1

A

RESEARCH REPORT

ON

“A Study on the Effect of Celebrity Endorsement on

customer buying behavior with special reference to Lenovo

Laptop”

Submitted in partial fulfillment for the award of degree

MASTER OF BUSSINESS ADMINISTRATION

Chhattisgarh Swami Vivekananda Technical University Bhilai (C.G) India

Approved by- Guided By-

Dr. Souren Sarkar Mr. Rishi Tripathi

Head of the Department Assistant Professor

SHRI SHANKARACHARYA GROUP OF INSTITUTIONS

Faculty of Management Studies Approved by AICTE

(Managed by ShriGangajali Education Society, Bhilai)

JUNWANI, BHILAI – 490020 (C.G.) INDIA

2

TABLE OF CONTENTS

i. DECLARATION 2

ii. CERTIFICATE 3

iii. ACKNOWLEDGEMENT 4

iv. TABLE OF CONTENTS 5

1. INTRODUCTION 6-8

2. COMPANY PROFILE 9-11

3. LITERATURE REVIEW 12-22

4. RESEARCH METHODOLOGY 23-26

5. DATA ANALYSIS AND RESULTS 27-32

6. FINDINGS 33-34

7. RECOMMENDATIONS 35-36

8. LIMITATIONS 37-38

9. CONCLUSION 39-40

vi. REFERENCES 41-42

3

CHAPTER- 1

INTRODUCTION

4

INTRODUCTION

Everyday consumers are exposed to thousands of voices and images in magazines,

newspapers, and on billboards, websites, radio and television. Every brand attempts to steal at

least a fraction of a person’s time to inform him or her of the amazing and different attributes of

the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s

attention. In helping to achieve this, use of celebrity endorsers is a widely used marketing

strategy. In this modern age, people tend to ignore all commercials and advertisements while

flipping through the magazines and newspapers or viewing TV. But even then, the glamour of a

celebrity seldom goes unnoticed.

Thus, Celebrity Endorsement in advertisement and its impact on the overall brand is of

great significance. In this process, the companies hire celebrities from a particular field to feature

in its advertisement campaigns. The promotional features and images of the product are matched

with the celebrity image, which tends to persuade a consumer to fix up his choice from a variety

of brands. Although this sounds pretty simple, but the design of such campaigns and the

subsequent success in achieving the desired result calls for an in-depth understanding of the

product, the brand objective, choice of a celebrity, associating the celebrity with the brand, and a

framework for measuring the effectiveness. Companies invest large sums of money to align their

brands and themselves with endorsers. Such endorsers are seen as dynamic with both attractive

and likeable qualities and companies plan that these qualities are transferred to products via

Marcum activities. Furthermore, because of their fame, celebrities serve not only to create and

maintain attention but also to achieve high recall rates for Marcum messages in today’s highly

cluttered environments. Similarly every product has an image. The consumer tries to consume a

brand which has the maximum fit with his/her own personality/image. The celebrity endorser fits

in between these two interactions, where he tries to bring the image of the product closer to the

expectation of the consumer, by transferring some of the cultural meanings residing in his image

to the product. Indian advertising started with the hawkers who used to call out their wares right

from the days when cities and markets first began. With this evolved a strategy that tried to

benefit from the emotional attachment of the admirers or the fans of the celebrities; in the form

5

of celebrity endorsement. In the report, I have focused on the impact of Celebrity

Endorsement on on customer buying behavior with special reference to Lenovo Laptop

“Brand” is the most valuable asset of any firm. The general belief among advertisers is that

brand communication messages delivered by celebrities and famous personalities generate a

higher appeal, attention and recall than those executed by non-celebrities. The quick message-

reach and impact are all too essential in today’s highly competitive environment. A brand should

be cautious when employing celebrities to ensure promise, believability and delivery of the

intended effect. As the celebrities traverse from a mere commercial presence to public welfare

message endorsements, a whole new dimension is added to this process and helps us in achieving

a holistic view of the impact which celebrities generate in every sphere and segment through

their well-versed endorsements. Celebrities have also been in demand having succeeded in being

effective by rising above the clutter & grabbing the attention and focus of the consumer. They

also succeed in creating an aspiration in the minds of the consumer to acquire what their favorite

celebrity endorses.

