cut throat competition in all brands and they promote their   products by using various means. The celebrity endorsement is very effective mean to influence customers which can create a favorable or positive customer attitude towards the brands. As we know that the celebrities like Amitabh Bacchhan, Shahrukh Khan, Sachin Tendulkar etc are associated with multiple brands, because they are very much popular among people. Now the  problem is that how the celebrity endorsement gives its effective impact on the sale of multiple  brands.

Objective: 1- To study the effectiveness of celebrity endorsing multiple brands 2- To suggest a model for effective celebrity endorsement in multiple brands.

Research Design: Descriptive research design will be used for this research, for understanding the celebrity influence on the purchasing made by different consumers. The information will be collected from the different users on the basis of their influence made by the different celebrities. Descriptive study describes something like characteristics of an individual or a product and hence draws the conclusion for the research.

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Methods of Data Collection: For this research, primary data and secondary data, they both are very much essential to achieve the objective of research.

Primary Data: Primary data is required for the collection of fresh data from the respondents.

Secondary Data: Secondary data refers to the data that was collected for purpose and already exist somewhere.

Tools of Data Collection: Primary Data: Firstly I have read various books on celebrity endorsement, and searched a lot in various sites to know about celebrity endorsement. After searching various sites & reading books I came to know that what exactly celebrity endorsement is, why it is used by different companies’. What kind of advantages and disadvantages it is having. In first phase I also read many journal and magazine to understand the effect of celebrity endorsement. Secondly I started by designing of the questionnaire to collect the primary data. In my questionnaire I have used only close-ended questions that was for respondents convenience and for  saving their time. Besides this, 5- point likert scaling techniques were used for rating various attributes for celebrity endorsement. There were 4 questions in my questionnaire and except first and second questions all others were divided into old and new brands endorsed by the celebrity. The questions were multiple ticked by the respondents.

Secondary Data: For collecting secondary data the researcher took help of various journals containing research  papers, several magazines, internet and various reference books

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Sampling Technique:  Non probabilistic sampling technique was used, from which convenience sampling was used in this sampling the sample units were chosen primarily on the basis of convenience for the research work. Each element in this population was being chosen according to the convenience and all choices are independent of one another.

Sample Size: 200 respondents Sampling Area: Dehradun

Limitations 1.

First limitation is with the regard to response tendency, as much time the respondents were very careless in filling the details contained in the questionnaire.

2.

Many time respondents fill ambiguous response by the lack of their time. 3.

Another limitation can be with regard to the data filled in the dataset that has been used, the current results are based on a single (analysis) data set with full care but as human being their  might be mistakes in that.

4.

Respondent some time not given the proper data because they want it to keep confidential. 5.

Result taken from the analysis comprises the data from DehraDun city only which doesn’t show the responses from the other cities or areas.

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Chapter 4 DATA ANALYSIS AND INTERPRETATION Favourite Celebrity

13%

Amitabh 31%

Bachhan Shahrukh Khan

27%

Sachin Tendulkar  M.S Dhoni 29%

Figure 1

As per the analysis out of 200 respondents ‘Amitabh Bachhan’ was the favourite celebrity with 31% respondents, ‘Shahrukh Khan’ was the favourite with 29% respondents, ‘Sachin Tendulkar’ was the favourite with 27% respondents and ‘M.S Dhoni’ was the favourite with 13% respondents.

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Awareness of the Brands Endorsed

AMITABH BACHHAN OLD BRANDS Dabur Chyavanprash Himani Navratna Oil Parker Pen Dabur Hajmola Dabur Anardana

PERCENTAGE 43.75 23.43 31.25 17.18 14.06

Table 1 Out of 64 respondents with ‘Amitabh Bachhan’ for old brands 43.75% of the respondents are aware of ‘Dabur Chyavanprash’, 31.25% of the respondents are aware of ‘Parker Pen’, 23.43% of  them are aware of ‘Himani Navratna Oil’, 17.18% of them are aware of ‘Dabur Hajmola’ and 14.06 % are aware of ‘Dabur Anardana’.

Awareness of the Brands Endorsed

AMITABH BACHHAN  NEW BRANDS Cadburys Dairy Milk Himani Fast Relief Reid and Taylor Dabur Glucose Boro Plus

PERCENTAGE 50 25 31.25 18.75 26.56

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Table 2

Out of 64 respondents with Amitabh Bachhan for new brands 50% of the respondents are aware of  ‘Cadbury Dairy Milk’, 31.25% of them are aware of ‘Reid and Taylor’ 26.56% are aware of ‘Boro Plus’, 25% of the respondents are aware of ‘Himani Fast Relief’ and 18.75% of the respondents are aware of ‘Dabur Glucose’.

Awareness of the Brands Endorsed

SHAHRUKH KHAN OLD BRANDS Mayur Suiting Pepsi Santro Xing Dermicool Talc Videocon

PERCENTAGE 37.9 53.44 32.75 24 27.58

Table 3

Out of 58 respondents with ‘Shahrukh Khan’ for old brands 53.44% of them are aware of ‘Pepsi’, 37.9% of the respondents are aware of ‘Mayur Suiting’, 32.75% of them are aware of ‘Santro Xing’,27.58% of the respondents are aware of ‘Videocon’ and 24% are aware of ‘Dermicool Talc’.

