“A STUDY ON IMPACT OF CELEBRITY ENDORSEMENT IN

ADVERTISEMENT WITH SPECIAL REFERENCE TO HEALTH

CARE PRODUCTS”
Submitted by Bharathiar University in partial fulfillment of the requirements for
the award of the degree of

BACHELOR OF COMMERCE WITH COMPUTER APPLICATIONS

Submitted by
SREELAKSHMI.G

REG NO: 202AC0395

Under the guidance of

Mrs.Nithya devi.M S M.Com.CA., MBA.,M.Phil.,PH.D
Assistance professor

SHRI NEHRU MAHA VIDYALAYA COLLEGE OF ARTS AND SCIENCE

(Re-accredited with “A” grade by NAAC)
(Affiliated to Bharathiyar University)

Shri Gambhirmal bafna Nager, Malumichampatti,

Coimbatore-641050

MARCH-2023
 CERTIFICATE

SHRI NEHRU MAHA VIDYALAYA COLLEGE OF ARTS & SCIENCE

(Re-accredited with “A” grade by NAAC)

DEPEARTMENT OF BACHELOR OF COMMERCE WITH

COMPUTER APPLICATIONS

Shri Gambhirmal bafna Nager, Malumichampatti, Coimbatore-641050

CERITIFICATE

This is to certify that project entitled

“A STUDY ON IMPACT OF CELEBRITY ENDORSEMENT IN ADVERTISEMENT
WITH SPECIAL REFERENCE TO HEALTH CARE PRODUCTS”

Is a bonafied record of work done by

G.SREELAKSHMI
Reg. No: 202AC0395

Submitted in the partial fulfillment of the requirement for the award of the
degree of BACHELOR OF COMMERCE WITH COMPUTER
APPLICATIONS of Bharathiar University, Coimbatore

Faculty Guide HOD Dean – Commerce

Principal

Date of Viva-Voce:

Internal examiner External Examiner

 DECLARATION
I , hereby declare that the project work entitled “A STUDY ON IMPACT OF CELEBRITY
ENDORSEMENT IN ADVERTISEMENT WITH SPECIAL REFERENCE TO HEALTH
CARE PRODUCTS” is done by partial fulfilment of the award of degree of bachelor of
commerce with computer with computer applications at SNMV collage of arts and science is
an authentic record oh my own work carried out under the supervision of Mrs. Nithya devi .M
,M.comCA.,MBA., M.Phil.,Ph.D,Assistant Professor, Department of commerce with computer
applications. The matter presented has not been submitted by me in any other university /
institution for the award of degree of bachelor of commerce with computer application

Place :

Date : Sreelakshmi.G
 ACKNOWLEDGMENT

I wish to express my indebted gratitude to Dr. B. Subramani, Msc., PGDCA.,B.Ed.,

MCA., M.Phil., Ph.D., Principal SNMV collage of art and science for all the support he has
rendered me throughout this project.

I gratefully acknowledge my indebtedness to Dr. V . Padmanabhan, M.com., M.Phil., MBA.,

Ph.D., NET., DEAN OF COMMMERCE who has given me this great opportunity to complete this
project report in a successful manner.

I place on record my sincere thanks to Dr. P. Chinna Sahaya Rani, M.com., M.Phil.,
Ph.D., HOD, SNMV CAS, for here guidance and motivation throughout the completion of
study.

I express my profound and deep sense of gratitude Mrs. M. Nithya devi, M.ComCA.,
MBA., M.Phil., Ph.D. Assistance professor, SNMV CAS, for having the kindness to accept to
guide and provide all the needed help patiently throughout the completion of his study.

I would also like to extended my heart felt thanks to all the faculty members of SNMV
CAS, for their timely help and support.

I acknowledge with intense thankfulness the assistance and guidance of one and all in all my
endeavors.
 LIST OF CONTENTS

S.NO PARTICULARS PAGE.NO

LIST OF TABLES

LIST OF CHARTS

CHAPTER1
1 1
INTRODUCTION
2 OBJECTIVES OF THE STUDY 9

3 STATEMENT OF THE PROBLEM 10

4 NEED OF THE STUDY 11

5 SCOPE OF THE STUDY 12

6 LIMITATIONS OF THE STUDY 13

7 CHAPTER 2
14-16
REVIEW OF LITERATURE
8 CHAPTER 3
17-18
RESEARCH METHODOLOGY

9 CHAPTER 4
19-48
ANALYSIS AND INTERPRETATION

10 CHAPTER 5

FINDINGS, SUGGESTIONS, CONCLUSION 49-52

11 BIBLIOGRAPHY 53-55

12 ANNEXURE 56-58
 LIST OF TABLES

S.NO TABLE PAGE.NO

1 SHOWING THE AGE OF THE RESPONDENTS 19
2 SHOWING THE GENDER OF THE RESPONDENTS 21
3 SHOWING THE EDUCATIONAL QUALIFICATION
OF THE RESPONDENTS 23