6

CHAPTER - 2

COMPANY

PROFILE

7

Lenovo markets its products directly to consumers, small to medium size businesses,

and large enterprises, as well as through online sales, company-owned stores (in China only),

chain retailers, and major technology distributors and vendors.

Lenovo Group Ltd. is a Chinese multinational technology company with headquarters in Beijing,

China, and Morrisville, North Carolina, United States. It designs, develops, manufactures and

sells personal computers, tablet computers, smartphones, workstations, servers, electronic

storage devices, IT management software and smart televisions. In the second quarter of 2013

Lenovo was the world's largest personal computer vendor by unit sales. It markets the ThinkPad

line of notebook computers and the ThinkCentre line of desktops.

Lenovo has operations in more than 60 countries and sells its products in around 160 countries.

Lenovo's principal facilities are in Beijing, Morrisville and Singapore, with research centers in

those locations, as well as Shanghai, Shenzhen, Xiamen, and Chengdu in China, and Yamato in

Kanagawa Prefecture, Japan. It operates a joint venture with EMC, LenovoEMC, which sells

network-attached storage solutions. It also has a joint venture with NEC, Lenovo NEC Holdings,

which produces personal computers for the Japanese market.

Lenovo was founded in Beijing in 1984 as Legend and was incorporated in Hong Kong in 1988.

Lenovo acquired IBM's personal computer business in 2005 and agreed to acquire its Intel-

based server business in 2014. Lenovo entered the smartphone market in 2012 and as of 2014

is the largest vendor of smartphones in Mainland China. In January 2014, Lenovo agreed to

acquire the mobile phone handset maker Motorola Mobility from Google.

Lenovo is listed on the Hong Kong Stock Exchange and is a constituent of the Hang Seng China-

Affiliated Corporations Index, often referred to as "Red Chips".

In 2009, Lenovo was the fourth largest vendor of personal computers in the world The

Company is the largest seller of PCs in China, with a 28.6% share of the China market, according

to research firm IDC in July, 2009. It reported annual sales of $14.9 billion for the fiscal year

ending 2008/2009.

8

In India :

Lenovo has gained significant market share in India through bulk orders to large companies and

government agencies. For example, the government of Tamil Nadu ordered a million laptops

from Lenovo in 2012 and single-handedly made the firm a market leader. Lenovo distributes

most of the personal computers it sells in India through five national distributors such as Ingram

Micro and Redington

Given that most smartphones and tablets are sold to individuals Lenovo is pursuing a different

strategy making use of many small state-centric distributors. Amar Babu, Lenovo's managing

director for India, said, "To reach out to small towns and the hinterland, we have tied up with

40 regional distributors. We want our regional distributors to be exclusive to us. We will, in

turn, ensure they have exclusive rights to distribute Lenovo products in their catchment area."

As of 2013, Lenovo had about 6,000 retailers selling smartphones and tablets in India. In

February 2013, Lenovo established a relationship with Reliance Communications to sell

smartphones. The smartphones carried by Reliance have dual-SIM capability and support both

GSM and CDMA. Babu claims that the relative under-penetration of smartphones in India

represents an opportunity for Lenovo.

Lenovo has assembled a team of senior managers familiar with the Indian market, launched

mobile phones at all price points there, and worked on branding and marketing in order to

build market share. As of February 2014, Lenovo claims that its sales of smartphones in India

have been increasing 100% per quarter while the market is only growing 15-20% over the same

period. Lenovo did marketing tests of its smartphones in November 2012 in Gujarat and some

southern cities, where Lenovo already had a strong presence. Lenovo's strategy has been create

awareness, maintain a broad selection of phones at all price points, and developing distribution

networks. Lenovo partnered with two national distributors and over 100 local distributors. As of

February 2014, more than 7,000 retail outlets in India sold Lenovo smartphones. Lenovo has

also partnered with HCL in order to setup 250 service centres in 110 cities

In India, where Lenovo is relatively unknown, Lenovo grants distributors exclusive territories,

but allows them to sell computers from other companies. Lenovo uses its close relationships

with distributors to gain market intelligence and speed up product development.

