frp report.docx

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MOHAMMAD ALI JINNAH UNIVERSITY

FA09-BB-0084


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1. INTRODUCTION

1.1 INTRODUCTION

Every company tends to make an advertisement which creates awareness and

arouse interest in the minds of the customers. One of the toos or strate!y used is

celebrit e!"#r$e%e!t& "s we a know# promotion pays a vita roe in achievin!

the !oas and strate!ies of an or!ani$ation# especiay in the market %ed. The

&i!!est improvement in this %ed is the cee&rity invovement as a promotiona

techni'ue# which enhances the &uyin! decision and oyaty. "dvertisers try to hire

such cee&rities for endorsement who are not ony attractive 'B()er (!" *+,rc+ill

Jr 9..( &ut credi&e as we 'Ster!t+(l/ D+#l()i( et (l& 9.8(. These aspects

have a !reat impact on the customers &ecause some customers prefer cee&rities

who are trustworthy and some want those who have !ood ooks. "nd some ook for

&oth features. The characteristics of the product shoud match with the personaityof the cee&rity ony then it is said to have an impact on the consumer and resut in

ca for action that is the purchasin! of the product. Frei"%(! (!" Frei"%(!

'9.9 de%ned that cee&rity endorser is an individua who is known to the pu&ic

)actor# sports %!ure# entertainer# etc.( for his or her achievements in areas other

than that of the product cass endorsed.

" cee&rity is a famous person who is we known internationay and continuin! to

de%ne cee&rity endorsement * +" form of &rand or advertisin! campai!n that

invoves a we known person usin! their fame to hep promote a product

or service., The reason for doin! this is that peope associate their &rands with

famous actors which in future remind them if their name is mentioned.

Consumers !o throu!h thousands of pictures and &i&oards of di-erent &rands &ut

at the end of the day do not remem&er which &rand was it. The main chaen!e of

the marketer is that !ra&&in! the attention of the viewer and therefore to do this

they use cee&rity endorsers.

Cee&rities maintain the attention of the viewer towards the product. Usin! this

marketin! strate!y woud a-ect consumer purchase &ut it is not aways the case.

Therefore it is very important to match the cee&rity ima!e with the &rand of the

product# understandin! the product itsef and makin! a framework for measurin!

the e-ectiveness.

eneray it is &eieved that messa!e of the &rand communicated &y a cee&rity is

much more e-ective than a non cee&rity. It !enerates a hi!her appea and

attention which is necessary in today/s word of hi!hy competitive market.

Repetition of advertisement positivey in0uences consumers to purchase that &rand.

Consumers &eieve that repetitive advertisin! company has a !ood &rand name and

http://www.investorguide.com/definition/form.htmlhttp://www.investorwords.com/568/brand.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/person.htmlhttp://www.investorguide.com/definition/promote.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.investorwords.com/568/brand.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/person.htmlhttp://www.investorguide.com/definition/promote.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.investorguide.com/definition/form.html


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it creates positive impact on consumers. Not a the cee&rity endorsed

advertisements impacts the purchase decision of the consumers it depends on the

product the &rand advertises. checht and Christina )2334(.

" study conducted in 2312 eptem&er )5o 6# No 7( &y "hmed# 8ir# 9aroo': +E-ect

of cee&rity endorsement of customers/ &uyin! &ehavior: a perspective from;akistan, aso concuded that cee&rity endorsement does positivey in0uence the

&uyin! intention of the customers. "nother study conducted &y umar )5o 1# No 2# 8ay 2311# ;p. ?@A112( aso concudes that

consumers are si!ni%canty induced &y the cee&rity endorsers when the tar!et is

on 'uaity and price.

"s we see uBurious &rand purchase not aways &ut sometimes is a-ected &y the

cee&rity they associate it with. The main usa!e of this techni'ue &ein! used in

advertisin! is instant &rand reca. If we say hahid "fridi in ;akistan/s conteBt we

immediatey reca ;epsi. 1e2$i is associated with cricket and S+(+i" A3ri"i is a

part of cricket. ($i% A)r(% is associated with ,3#!e. e has &een casted insome of the ufone ads. imiary M#bili!) J(55 si!ned Ali 6(3(r for some of their

ads.

The trend of cee&rity endorsements have &een increasin! with time. Not ony is it in

;akistan &ut aso in India. J,+i c+(7l( in ,r),re/ (ree!( (2##r for He("

(!" S+#,l"er$/ S+(+r,)+ +(! for TA+e,er and simiariy there are many

more. Now if we take a ook at the T"heuer watch advertisement# hahrukh >han

is a we known Indian actor and hi!hy pro%ed accordin! to his work. is

personaity matches with the watch which is a uBurious &rand itsef.

DEFINITION OF A *ELEBRITY " cee&rity as per de%ned &y the dictionary is a person who is famous and his or her

acts are notice as we as taken into notice &y the media. If someone who/s very

successfu is known as a CE


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DEFINITION OF *ELEBRITY ENDORSEMENT The use of cee&rities in order to &oost saes andor recoect vaue of a &rand is

caed celebrity endorsement. "s we can see that cee&rity endorsement has &een

used since a on! time so this is a proof of its immense advanta!es# &ut it aso has

many disadvanta!es. Fhen it comes to cee&rity endorsement the %rst thin! that

comes into our minds are the Indian advertisements. 9or advertisin! practitioners#empoyin! an appropriate cee&rity endorser to pu&ici$e a product is necessary and

diGcut as we. Fhie empoyin! any cee&rity it is important to keep in the mind

factors such as %t &etween the cee&rity and product in order for choosin!

appropriate endorsers.