4 SHOWING THE OCCUPATION OF THE 25

RESPONDENTS

5 SHOWING THE RECOGNITION OF CELEBRITIES 27

BY THE RESPONDENTS

6 SHOWING THE CELEBRITIES ARE EASIER TO 29

RECALL

7 SHOWING THE PURCHASE OF BRANDED 31

PRODUCTS BY THE RESPONDENTS

8 SHOWING THE ADVERTISEMENT IS MORE 33

APPEALING
9 SHOWING THEY WATCH ADVERTISEMENT FOR 35
CELEBRITIES

10 SHOWING THAT THEY RECALL PERCEIVED 37

CELEBRITIES

11 SHOWING THE ADVERTISEMENT ENDORSED BY 39

FAVOURITE CELEBRITY

12 SHOWING THE BRAND AMBASSADOR OF THE 41

RESPONDENTS
13 SHOWING THE HEALTH CARE PRODUCTS 43
PREFERRED BY THE RESPONDENTS
14 SHOWING THE BUYING DECISION OF THE 45
RESPONDENTS

15 SHOWING THE INFLUENCE OF THE PERSON ON 47

BUYING DECISION OF THE RESPONDENTS
 LIST OF CHARTS

S.NO CHARTS PAGE.NO

1 SHOWING THE AGE OF THE RESPONDENTS 20
2 SHOWING THE GENDER OF THE RESPONDENTS 22
3 SHOWING THE EDUCATIONAL QUALIFICATION 24
OF THE RESPONDENTS

4 SHOWING THE OCCUPATION OF THE 26

RESPONDENTS

5 SHOWING THE RECOGNITION OF CELEBRITIES 28

BY THE RESPONDENTS

6 SHOWING THE CELEBRITIES ARE EASIER TO 30

RECALL

7 SHOWING THE PURCHASE OF BRANDED 32

PRODUCTS BY THE RESPONDENTS

8 SHOWING THE ADVERTISEMENT IS MORE 34

APPEALING
9 SHOWING THEY WATCH ADVERTISEMENT FOR 36
CELEBRITIES

10 SHOWING THAT THEY RECALL PERCEIVED 38

CELEBRITIES
11 SHOWING THE ADVERTISEMENT ENDORSED BY 40
FAVOURITE CELEBRITY

12 SHOWING THE BRAND AMBASSADOR OF THE 42

RESPONDENTS
13 SHOWING THE HEALTH CARE PRODUCTS 44
PREFERRED BY THE RESPONDENTS
14 SHOWING THE BUYING DECISION OF THE 46
RESPONDENTS

15 SHOWING THE INFLUENCE OF THE PERSON ON 48

BUYING DECISION OF THE RESPONDENTS
CHAPTER-1
 INTRODUCTION – Celebrity Endorsement in Advertisement

The triple mantra of liberalization, globalization and privatization in Indian economy has
opened the doors of a number of multinational companies in the Indian market. The new entry
of multinational companies coupled with the struggle of traditional Indian corporate to survive
in the market resulted in increased volume of advertisement and now the Medias are flooded
with advertisements. In context to increasing advertising clutter, media fragmentation and
emergence of new media, the biggest problem among marketer is to the selection of appropriate
media. Advertising has become an essential element of the corporate world and hence the
companies allot a considerable amount of revenues as their advertising budget. Advertising
spending has increased dramatically in recent years. The global accounting firm Price water
house Cooper’s report, in 2006 projected worldwide advertisement spending to exceed half-
atrillion dollars by 2018. Advertising is any form of non-personal presentation of ideas, goods,
or services by the use of mass communication through advertising media such as print,
broadcast, cinema, outdoor, or electronic media (C zinkota & Ronkainen 2001)1 . Advertising
in its non-commercial guise, is a powerful educational tool capable of reaching and motivating
large audiences.

Endorsement - An Indian Perspective

Today, India is one of the fastest growing economies in the world, growing at a steady pace
every year. In a report, World Bank has projected that in 2010 the Indian economy will grow
at 8%, making it the world’s fastest-growing economy by surpassing China (Basil, M. D.

2009)2 ,1 Czinkota & Ronkainen 2001 “Introduction to Advertising and Promotion

Management”, Bosten Mass: Irwin. 2Basil, M. D. (2009). Identification asa Mediator of
Celebrity Effects. Journal of Broadcasting & Electronic Media, 40: 478-495. In today’
dynamic and competitive environment, increasing consumer’s expectations and demands force
marketers to adopt more creative advertising practices such as celebrity endorsements to
influence consumer buying behaviour. Hence, there was the potential for Advertising industry
using celebrity brand endorsement to become a multi-million dollar industry in India
(Malhotra, 2005)3 . The advertising industry in India is estimated to be worth around $2,585
million and a recent report in Business Standard estimated the brand endorsement business in
India worth around $217 million. India is one of the most after sought market by major brands
in advertising industry across the world. In a report by McKinsey Global Institute (MGI),
India's consumer market will be the World’s fifth largest (from twelfth) in the world by 2025
which is currently valued at US$ 511 billion. A C Nielsen (2007)4 reported strong advertising
expenditures for the year 2000 in China and India suggest that the country will be an important
destination for marketers and advertisers in the coming years.