9

CHAPTER-3

LITERATURE

REVIEW

LITERATURE REVIEW

10

Branding & Celebrity Endorsement

Today, use of celebrities as part of marketing communication strategy is fairly common practice

for major firms in supporting corporate or brand imagery.

Definition Of A Brand

Jack Welch, the former CEO of General Electric, once said, “Our most valuable assets are our

intangible assets.” The intangible asset he was referring to is a brand. The Dictionary of Business

& Management defines a brand as: “a name, term, sign, symbol, or design, or a combination of

them, intended to identify goods or services of one seller or a group of sellers and to differentiate

them from those of competitor”.

Definition of a Celebrity

Per say, a dictionary meaning of this word is “a famous person". A person who has excelled in

his / her field of action or activity. In our day to day activity, we perform many acts, may at

home, at work place, on field in sports, in social life. But these acts may be daily routine or just

"acts" per say giving no extra-ordinary results, not noticed by anybody surrounding, and not

taken into notice by Media. But if a person acts or performs something which gives spectacular

results is noticed by masses. That person has "done something" special that we and masses

cannot do. He is regarded as a special person with some "extra" given by that "Almighty" above.

We start feeling that he/she is great. We start celebrating his/her all acts which produce success.

If the success rate for that person is very high to "deliver" same results, he becomes a

"CELEBRITY".

Like

a.)Actors (e.g., Amitabh Bachchan, Shahrukh Khan, AishwaryaRai,, PreityZinta, Aamir Khan

and Pierce Brosnan).

b.)Models (e.g., MallaikaArora, MilindSoman, etc),

c.)Television Personalities (Husain, SmritiIrani),

d.)Sports figures (e.g., Sachin Tendulkar, SaniaMirza, Anna Kournikova, Michael Schumacher,

Tiger Woods, etc),

11

e.)Entertainers (e.g., Cyrus Broacha, Oprah Winfrey,),

f.)Pop-stars (e.g., Madonna, Shakira).

WHAT IS PRODUCT ENDORSEMENT?

A product endorsement is a form of testimonial from someone which indicates that they like or

approve of a product. Commonly, product endorsements are solicited from people who are

socially prominent, allowing companies to advertise their products with statements like “as used

by such-and-such an actress,” or “the official product of company/event X.” It's hard to miss a

Celebrity Endorsements & Brand Building product endorsement on product packaging and in

advertisements; most companies keep their endorsements front and center so that they are always

in the public eye

WHAT IS CELEBRITY ENDORSEMENT?

The use of celebrities in order to increase the sales and/ or the recall value of a brand is called

celebrity endorsement The late '80s saw the beginning of celebrity endorsements in advertising

in India. Hindi film and TV stars as well as sportspersons began encroaching on a territory that

was, until then, the exclusive domain of models. There was a spurt of advertising, featuring stars

like Tabassum (Prestige pressure cookers), Jalal Agha (Pan Parag), KapilDev (Palmolive

Shaving Cream) and Sunil Gavaskar (Dinesh Suitings). Of course, probably the first ad to cash in

on star power in a strategic, long-term, mission statement kind of way was for Lux soap, a brand

which has, perhaps as a result of this, been among the top three in the country for much of its

lifetime. Endorsements by celebrities have started since a long time.

RISE OF CELEBRITY CULTURE

The modern mass media has increased the exposure and power of celebrity. Often, celebrity

carries with it immense social capitals that is highly sought after by some individuals. High

paying jobs and other social perks unavailable to most people are readily available to celebrities,

even for wok not connected to the talents or accomplishment that made them famous. For

example A retired athletes might receive high “speaking fees ‘or compensation for public

appearances, despite his talent having been sports. Often, celebrities cannot escape the public eye

& risk being followed by fans.

12

IS IT SMART TO USE CELEBRITY ENDORSEMENT FOR BRANDING?