Awareness of the Brands Endorsed

SHAHRUKH KHAN  NEW BRANDS  Nokia Sunfeast Emami Fair and Handsome Dish TV Hyundai i10

PERCENTAGE 50 37.93 12.42 36.20 44.82

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Table 4

Out of 58 respondents with ‘Shahrukh Khan’ for New brands, 50% of the respondents are aware of  ‘Nokia’, 44.82% of them are aware of ‘Hyundai i10’, 37.93% of them are aware of ‘Sunfeast’, 36.20% of the respondents are aware of ‘Dish TV’ and 12.42% respondents are aware of ‘Emami Fair and Handsome’.

Awareness of the Brands Endorsed

SACHIN TENDULKAR  OLD BRANDS TVS Victor Pepsi MRF Tyres Adidas Fiat Palio

PERCENTAGE 43.39 56.60 39.62 54.71 32.07

Table 5

Out of 53 respondents with ‘Sachin Tendulkar’ for old Brands 56.6% of the respondents are aware of ‘Pepsi’, 54.71% of them are aware of ‘Adidas’, 43.39% of the respondents are aware of ‘TVS Victor’, 39.62% are aware of ‘MRF Tyres’, and 32.07% of them are aware of ‘Fiat Palio’.

Awareness of the Brands Endorsed

SACHIN TENDULKAR   NEW BRANDS Boost

PERCENTAGE 49.05

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Sunfeast  NECC (Egg) Reliance Communication Aviva Life Insurance

32.07 45.28 35.84 39.62

Table 6

Out of 53 respondents with ‘Sachin Tendulkar’ for new Brands, 49.05% of the respondents are aware of ‘Boost’, 45.28% of them are aware of ‘NECC (Egg)’, 39.62% of them are aware of  ‘Aviva Life Insurance’,35.84% of the respondents are aware of ‘Reliance Communication’ and. 32.07% are aware of ‘Sunfeast’.

Awareness of the Brands Endorsed

M.S Dhoni OLD BRANDS Videocon Reebok Orient PSPO Fan Exide  NDTV

PERCENTAGE 44 52 76 60 72

Table 7

Out of 25 respondents with ‘M.S Dhoni’ for old Brands 76% of the respondents are aware of  ‘Orient PSPO Fan’, 72% of them are aware of ‘NDTV’, 60% are aware of ‘Exide’, and 52% of the respondents are aware of ‘Reebok’ and 44% of the respondents are aware of ‘Videocon’

Awareness of the Brands Endorsed

M.S Dhoni NEW BRANDS Pepsi

PERCENTAGE 68

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Brylcreem Parle Milk Shakti TVS Motor Lays

44 16.98 48 28

Table 8

Out of 25 respondents with ‘M.S Dhoni’ for new brands 68% of them are aware of ‘Pepsi’, 48% Factors Highly Influenced Neutral Uninfluenced Highly Un Mean Influenced influenced Presentation 32.0% 19.0% 27.5% 13.0% 8.5% 2.47 Personality 39.0% 22.5% 14.5% 15.0% 9.0% 2.32 Voice 31.5% 23.5% 21.0% 9.0% 15.0% 2.52 Gestures 40.5% 27.0% 18.0% 8.5% 6.0% 2.12 Physique 29.0% 30.5% 21.5% 14.5% 4.5% 2.35 Style 26.5% 32.0% 25.0% 8.0% 8.5% 2.40 of the respondents are aware of ‘TVS Motors’, 44% are aware of ‘Brylcreem’, 28% of them are aware of ‘Lays’ and 16.98 % of the respondents are aware of ‘Parle Milk Shakti’

COMBINED ANALYSIS Factors Affecting the Influence of Celebrity

OLD

Table 9

In the above combined analysis for old brands Highly influence is given the weight age of 1, Influence is given the weight age of 2, Neutral is given the weight age of 3, Uninfluenced is given the weight age of 4 and highly uninfluenced is given the weight age of 5. For the factors affecting the influence of celebrity the highest mean is 2.12 for ‘gestures’ and is moving towards influence, the second highest mean is 2.32 for ‘personality’ and is moving towards influenced, third highest mean is 2.35 for ‘physique’ and is moving towards influenced, fourth highest mean is 2.40 for  ‘style’ and is also moving towards influenced, fifth highest mean is 2.47 for ‘presentation’ and is moving towards influenced and the least mean is 2.52 for ‘voice’ and is moving towards neutral.

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COMBINED ANALYSIS Factors affecting the influence of celebrity

 NEW

Factors

Presentation Personality Voice Gestures Physique Style

Highly Influenced 36.5% 35.5% 26.5% 24.0% 27.5% 23.0%

Influenced

Neutral

Uninfluenced

19.5% 25.0% 15.5% 14.0% 29.0% 30.5%

12.0% 14.0% 17.5% 22.5% 19.0% 8.5%

16.5% 20.5% 12.5% 14.5% 19.0% 20.0%

Highly Un influenced 15.5% 5.0% 28.0% 25.0% 5.5% 18.0%

Mean

2.55 2.34 3.00 3.02 2.46 2.79

Table 10

In the above combined analysis for new brands Highly influence is given the weight age of 1, Influence is given the weight age of 2, Neutral is given the weight age of 3, Uninfluenced is given the weight age of 4 and highly uninfluenced is given the weight age of 5. The maximum mean value is 2.34 for ‘personality’ and is near to influence, the second highest 2.46 for ‘physique’ and is heading towards influenced; the third highest mean is 2.55 for ‘presentation’ and is moving towards neutral, the fourth highest mean is 2.79 for ‘style’ and is near to neutral, the fifth highest mean is 3.00 for ‘voice’ and is lying at neutral and the least value of mean is 3.02 for ‘gestures’ and is near to neutral.