Celebrity Endorsement

Celebrity endorsement is no more a new phenomenon in this world. Almost every

brand is using celebrities to endorse their products. Today Consumers are well aware of these
marketing techniques in order to influence their purchase decision used by marketers.
Moreover, due to its extremeness and aggressive approach consumers might change their
attitudes and perceptions about celebrity endorsements. Instead of all these controversies
celebrity endorsements is a pervasive part of advertising industry.

Market Size The healthcare market can increase 3 fold to Rs 8.6 trillion (US$ 133.44 billion)
by 2022. India is experiencing 22-25 per cent growth in medical tourism and the industry is
expected to double its size from present (April 2017) US$ 3 billion to US$ 6 billion by 2018.
There is a significant scope for enhancing healthcare services considering that healthcare
spending as a percentage of Gross Domestic Product (GDP) is rising. The government’s

expenditure on the health sector has grown to 1.4 per cent in FY18E from 1.2 per cent in FY14.
The Government of India is planning to increase public health spending to 2.5 per cent of the
country's GDP by 2025. Investment The hospital and diagnostic canter attracted Foreign Direct
Investment (FDI) worth US$ 6 billion between April 2000 and December 2018, according to
data released by the Department of Industrial Policy and Promotion(DIPP)

The huge investments of companies in advertising are not without motives as they want to
obtain a domineering share and win customers’ favour, as companies try to outsmart each other
with their advertisements. In terms of creating the credibility, what celebrities stand for
enhances a brand and they save valuable time a company has created in order to build its brand
by transferring the values to the brand. When consumers observe credibility in the products as
endorsed by the celebrity, they think the company is trustworthy and it is safe in purchasing
the products. The strategy of celebrity endorsement has positive effects for both company and
celebrity. Using a celebrity, the consumer receives a positive feeling of security and
association. Since his or her idol is recommending the product; the assumption is being made
that it is a qualitative product. Consumers would like to identify themselves with the celebrity
and they buy the product because they would like to be as the celebrity. It is in fact that mostly
consumers are likely to patronize those products especially health care products which have
been endorsed by the celebrities compare to those which have not. It means that celebrities
enjoy public recognition and their credibility is established among them and it is also believed
that those products are endorsed by the celebrities, that are recall for a long time and the image
of these products have left a credible mark on the consumers’ minds. When the consumers
recall repeatedly the products then their purchasing intention is increased and their buying
behaviour moves towards impulsiveness.

Evolution of Celebrity Endorsement

In India, the trend of Celebrity endorsements in advertising started in the latter part of
the '80s when Bollywood and TV stars along with sportspersons made their breakthrough in
the advertising world that was, until then, the exclusive domain of models (Kulkarni and
Gaulkar, 2005)10. One of the first advertisements featuring celebrity in India was when Farokh
Engineer became the first Indian cricketer to endorse a brand called Bryl cream. Lux, the soap

brand pioneered the expertise of celebrity endorsements in India and holds the record for the
past 75 years to till date. Early examples of celebrity endorsers include the famous actress
Tabassum (Prestige Pressure Cookers), Jalal Agha (Pan Parag), famous cricketer Kapil Dev
(Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings). Status and/or position in
the society are important cultural values in the Indian culture (Hofstede, 1984).

According to LaFerle and Choi (2005)11 Consistent to the previous thought of importance
of status and social acceptance in the Indian society, celebrities may have a greater impact on
endorsements. Celebrities are often associated with a high status due to their wide recognition
in the society as well as exposure given to them through media.

Thereby providing an opportunity for marketers to use celebrities for product

endorsements. The best example to support this statement is the famous South Indian actor
Rajnikanth, people have made temples dedicated to his glory. Indian film stars and celebrities
have always provided lifestyle cues to youth in India. People get easily influenced and try to
follow almost everything from a celebrity. Considering the popularity, size and reach of the
celebrities in India it can be said that they have the power to influence the attitudes and
behaviour of people, particularly youth. Therefore, there is a race among the marketers to hire
the most admired celebrity like Shahrukh Khan, Aamir Khan, Amitabh Bachchan and many
others by paying huge pay packages to appear with the brand. Moreover, multiple celebrity
endorsement is also not a new phenomenon in India. Many famous brands for example
CocaCola is have more than one celebrity endorser. Coca-Cola is leading the chart by endorsing
through 15 celebrities, followed Pepsi having 8 celebrity endorsers and around 3 for other
related brands like Slice, Limca etc. On oman in their advertisement which helped them to
reach the common people. Their belief that ordinary or common consumers, especially
housewives, are more likely to be influenced by a lay person than a celebrity. There are some
other examples include Parle G, Lifebuoy, Maruti 800, Close Up, Fevicol etc. The increasing
competition between firms in order to attract more consumers towards their products has
encouraged marketers to use celebrities to endorse their products.
Moreover,recent technological advances in the media such as DTH, video control systems,
cable and satellite television has increased consumer power over programmed advertisement
and made advertising more challenging (Croft et al. 2009)12. It is also perceived that the
featuring a renowned celebrity helps in solving the problem of over communication that is
becoming more and more prevalent these days.

