• Baljit Singh Saini
• Ritu Rani

Endorsements play an important role in the marketing strategy of any organization to sell their products. Companies make their marketing efforts through newspaper, television, mailers, internet, newspapers, celebrities, etc. We as consumers are also seldom influenced by the presence of certain celebrity in the advertisements of products that we wish to buy. The impact of celebrity endorsement has been a subject of continuous study to improve the marketing strategies. This research focuses on studying the impact of celebrity endorsement on the buying behaviour of consumers towards household and personal care products. The consumers enrolled for this study belong to the state of Punjab. Motivation and Attention were the two variables considered for this study. The results showed that the presence of a celebrity “Motivates” the consumers to buy the products. Such advertisements also increase the “Attention” level of consumer as compared to advertisements of products endorsed by non-celebrity.

Impact of Celebrity Endorsement on Consumer Buying Behaviour towards household and personal care products

"Impact of Celebrity Endorsement on Consumer Buying Behaviour towards household and personal care products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.475-481, October 2018, Available :http://www.jetir.org/papers/JETIRDQ06068.pdf

"Impact of Celebrity Endorsement on Consumer Buying Behaviour towards household and personal care products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp475-481, October 2018, Available at : http://www.jetir.org/papers/JETIRDQ06068.pdf