Stars, who are known to shape destinies, cast an enormous influence. No, we’re not talking about

astrology here. We’re referring to the powerful effect of celebrities on destinies of brands. One

approving nod from a famous face can translate into millions in brand sales. Perhaps that’s why

the world over, companies have been using stars to endorse everything, from food to food chains,

from soft and hard drinks to health drinks, from clothes and accessories to cars (and the tyres on

which they run). Even political parties are awestruck by the charisma of stars.

CELEBRITY ENDORSEMENTS AS A STRATEGY

Signing up stars for endorsements is a time-tested strategy and has been effectively used by some

of the top brands in the world including Nike and Pepsi. In India too, HLL has used Hindi film

stars to endorse their beauty soap Lux since the fifties. Vimal, Thums Up, Gwalior and Dinesh

are some of the other brands that used star-appeal in the early days of mass advertising. And who

can forget Kapil ‘Palmolive’ Dev? Marketeres believe that star endorsements have several

benefits, key among them being building credibility, fostering trust and drawing attention or any

or all of which can translate into higher brand sales.

.

CELEBRITY BRANDING AND ITS EFFECT ON CONSUMERS

It is a known fact that the best endorsements achieve an effective balance between the product

(brand) and the celebrity. Giving a brand a 'face' is more than just a marketing strategy to

increase sales or gain market share, it is a decision that can change the future of the brand

forever. Choice of the celebrity, hence, is of utmost importance and is usually done based on

many different parameters - appeal, looks, popularity or even just a fantasy figure to endorse a

brand.

13

Kinds of Celebrity - Their Impact on Brands

(1) Product Placements

While the movie 'Taal' brandished Coke bottles.

(2) Celebrities Co-Owning the Brand

Madhuri Dixit and Emami 'Beauty secrets by Madhuri' range

(3) Fictional Heroes

Shaktimaan has sold Parle-G, and Popeye single-handedly revived the consumption of spinach in

the US.

(4) No More but Still Celebrities

Campaigns created around Dhirubhai Ambani was the 'Kar lo duniyamuthimein' campaign for

Reliance.

(5) Page 3 Celebrities

(6) Celebrities for a Cause

The Pulse Polio campaign being coordinated by UNICEF for the Ministry of Health and Family

Welfare had Amitabh Bachchan and Sachin Tendulkar

(7) Spoofing

Mirinda spoofed the Hutch puppy (a celebrity in its own right).

(8) Mascots

Ronald McDonald, the Amul Girl

(9) Products endorsed according to gender

John Abraham lends his rugged image to Yamaha bikes while PrietyZinta lends her cute dimples

to peddle Scooty.

14

(10) Celebrities Lending their Name to Brands

Sharukh Khan, Amitabh Bachchan and Rekha have perfumes named after them

(11) Company Owners Being Celebrities

Vijay Mallaya and Richard Branson who are walking talking celebrities and endorse their own

brands through their extravagance, their flamboyant lifestyle

(12) Political Leaders

The 'India Shining' campaign from the BJP and the 'Congress kahaathaamaadmikesaath'

campaign from the Congress with Vajpayee and Sonia Gandhi lending their faces

(13) Using a Social Proposition Built Within the Brand

The Surf campaign done by Revathy and ShabanaAzmi (in the south and north respectively)

which stressed on the prudent usage of valuable water was a social proposition cleverly

interwoven in the brand.

(14) Durationof Usage - Promotional or Long Term Strategy

Short-term example is the Rani Mukherjee campaign for Bata which is believed to have helped

boost sales for the ladie's footwear brand, Sundrop, by a whopping 500 per cent. The same Rani

Mukherjee has a longer association with Fanta and Munch.

(15) Stealth Advertising

Revlon launched an online marketing campaign targeting female customers via chat rooms

talking about who Revlon's new face would be. Consequently the announcement of Halle Berry

as Revlon's new face was met with great anticipation.

(16) Foreign Celebrities

Jackie Chan doing a Discover commercial or a Boris Becker doing a Siyaram commercial

(17) Unintentional Celebrity Endorsements

15

The year before the late Princess Diana bought an Audi, they sold just about five hundred pieces

in the UK. The following year sales figures were close to ten thousand mark. John Abraham

riding Hayabusa in the movie ‘Dhoom’ boosted the sales of sports bikes in India.