1ROS OF *ELEBRITY ADVERTISEMENT The increased consumer power over pro!rammed advertisement has made

advertisin! more confrontin!. In order to ease this threat and hep to create

consistency in consumer attention advertisers use the strate!y of cee&rity

endorsement &ein! an advanta!e in this word. Cee&rities have the capa&iity of

hepin! the product to &e prominent from the surroundin! cutter# directin! towards

an advanced communicative a&iity &y penetratin! throu!h eBcess noise in a

communication process 'S+er%(!/ 98:& Cee&rity endorsement assists in the

ima!e enhancin! of the company/s ima!e 'Er"#;(!/ 999& 8arketers use

cee&rity endorsements as they direct towards &etter information stora!e in the

minds of the consumers which can &e prompty recovered when the consumer is in

the purchasin! situation 'Sc+,lt5 (!" B(r!e$/ 99:&

1OTENTIAL ADVANTAES 1OTENTIAL HA6ARDS

Increased attention Overshadow the &rand

Ima!e poishin! ;u&ic controversy

=rand introduction Ima!e chan!e and overeBposure

=rand repositionin! Ima!e chan!e and oss of pu&ic

reco!nitionUnderpin !o&a campai!ns EBpensive

SOUR*E< Erdo!an 1???# p. 2?7

*ONS OF *ELEBRITY ENDORSEMENT The very %rst disadvanta!e is the term used +a$y advertisin!, which is used for the

tremendous usa!e of cee&rities to endorse products. This woud ead to ne!ative

ima!e of the cee&rity and aso the product. Ne!ative information and pu&icity


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re!ardin! the cee&rity or any controversy on any cee&rity is one risk correated

with the use of cee&rity endorsers. If the cee&rity is stron!y inked to any

controversies then the ne!ative impact wi aso a-ect the product 'Till/ 99=&

Over pu&icity is a common occurrence &etween hi!hy known endorsers and

opposin! &rands and directs the consumer to !et confused and una&e to reca

which &rand the cee&rity is associated with 'Tri22 et&(l&/ 994&

A;r(7(l (!" (%(),r( '99: propose that there are decinin! returns reated

with cee&rities in advertisin!. "so some customers have phrased cee&rities as to

&e +puppets, used &y companies meanin! that they make put the cee&rities to &e

yin!# when endorsin! certain products 'Te%2erle (!" T(!;e!/ >00=&

1.2 ITOR Cee&rity endorsement started since 1H3/s. Josiah Fed!wood# who was the

founder of Fed!wood pottery and chinaware used roya endorsements so that to

create an ima!e of the &rand far &eyond the attri&utes of the product itsef. In 1@?3

;ears# a soap manufacturer hired a famous actress#


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1.4 REE"RC PUETION

ow cee&rity endorsement a-ects consumer purchase positiveyQ This means

that the research &ein! carried out descri&es the a-ect and anayses the

varia&es that a-ect consumer purchase reated to endorsers to the product. 9or

eBampe we say that if we associate hahid "fridi with ;epsi what are the

varia&es a consumer woud wei!ht reated to the cee&rity in order to purchase

;epsi. This incudes the dependant and independent varia&es.

1.6 INI9IC"NCE O9 TUD

"part from anay$in! the e-ect of cee&rity endorsement on consumer purchase#

this study woud aso point out the factors which make it an e-ective one. This

means that what factors resuts in consumer purchasin! the product.

1.7 5"RI"=


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"ternative hypothesis* cee&rity personaity does not match with the product so

consumer do not purchase

&( "ternative ypothesis* price of the product in0uences consumer to purchase

Nu hypothesis* price of the product does not in0uence consumer to purchase

c( "ternative hypothesis* 'uaity of the product in0uences consumer purchase

Nu hypothesis* 'uaity of the product does not in0uence consumer purchase

d( "ternative hypothesis* popuarity of the cee&rity a-ects consumer to

purchase

Nu hypothesis* popuarity of the cee&rity does not a-ect consumer purchase

1.H DIERT"TION TRUCTURE

The structure of this thesis is descri&ed &eow*

Chapter 1: Introduction

It is the introduction chapter of whoe thesis which is comprised on the description

of research &ack!round# si!ni%cance# 'uestions# aims and o&Lectives# hypotheses#

and dissertation structure.

Chapter 2: Literature Review

This chapter is comprised of the &rief critica review of the schoary iterature

avaia&e on internet# socia networkin!# and ifestye of ;akistani consumers. The

used sources are atest artices from academic Lournas# current &ooks# internet

ma!a$ines# market anaysis reports# and onine data&ases.

Chapter 3: Research Methodology

Research methodoo!y is an important aspect as it descri&es the roadmap for the

conduct of this study. Descriptive research methodoo!y is foowed with the hep of

'uantitative techni'ues of data coection and anaysis. The whoe research desi!n

and methods used are discussed in this chapter.

Chapter 4: Data analysis


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This chapter is &ased on the anaysis of primary data for the current study.

Descriptive statistics and percenta!e comparison techni'ues are used in this

chapter to anay$e and interpret the data.

Chapter 5: Conclusion

This chapter is the concusion of whoe thesis and presents a &rief concusion#

recommendations and impications for future research. The imitations of study are

aso identi%ed and discussed with the persona re0ection of the researcher.

