Impact On Celeberity Brand Endorsement And Buying Behaviour Of College Students -A Study With Special Reference To Coimbatore

Abstract

In present period, there has been a change in consumer’s attitude towards culture. Consumers give significance to brands to assure better standard of living.  Now consumers aren't only educated but also choosy while buying products. Everyday consumers are exposed to number of voices over the radio and television and images in journals, magazines, hoardings, and websites.  Hence, every marketer tries to steal at least bit of a person’s time to inform him her of the amazing and different attributes of the product at hand and for this idea marketers use celebrity endorsement as an productive marketing plan to fit their products in the minds of consumers. The practice of celebrity endorsements has accelerated over time and perceived as a winning formula for product marketing and brand structure. This paper is a trouble to analyze the impact of celebrity endorsements on buying behaviour of the college students. Questionnaire was used to collect the data by using convenience sampling.