Objectives of celebrity endorsement

Defining the objectives of the advertisements is the first step. In general, there are four major

objectives for any advertisement. Note that not all advertisements need to have all the objectives.

Establish the product need

Establishing a need for a product or a product category is the necessary first step. This is more

important in new-to-world category of products. In Indian context, consider the advertisement

for Polio Immunization drive - the TV advertisement featured Amitabh Bachan telling that

immunization is a must for every child - while people suffering from polio are shown in the

background along with healthy kids.

Create Brand Awareness

Once the need for a product is established, customers must be able to associate the brand with the

product category. For example iPod is strongly associated with portable MP3 players, Nike with

sports shoes etc.. A classic example of this is Nike’s use of Michael Jordan advertising for Nike.

This advertisement instantly created a strong association of Nike with basketball shoes.

Set customer expectations

Brand value comes from the customers experience with the product. If the product meets or beats

his expectations, then a positive brand image is created, else a negative brand image is created.

Therefore it is essential to set the customer expectations accordingly. This is most common in

established consumer products - Beauty products, household cleaning products, food products

etc.

Create a purchase intention

These are marketing promotion advertisements - Buy one, get one free, or get additional

discounts if you buy within a particular date etc.. The sole purpose of such communication

16

messages is to encourage customers to buy immediately or within a short period after seeing Use

of celebrity endorsements to create a purchase intention has been very limited. This is mainly

because such advertisements adversely affect the personality brand value of the celebrity. Being

associated with a discount deal is not favorable image for the celebrity and the customer.

The argument for Celebrity Endorsement

Brands have been leveraging celebrity appeal for a long time. Across categories, whether in

products or services, more and more brands are banking on the mass appeal of celebrities. As

soon as a new face ascends the popularity charts, advertisers queue up to have it splashed all

over. Witness the spectacular rise of SaniaMirza and IrfanPathan in endorsements in a matter of

a few months. The accruement of celebrity endorsements can be justified by the following

advantages that are bestowed on the overall brand:

Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for that

brand among the target audience- this is especially true in case of new products. We had the

Shah Rukh-Santro campaign. At launch, Shah Rukh Khan endorsed Santro and this ensured that

brand awareness was created in a market, which did not even know the brand.

Ensured Attention: Celebrities ensure attention of the target group by breaking the clutter of

advertisements and making the ad and the brand more noticeable.

PR coverage: is another reason for using celebrities. Managers perceive celebrities as topical,

which create high PR coverage. A good example of integrated celebrity campaigns is one of the

World’s leading pop groups, the Spice Girls, who have not only appeared in advertisements for

Pepsi, but also in product launching and PR events.

Time saving: Celebrity is able to build brand credibility in a short period of time.

Higher degree of recall: People tend to commensurate the personalities of the celebrity with

the brand thereby increasing the recall value. Golf champion Tiger Woods has endorsed

American Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used by TMobile and

Elizabeth Arden. 007 Pierce Brosnan promotes Omega, BMW, and Noreico.

17

Associative Benefit: A celebrity’s preference for a brand gives out a persuasive message -

because the celebrity is benefiting from the brand, the consumer will also benefit.

Mitigating a tarnished image: Cadbury India wanted to restore the consumer's confidence in

its chocolate brands following the high-pitch worms controversy; so the company appointed

Amitabh Bachchan for the job. Last year, when the even more controversial pesticide issue

shook up Coca-Cola and PepsiCo and resulted in much negative press, both soft drink majors put

out high-profile damage control ad films featuring their best and most expensive celebrities.

While Aamir Khan led the Coke fightback as an ingenious and fastidious Bengali who finally

gets convinced of the product's `purity,' PepsiCo brought Shah Rukh Khan and Sachin Tendulkar

together once again in a television commercial which drew references to the `safety' of the

product indirectly.

Psychographic Connect: Celebrities are loved and adored by their fans and advertisers use

stars to capitalise on these feelings to sway the fans towards their brand.

Demographic Connect: Different stars appeal differently to various demographic segments

(age, gender, class, geography etc.).

Mass Appeal: Some stars have a universal appeal and therefore prove to be a good bet to

generate interest among the masses.