Celebrity Influence

Model The following Model describes the process of inputs and outputs of celebrity
influence on health of consumers. (Source: Naineh Wen, 2017, Celebrity Influence and Young
People’s Attitudes toward Cosmetic Surgery in Singapore: The Role of Para-social
Relationships and Identification) In present society, to aware of consumers regarding health in
any term, celebrity endorsement advertisement, through social media or other promotional
tools, consumers are constantly educated and aware about the possible outcomes. This Model
is known as Logic Model which works on various flows such as; the vision of the company to
influence consumers through celebrity endorsement so first these companies hire a very
influential celebrity related to the products which suit the personality of celebrity and this input
which is given by the companies and secondly, celebrity endorsement comes four outputs as
celebrity led outputs in lieu of media sponsorship, media led outputs in lieu of
TV/Radio/Newsprint/Web based. Social outputs in lieu of social media, word of mouth and
commercials help in advertisement. These four outputs are categorized into three outcomes,
short come, immediate and long term. These outcomes depend on the situations in which
companies foster its inputs to determine the impact on consumers’ minds. In short term
outcomes there are two possible ways that consumers are informed accurately or misled them,
second, they can aware about health practices or likely to damage their behaviour as in short
term, these advertisement did not have positive impact on their behaviours. In the intermediate
outcomes, there are three different possible outcomes in terms of individual, clinical and policy.
Individual leads to change in behaviour or attitude towards health care products or services,
next in clinical outcomes, the change in health related practices occur because in changing
environment, regularly changes in the practices to educate the consumers and the last in policy,
looking at all these aspects the change in Policy s also required timely and decision will be
taken for higher benefits. The long term outputs are considered to change the issues and
prognosis how the consumers be safe and what are the requirements to implement the
campaigns in educating the consumers and finally these companies also change in health related
practices. In this way the healthy society is strengthened.

Mechanism of Celebrity Endorsement

Celebrity endorsements give a brand a touch of glamour in a crowded market and the
hope that a famous face will provide added appeal and name recognition. The customer is
excited by seeing a known face, and an effective demand is created. In short it helps increase
the recall value of the brand. A piece of research states that the target audience age group of
15-30 gets influenced first by cricketers, then Bollywood stars and only then music, festivals
and food. According to Source Credibility Theory, acceptance of the message depends on
'Expertness' and Trustworthiness' of the source. Expertness is defined to make valid assertions
as the perceived ability of the source. Trustworthiness is defined to make valid assertions as
the perceived willingness of the source. The ability of the audience to evaluate the product
increases with the expertness of the source accepted by the audience. According to Source
Attractiveness Theory, based on social psychological research, the acceptance of the message
depends on familiarity, likeability and similarity. Familiarity is the audience's knowledge of
the source through exposure; likeability is the affection for the source's physical appearance
and behavior while similarity is the resemblance between source and receiver. This theory
explains the message acceptance in two ways: Identification and Conditioning. Identification
is when the receiver or the target audience of the communication begins to identify with the
source's attractiveness, and hence tends to accept his opinions, beliefs, habits, attitudes etc. On
identification, a quote from Bijou Kurien, COO, Titan, "We decided on Aamir because we
wanted someone who is a biticonic, who is style-conscious himself, and somebody who cuts
across both sex and age group, between urban and rural India. A celebrity, who is moldable

and is not over-exposed,” Conditioning is when the attractiveness of the source is supposed to
pass on to the brand after regular association of the source with the brand.
Positive Impacts of Celebrity Endorsement on the Brand

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 product11. Celebrities ensure attention of the
target group by breaking the clutter of advertisements and making the advertisement and the
brand more noticeable. A celebrity's preference for a brand gives out a persuasive message and
hence, because the celebrity is benefiting from the brand, the consumer will also benefit. There
is a demographic and psychographic connection between the stars and their fans. Demographic
connection establishes that different stars appeal differently to various demographic segments
i.e. age, gender, class, geography etc., while psychographic connection establishes that stars
are loved and adored by their fans. Some stars have a universal appeal and therefore prove to
be a good bet to generate interest among the masses. Another invaluable benefit from celebrity
endorsements is the public relation opportunities. Dwane Hal Dean (2010)14studied the effects
of three extrinsic advertisement cues viz. third party endorsement, event sponsorship and brand
popularity on brand / manufacturer evaluation. It was observed that endorsement significantly
affected only product variables (quality and uniqueness) and one image variable (esteem). The
third party endorsement hence may be perceived as a signal of product quality. who consulted
a surgeon for an elective bilateral mastectomy following Jolie’s announcement were unsuitable.

