Impact of Celebrity Endorsement on Consumer Buying Behavior with Respect to Soft Drinks

8005 Words Jun 21st, 2013 33 Pages
A Grand Project on
Impact of Celebrity Endorsement on Consumer Buying Behavior with respect to Soft Drinks

Prepaid by Guided by
Hardik D Jani (Roll no: 35) Prof .Kruti Patel
MBA Semester 4

Submitted to


We/ I, hereby, declare that the Comprehensive Project report Project titled, “Impact of celebrity endorsement on consumer buying behavior with respect to soft drink industry ” is original to the best of our/ knowledge and has not been published elsewhere. This is for the purpose of partial fulfillment of Kadi Sarva Vishwa Vidhyalaya University requirements for the award
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They worship celebrities.Celebrities which might be cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars like Shah Rukh Khan or John Ebrahim. They treat them as God. Marketers use this very preposition so as to influence their target customers may exist or potential ones. For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
The field of consumer behavior is the study of individuals, groups or organizations and the processes they use to select, secure, use and dispose of product, services, experiences, or ideas to satisfy needs and impacts that these processes have on the consumer and society. And understanding the consumer behavior is the prime and toughest task in front of every marketer. There are a lot of factors, which influence consumer buyer behavior. This study aimed at to understand the influence of celebrity endorsement on consumer buying behavior. Marketers pay millions of Dollars to celebrity endorsee hoping that the
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