2. 00@ :tudy the method of transference of cee&rity pictures to the

products ikeness &y anay$in! the usa!e of cee&rity endorsement in the formation

of the retai ikeness of a premier European food shop circuation !roup. The

anaysis reates to

an area study with &uyers and meetin!s with advocatin! &ureau sta- who

have reco!nised the &enchmark for the aternative of cee&rity. The span to which


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the market ocation identi%es and &uyers aide themseves with the ikeness of a

cee&rity endorser is eBpored. The focus was on the &ehaviora pattern and the

purchase attitude of consumers towards the product if cee&rity endorsement is

&ein! used. Considerin! the imitations the resuts show that there is an in0uence of

a cee&rity on the mindset of a consumer. "part from cee&rity factors that woud

in0uence the purchase decision of a consumer incudes price# 'uaity# peer !roups#and aso coud &e product appearance which is usuay not as important as the

'uaity of the product woud pay a roe in the purchasin! action of the individua.

tudied on how consumer endorsement a-ects the purchase of the consumer in

which dura&e products were researched such as air condition# teevision# cars#

washin! machine etc. The study was conducted in Chennai. Data was coected from

733 respondents throu!h 'uestionnaire. Techni'ue which was used was re!ression

and accordin! to the resuts it shows that cee&rity endorses increase information of

product amon! customers and cee&rity aso motivates the consumer to purchase

the dura&e product.

M(ee" (!" R(55() '>0 conducted a study on +impact of T5 advertisementrepetition# cee&rity endorsement and perceived 'uaity on consumer purchase

decision,. In this competitive word it is diGcut to attract consumers accordin! to

what they ike. The cost incurred in retainin! customers to their &rand is aso

increasin! day &y day &ecause of the &ene%ts it has to o-er the consumers in order

to retain them. The advertiser shoud &e aware of the fre'uency of media that how

many times an ad shoud &e repeated in order to !et a positive response and an

e-ective one from the consumers. r,;%(! '9.>/ The former eBposure

of cient towards teevision advertisement eevates the curiosity

and otherwise second eBposure of teevision advertisement command towards an

evauation and within third eBposure cient chooses that whether towards purchasethe product or not. V()r(t($ (!" A%bler '999 +one to three eBposures are

enou!h for purchase,. ome studies have reveaed that a viewer woud positivey

view the ad if it is repeated for a few times and 'uaity may&e &e perceived

positivey as we &ut repetition of ads more than what is needed woud ead to

ne!ative response. i!h 'uaity &rands and uBurious &rands advertise themseves

for a few times which are Lust used as a reca in the consumer/s mind# to et the

pu&ic know that the &rand eBists. Usin! cee&rities in advertisements !enerate

attention and !reater pu&icity from consumers. 6,3r"e! '98. studied the

e-ect of advertisin! on consumer purchase activeness that reates to conveyin! of

pu&icity from scheduin! of &rands media to purchase fre'uency &ehavior patters

over time. The data was !athered from 233 respondents on the &asis of 42 week

periods# purchase record data incuded in this research &ased on two situations* )1(

viewer receive a T5 ad campai!n of spit ca&e and )2( whie other does not. The

main focus was on deter!ent powder and was conducted in >arachi. The data was

coected from femaes ony of di-erent a!e !roups such as 23A27# 2A43# 41A63#

and 63A73. " sampe si$e of 173 respondents was taken from di-erent areas of

>arachi. "ccordin! to the resuts it is shown that advertisement repetition# and


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perceived 'uaity has a positive si!ni%cant impact on purchase decision of

deter!ent powder. Repetition of advertisements makes a perception that it is a !ood

'uaity product and produced &y a ar!e %rm.

Dr& iri"+(r &V '>0>& Consumers are eBposed to di-erent advertisements

everyday which incudes teevision commercias# newspaper ads# &i &oards#we&sites# etc. It is the chaen!e for every &rand to stea a fraction of a person/s

time to te the person a&out the attri&utes of the product at hand. In order to do

this cee&rity endorsement is used as a marketin! strate!y. It is necessary to match

the promotiona features and ima!es of the product with the cee&rity ima!e. Tri22

* Je!$e! T&D (!" *(rl$#! L& '994/ in their artice +Trustworthiness Credi&iity

of cee&rity endorsers, found that how much &uyers &eieve the cee&rity endorser

to &e credi&e. Fhen a cee&rity endorses one or two !oods it is

considera&y more dependa&e than a cee&rity who endorses even more products.

ometimes the product is for!otten and the focus is too much on the cee&rity than

the product itsef. some of the dan!erous dan!ers which

are connected with superstar endorsement on &rand makeup which are not

yet tau!ht &y any of the 'uicker studies are# the reputation of the superstar may

dero!ate ater heshe has supported the !oods# inconsistency in

the representative popuarity of the superstar# muti &rand endorsements &y the

same superstar woud ead to overeBposure# cee&rities supportin! one &rand

and en!a!in! another )competitor(# mismatch &etween the superstar and

the photo of the &rand re'uires to anay$e thorou!hy on it. " these aspects

are panned to &e eBamined in the prevaiin! work. The study mainy focuses on

three perspectives that is marketer# cee&rity and the consumer. Fhen we de%ne

the consumer &uyin! &ehavior we tak a&out the study of how peope &uy that is

what are the mediums a consumer woud use to &uy a product# what they &uy which are the products that coud &e incuded in fast movin! consumer !oods# when

they &uy what time of the year are the saes at its peak# and why they &uy: certain

products have di-erent uses. The di-erent characteristics of an individua such as

demo!raphics# psycho!raphics and &ehaviora varia&es are understood. Once the

marketer understands the vita issues that impact the consumer/s psychoo!y# it is

easier to make strate!ies accordin!y. "ccordin! to his research his %ndin!s show

that cee&rity endorsements hep reca the associated &rand. The &uyers are

considera&y induced &y the cee&rity endorser when the !oa is on vaue and price.