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Factors

Presentation Personality Voice Gestures Physique Style

Highly Influenced 23.4% 28.1% 37.5% 26.6% 29.7% 18.8%

Influenced

Neutral

Uninfluenced

31.3% 32.8% 17.2% 35.9% 37.5% 46.9%

32.8% 29.7% 14.1% 18.8% 14.1% 17.2%

7.8% 6.3% 18.8% 14.1% 10.9% 9.4%

Highly Un influenced 4.7% 3.1% 12.5% 4.7% 7.8% 7.8%

Mean

2.39 2.23 2.51 2.34 2.29 2.40

Factors Affecting the Influence of Celebrity

AMITABH BACHHAN OLD

Table 11

In the above analysis for the factors that influence for old brands of ‘Amitabh Bachhan’ Highly influence is given the weight age of 1, Influence is given the weight age of 2, Neutral is given the weight age of 3, Uninfluenced is given the weight age of 4 and highly uninfluenced is given the weight age of 5. The maximum value of mean is 2.23 for ‘personality’ and is moving towards influencive, the second highest value of mean is 2.29 for ‘physique’ and is moving towards influencive, the third highest value for mean is 2.34 for ‘geatures’ and is moving towards influencive, the fourth highest value of mean is 2.39 for ‘personality’ and is heading towards influencive, the fifth highest value is 2.40 for ‘style’ and is heading towards influencive and the least value for the mean is 2.51 for ‘voice’ and is heading towards neutral.

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Factors

Presentation Personality Voice Gestures Physique Style

Highly Influenced 26.6% 37.5% 28.1% 25.0% 20.3% 26.6%

Influenced

Neutral

Uninfluenced

28.1% 17.2% 31.3% 37.5% 40.6% 35.9%

39.1% 14.1% 31.3% 17.2% 23.4% 28.1%

4.7% 17.2% 7.8% 15.6% 12.5% 6.3%

Highly Un influenced 1.6% 14.1% 1.6% 4.7% 3.1% 3.1%

Mean

2.26 2.53 2.23 2.37 2.37 2.23

Factors Affecting the Influence of Celebrity

AMITABH BACHHAN  NEW

Table 12

In the above analysis for the factors that influence for new brands of ‘Amitabh Bachhan’ Highly influence is given the weight age of 1, Influence is given the weight age of 2, Neutral is given the weight age of 3, Uninfluenced is given the weight age of 4 and highly uninfluenced is given the weight age of 5. The maximum value of mean is 2.23 for ‘voice and style’ and is moving towards influencive, the second highest value of mean is 2.26 for ‘presentation’ and is heading towards influencive, the third highest value for mean is 2.37 for ‘gestures and physique’ and is moving to influencive, the least value of mean is 2.53 for ‘personality’ and is moving towards neutral.

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Factors

Presentation Personality Voice Gestures Physique Style

Highly Influenced 27.6% 31.0% 39.7% 20.7% 29.3% 22.4%

Influenced

Neutral

Uninfluenced

29.3% 25.9% 29.3% 34.5% 46.6% 34.5%

34.5% 22.4% 15.5% 24.1% 10.3% 24.1%

5.2% 12.1% 10.3% 13.8% 10.3% 12.1%

Highly Un influenced 3.4% 8.6% 5.2% 6.9% 3.4% 6.9%

Mean

2.27 2.41 2.12 2.51 2.12 2.46

Factors Affecting the Influence of Celebrity

SHAHRUKH KHAN OLD

Table 13

In the above analysis for the factors that influence for old brands of ‘Shahrukh Khan’ Highly influence is given the weight age of 1, Influence is given the weight age of 2, Neutral is given the weight age of 3, Uninfluenced is given the weight age of 4 and highly uninfluenced is given the weight age of 5. The maximum value of mean is 2.12 for ‘voice and physique’ each and is moving towards influencive, the second highest value of mean is 2.27 for ‘presentation’ and is also moving towards influencive, the third highest value for mean is 2.41 for ‘personality’ and is moving towards influencive, the fourth highest value of mean is 2.46 for ‘style’ and is moving towards influencive and the least value of mean is 2.51 for ‘gestures’ and is moving to neutral.