HEALTH CARE PRODUCTS

Dabur India Limited

Dabur India Limited is among the Top 5 FMCG Companies in India with Revenues of
over Rs 10,800 Crore & Market Capitalisation of about Rs 100,000 Crore. Building on a legacy
of quality and experience for over 138 years, Dabur is today India’s most trusted name and the
world’s largest Ayurvedic and Natural Health Care Company. Dabur India’s FMCG portfolio
includes nine Power Brands with distinct brand identities -- Dabur Chyawanprash, Dabur
Honey, Dabur Lal Tail, Dabur Honitus, Dabur PudinHara, Dabur Amla, Dabur Red Paste, Réal
and Vatika.

Patanjali Ayurved

Patanjali Ayurved is an Indian multinational conglomerate holding company, based in

Haridwar, India. It was found by Ramdev and Balkrishna in 2006. Its office is in Delhi, with
manufacturing units and headquarters in the industrial area of Haridwar. The company
manufactures cosmetics, ayurvedic medicine, personal care and food product. The CEO of the
company, with a 94-percent share hold, is Balkrishna. Ramdev represents the company and
makes strategic decisions.

Himalaya Wellness

Himalaya Wellness Company (formerly Himalaya Drug Company) is an Indian

multinational pharmaceutical company in Bengaluru, Karnataka, India. It was originally
established by Mohammad Manal in Dehradun in 1930.It produces health care products under
the name Himalaya Healthcare whose products include ayurvedic ingredients. It is spread
across locations in India, United States, Middle East,Asia , Europe and Oceania , while its
products are sold in 106 countries across the world. [4] The company has more than 290
researchers that utilise ayurvedic herbs and minerals. A hepatic drug, named Liv.52, is its
flagship product, first introduced in 1955.

Vicco Laboratories
Vicco Laboratories was established in the year 1952 by Late Mr. Keshav V Pendharkar.
In 1959 Late Mr. Gajanan Keshav Pendharkar joined his father in their family business. He had
successfully formulated the first Ayurvedic Toothpaste in the world with 20 rare medicinal
natural herbs. He is instrumental in bring ing out the first yellow-coloured face cream known
as Vicco Turmeric Skin Cream, an Ayurvedic Product.
OBECTIVES OF THE STUDY

The primary objective of this work is to study the impact of celebrity endorsement on
consumer buying behaviour with reference to seven-up bottling co. plc. and to examine
awareness, appeal and relevance in setting up of the promoting strategies as well as to test the
celebrity impact on consumers. Based on this primary objective, other supporting objectives
are set as presented below

1. To examine the impact of celebrity endorsement on buying behaviour.

2. To study Celebrity Endorsement on effective advertisement in health care

products.

3. To find out the relationship between celebrity endorsement and customer buying
behaviour.
STATEMENT OF THE PROBLEM

The exploration of this research topic is motivated by several factors. It seeks to examine
whether celebrity endorsement in advertisements works and how it works. It also aims to
identify attributes of celebrity endorsers and attributes of celebrity endorsement advertisements
that are most appealing to target audience. This research work also seeks to examine audience’s
perceptions about how celebrity endorsements in advertisements work. Every advertisement
aims to create awareness and arouse interest in the minds of customers. Celebrity Endorsement
is one of these power tools by which advertisers try to leverage the image and identification of
the celebrity to promote a brand. This makes the advertisement lively, attractive, interesting,
but attention getting as well because audience takes the celebrity as a role model and in turn
these celebrities impact their lives. Advertisers try to hire such celebrities for endorsement who
are not only attractive but credible as well. The all- embracing purpose of this research work is
to increase additional concerned of changed factors which are particularly associated to
behaviour of consumers, brand image, consumer prescription by advertising.
NEED OF THE STUDY

1) This study mainly focuses on understanding the external factors like

demographic, social, cultural, price, quality, and product attributes, etc., for
buying Patanjali health care products. The market share of any product is highly
determined by the purchasing behaviour of the consumer.

2) Consumer buying is an important area of inquiry in consumer research. The

importance of studying consumer buying behaviour, stems, in part, from its
nature as a negative aspect of consumer behaviour.

3) Specifically, exploring average consumption phenomena could provide modified

or new perspectives for the study of positive consumer behaviour. Moreover,
research on negative facets of consumption is useful because it can potentially
contribute to society’s well being an important criterion for the use of any
research.

SCOPE OF THE STUDY

The study is being limited to geographic area of Coimbatore City. The functional scope
of the study is limited to analysing the "celebrating endorsement with Patanjali Health Care
Products". The study focused towards analysing the impact of celebrity endorsement on
consumers of health care products.
LIMITATIONS OF THE STUDY

Almost all researches have few or more obstructions, this particular paper has had the following,

• Research is focused on the respondents from Coimbatore City.

• Time to conduct this research was limited.

