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International Journal of Management (IJM)
Volume 9, Issue 1, Jan–Feb 2018, pp. 50–57, Article ID: IJM_09_01_009
Available online at
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ISSN Print: 0976-6502 and ISSN Online: 0976-6510
© IAEME Publication
CELEBRITY ENDORSEMENT ON BUYING
BEHAVIOUR OF ADOLESCENT GIRLS IN
BANGALORE CITY
Dr. Asha Jyothi. U.H
Research Guide, Department of Resource Management, Smt.
VHD Central Institute of Home Science, (Autonomous) Sheshadri Road Bangalore, India
Memtombi Laishram
Research Scholar, Department of Resource Management, Smt.
VHD Central Institute of Home Science, (Autonomous) Sheshadri Road Bangalore, India
ABSTRACT:
Celebrity endorsement is a type of advertisement which includes a famous person
from film fraternity, sports or modeling world. It helps in promoting the product brand
and also increasing the sales of the product. Hence this study was taken to know the
effect of celebrity endorsement on buying behaviour among adolescent girls in
Bangalore City. The objectives were to understand the buying behaviour of adolescent
girls and to study the influence of celebrity endorsement on buying behaviour of
adolescent girls. Survey method and questionnaire was the tool used for study. Sample
size was 50 adolescents from Bangalore city. Significant findings of the study were
majority of the respondents were between 19-21years and under graduates. Clothes,
beauty items and Snacks were frequently purchased by the adolescents. Shopping
malls, retail shops, online shopping and departmental store were the places from
where the goods and products are purchased by the girls. It was found that the
adolescents purchased products as and when the need arises rather than during
special occasions. Adolescents had varied attitude towards celebrity endorsement of
products. It was opined that Products advertised by the celebrities are of good quality,
Celebrity give a positive images to the endorsed brand and Celebrity also use
products which are endorsed by them. Film stars were the most preferred celebrity by
majority of the adolescents followed by sports persons. Quality was ranked as first
criteria followed by quantity and celebrity endorsement for purchasing the products.
Trustworthiness and popularity of the celebrity were the major attributes for celebrity
to endorse a product. Majority of the adolescents were satisfied by the dynamism,
physical attractiveness, trustworthiness, brand association and expertise of the
celebrity in choosing a product.
Keywords: celebrity, Endorsement, Advertisement, Promoting, Influence, behavior
Dr. Asha Jyothi. U.H and Memtombi Laishram
http://www.iaeme.com/IJM/index.asp 51 editor@iaeme.com
Cite this Article: Dr. Asha Jyothi. U.H and Memtombi Laishram, Celebrity
Endorsement on Buying Behaviour of Adolescent Girls in Bangalore City,
International Journal of Management, 9 (1), 2018, pp. 50–57.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=9&IType=1
1. INTRODUCTION
Celebrity endorsement is a special type of advertisement which includes a famous person
from film fraternity, sports and modeling world. It helps in promoting the brand and also
increasing the sales of the product. Celebrity endorsement is a particular strategy used by
marketers to advertise a product from such a platform through which consumers can associate
themselves with the brand value from the perspective of the celebrity personnel.
2. METHODOLOGY
The aim of the study was to find out celebrity endorsement on buying behavior of adolescent
girls in Bangalore city. The objectives of the study were to understand the buying behavior of
adolescent girls and to study the influence of celebrity endorsement on buying decisions of
adolescent girls.
Survey method and questionnaire was the tool used to conduct the study. Data about
frequency of purchasing products, place of purchasing the goods and products, period of
purchasing products, criteria for purchasing products were collected from the sample. The
sample size of the study was 50 adolescents’ girls in Bangalore city. Random sampling
technique was the sampling procedure used for the study.
3. RESULTS AND DISCUSSION
Table 1 Basic Data of the Respondents (N = 50)
Characteristic
Number
Percentage
AGE (Years)
17-19
16
32
19-21
34
68
Total
50
100
EDUCATIONAL QUALIFICATION
Under graduate
39
78
Post graduate
11
22
Total
50
100
TYPE OF FAMILY
Joint
6
12
Nuclear
43
86
Extended
1
2
Total
50
100
MONTHLY INCOME OF THE FAMILY(Rupees)
Up to 10,000
1
2
10,000-30,000
23
46
40,000-60,000
17
34
60,000&above
9
18
Total
50
100
Celebrity Endorsement on Buying Behaviour of Adolescent Girls in Bangalore City
http://www.iaeme.com/IJM/index.asp 52 editor@iaeme.com
The majority of the respondents that is 68 percent of them are in the age group of 19-21
years. The majority of the respondents were undergraduates (78%). It was noted that majority
of the respondents are staying in nuclear families (86%). It was also observed that 46 percent
of the respondents were having monthly income of Rs 10,000- Rs 30, 000.About 34 percent
of the respondents had monthly income between Rs40, 000- Rs60, 000 per month. (Table 1)
Table 2 Frequently purchased product (N =50)
Products *
Number
Percentage
Clothes
29
58
Beauty items
14
28
Beverages
6
12
Snacks
29
58
Accessories
4
8
Electronic items
2
4
Others
3
6
*Multiple responses
It can be noted that an equal percentage of respondent that is 58 percent of them
frequently purchased clothes and snacks. It can also be seen that 28 percent of the respondents
were purchasing beauty items frequently. A small percentage of the respondents were also
purchasing items like beverages (12%), accessories (8%), other items (6%) and electronic
items (4%).