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Factors

Presentation Personality Voice Gestures Physique Style

Highly Influenced 19.0% 24.1% 29.3% 20.7% 25.9% 29.3%

Influenced

Neutral

Uninfluenced

31.0% 27.6% 34.5% 27.6% 41.4% 39.7%

31.0% 22.4% 17.2% 32.8% 12.1% 20.7%

12.1% 17.2% 15.5% 13.8% 13.8% 8.6%

Highly Un influenced 6.9% 8.6% 3.4% 5.2% 6.9% 1.7%

Mean

2.56 2.58 2.29 2.55 2.34 2.13

Factors Affecting the Influence of Celebrity

SHAHRUKH KHAN  NEW Table 14

In the above analysis for the factors that influence for new brands of ‘Shahrukh Khan’ Highly influence is given the weight age of 1, Influence is given the weight age of 2, Neutral is given the weight age of 3, Uninfluenced is given the weight age of 4 and highly uninfluenced is given the weight age of 5. The maximum value of mean is 2.13 for ‘style’ and is moving to influencive, the second highest value of mean is 2.29 for ‘voice’ and is moving to influencive, the third highest value for mean is 2.34 for ‘physique’ and is moving to influencive, the fourth highest value of  mean is 2.55 for ‘gestures’ and is moving to neutral and the fifth highest value of mean is 2.56 for  ‘presentation’ and is moving to neutral, the least value of mean is 2.58 for ‘personality’ and is moving towards neutral.

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Factors

Presentation Personality Voice Gestures Physique Style

Highly Influenced 15.1% 22.6% 28.3% 17.0% 24.5% 32.1%

Influenced

Neutral

Uninfluenced

39.6% 37.7% 34.0% 35.8% 39.6% 28.3%

24.5% 20.8% 20.8% 26.4% 17.0% 17.0%

15.1% 11.3% 13.2% 11.3% 15.1% 17.0%

Highly Un influenced 5.7% 7.5% 3.8% 9.4% 3.8% 5.7%

Mean

2.56 2.43 2.30 2.60 2.33 2.35

Factors Affecting the Influence of Celebrity

SACHIN TENDULKAR  OLD Table 15

In the above analysis for the factors that influence for old brands of ‘Sachin Tendulkar’ Highly influence is given the weight age of 1, Influence is given the weight age of 2, Neutral is given the weight age of 3, Uninfluenced is given the weight age of 4 and highly uninfluenced is given the weight age of 5. The maximum value of mean is 2.30 for ‘voice’ and is moving to influencive, the second highest value of mean is 2.33 for ‘physique’ and is moving to influencive, the third highest value for mean is 2.35 for ‘style’ and is moving to influencive, the fourth highest value of mean is 2.43 for ‘personality’ and is moving to influencive and the fourth highest value of mean is 2.56 for  ‘presentation’ and is moving to neutral and the least value of mean is 2.60 for ‘gestures’ and is heading towards neutral.

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Factors

Presentation Personality Voice Gestures Physique Style

Highly Influenced 26.4 13.3% 18.9% 22.6% 17.0% 28.3%

Influenced

Neutral

Uninfluenced

28.3% 45.3% 35.8% 37.7% 26.4% 28.3%

32.1% 17.0% 32.1% 18.9% 32.1% 13.2%

9.4% 17.0% 9.4% 15.1% 22.63% 20.8%

Highly Un influenced 3.8% 7.5% 3.8% 5.7% 1.9% 9.4%

Mean

2.35 2.60 2.43 2.43 2.66 2.54

Factors Affecting the Influence of Celebrity

SACHIN TENDULKAR   NEW Table 16

In the above analysis for the factors that influence for new brands of ‘Sachin Tendulkar’ Highly influence is given the weight age of 1, Influence is given the weight age of 2, Neutral is given the weight age of 3, Uninfluenced is given the weight age of 4 and highly uninfluenced is given the weight age of 5. The maximum value of mean is 2.35 for ‘presentation’ and is moving to influencive, the second highest value of mean is 2.43 for ‘voice’ and ‘gestures’ each and is moving to ‘influencive’, the third highest value for mean is 2.54 for ‘style’ and is moving to neutral, the fourth highest value of mean is 2.60 for ‘personality’ and is near to ‘neutral’, the least value of  mean is 2.66 for ‘physique’ and is moving towards neutral.

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Factors

Presentation Personality Voice Gestures Physique Style

Highly Influenced 28.0% 24.0% 28.0% 36.0% 12.0% 20.0%

Influenced

Neutral

Uninfluenced

20.0% 40.0% 36.0% 20.0% 28.0% 32.0%

24.0% 24.0% 16.0% 28.0% 28.0% 24.0%

16.0% 8.0% 12.0% 12.0% 20.0% 16.0%

Highly Un influenced 12.0% 4.0% 8.0% 4.0% 12.0% 8.0%

Mean

2.64 2.28 2.36 2.28 2.92 2.60

Factors Affecting the Influence of Celebrity

M. S DHONI OLD

Table 17 In the above analysis for the factors that influence for old brands of ‘M S Dhoni’ Highly influence is given the weight age of 1, Influence is given the weight age of 2, Neutral is given the weight age of 3, Uninfluenced is given the weight age of 4 and highly uninfluenced is given the weight age of  5. The maximum value of mean is 2.28 for ‘personality and gestures’ and is moving to influencive, the second highest value of mean is 2.36 for ‘voice’ and is moving to influencive, the third highest value for mean is 2.60 for ‘style’ and is moving to neutral, the fourth highest value of mean is 2.64 for ‘presentation’ and is moving to neutral and the least value of mean is 2.92 for ‘physique’ and is near to neutral.