9or a !reater impact on the consumer# cee&rities pay a maLor roe than sports

personaities or any other modes. Data was coected from 73 respondents. e

studied the reationship &etween the product# the advertisement and the cee&rity

endorsin! it and how they to!ether act for or a!ainst the &rand. is study was

imited to India.

A+%e"/ Mir/ F(r## '>0>& Cee&rity endorsement is one of these

power devices &y which advertisers tria to evera!e the ikeness and identi%cation

of the cee&rity to encoura!e a merchandise or company 'At)i! (!" Bl#c)/ 98@&


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Three components assist to the e-ectiveness of messa!e. These are famiiarity of

an endorser# ikeness of an endorser and admiration of an endorser. imiarity can

&e characteri$ed as the span to which the receiver )customer( %nds resem&ance

&etween itsef and the source )endorser(. 9amiiarity mentions to that how

much information the receiver )customer( posses a&out the source )endorser(. "nd

ika&iity is the fondness the receiver )customer( evoves in the direction of source)endorser( &ecause of the persona attractiveness of the endorser# Mc,ire

'9=8& "ccordin! to the ource "ttractiveness 8ode the customer forms a

positive and favora&e perception a&out those endorsers who are attractive

physicay 'Er"#;(! 999& "ttractive endorsers are more in0uentia re!ardin! the

&eiefs of the customers 'Debe?ec (!" er!(! 984& Fhereas the source

credi&iity mode hods that success of a messa!e is &ased on the apparent eve of

knowed!e and honesty the customers have in an endorser 'Ster!t+(l/ D+#l()i(

et (l& 9.8& The product matchAup hypothesis states that there shoud &e an idea

match &etween the cee&rity personaity characteristics and the &rand attri&utes.

"n advertisement# in which the cee&rity and the &rand !o we to!ether# proves to

&e more in0uentia and &eieva&e 'Mic+(el 989& The meanin! transfer mode

hods that whatever a cee&rity endorses product: customers ink positive meanin!s

with the endorser and utimatey transfer it to the &rand. "ccordin! to the

ea&oration ikeihood mode# two important in!redients# motivation and a&iity

provide as the &ase of ea&oration ikeihood. 8otivation to identify the messa!e

comprises &ein! impicated and reevancy whereas a&iity is &ased on knowhow of

the person and o!ica potentia to perceive and process the convincin! messa!e.

00@& The &asic


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;ro&em

reco!nition

information

search

evauation of

aternatives

purchasepost

purchase

evauation

consumer &uyin! decision process incudes the foowin! steps*

;ro&em reco!nition is when there is a !ap &etween your actua state and desired

state. It is when you are aware of the need. 9or eBampe if you are hun!ry then you

have a need to have food. The second sta!e is the information search# which

sources you are usin! to coect your data and from where you are coectin! it.

There are two types of data that is the primary data and secondary data. In primary

data you coect information &y yoursef &y conductin! interviews or 'uestionnaires.

In secondary information eBterna sources are used such as the internet or &usinessma!a$ines coud aso &e one source. "fter coectin! the reevant information and

deveopin! di-erent aternatives you evauate you aternatives. In this sta!e you

esta&ish the criteria for evauation. If we take the eBampe of havin! food we

search for di-erent restaurants and then evauate which one woud have the &est

food if our priority is the food factor or if it is price then we compare accordin! to

prices of the dishes. In the purchase sta!e you &uy your chosen aternative and in

postApurchase evauation you evauate whether it was satisfaction or

dissatisfaction." %ve point ikert scae was used for the measurement. One of the

imitations which !reaty impacts on the resuts is that ?1 students were taken as a

sampe therefore we cannot !enerai$e the resuts with the whoe market. "s their

study was done in Jordan their %ndin!s show that cee&rity endorsement does not

have any !reater impact that nonAcee&rity advertisements &ut usin! superstars

increase the e'uity of any company and heps consumers reca the &rand whie

they !o for shoppin! and increase consumer awareness with a &rand.

H()i%i/ Abe"!i(/ 6(ei% '>0& 8akin! use of cee&rities as part of company/s

marketin! strate!y is a trendy way of sustainin! the ima!e of a %rm/s &rand. In

today/s word# to carry the corporate or &rand ima!e# it is predicta&e for maLor %rms

to use cee&rity endorsers in their marketin! communications strate!y. 9irms intend

to contro the actions of consumers &y usin! cee&rity endorsers# so that they wi &e

tempted to purchase their !oods. ome of the outstandin! factors for a &randima!e are their speci%c o!o that shows o- the or!ani$ation/s ima!e# their

catchphrase that woud descri&e the or!ani$ation/s core &usiness and key vaues

that woud verify their characteristics. =rand ima!e is the ima!e that is conse'uent

from di-erent sources set in the consumer/s mind. 9or eBampe Toyota is perceived

a reia&e car. The accompishment of cee&rity endorsement depends on the !ood

ooks of the cee&rity as we. Consumers are prone to have positive conventiona

ima!es of such peope and accordin! to research attractive cee&rities are naturay


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a&e to chan!e customer &eiefs# 'Debe?ec (!" er!(!/ 984C *+(i)e!/ 9.9&

EBpertise can &e descri&ed as the de!ree a messen!er or communicator is

supposed to &e a suita&e source of knowed!e. "ccordin! to Er"#;(! '999 weA

informed professiona cee&rities have an in0uence on the perception of the &rand/s

product 'uaity. "nother important aspect in advertisement is the trustworthiness

from the customer/s point of view 'Er"#;(!/ 999& The product matchAuphypothesis states that the messa!e portrayed &y a cee&rity ima!e and the

product/s messa!e shoud !o hand in hand for the endorsement to work. The

correspondence &etween the cee&rity and the &rand ima!e showed &y 8isra in

1??3 is dependent upon the eve of proLected S%t/ &etween these two factors. They

used the reference of Mc*r(c)e! '989( who de%nes cee&rity endorser as a

pu&ic %!ure who has !reat popuarity representin! a &rand in an advertisement.