*Multiple responses
Figure 1 Place of purchasing the goods and products (N =50)
Figure 1 shows the location of purchasing the products. Majority of the respondents that is
40 percent of them purchased goods and products from shopping malls. It can be noted that
28 percent of the respondents were purchasing from retail shops. It can also be observed that
26 percent of the respondents purchased goods from all the places that are given in the table 3
0
5
10
15
20
25
30
35
40
45
Departmental
Store Shopping mall Retails Shops Wholesale
Shops Online Direct
Marketing All of the above
Dr. Asha Jyothi. U.H and Memtombi Laishram
http://www.iaeme.com/IJM/index.asp 53 editor@iaeme.com
Table 3 Period of purchasing products (N = 50)
Number
Percentage
13
26
14
28
11
22
29
58
1
2
*Multiple responses
It is evident from Table 3 that majority of the respondents that is 58 percent of them
purchased goods as the need arises while 28 percent of the respondent purchased during
festivals, 26 percent of them purchased during offers.
Table 4 Criteria for purchasing products (N=50)
Criteria*
Products
Clothes
Beauty
items
Junk foods
Beverages
Snacks
Accessories
Electronic
Items
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
Quality
34
68
28
56
22
44
19
38
24
48
24
48
23
46
Quantity
3
6
4
8
8
16
9
18
13
26
5
10
1
2
Easily
available
6
12
5
10
10
20
7
14
9
18
2
4
0
0
Celebrity
endorsement
5
10
22
44
1
2
1
2
2
4
12
24
7
14
Price
22
44
13
26
13
26
9
18
10
20
17
34
20
40
Brand name
21
42
18
36
4
8
3
6
5
10
7
14
21
42
Friends
influence
8
16
23
46
9
18
8
16
8
16
4
8
3
6
*Multiple responses
From Table 4, it is clear that there are various criteria that are taken into consideration by
the respondents during the purchase of the products. Majority of the respondents that is 68
percent of them look for qualities of the cloth followed by price (44%) and brand name
(42%). It can be seen that while purchasing beauty items 56 percent of the respondents look
for quality, 46 percent of the respondents purchased products because of the influence from
friends and followed by celebrity endorsement (44%).
It can be noted that 44 percent of the respondent look for quality of the junk foods, price
(26%) and easy availability (20%). A very small percentage of the respondents that is 2
percent of them look for celebrity endorsement. It can be observed that while purchasing
beverages 38 percent of the respondent goes for quality. It can also be observed that an equal
percentage of the respondents that is 18 percent of them go for quantity and price. It is seen
that 48 percent of the respondent look for quality of snacks followed by quantity (26%) and
price (20%).
It is also seen that 48 percent of the respondent purchased accessories by looking for
quality followed by price (34%). A small percentage of the respondents prefer easily available
(4%), quantity (10%) and friends influence (8%).
Celebrity Endorsement on Buying Behaviour of Adolescent Girls in Bangalore City
http://www.iaeme.com/IJM/index.asp 54 editor@iaeme.com
Table 5 Attitudes towards celebrity endorsement (N=50)
Attitudes
Strongly
agree
Agree
Neutral
Disagree
Strongly
disagree
No.
%
No.
%
No.
%
No.
%
No.
%
Products advertised
by the celebrities are
of good quality.
5
10
7
14
32
64
5
10
1
2
Celebrity give a
positive images to
the endorsed brand
12
24
21
42
15
30
2
4
0
0
Celebrity also use
products which are
endorsed by them
4
8
5
10
21
42
17
34
3
6
Brands use celebrity
to enhance their sale
19
38
21
42
6
12
3
6
1
2
Table 5 reveals the response on attitudes towards celebrity endorsement. 38 percent of the
respondent strongly agreed that brand use celebrity to enhance their sale. Higher percentage
of the respondents that is 58 percent of them agreed that celebrity endorsement helps in brand
promotion followed by celebrity give positive images to the endorsed brand (42%) and brand
use celebrity to enhance their sale. 34percent of the respondent disagree that celebrity also use
products which are endorsed by them.
Table 6 Preference of celebrity for endorsement (N = 50)
Preference
Number
Percentage
Film star
32
64
Sports person
7
14
Politician
2
4
Social workers
0
0
Artists
1
2
T.V stars
5
10
Any other
3
6
Total
50
100
Table 6 indicates the preference of celebrity for endorsement. It can be noted that majority
of the respondents that is 64 percent of them prefer Film star for endorsement. It can also be
noted that 14 percent of them prefer Sportsperson and a very small percentage of the
respondents that is 2percent of them give their preference to Artists for endorsement.
Table 7 Ranking of influencing criteria (N=50)
Criteria
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
No.
%
No.
%
No.
%
No.
%
No.
%
Cost price
11
22
3
6
36
72
0
0
0
0
Celebrity
advertisement
7
14
29
58
6
12
7
14
1
2
Quality
32
64
18
26
0
0
0
0
0
0
Quantity
0
0
0
0
6
12
31
62
13
26
Experience
0
0
0
0
0
0
16
32
34
68