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Factors

Presentation Personality Voice Gestures Physique Style

Highly Influenced 40.0% 16.0% 28.0% 36.0% 24.0% 28.0%

Influenced

Neutral

Uninfluenced

20.0% 36.0% 28.0% 20.0% 23.0% 24.0%

24.0% 20.0% 24.0% 28.0% 21.0% 32.0%

8.0% 16.0% 16.0% 12.4% 16.0% 12.0%

Highly Un influenced 8.0% 12.0% 4.0% 4.0% 12.0% 4.0%

Mean

2.24 2.72 2.40 2.28 2.68 2.40

Factors Affecting the Influence of Celebrity

M S DHONI  NEW Table 18

In the above analysis for the factors that influence for new brands of ‘M S Dhoni’ Highly influence is given the weight age of 1, Influence is given the weight age of 2, Neutral is given the weight age of 3, Uninfluenced is given the weight age of 4 and highly uninfluenced is given the weight age of  5. The maximum value of mean is 2.24 for ‘presentation’ and is moving to influencive, the second highest value of mean is 2.28 for ‘gestures’ and is moving to influencive, the third highest value for mean is 2.40 for ‘voice’ and ‘style’ each and is moving to influencive, and the fourth highest value of mean is 2.68 for ‘physique’ an is moving towards neutral, the least value of mean is 2.72 for personality and is moving towards neutral.

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Brands Purchased

AMITABH BACHHAN OLD BRANDS Dabur Chyavanprash Himani Navratna Oil Parker Pen Dabur Hajmola Dabur Anardana

PERCENTAGE 40.2 22.2 29.4 16 12 Table 19

Out of 64 respondents with ‘Amitabh Bachhan’ for old brands 40.2% of the respondents purchased ‘Dabur Chyavanprash’, 29.4% of them purchased ‘Parker Pen’, 22.2% of the respondents  purchased ‘Himani Navratna Oil’, 16% of the respondents purchased ‘Dabur Hajmola’, and 12% of the respondents purchased ‘Dabur Anardana’ influencing by ‘Amitabh Bachhan’.

Brands Purchased

AMITABH BACHHAN  NEW BRANDS Cadburys Dairy Milk Himani Fast Relief Reid and Taylor

PERCENTAGE 47.6 24.7 26

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Dabur Glucose Boro Plus

18.7 25

Table 20

Out of 64 respondents with ‘Amitabh Bachhan’ of new brands 47.6% of the respondents purchased of ‘Cadbury Dairy Milk’, 26% purchased ‘Reid and Taylor’, 25% of the respondents purchased ‘Boro Plus’, 24.7% of them purchased ‘Himani Fast Relief’ and 18.7% of the respondents  purchased ‘Dabur Glucose’.

Brands Purchased

SHAHRUKH KHAN OLD BRANDS Mayur Suiting Pepsi Santro Xing Dermicool Talc Videocon

PERCENTAGE 35.2 50 31.4 39.7 26

Table 21

Out of 58 respondents with ‘Shahrukh Khan’ of old brands 50% of them purchased ‘Pepsi’, 39.7% of the respondents purchased ‘Dermicool Talc’, 35.2% purchased ‘Mayur Suiting’, 31.4% of them  purchased ‘Santro Xing’ and 26% of the respondents purchased ‘Videocon’.

Brands Purchased

SHAHRUKH KHAN  NEW BRANDS  Nokia Sunfeast Emami Fair and Handsome Dish TV Hyundai i10

PERCENTAGE 48 35.4 12 32.4 41.6

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Table 22

Out of 58 respondents with ‘Shahrukh Khan’ for new brands, 48% of them purchased ‘Nokia’ 41.6% of the respondents purchased ‘Hyundai i 10’, 35.4% purchased ‘Sunfeast’, 32.4% of them  purchased ‘Dish TV’ and 12% of the respondents purchased ‘Emami Fair and Handsome’.

Brands Purchased

SACHIN TENDULKAR  OLD BRANDS TVS Victor Pepsi MRF Tyres Adidas Fiat Palio

PERCENTAGE 41.6 53.7 35.8 52.4 30

Table 23

Out of 53 respondents with ‘Sachin Tendulkar’ for old Brands 53.7% of them purchased ‘Pepsi’, 52.4% of them purchased ‘Adidas’, 41.6% purchased ‘TVS Victor’, 35.8% of the respondents  purchased ‘MRF Tyres’, and 30% of the respondents purchased ‘Fiat Palio’.

Brands Purchased

SACHIN TENDULKAR   NEW BRANDS Boost Sunfeast  NECC (Egg) Reliance Communication

PERCENTAGE 48.6 31 42.7 30.5

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Aviva Life Insurance

36.2

Table 24

Out of 53 respondents with ‘Sachin Tendulkar’ for new brands 48.6% of the respondents  purchased ‘Boost’ 42.7% of the respondents purchased ‘NECC (egg)’, 36.2% of them purchased ‘Aviva Life Insurance’, 31% purchased ‘Sunfeast’, 30.5% of them purchased ‘Reliance Communication’.