 CHAPTER- 2
REVIEW OF LITERATURE
REVIEW OF LITERATURE

Chen lou 2021, Afforded by new digital technologies, consumer interactions are
breaking the boundaries of basic assumptions about interpersonal communication, mass
communication, and the concepts arising from the two. By looking into social media
influencer–follower relations, this study suggests that the long-held conventional concept of
para social relation no longer fully encompasses the evolving contemporary human interactions
and related relations. The current analysis recommends an updated notion and theorization—a
trans-para social relation—to capture a collective reciprocal, (a)synchronously interactive, and
co-created relation between influences and their captive followers.

Anna Elizabeth 2020, Exposure to influencer marketing of foods and beverages high
in fat, sugar, and/or salt (HFSS) increases children’s immediate intake. In six focus groups (n
= 4) children (10–11 years) were shown a YouTube video featuring influencer marketing of an
HFSS product. a ll—the influencer, the brand, and the viewer, (4) attitudes towards influencer
marketing are most affected by a YouTuber’s familiarity, (5) YouTuber influencer Inductive
thematic analysis identified six themes from children’s discussions of this marketing.

Jacquelyn Ottman 2017, For too long, marketers of sustainable goods and services
have targeted "deep green" consumers to promote their products – and they have little to show
for their efforts. In this innovative book, Jacquelyn Ott man shows how the green market has
moved beyond such niche marketing, and how marketers will find greater success promoting
the inherent superior value of their offerings. Greener products are now available within every
industry and are a part of our everyday lives.

Susie Khamis 2016, The notion of self-branding has drawn myriad academic
responses over the last decade. First popularised in a provocative piece published in Fast
Company, self-branding has been criticised by some on theoretical, practical and ethical
grounds, while others have endorsed and propelled the idea. This article considers how and
why the concept of self-branding has become so prevalent. We contend that it parallels the
growth of digital technology (particularly social media) embedded in the current political
climate: neoliberal individualism.

Davit 2022, This research contributes to our understanding of the increasing mixture
of entertainment and politics by examining the impact of the political statements made by
celebrities on the opinions of Anglophone Canadian youth. These results suggest that celebrity
endorsements make unpopular statements more palatable, while increasing the level of
agreement with already popular opinions.

Marijke De Veirman 2021, This review provides insight into the research on the
strategic use of social media influencers. A search in the Scopus database yielded a total of 154
peer-reviewed academic publications focusing on influencer marketing, published mostly in
the last three years (2018–2020). Most of these studies were empirical and used survey
research, an experimental design, content analysis, or interview methodology.

Syed Ali Hussain 2020, Digital ad spending has been constantly growing in the United
States, and advertisers are increasingly allocating larger budgets to social media. Success on
social media is largely attributed to coincidental efforts and trial-and-error. Therefore, a
theoretical discussion of the processes associated with social media advertising is critically
important. Much social media advertising practice, while relying on strategic thinking
processes, is the result of considerable trial-and-error.
 Frank Baker 2017, This article summarizes principal findings from a conference convened
by the American Cancer Society in June 1998 to examine the health risks of cigar smoking.
The following conclusions were reached by consensus:

(1) rates of cigar smoking are rising among both adults and adolescents;

(2)smoking cigars instead of cigarettes does not reduce the risk of nicotine addiction;
(3)as the number of cigars smoked and the amount of smoke inhaled increases, the risk of death related to
cigar smo king approaches that of cigarette smoking.

Gotham 2015, In this paper Kevin Fox Gotham critically explores a number of urban
festivals in the US city of New Orleans, namely Mardi Gras, the Jazz and Heritage Festival,
and the Essence Festival (previous articles in City have looked at similar topics—see for
example Tony Harcup (Vol. 4, No. 2) in relation to Leeds, and KimDovey and Leonie
Sandercock (Vol. 6, No. 1) in relation to Melbourne. Gotham’s central concern is to develop a
critical theory of urban spectacles, using the ideas of Guy Debord and Henri Lefebvre, to
highlight the conflicts and struggles over meanings of local celebrations, highlight the
irrationalities and contradictions of converting cities into tourist spectacles, and wider concerns
about the relationship between tourism and local culture.
 CHAPTER-3

RESEARCH METHOLOGY
RESEARCH METHOLOGY

Research methodology is a way of explaining how a researcher intends to carry out their
research. It’s a logical, systematic plan to resolve a research problem. A methodology details a
researcher’s approach to the research to ensure reliable, valid results that address their aims
and objectives.

Research Design:

Research design is the framework of research methods and techniques chosen by a researcher
to conduct a study.The design allows researchers to sharpen the research methods suitable for
the subject matter and set up their studies for success.

Descriptive Research:

Descriptive research refers to the methods that describe the characteristics of the variables under
study.

Convenience Sampling:

Convenience sampling is a type of non-probability sampling that involves the sample being drawn
from that part of the population that is close to hand.
Sources of data collection:

Primary Data:

The collection of data is through online survey by using google forms from people of different
categories.