Providing testimony: Another benefit of using celebrity endorsers is that s/he can provide

testimony for a product or service, particularly when the product has contributed to their

celebrity. The more familiar an endorser, the more likely consumers are to buy the endorsed

product.

Celebrity endorsement can sometimes compensate for lack of innovative ideas.

BRAND, CELEBRITIES & CONSUMER

Factors Impacting a Brand while being viewed by a Consumer in Media

The model above shows the various factors that affect a celebrity endorsed brand while viewed

by a consumer in the media (both TV and print). The central idea being the impact on brand. The

three major parts to a brand being shown are: -

18

The Product

Advertisement

The celebrity endorsing it

Selection Of Celebrity

Anyone who is famous may be the right celebrity. However, the appropriateness of the celebrity

largely depends on the product or service. Most advertisers insist that their celebrity

spokespeople have charisma and current popularity. That is why we see more movie and

television stars, athletes, real-life heroes, and musicians acting as brand ambassadors in the

market.

How a Marketer chooses a Celebrity

The choice of celebrity is critical for the success of the advertisement. The celebrity should have

high recognition, high positive effect, and the image of the celebrity must match with that of the

product. For this reason, famous sportsmen are used to endorse sporting goods: Michael Jordan

& Nike, Tiger Woods and Nike, David Beckham endorses Adidas, etc. Types of Celebrity

Endorsements

Celebrity branding has many aspects. A slight change in the type of branding used can result in

either a great success or a dismal failure. Celebrity branding falls into five general categories:

Testimonial: The celebrity acts as a spokesperson for the brand.

Imported: The celebrity performs a role known to the audience.

Invented: The celebrity plays a new, original role.

Observer: The celebrity assumes the role of an observer commenting on the brand.

Harnessed: The celebrity's image is integrated with the ad's storyline.

The latter part of the '80s saw the burgeoning of a new trend in India - brands started being

endorsed by celebrities. Hindi film and TV stars as well as sports-persons were roped in to

19

endorse prominent brands. Advertisements featuring stars like Tabassum (Prestige Pressure

Cooker), Jalal Agha (Pan Parag), KapilDev (Palmolive Shaving Cream) and Sunil Gavaskar

(Dinesh Suitings) became common. Of course, probably the first ad to cash in on star power in a

strategic, long-term, mission statement kind of way was for Lux soap, a brand which has,

perhaps as a result of this, been among the top three in the country for much of its life-time.

In recent times, we had the Shah Rukh-Santro campaign with the objective of creating awareness

about an unknown Korean brand in the Indian market,Hyundai. The objective was to garner

faster brand recognition, association and emotional unity with the target group. Star power in

India can be gauged by the successful endorsement done by Sharukh for three brands- Pepsi,

Clinic All Clear and Santro. Similarly, when S. Kumar's used HrithikRoshan, then the hottest

advertising icon for their launch advertising for Tamarind, they reckoned they spent 40-50 per

cent less on media due to the sheer impact of using Hrithik. Ad recall was as high as 70 per cent,

and even the normally conservative trade got interested.

Confining to India, it would not be presumptuous to state that celebrity endorsements can

positively effect the overall brand. We have numerous examples exemplifying this claim. A

standard example here is Coke, which, till recently, internationally didn't use stars at all - in fact,

India was a first for them. The result was a ubiquitously appealing Aamir cheekily stating

'thanda matlab coca cola'. The recall value for Nakshatra advertising is only due to the sensuous

Aishwarya.

The Parker brand of pen, which by itself commands equity, used Amitabh Bachchan to revitalize

the brand in India. According to Pooja Jain, Director, Luxor Writing Instruments Ltd. (LWIL),

post-Bachchan Parker's sales have increased by about 30 per cent. India is one country which has

always idolized the species of the celluloid world. Therefore, it makes tremendous sense for a

brand to procure a celebrity for its endorsement. In India, there is an exponential potential for a

celebrity endorsement to be perceived as genuinely relevant, thereby, motivating consumers to

go in for the product - this would especially prove true if the endorser and the category are a

natural lifestyle fit (sports-persons and foot-wear, Kapil-Sachin and Boost, film stars and beauty

products,KatrinaKaif and Lux).