This means that any cee&rity who is associated with a &rand woud &e more

popuar than any other famous superstar. " tota of 173 students were anay$ed

&etween the a!es of 1@ to 44 as they are usuay the tar!et audience for advertisin!

media. The study incuded %ve varia&es. "ccordin! to their research credi&iity#

attractiveness# eBpertise and cee&rity matchAup with the product has a positives

reationship with the &rand ima!e whereas trustworthiness has nothin! to do with

&uidin! a &rand ima!e. The study was &ounded to the students of the university

the research took pace so it coud not &e !enerai$ed with other consumers. It took

pace in 8aaysia.

1,;+(5+e!"i (!" R(?i!"r(! '>0>& "ccordin! to the paper promotion pays an

important roe in achievin! the or!ani$ations !oas and strate!ies most importanty

in the market environment. Endorsers are those who use their fame and popuarity

pu&ic reco!nition on &ehaf of consumer !oods &y appearin! with it in an

advertisement. 8any &usiness hope that usin! cee&rities in the advertisements&rin!s a&out a uni'ue and reevant position in the minds of the consumers.

"dvertisers often choose endorsers as a promotiona approach to convey the

attri&utes of their product or &rand. Today# this method appears to &e on its hi!h

across a media types. owever# it is not necessary that usin! a cee&rity who can

create eary attention for an advertisement# resuts in attitude chan!es towards the

product. ;reviousy one in ei!ht advertisements featured cee&rities compared to

today which features one in four advertisements. 8arketers use this strate!y in

order to hep improved stora!e of information in consumers/ minds which they can

easiy reca whie in purchasin! situations. Cee&rities shoud own knowAhow in

product cate!ories that is parae with their pu&ic pro%e and their perceived ife

styes. Their ima!e reveaed in persona and the pu&ic in0uences the way

consumers comprehend cee&rities. The cee&rity endorsement can have an impact

on the consumers/ reca assessment# attention and &uyin! o&Lective. The

credi&iity# attractiveness and match up are the main criteria/s for seectin! the

cee&rities 'M#+(%%(" (!" Al 6#,bi& >0& "ssociatin! cee&rities positivey

!ives more visi&iity to the product. 8ae cee&rities are more e-ective that femae

as an endorser 'B+(?(!(/ >0& "dvertisin! aso has emotiona appeas which


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impy a hu!e impact on the decision makin! process of the customer for the

product. The consumers are encoura!ed considera&y &y the endorser when the aim

is on 'uaity and price. The purchase approach is persuaded &y the cee&rity

endorsement factors# product evauation and &rand reco!nition. 8ismatched

endorsers which mean that cee&rity/s personaity does not match the product

characteristics wi have a much esser impact. "t the same time if an endorser doesnot match up with the product &ut sti is viewed positivey woud sti have an

impact on the consumer/s purchase '6(3er et (l&/ >00& =ut athou!h consumers

mi!ht have a favora&e disposition towards cee&rities# it does not mean that the

consumer mi!ht purchase it 'OM(+#! (!" Mee!(;+(!/ 998. Conductin! a

research in India their %ndin!s show that consumers are in favor of cee&rity

endorsements &ut not necessariy ead to a ca for action. The resuts show that

there is positive reation &etween attitude toward cee&rity endorser and attitude

toward advertisements and &rands. Puestionnaires for sampe of 233 respondents

were anay$ed usin! statistica toos. "!e !roups &etween 1? to 27.

D(!e$+?(r (!" Sc+7er '>000/ in their artice +The association endorsementand consumers/ intention to purchase, found that how consumers have a

connection towards the cee&rity endorsementendorser. If a company want a

consumer to associate to an endorsed product it is important to choose an endorser

who uses the product and where that use is a re0ection of professiona eBpertise. "

top mode endorsin! makeAup is !ood# whie a foot&a payer endorsin! soap

powder is ess !ood.

Mc*r(c)e!$ '989/ in his artice +Fho is cee&rity EndorserQ Cutura

foundations of the Endorsement ;rocess, states that a cee&rity endorser is a oneA

&yAone who oves pu&ic acknowed!ement and

who vaues this acknowed!ement representin! a &uyer !ood &y seemin! with it in

a promotion )marketin! communication(. Earier studies evidence that# in !enera#

cee&rity endorsement evera!es the sentiments of the &uyers and can

aso in0uence the mindAset &uyers have in the direction of the promotion and mindA

set in the direction of the em&ems# which can &oost the &uy aims and# accordin!y#

&oost saes.

+(!i (!" ()()+el '>0& Today# the present marketin! poicies of neary

every &usiness reies heaviy on advertisin! to support their product to their tar!et

markets. Fith the intense competition in the market these days it is !ettin! diGcut

to in0uence customers who are &ecomin! pro!ressivey more educated# hi!hydeveoped and seective. avin! a !ood product aone is not enou!h to compete in

markets of hi!h standards. Usa!e of cee&rity endorsement advertisin! had &ecome

a persuasive feature in present advertisin!.