Secondary Data:

The data is collected through books and websites.

Sample Size: 77
Sampling unit: Coimbatore

Statistical tools used:

1)Simple percentage analysis = Number of respondents / Total number of respondents * 100

 CHAPTER -4
DATA ANALYSIS AND INTERPRETATION
 TABLE NO.1

SHOWING THE AGE OF THE RESPONDENTS

Age No. Of Percentage (%)

Respondents

18 Years – 25 Years 64 83.1%

26 Years – 34 Years 12 15.6%

35 Years – 44 Years 1 1.3%

45 and above 0 0

TOTAL 77 100%

INTERPRETATION

From the above table we infer that 83.1% of the respondents are in the age group between 18
years to 25 years, 15.6% respondents are in age group between 26 years to 34 years and
1.3% respondents are in the age group between 35 years to 44 years.
CHART NO:01

SHOWING THE AGE OF THE RESPONDENTS

 TABLE NO.2

SHOWING THE GENDER OF THE RESPONDENTS

Gender No. Of Percentage (%)

Respondents

Female 65 84.4%

Male 12 15.6%

Total 77 100%

INTERPRETATION

From the above table we infer that 84.4 % of respondents are female and 15.6% of respondents are
male.
 CHART NO:02

SHOWING THE GENDER OF THE RESPONDENTS

 TABLE NO.03

SHOWING THE EDUCATIONAL QUALIFICATION OF THE

RESPONDENTS

Educational No. Of Percentage (%)

Qualification Respondents

HSC 1 1.3%

UG 69 89.6%

PG 5 6.5%

Others 2 2.6%

Total 77 100%

INTERPRETATTION

From the above table we infer that 1.3 % of respondents educational qualification is
HSC,89.6% of respondents educational qualification is UG, 6.5% of respondents educational
qualification is PG and 2.6 % of respondents educational qualification is others.
 CHART NO:03

SHOWING THE EDUCATIONAL QUALIFICATION OF THE

RESPONDENTS
 TABLE NO.04

SHOWING THE OCCUPATION OF THE RESPONDENTS

No. Of
Occupation Respondents Percentage(%)

Business and Profession 29 37.7%

Government employee 22 28.6%

Private employee 26 33.8%

Total 77 100%

INTERPRETATION

From the above table we infer that 37.7 % of the respondents are doing business and
profession, 28.6% of respondents are government employee and 33.8% of respondents are
private employee.
 CHART NO:04

SHOWING THE OCCUPATION OF THE RESPONDENTS

 TABLE NO.5

SHOWING THE RECOGNITION OF CELEBRITIES BY THE

RESPONDENTS

Recognition of No. Of Percentage (%)

Celebrities Respondents

Yes 64 83.1%

No 13 16.9%

Total 77 100%

INTERPRETATION

From the above table we infer that 83.1 % of the respondents are able to recognize
celebrities and 16.9% of respondents are not able to recognize celebrities.
 CHART NO:05

SHOWING THE RECOGNITION OF CELEBRITIES BY

THE RESPONDENTS
 TABLE NO.6
SHOWING THE CELEBRITIES ARE
EASIER TO RECALL

Celebrities are easier to No. Of Percentage (%)

recall Respondents

Often 19 24.7%

Sometimes 45 58.4%

Rarely 10 13%

Never 3 3.9%

Total 77 100%

INTERPRETATION

From the above table we infer that 24.7 % of respondents says that they frequently recall
their celebrities,58.4% of respondents says that sometimes recall their celebrities ,13% of
respondents rarely recall their celebrities and 3.9% of respondents never recall their celebrities.
 CHART NO:06

SHOWING THE CELEBRITIES ARE EASIER TO RECALL

 TABLE NO.7

SHOWING THE PURCHASE OF BRANDED PRODUCTS BY THE

RESPONDENTS

Purchase branded No. Of Percentage (%)

products Respondents

Often 25 32.5%

Sometimes 34 44.2%

Rarely 16 20.8%

Never 2 2.6%

Total 77 100%

INTERPRETATION

From the above table we infer that 32.5% of respondents often purchase branded
products,44.2% of respondents sometimes purchase branded products,20.8% of respondents
rarely purchase branded products and 2.6% of respondents never purchase branded products.
 CHART NO:07

SHOWING THE PURCHASE OF BRANDED PRODUCTS BY THE

RESPONDENTS
 32

TABLE NO.8

SHOWING THE ADVERTISEMENT IS MORE APPEALING

Advertisement is more No. Of Percentage (%)

appealing Respondents

Often 11 14.3%

Sometimes 44 57.1%

Rarely 15 19.5%

Never 7 9.1%

Total 77 100%

INTERPRETATION

From the above table we infer that 14.3% of the respondents often says that celebrity
advertisement is more appealing,57.1% of the respondents says that sometimes celerity
endorsement is more appealing,19.5% of respondents says that rarely celebrity advertisement
is more appealing and 9.1% of the respondents says that the celebrity advertisement is not
appealing.
 CHART NO:08

SHOWING THE ADVERTISEMENT IS MORE APPEALING

 TABLE NO.9

SHOWING THEY WATCH ADVERTISEMENT FOR CELEBRITIES

Watch advertisement No. Of

for celebrities Respondents Percentage (%)

Often 11 14.3%

Sometimes 39 50.6%

Rarely 19 24.7%

Never 8 10.4%

Total 77 100%

INTERPRETATION

From the above table we infer that 14.3% of the respondents often watch advertisement
for celebrity,50.6% of the respondents sometimes watch advertisement for celebrity,24.7% of
respondents rarely watch advertisement for celebrity and 10.4% of respondents never watch
advertisement for celebrity.