Brands Purchased

M.S DHONI OLD BRANDS Videocon Reebok Orient PSPO Fan Exide  NDTV

PERCENTAGE 41.7 51.6 73.9 56.8 70

Table 25

Out of 25 respondents with ‘M.S Dhoni’ for old brands 73.9% of them purchased ‘Orient PSPO Fan’, 70% purchased ‘NDTV’ 56.8% of the respondents purchased ‘Exide’, 51.6% of the respondents purchased ‘Reebok’ and 41.7% of them purchased ‘Videocon’.

Brands Purchased

M.S DHONI  NEW BRANDS Pepsi Brylcreem Parle Milk Shakti TVS Motor Lays

PERCENTAGE 64.6 42 14.8 46.7 26.9

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Table 26

Out of 25 respondents with ‘M.S Dhoni’ for new brands 64.6% of them purchased ‘Pepsi’, 46.7% of them purchased ‘TVS Motor’, 42% of the respondents purchased ‘Brylcreem’,26.9% of the respondents purchased ‘Lays’ and 14.8% of the respondents purchased ‘Parle Milk Shakti’.

GENDER PROFILE Amitabh Bachhan

Gender Male Female

Percentage 87.5 12.5 Table 27

As per the table out of 64 respondents with ‘Amitabh Bachhan’ 87.5% of the respondents were ‘male’ and 12.5% of the respondents were ‘female’.

Shahrukh Khan Gender Male Female

Percentage 72.4 27.6 Table 28

As per the table out of 58 respondents with ‘Shahrukh Khan’72.4% of the respondents were ‘male’ and 27.6% of the respondents were ‘female’.

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Sachin Tendulkar Gender Male Female

Percentage 79.2 20.8 Table 29

As per the table out of 53 respondents with ‘Sachin Tendulkar’ 79.2% of the respondents were’ male’ and 20.8% of the respondents were ‘female’

M S Dhoni Gender Male Female

Percentage 72 28 Table 30

As per the table out of 25 respondents with ‘M S Dhoni’ 72% of the respondents were ‘male’ and 28% of the respondents were ‘female’

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AGE PROFILE Amitabh Bachhan Age

Respondents Percentage 12.5 43.75 28.12 6.25

10-20 21-30 31-40 >40

Table 31

As per the table for the age wise analysis of respondents with ‘Amitabh Bachhan’ 43.75% of the respondents were between the age group of ‘21-30’, 28.12% of them were of the age group of ‘3140’, there were 12.5% respondents of the age group of ‘10-20’ and only 6.25% of the respondents were of the ‘age above 40’.

Shahrukh Khan

Age

Respondents Percentage 10.3 43.1

10-20 21-30

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31-40 >40

18.9 13.7

Table 32 As per the table for the age wise analysis of respondents with ‘Shahrukh Khan’ 43.1% of the respondents were of the age group of ‘21-30’, 18.9% of the respondents were of the age group of  ‘31-40’, 13.7% of the respondents were ‘above 40’ years and only 10.3% of the respondents were of the age group of ‘10-20’

Sachin Tendulkar

Age

Respondents Percentage 5.8 33.9 43.4 16.9

10-20 21-30 31-40 >40 Table 33

As per the table for the age wise analysis of respondents with ‘Sachin Tendulkar’ 43.4% of the respondents were of the age group of ‘31-40’, 33.9% of the respondents were of the age group of  ‘21-30’, 16.9% of the respondents were of the age group of ‘above 40’ and only 5.8% of the respondents were of the age group of ‘10-20’.

M S Dhoni Age

Respondents Percentage 8 32 20 8

10-20 21-30 31-40 >40 Table 34

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As per the table for the age wise analysis of respondents with M S Dhoni 32% of the respondents were of the age group of ‘21-30’, 20% of the respondents were of the age group of ‘31-40’, while 8% of the respondents were of the age group of ‘10-20’ and ‘above 40’ each.

EDUCATION PROFILE

Amitabh Bachhan

Qualification Primary Level High School Intermediate Graduate Post Graduate Professional Degree

Respondents Percentage 7.8 15.6 21.8 28.1 17.2 9.5 Table 35

Out of 64 respondents with ‘Amitabh Bachhan’ 28.1% of the respondents were ‘graduates’, 21.8% of them were ‘intermediate’, 14% of the respondents were ‘intermediate’, 25% of the respondents were ‘graduates’, 17.2% of the respondents were ‘post graduate’, 15.6% of them were ‘high school’, 9.5% of the respondents were having ‘professional degree’.

Shahrukh Khan

Qualification Primary Level High School Intermediate Graduate Post Graduate Professional Degree

Respondents Percentage 6.9 13.8 15.5 25.8 22.5 15.5

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Table 36

Out of 58 respondents with ‘Shahrukh Khan’ 25.8% of the respondents were ‘graduates’, 22.5% of  them were ‘post graduate’, 15.5% of the respondents were ‘intermediate’ and having ‘professional degree’ each, 13.8% of the respondents were ‘high school’, and only 6.9% of the respondents were educated up to ‘primary level’.

Sachin Tendulkar

Qualification Primary Level High School Intermediate Graduate Post Graduate Professional Degree

Respondents Percentage 6.8 13.8 31.2 22.4 15.5 10.3 Table 37

Out of 53 respondents with ‘Sachin Tendulkar’ 31.2% of the respondents were intermediate, 22.4% of them were Graduate, 15.5% of the respondents were post graduate, 13.8% of the respondents were high school, 10.3% of the respondents were having professional degree and only 6.8% of the respondents were educated up to primary level.