&J& Telli$ '998 cassi%es endorsers into 4 &road !roups* eBperts# ay endorsers

and cee&rities. "n eBpert is who has a command over a speci%c interest area or a

particuar se!ment: ay endorsers can &e rea and made up characters to which


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peope can associate themseves. "nd cee&rities are those who enLoy popuarity

and fame. " &rand durin! its introduction phase has no personaity &ut when a

cee&rity is attached to the &rand# the product and the company !ets instant

identi%cation# appea and charm '1& McD#!(l"/ >00& The study was conducted

aimin! at eBaminin! the impact of cee&rity endorsement in view of youth of

;akistan. Data was coected throu!h 'uestionnaires usin! 7 point 0>& In this word of modern marketin! with so many

advertisements 0oodin! the market it is very diGcut to !et noticed and

di-erentiate yoursef in a uni'ue way. Usuay commercias are !one unnoticed on

T.5 and ma!a$ines. In a market where advertisin! pays an important roe in

mana!in! consumer purchase# it &ecomes reevant for companies to initiate a

possi&e measure to in0uence# motivate and repeatedy desire to purchase# in the

customer throu!h an e-ective advertisin! campai!n. imiar to other researches#

this research paper aso mentions that usin! superstars in advertisements

!enerates ots of pu&icity and attention. S,2ri# 1(tr( (!" S(r# & D(tt(

'>00/ from their study concuded that choice of ri!ht and suita&e cee&rity for&rand endorsement is a chaen!in! pan. The advertisers and a!encies shoud

consider various proportions whie cee&rity seection. The primary research was

conducted throu!h sefAdesi!ned 'uestionnaires. " sampe si$e of 633 respondents

incudin! mae and femae were taken. "!e !roup &etween 1@ 3 years &eon!in!

to di-erent occupations. The %ndin!s showed that mae endorsers are more popuar

and e-ective than femae endorsers. "s concuded &y other researches this

research resuts aso show that cee&rity endorsement a-ects consumer/s decision

positivey towards a product. In India# &oywood stars are sti the ruers of the

advertisements %ed.

A%#$/ *&/ H#l%e$/ & (!" Str,tt#!/ D& '>008& "&out 27M of U.advertisements empoy cee&rity endorsers 'S+i%2/ >000& The si!ni%cance of

cee&rity endorsers# yet# does not stretch out to the fact that they are used &y %rms

who want to &oost their revenues# &ut how these cee&rities add vaue to the

company# &rand and or product. (i)(ti '98. reco!ni$ed the common types of

cee&rity endorsers# advanta!es of usin! cee&rity endorsers# ha$ards inked with it#

and 9edera Trade Commission !uideines. Er"#;(! '999 assessed the


16/25

usefuness of cee&rities# pros and cons associated with it and the appication of the

source credi&iity and source attractiveness mode. "ccordin! to the research paper

review of iterature reveaed the foowin! key predictors which are*

1. Cee&rity performance* this refers to the eve of accompishment a cee&rity

!ets at any !iven time in their chosen profession. Fhen a cee&rity fais toperform we enou!h# as outined &y consumers# a cee&rity endorser/s

e-ectiveness tends to decine 'A;r(7(l (!" (%(),r(/ 99:&2. Ne!ative cee&rity information* 'Er"#;(! (!" B()er/>000/if there is a

stron! reation &etween the &rand and the cee&rity then ne!ative

information a&out the cee&rity wi have a ne!ative impact on the endorsed

&rand.4. Cee&rity credi&iity* the iterature eBporin! cee&rity endorsements has

!eneray empoyed one of the two fundamenta source modes* )i( the source

credi&iity mode which anayses the factors eadin! to the perceived

credi&iity of the communicator 'H#?l(!" et (l&9:@& The mode ar!ues

that the e-ectiveness of a messa!e depends upon the o&served eve ofeBpertise and trustworthiness reated with an endorser or communicator

'Er"#;(! 999& The source attractiveness mode puts forward that the

attractiveness of any source is concuded &y the communication receiver/s

perceptions of the source/s simiarity# famiiarity and ikea&iity.6. Cee&rity eBpertise* Er"#;(! '999/ 2& >98 de%nes cee&rity endorser/

eBpertise as Sthe eBtent to which a communicator is perceived to &e a source

of vaid statement./ The eve of perceived cee&rity eBpertise shoud foresee

cee&rity endorser success.7. Cee&rity trustworthiness* trustworthiness is the de!ree of con%dence

consumers pace in a communicator/s o&Lective to eBpress or communicate

the statement he or she considers most vaid 'O+(!i(! 990& 8uch of the

iterature supports the positive e-ect of trustworthiness on e-ectiveness

'*+(# et al >00:&. Cee&rity attractiveness* an important indicator of e-ectiveness '*+(# et al

>00:. ome authors impied that physicay attractive cee&rities are a

Lud!ment of e-ective advertisin! 'Till (!" B,$ler/ >000& Certainy#

physicay attractive cee&rities are usuay out ooked more favora&y on

various personaity characteristics than their ess attractive correspondin!