20

CHAPTER-4

RESEARCH

METHODOLOGY

21

RESEARCH –

lt is a careful scientific investigation or inquiry especially through search for new facts in

any branch of knowledge. lt comprises defining & redefining problems I formulating

hypothesis or suggested solution; collecting, organizing and evaluating data making

deduction and conduction.

It is a careful investigation or enquiry for searching new facts in any branch of

knowledge.

It is a course of critical investigation & it is a way of thinking.

It provides a structure for decision making.

It is a catalyst of any organized activity or knowledge.

RESEARCH METHODOLOGY –

Research methodology is a way to systematically solve research problem. It has research

methods as well as the logic behind the methods we use in the context of our research study &

the research behind to select the particular methods or technique.

OBJECTIVES OF THE STUDY:-

To identify different factors affecting purchase decision of consumer by celebrity endorsement.

To find out the Impact of Ranbir Kapoor as brand ambassador on the sales of Lenovo Laptops.

To find out effectiveness of different factors on purchase intension.

AREA OF THE STUDY-

The main scope of the study is restricted to Bhilai

22

RESEARCH DESIGN -

A research design is the detailed blue print used to guide a research study towards its objectives.

It helps to collect, measure and analysis of data.

TYPE OF RESEARCH-

The study undertaken is of ― Descriptive Research in nature, Exploratory

NATURE OF RESEARCH-

The study is ― Qualitative in nature

RESEARCH PLAN

DATA COLLECTION -

Data constitutes the subject matter of analysis. The relevance adequacy and reliability of data

determine the quality of study. Data from the basis ofhypothesis testing they are the basic

input for constructing measurementscales. The entire scientific process of measurement

analysis testing and inferences depends upon the availability of relevant and accurate data.

Research Design Descriptive, Exploratorary

Research Technique Survey

Research Instrument Structured Questionnaire

Data Collection Primary data collected through questionnaire, Secondary data from: Books, Catalogues, Websites.

Location Bhilai

Sample Plan Convenience

Sample Size 100

23

Primary Data -

Data that is collected for scientific purpose at hand is called as primary data. The collection of

primary data is costly and time consuming. lt calls for greater planning and co-ordination.

Collection of primary data requires more manpower

Secondary Data -

Data that has been collected earlier for some purpose other than the purpose of study.

Secondary sources of data provide a wealth ofinformation to researcher. It often obviates the

need of primary data collection and saves valuable time.

Research instrument -

For the data collection of the primary data the basic research instrument used is questionnaire.

A questionnaire consists of a set of questions presented to the respondents for the answers.

24

CHAPTER-5

DATA ANALYSIS

AND RESULTS

25

DATA TABULATION, ANALYSIS AND RESULTS

PART ‘A’: Personal Details:

Q.1: Gender:

Gender Number

Male 80

Female 20

As per the graph above, the 80% of the respondents are Males and 20% are females.

Male Female

Number 80 20

0

10

20

30

40

50

60

70

80

90

Gender

26

Q.2: Age: 1. < 20 2. 21-30 3. 31-40 4. 41-50 5. 50 <

As per the graph above, the 18% of the population fall in < 20 age group, 60% of the

population is falling in 21-30 age group and 20% of the population is fall in 31-40, 2% of the

population is fall in 31-40 age group 0% fall in above 50 age group.

< 20 21-30 31-40 41-50 50 <

Number 18 60 20 2 0

0

10

20

30

40

50

60

70

Age

Age Number

< 20 18

21-30 60

31-40 20

41-50 2

50 < 0

27

PART ‘B’: Feedback

Q3. While purchasing soft drink familiarity with celebrity affects my purchase decision.

Particulars No. of respondent

Yes 55

No 23

Can’t say 22

Interpretation:- Above chart show that 55% consumer say they believe in celebrity’s credibility

while purchasing Lenovo Laptop 23% consumer don’t believe and 22% consumer can’t say

about this.

Yes No Can’t say

No. ofrespondant

55 23 22

0

10

20

30

40

50

60

Credibility

28

Q4 – While purchasing Lenovo Laptop familiarity with celebrity affects my purchase decision.