M S Dhoni

Qualification Primary Level High School Intermediate Graduate Post Graduate Professional Degree

Respondents Percentage 4 16 24 28 12 16 Table 38

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Out of 25 respondents with ‘M S Dhoni’ 28% of the respondents were graduates, 24% of them were intermediate, 16% of the respondents were high school and having professional degree, 12% of the respondents were post graduate.

OCCUPATION PROFILE Amitabh Bachhan Occupation Students Pvt. Service Govt. Service House wives Businessmen

Respondents Percentage 15.6 28.1 21.9 7.8 26.6 Table 39

Out of 64 respondents with ‘Amitabh Bachhan’28.1% of the respondents were in ‘pvt. Service’ 26.6% of them were in ‘businessmen’, 21.9% of the respondents were in ‘govt. service’ 15.6% were ‘students’ and 7.8% of the total respondents were ‘housewives’.

Shahrukh Khan Occupation Students Pvt. Service Govt. Service House wives Businessmen

Respondents Percentage 10.4 32.8 29.3 5.2 22.5 Table 40

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Out of 58 respondents with ‘Shahrukh Khan’ 32.8% of the respondents were in ‘private service’ 29.3% of them were in ‘govt. service’, 22.5% of the respondents were ‘businessmen’ 10.4% were ‘students’ and 5.2% of the total respondents were ‘housewives’.

Sachin Tendulkar Occupation Students Pvt. Service Govt. Service House wives Businessmen

Respondents Percentage 7.6 39.7 28.4 3.8 20.8 Table 41

Out of 53 respondents with ‘Sachin Tendulkar’ 39.7% of the respondents were in ‘pvt. Service’ 28.4% of them were in ‘govt.. service’, 20.8% of the respondents were ‘businessmen’ 7.6% were ‘students’ and 3.8% of the total respondents were ‘housewives’.

M S Dhoni Occupation

Respondents Percentage

Students Pvt. Service Govt. Service House wives Businessmen

8 32 20 12 28 Table 42

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Out of 25 respondents with ‘M S Dhoni’ 32.% of the respondents were in ‘pvt. Service’ 28% of  them were ‘businessmen’, 20% of the respondents were in ‘govt. service’ 12% were ‘housewives’ and 8% of the total respondents were ‘students’.

Chapter 5 CONCLUSION

Celebrities are involved in endorsing activities since last 19th century and still used today as it  provides invaluable benefit by creating good public relations. Celebrity endorsement does have appositive as well as negative impact on the brand. After conducting a survey it was revealed that Amitabh Bachhan is the most favourite celebrity with 64 respondents followed by Shahrukh Khan, Sachin Tendulkar and M S Dhoni by 58, 53 and 25 respondents respectively. It was also revealed about awareness of old and new brands endorsed by the celebrities. First of all for Amitabh Bachhan old brands maximum respondents were aware of Dabur Chyavanprash followed by parker pen and minimum of the respondents were aware of Dabur Anardana in new  brand case maximum respondents were aware of Cadbury Dairy Milk. Secondly for Shahrukh Khan old brands maximum respondents were aware of Pepsi, followed by Mayur Suiting whereas least number were aware of Dermicool talc in the new brands endorsed maximum number of respondents were aware of Nokia followed by Hyundai I 10 whereas the least number of respondents were aware of Emami Fair and Hansome. In the case of old brands endorsed by Sachin Tendulkar maximum of the respondents were aware of Pepsi followed by Adidas and the least were aware of Fiat Palio and in new brands maximum respondents were aware of Boost followed by NECC (egg). While least number of respondents were aware of Sunfeast

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Whereas finally for M S Dhoni for old brands maximum number of respondents were aware of  Orient PSPO fan followed by NDTV and the least for which the respondents were aware of  Videocon. In the new brands endorsed maximum number of the respondents were aware of Pepsi, followed by TVS Motors and the least were aware of Parle Milk Shakti. In the combined analysis of factors affecting the influence of a celebrity it was concluded that respondents were highly influenced by the gesture, personality and the way of presentation, whereas in the case of new brands respondents are influenced by the presentation, personality and the physique of the celebrity. For the individual analysis of factors Affecting Influence of Celebrity Amitabh Bachhan in old  brands most of the respondents were affected by his voice followed by style and in the new brands  personality was analysed as the most affecting factor followed by gestures. For ShahRukh Khan old brands the maximum number of respondents were affected by gestures followed by his style whereas in the new brands endorsed by Shahrukh Khan maximum number of  respondents were affected by his personality followed by his presentation. In case of Sachin Tendulkar for old brands maximum number of respondents were affected by his gestures followed by his presentation, for the old brands of Sachin Tendulkar maximum number of  respondents were affected by gestures followed by presentation, whereas for the new brands most of the respondents were affected by physique followed by personality In the analysis for M S Dhoni for old brands most of the respondents got affected by physique followed by presentation, in the new brand analysis most of the respondents were affected by  personality followed by physique. On the response for the brand sales endorsed by the celebrities the brands endorsed by Amitabh Bachhan Dabur Chyavanprash was the most sold brand followed by Parker pen and the least sold  brand was Dabur Anardana. For the sale of brands endorsed by Shahrukh Khan Pepsi was the most sold brand among the old  brands endorsed followed by Dermicool Talc and the least sold was Videocon among the old  brands in the new brands endorsed by Shahrukh Khan most sold brand was Nokia followed by Hyundai I 10 and the least sold brand was Emami Fair & Handsome In the analysis of the sale of brands endorsed by Sachin Tendulkar the most sold brand among the old brands was Pepsi followed by TVS Victor and the least sold was Fiat Palio, among the new