items '(+le (!" H#%er 98:C E(;l et al 99& "ttractiveness was of

use in increasin! positive advertisement evauations: it was vaua&e in

makin! stron!er purchase intentions 'B()er (!" *+,rc+ill/ 9..&H. Cee&rity famiiarity and ikea&iity* some studies treat these two e'uivaent

to attractiveness '(+le (!" H#%er 98: &ut other studies dea with it

separatey# ookin! into each concept e-ect on e-ectiveness as each were

di-erent from attractiveness 'OM(+#!e (!" Mee!(;+(!/ 998&@. Cee&rityproduct %t* in this we ook at how much is there a match &etween

the cee&rity endorser and the product &ein! endorsed ome researchers

assumed that &etter the cee&rity product %t# as comprehended &y the


17/25

consumers# the hi!her the eve of endorsement e-ectiveness. =ut this was

ony imited to attitude towards the &rand# it was not e-ective for other

measures such as purchase intention. "part from the e-ectiveness or non

e-ectiveness the present iterature su!!ests that the phenomenon shoud

pay a vita roe in cee&rity endorser e-ectiveness 'Till (!" B,$ler/ >000&

4. REE"RC 8ETODO


18/25

consumer

purchas

e

cee&ritypopuarity

'uaity

cee&ritypersonaitymatchin!with theproduct

price

THEORETI*AL FRAMEOR

@& INTRODU*TION

The term 8ethodoo!y refers to the science or study of methods. Research is any

or!ani$ed in'uiry carried out to provide information for sovin! a pro&em. " !ood

research shoud have cear purpose# detaied research process# throu!h research

desi!n# hi!h ethica standards# ceary mentioned imitations# unam&i!uous %ndin!s

and Lusti%ed concusion.

The research methodoo!y heps to earn how to use i&raries and other information

resources# ena&es critica evauation of iterature: deveops specia interests andskis. eps to understand attitude of others and creates awareness of specia

needs of research process.

The 8arketin! research society de%nes research as coection and anaysis of data

from a sampe of individuas or or!ani$ations reatin! to their characteristics#

&ehaviors# attitudes opinions or possessions. It incudes a forms of marketin! and


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socia research such as consumer and individua surveys# psychoo!ica

investi!ations# o&servationa and pane studies.

Research aso refers to a systematic investi!ation# incudin! research deveopment#

testin! and evauation# desi!ned to deveop or contri&ute to !enera knowed!e.

The purpose of this study is to investi!ate the e-ect of cee&rity endorsement on

the purchase of the product.

Generally, in this part I am going to mention the research design that I have used. This

research design provides the glue that holds the research project together. A design is used to

structure the research, to show how all of the major parts of the research project work

together.

@&> RESEAR*H METHODOLOY

Research methodoo!y is the &ase of the study conducted in any discipine. It is oneof the critica phases of research that is used to determine the course of action.

Researchers have to keep their ine of workin! accordin! to the nature and areas of

particuar research )8ahotra 2337(. 5arious modes can &e used to ea&orate the

methodoo!y of any research. This research is &ased on one of the commony used

mode# the research onion approach )aunders et a )233?(. Every step of the

methodoo!y of research is we eBpained in this mode and can &e used as a

yardstick to measure decided parameters of research methods

ource* aunders et a )233?* 142(


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@&@ RESEAR*H A11ROA*H

aunders et a )233?( ea&orated the two most important investi!ation

approaches in the second ayer of research onion mode# that is*

• Inductive approach

• Deductive approach

I!",cti?e (22r#(c+"ccordin! to the 8ahotra and =urks )233H(# o&servation and coection of

facts is the main output of inductive approach. " speci%c instance to the

evoution of a particuar theory is foowed in this approach. Therefore this

approach is widey &ased on the 'uaitative approaches of data coection. It

is aso termed as S&ottom up approach/ in socia sciences as it derives the

resuts from speci%c to !enera perspectives.

De",cti?e A22r#(c+chwa& )2336( o&served that deductive approach I top down approach as it

moves from the !enera to a speci%c point. " &road concept is used to verify

the %ndin!s for a speci%c area of research. In this research# deductive

approach is seected as the &road theories ware appied to evauate the

impact of cee&rity endorsement on the consumer purchase. This approach is

o&Lective in nature: therefore 'uantitative methods are used to coect the

data from the consumers of the university.

@&4 RESEAR*H DESIN

Researchers usuay use one method for their research. =ut !ood research usuay

&ene%ts from the use of a com&ination of methods. ansen Cotte )1??@( propose

that researchers shoud not ony consider the most appropriate method for their

study or pro&em &ut aso what com&ination of research methods mi!ht produce a

&etter and deeper understandin! of it. The aim shoud aways &e to choose those

methods# or com&ination of methods# which can ea&orate the most an!es and

dimensions of what are invaria&y mutidimensiona and compeB processes and

phenomena )ansen# ". Cotte# . 1??@(.

9or the present topic of research# the desi!n can foow any or a com&ination of

eBporatory# descriptive# andor of causa approaches. EBporatory approach is

seected when pro&em is not ceary descri&ed or its nature is not cear# in this

framework the missin! parameters of pro&em are eBpored with the hep of

!rounded theory# primary research# and in contrast# the descriptive approach

eBhi&its an apparent association with speci%c hypotheses and de%nite


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investi!ations. Therefore# descriptive researches estimated the eBtent of a

popuation and reveaed associations amon! the varia&es under study. 9inay#

causa desi!ns of research deas with the concept of rationae. They discose the

reason and its outcomes amon! two or more varia&es. Causa research

interconnects the varia&es in a more accurate and suita&e ways )=um&er!# et a.#

2337(.

@&: TY1ES OF RESEAR*H

De$cri2ti?e* Cooper and chinder )2334# p13( refer to descriptive studies as

Sthose used to descri&ed phenomena associated with a su&Lect popuation that have

certain characteristics. It tries to answer to the 'uestions who# what# where and

sometimes how/. This is the desi!n constructed in carryin! out the former sta!es of

this study. Fhere it %rst &e!ins with who founded the uf 9ood Industry# where

does it &e!an# what it was actuay# when did it &e!an to !row and how it did

mana!e to &ecome what it is today.

