Consumer Attitude and Perception Towards Celebrity Endorsed Products- An Emperical Analysis in Southern India

    Amla K.K ,Dr. Khaleelur Rahman

    Abstract

    An advertisement endorsed by a celebrity is generally viewed by the consumers as a valuable product. There is significant difference in perception towards celebrity endorsement between different income groups (p <0.001). The consumer perception towards trustworthiness of celebrity endorsement is evenly distributed among the socio economic categories except for region of residence. There is significant difference in perception towards celebrity endorsement between different regions of residence (p <0.042). It is observed that consumers from the rural residence region have higher perception towards trustworthiness of celebrity endorsement compared to consumers from urban region. There is significant difference in popularity of celebrity between categories of gender (p=0.003), educational qualification (p=0.012) and annual income (p=0.041). The perception of female consumers towards popularity of celebrity is found to be higher compared to male consumers. The consumer perception towards attractiveness of celebrity endorsement is evenly distributed among the socio economic categories except for annual income. The consumer perception towards expertise of celebrity is evenly distributed among the socio economic categories except for annual income and region of residence. There is significant difference in perception towards celebrity endorsement between different income groups (p = 0.012) and different residence regions (p = 0.038).

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