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 brands endorsed the most sold brand was Boost followed by NECC (egg) and the least sold brand was Reliance Communication. The conclusion for the brands endorsed by M S Dhoni the most sold brand was Orient PSPO fan followed by Exide and the least sold brand was Reebok among the old brands endorsed, in the new  brands endorsed by M S Dhoni the most sold brand was Pepsi followed by TVS Motor and the least sold brand was Parle Milk Shakti.

References Green, E. Paul, “Research for Marketing Decisions”, 5th Edition, Published by Prentice Hall of  India(P) Ltd,New Delhi. Kothari, C.R. “Research Methodology”, 2nd Edition 1998, Published by Wishwa Prakashan, New Delhi.

Kotler, Philip “Marketing Management”, 11th Edition 2003, Published by Pearson Education, Singapore. Louden , L. David. “Consumer Behavior”, 4th edition published by Tata McGraw Hill, New Delhi. Malhotra, Naresh K. “Marketing Research”, 4th Edition 2006, Published by Pearson Education,New Delhi. Schiffman,G.Leon., “Consumer Behavior” 9th edition., published by Pintice Hall India (P.) Ltd., Delhi.

Websites www.nytimes.com www.lifeworth.com www.acrwebsite.org

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www.ibanklive.com www.celebrityendorsement.com

Annexure Q1 Who is your favourite celebrity when it comes to sponsoring brands(Please tick any one) 1. 2. 3. 4.

Amitabh Bachhan Shahrukh Khan Sachin Tendulkar M.S Dhoni

[ [ [ [

] ] ] ]

Q2 As per the option ticked by you in Q.1 please tick the brands which you are aware and are endorsed by the specific celebrity an old and new. AMITABH BACHHAN Old Dabur Chyavanprash Himani Navratna Oil Parker Pen Dabur Hajmola Dabur Anardana

New Cadbury Dairy Milk   Himani fast Relief   Reid and Taylor   Dabur Glucose Boro Plus

SHAHRUKH KHAN Old

Mayur Suiting Pepsi Santro xing Dermicool Talc Videocon

New

Nokia Sunfeast Emami Fair and Handsome Dish TV Hyundai i 10

SACHIN TENDULKAR 

63

Old

TVS victors Pepsi MRF Tyres Adidas Fiat Palio

New

Boost Sunfeast (NECC) Egg Reliance Communication Aviva life insurance

64

M.S DHONI Old

New

Videocon Reebok Orient PSPO Fan Exide  NDTV

Pepsi Brylcreem Parle Milk Shakti TVS Motors Lays

Q3 Please rate on the scale of Highly influenced to Highly uninfluenced which is on the factors given below as per the celebrity ticked by you in Q.2 on the old and new brands.

OLD BRANDS Factors

Highly Influenced

Influenced

Neutral

Uninfluenced

Highly Un influenced

Highly Influenced

Influenced

Neutral

Uninfluenced

Highly Un influenced

Presentation Personality Voice Gestures Physique Style NEW BRANDS Factors

Presentation Personality Voice Gestures Physique Style

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Q4.Brand on the option ticked by you in Q.2 and the basis as how you were influenced. Please tick the brand/brands that you purchased. AMITABH BACHHAN OLD BRANDS Dabur Chyavanprash Himani Navratna Oil Parker Pen Dabur Hajmola Dabur Anardana

NEW BRANDS Cadbury Dairy Milk   Himani fast Relief   Reid and Taylor   Dabur Glucose Boro Plus

SHAHRUKH KHAN OLD BRANDS Mayur Suiting Pepsi Santro xing

Dermicool Talc Videocon

NEW BRANDS

Nokia Sunfeast Emami Fair and Handsome Dish TV Hyundai i 10

SACHIN TENDULKAR  OLD BRANDS TVS victors Pepsi MRF Tyres Adidas Fiat Palio

NEW BRANDS

Boost Sunfeast (NECC) Egg Reliance Communication Aviva life insurance

M.S DHONI OLD BRANDS Videocon Reebok Orient PSPO Fan

Exide  NDTV

NEW BRANDS

Pepsi Brylcreem Parle Milk Shakti TVS Motors Lays

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RESPONDENT’S PROFILE Gender

Male Female

Age

( ) ( )

10-20 21-30 31 -40 >40

Education

( ) ( ) ( ) ( )

Occupation

Primary Level High school Intermediate Graduate Post-graduate Professional degree

 NAME-

________________________ 

ADDRESS

________________________ 

67

( ( ( ( ( (

) ) ) ) ) )

Student Pvt. service Govt. Service Housewife Businessman

( ) ( ) ( ) ( ) ( )