CELEBRITY BRAND ENDORSEMENTSINFLUENCING

CONSUMERS BUYING INTENTIONS

Presented by:

Rahul Jain-52

Tanay Shah-36

Jayesh Porwal-73

Sudipto Hizli-70

Shad Ansari-63

Sony Mathews-68

Index Abstract Introduction Background of Study Theoretical Framework Objective of Study Research Methodology Limitations of Study Data Collection Findings Analysis Conclusion

INTRODUCTION

TOOTHPASTE SECTOR IN INDIAINDUSTRY OVERVIEWTOP BRANDSCELEBRITY PRESENCE

ATTRACTIVENES

EXPERTISE

TRUSTWORTHINESS

BRAND TRUST

CELEBRITYENDORSEMENT

CONSUMER BASEDBRAND EQUITY

BRAND LOYALTY

PRECEIVED QUALITY

BRAND ASSOCIATION

THEORTICAL FRAME WORK

QUESTIONNAIREGENDER:•MALE•FEMALE

AGE:•10-19•20-39•40 & above

Q1.Rank the following variables on the scale of 1 to 8, 1 being the most and 8 being the least noticeable factor in toothpaste?•Quality•Advert•Celebrity Endorsing•Price•Product•Company•Purpose

Q2.Toothpaste products specifically advertised by the celebrities are of good quality?•Strongly Disagree•Disagree•Neutral•Agree•Strongly Agree

Q3. Do you think celebrity endorsement makes the toothpaste products more trustworthy?•Yes •No

Q4.Would you buy the toothpaste if your favorite celebrity is endorsing it?•Strongly Disagree•Disagree•Neutral•Agree•Strongly Agree

Q5.According to you, do you feel that Celebrity Personality influence Brand Association.•Strongly Disagree•Disagree•Neutral•Agree•Strongly Agree

Q.6 Does celebrity switching to competitors have an impact on your purchase of toothpaste?

•Strongly Disagree•Disagree•Neutral•Agree•Strongly Agree

Q.7 Will the negative image of the celebrity endorser affect your perception towards choosing the toothpaste product?•Yes•No

Q.8 Under which circumstances do you think using celebrity will be most effective in the toothpaste sector?

• A- Promoting a new product•  B-Promoting a new brand•  C-Reinforcing the brand image •  D-Changing the brand image •  E-Others

Q.9 What element should achieve to make you feel that the brand has chosen a suitable celebrity endorser for promoting a toothpaste advertisement?

• A-The image of the celebrity and the brand are matched • B-The age of the celebrity and the brand's target customer are matched • C-The celebrity must use the product before • D-The celebrity should possess white and beautiful teeth • E-The celebrity should have expert knowledge in dental care• F-Others

Objectives of study

•To understand the consumer based brand equity with demographic aspect considering age and gender of the respondents.

•To address the attractiveness and trustworthiness of a toothpaste brand with respect to celebrity endorsement .

•To identify the relationship between celebrity endorsement and brand equity.

• To understand the impact of celebrity endorsement on the toothpaste

Limitations of Study

• Random Sampling• Geographical Dimensions• Psycographical Factors• Demographical Factors• Brand Loyalty=Brand Switching

FINDINGS AND INTERPRETATION

DEMOGRAPHIC FINDINGSGENDER

Male; 68

Female; 32

AGE CATEGORY

10-19 yrs; 28

20-39 yrs; 57

40 yrs and

above; 15

RANKING ELEMENTS OF PREFERENCE

Quality

Adverti

sement

Celebrity e

ndorsement

Price

Product

compan

y

Purpose

0102030405060708090

40 and abv20-39 yrs10-19 yrs

BRAND QUALITY

• HYPOTHESIS• Null Hypothesis:

• Ho: There is no significant difference given to perception of quality of toothpaste brands with respect to gender.

• Ha: There is a significant difference given to

perception of quality of toothpaste brands with respect to gender.

BRAND TRUST

Yes No0

10

20

30

40

50

60

FemaleMale

• HYPOTHESIS• Null Hypothesis• Ho: There is no significant difference in the age

groups towards celebrity endorsement making the toothpaste product more trustworthy.

• Alternate Hypothesis• Ha: There is a significant difference in at least a

single age group towards celebrity endorsement making the toothpaste product more trustworthy

BRAND ASSOCIATION • HYPOTHESIS

• Ho: There is no significant difference in the personality of the celebrity towards brand personality

• Ha: There is a significant difference in the personality of the celebrity towards brand personality

BRAND SWITCHING/BRAND LOYALTY

• HYPOTHESIS • Null Hypothesis

• Ho: There is no significant difference in creating an impact towards celebrity switching to competitors on purchase of toothpaste.

• Ha: There is a significant difference in creating an

impact towards celebrity switching to competitors on purchase of toothpaste.

NEGATIVE IMAGE OF CELEBRITY

Yes No0

10

20

30

40

50

60

70

FemaleMale

• HYPOTHESIS• Null Hypothesis• Ho: There is no significant difference in the negative

image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to age.

• Alternate Hypothesis• Ha: There is a significant difference in the negative

image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to age.

TWO WAY ANNOVA

Null Hypothesis

Ho: There is no significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender.

Alternate HypothesisHa: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender.

Null Hypothesis

Ho: There is no significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender and age. Alternate HypothesisHa: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender and age.

CELEBRITY EFFECT ON TOOTHPASTE SECTOR UNDER VARIOUS CIRCUMSTANCES

Promoting a new productpromoting a new brandReinforcing the brand image Changing the brand imageOthers

5

13

22

38

25

REQUIREMENTS IN A CELEBRITY

Image of celebrity match-ing the brand Age of celebrity and target customerUse of product by celebrity himselfCelebrity should possess white and strong teethExpertize of celebrityin dental careOthers

15

15

7810

33

CONCLUSION

Celebrity brand endorsement doesn’t influence or create an

impact on the consumer based brand equity. Companies must not stress on celebrity to enhance the brand equality. Management must work on building and gaining brand trust. Toothpaste brands must make wise decision in choosing a celebrity for projecting their products. They must not switch celebrities on the temporary image that he/she possesses and must focus for the long run. Companies must also work on progressing their product quality brand trust worthiness, brand loyalty through other means other than celebrity endorsement.

Thank you