Particulars No. of respondents

Yes 40

No 45

Can’t say 15

Yes No Can’t say

No. of respondents 40 45 15

0

5

10

15

20

25

30

35

40

45

50

Familiarity

29

Interpretation:- Above chart show that Familiarity of the celebrity influences 40% of

respondent to buy Lenovo Laptops, while on 45% of respondents are not convinced by

celebrity familiarity and 15% of respondent were not sure about it.

Q5 - I believe products specifically advertised by the celebrities are reliable.

Particulars No. of respondents

Yes 75

No 20

Can’t say 5

Interpretation:-Above chart shows that 75% of respondents feel that products advertised by

celebrities are more reliable, while 20% of respondents don’t think reliability is related with

Celebrity Endorsement while 5% of respondents were note sure about it.

Yes No Can’t say

No. of respondants 75 20 5

0

10

20

30

40

50

60

70

80

Reliability of Celebrity

30

CHAPTER-6

FINDINGS OF THE

STUDY

31

FINDINGS O THE STUDY

80% of respondent were male.

60% of respondent belongs to the age group of 21-30.

55% of respondent feels Celebrity endorsement credible for Lenovo

Laptops.

40% of respondent influenced to purchase Lenovo laptop as they are

familiar with Ranbeer Kapur.

75% of respondent find Lenovo as a reliable brand because it is

endorsed by a celebrity.

32

CHAPTER-7

RECOMMENDATIONS

33

RECOMMENDATIONS

Celebrity endorsement will be more effective when using a celebrity who is

not already associated with another product or service.

Celebrity endorsers can be used to effectively reinforce or create an image

for a product or service.

Celebrity endorsers will be more effective when integrated across the

elements of the marketing mix.

Female celebrity should be empowered for their growth.

34

CHAPTER-8

LIMITATIONS

35

LIMITATIONS

Unwillingness of the respondents to answer the questions.

Respondents did not co-operate properly.

Time for the study was limited.

Sometimes respondents were not available at their places.

36

CHAPTER-9

CONCLUSION

37

CONCLUSION

We have seen that the correct choice of a celebrity can surely increase sales but

when it comes to long term loyalty and impact on the brand, the effect is yet

somewhat debatable. In the end, the product must deliver for the customer, no

matter who endorses the product, if the customer does not see himself getting value

from his purchase, he will not buy it. But yes, celebrities over time can influence

the loyalty and make a person friendlier to a brand. With the use of the celebrity,

the effect is magnified so as to allow the consumer to equate the personality and

the brand together. The celebrities' accessibility, regional appeal factors,

popularity, attractiveness, belief system are some other important platforms, which

are raised when we study the impact of celebrity endorsement on brands. It is

concluded that peoples are basically influenced by the price of a product & least by

the celebrity endorsing it.

38

References

39

REFERENCES

http://www.rediff.com/money/2003/dec/05guest.htm

http://www.chillibreeze.com/articles/Celebrity-endorsement.asp

http://www.coolavenues.com/know/mktg/surabhi3.php

http://www.thehindubusinessline.com/bline/2008/04/09/stories/2008040950750500.htm

http://www.coolavenues.com/know/mktg/surabhi6.php

http://www.thehindubusinessline.com/2008/04/08/stories/2008040851250500.htm

http://timesofindia.indiatimes.com/articleshow/1507842.cms

http://www.merinews.com/catFull.jsp?articleID=183

http://www.icmrindia.org/free%20resources/Articles/Celebrity%20Endorsement1.htm

http://catalogue.ausport.gov.au/fulltext/1998/cjsm/v2n1/dyson.htm

http://issuesinimc.wikispaces.com/Advantages+and+Disadvantages+from+using+celebrit

y+endorsement

http://www.broadcastnewscorp.com/html/production.php

http://www.utalkmarketing.com/Pages/Article.aspx4187&Title=White_Paper._Celebrity_

Endorsement_2008

http://www.asuku.com/forum/viewtopic.php?t=4649

http://www.nerve.in/subscribe.php?xml=brand_ambassador