Impact of Celebrity endorsements to purchase decisions with reference to FMCG sector
- Author Dr. Devi Premnath
- DOI
- Country : India
- Subject : Management Studies
Keywords : Celebrities, purchase decisions, factor analysis, psychological motivations
Abstract
The praxis of celebrities being used for endorsements has proliferated over time. Despite the cost and the risks involved with this technique of advertising, it is been used quite extensively in the present era. The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. A thorough inquiry of related literature revealed that for advertising, only essential way of fixing target audience or market segmentation is by studying the behaviour pattern and current communication effects on the demographics, psychographics or personality traits of the consumers. All the above listed factors were influenced greatly by the advertisements. Each individual has a unique set of needs, aspirations and motivations. Each one has both physiological and psychological motivational force. Each one fulfils these motivations by different means.
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