E2l(!(t#r is more of a revoutionary kind of research where the scope is far

fetched to %nd out somethin! new. In his iterature# &usiness Research methods#

)2334# pH2( D. Cooper caims that SeBporatory study is a study in topic areas where

the deveoped data is imited/

*(,$(l* has to do with an eBpanation as to why a certain circumstance or situation

is what it is where one speci%cay tries to pinpoint and undermine the possi&e

reasons for why it is so. Or has on another or why outcomes are o&tained/

@&= TE*HNIUES AND 1RO*EDURES

The procedures and devices used to o&tain secondary and primary data vary

dependin! on the sampin! and measurements re'uirements. Data coection is a

key part of the research pan and often represents the &i!!est cost of primary

research. Data coection methods need to &e mastered &y the professiona

marketin! researcher.

Met+#"

Each methodoo!y uses +sampin!, which aows the researcher to reach

concusions a&out a popuation within a certain de!ree of accuracy without havin!

to survey anyone. It is not necessary to have a ar!e sampe si$e. ampes as few as

one percent of a tar!et market can often provide reia&e resuts# under the direction

of eBperienced researchers


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@&=& 1RIMARY RESEAR*H;rimary Research reates to research activity which is &ein! carried out to meet the

speci%c information needs of the research proLect undertaken )Farrin!ton# 1???*41(

@&=&& TY1ES OF 1RIMARY RESEAR*H,(lit(ti?e re$e(rc+ A are usuay undertaken usin! inAdepth interviews or

discussion !roups )focus !roups( amon! a reativey sma num&er of peope. Its

purpose is to provide eBporatory# eBpanatory and dia!nostic informationAthe how

and the whyA in depth. uch interviewin! conducted &y eBperts# prefera&y face to

face# athou!h teephone and onAine methodoo!ies are aso used. This provides

de%nite market information re!ardin! the opinions and &ehaviors of the su&Lects in

the market research study.

,(!tit(ti?e re$e(rc+ - is often an interactive process in which evidence is

evauated# theories and hypotheses are re%ned# technica advances are made# and

so on. Usuay is used to !ain a !enera sense of phenomena and to form theoriesthat can &e tested throu!h further 'uantitative research. Puantitative research

usin! statistica methods typicay &e!ins with the coection of data &ased on a

theory or hypothesis# foowed &y the appication of descriptive or inferentia

statistica methods. " fundamenta principe in 'uantitative research is that

correation does not impy causation. This principe foows from the fact that it is

aways possi&e that a spurious reationship eBist for varia&es &etween which

covariance is found in some de!ree.

@&=&&> MODELS OF *OLLE*TIN 1RIMARY DATAOb$er?(ti#!


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" 'uestionnaire amost aways is sefAadministered# aowin! respondents to % them

out themseves. " the researcher has to do is arran!e deivery and coection.

There are two types of 'uestionnaires.

Str,ct,re" ,e$ti#!!(ire heps the respondent to respond more easiy and hep

the researcher to accumuate and summari$e responses more eGcienty &ut# theycan aso constrain the respondent and imit the researcher/s a&iity to understand

what respondent reay means.

N#! G$tr,ct,re" ,e$ti#!!(ire whie there are wide varieties of structured

Puestionnaires# there are reativey few unstructured ones# !eneray# its written

teBt if the respondent )or interviewer( writes down teBt as the response# and you/ve

!ot an unstructured response format. These can vary from short comment &oBes to

the transcript of an interview.

F#c,$ ;r#,2$< Invoves an o&Lective discussion eader or moderator who

introduces a topic to a !roup of respondents and directs their discussion of it in a

nonAstructured and natura fashion. EBpores a topic in depth throu!h !roup

discussion# e.!.# a&out reactions to an eBperience or su!!estion# understandin!

common compaints# etc: usefu in evauation and marketin!. The advanta!e of

focus !roup is that one can !et 'uick and reia&e common impressions and can &e

an eGcient way to !et much ran!e and depth of information into short time. The

disadvanta!e is that it is hard to anay$e responses and one woud re'uire a !ood

faciitator for safety and cosure and aso it is diGcut to schedue A@ peope

to!ether.

I!ter?ie7$ - Unstructured conversation on a !iven topic &etween a respondent and

an interviewer. This is when one wants to fuy understand someone/s impressionsor eBperiences# or earn more a&out their answers to 'uestionnaires. 8echanism for

o&tainin! detaied insi!hts and persona thou!hts. One on one mosty at paces of

&usiness# consumption# etc. 9eBi&e and unstructured# &ut usuay with an interview

!uide. The "dvanta!e of in depth interview is that you !et fu ran!e and depth of

information and aso deveops a reationship with the cient# eads to 0eBi&iity with

the cient. The disadvanta!e is that it can &e time consumin! and coud &e hard to

anay$e and compare possi&iities of &ein! costy too. In some cases the interviewer

can &ias cient/s responses.

@&=&>SE*ONDARY RESEAR*H This research is usuay the easiest and east eBpensive# secondary research isinformation that aready eBists which mi!ht &e in the form of a study# a !roup of

artices on a speci%c topic or a demo!raphic or statistica data !athered &y

someone ese. It heps to review and anay$e the eBistin! data on your tar!et

markets avaia&e from ma!a$ines# &ooks# pu&ished research studies# !overnment/s

pu&ications# etc. secondary data aso heps to asses/ environmenta factors such as

socia# economic# poitica and evauates the competition.


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@&8 DATA *OLLE*TION METHODS

The data coection methods used in this dissertation is &oth ;rimary methods and

econdary methods. I have seected descriptive research method &ecause the

research re'uires eBpanation of consumer &ehavior towards cee&rity endorsed

products

1ri%(r "(t(

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