35
 CHART NO:09

SHOWING THEY WATCH ADVERTISEMENT FOR CELEBRITIES

 TABLE NO.10

SHOWING THAT THEY RECALL PERCEIVED CELEBRITIES

perceived
Recall No. Of Percentage (%)
Celebrities Respondents

Often 16 20.8%

Sometimes 39 50.6%

Rarely 16 20.8%

Never 6 7.8%

Total 77 100%

INTERPRETATION

From the above table we infer that 20.8% of the respondents says that they often recall
the celebrities,50.6% of respondents says that sometimes they recall the celebrities,20.8% of
respondents says that rarely they recall the celebrities and 7.8% of respondents says that they
never recall the celebrities.
 CHART NO:10

SHOWING THAT THEY RECALL PERCEIVED CELEBRITIES

 TABLE NO.11

SHOWING THE ADVERTISEMENT ENDORSED BY FAVOURITE

CELEBRITY

Watch advertisement No. Of Percentage (%)

endorsed by your Respondents
favourite celebrity

Yes 61 79.2%

No 16 20.8%

Total 77 100%

INTERPRETATION

From the above table we infer that 79.2 % of respondents watch advertisement endorsed
by favourite celebrities and 20.8% of respondents never watch advertisement endorsed by
celebrities.
 CHART NO:11

SHOWING THE ADVERTISEMENT ENDORSED BY

YOUR FAVOURITE CELEBRITY
 40

TABLE NO.12

SHOWING THE BRAND AMBASSADOR OF THE RESPONDENTS

Brand ambassador No. Of Percentage (%)

Respondents

Quality 47 61%

Appearance of product 17 22.1%

Price 8 10.4%

Packing 5 6.5%

Total 77 100%

INTERPRETATION

From the above table we infer that 61% of the respondents says that quality is the brand
ambassador,22.1% of the respondents says that appearance of product is the brand
ambassador,10.4% of the respondents says that price is the brand ambassador and 6.5% of the
respondents says that packing is the brand ambassador.
 CHART NO:12

SHOWING THE BRAND AMBASSADOR OF THE RESPONDENTS

42
 TABLE NO.13

SHOWING THE HEALTH CARE PRODUCTS PREFERRED BY THE

RESPONDENTS

Health care products No. Of Percentage (%)

Respondents

Personal Hygiene 42 54.5%

Solving Skin Problems 21 27.3%

Attractiveness 11 14.3%

Self Esteem 3 3.9%

Total 77 100%

INTERPRETATION

From the above table we infer that 54.5% of the respondents prefer for personal
hygiene,27.3% of the respondents prefer for solving skin problems,14.3% of respondents
prefer for attractiveness,3.9% of respondents prefer for self esteem.
 CHART NO:13

SHOWING THE HEALTH CARE PRODUCTS PREFERRED BY THE

RESPONDENTS

44
 TABLE NO.14

SHOWING THE BUYING DECISION OF THE RESPONDENTS

Buying decision No. Of Percentage (%)

Respondents

Price 17 22.1%

Brand 34 44.2%

Ingredients 23 29.9%

Promotion and Advertising 3 3.9%

Total 77 100%

INTERPRETATION

From the above table we infer that 22.1% of respondents prefers price,44.2% of respondents
prefers brand,29.9% of respondents prefers ingredients and 3.9% of respondents prefers
promotion and advertising.

45
 CHART NO:14

SHOWING THE BUYING DECISION OF THE RESPONDENTS

 TABLE NO.15

SHOWING THE INFLUENCE OF THE PERSON ON BUYING

DECISION OF THE RESPONDENTS

Person on buying No. Of Percentage (%)

decision Respondents

Family 29 38.2%

Dermatologists 8 10.5%

Celebrity 10 13.2%

Yourself 29 38.2%

Total 77 100%

INTERPRETATION

From the above table we infer that 38.2% of respondents are influenced by the
family,10.5% of respondents are influenced by the dermatologists,13.2% of respondents are
influenced by the celebrity and 38.2% of respondents are influenced by themself.
 CHART NO:15

SHOWING THE INFLUENCE OF THE PERSON ON BUYING

DECISION OF THE RESPONDENTS
 CHAPTER – 5
FINDINGS, SUGGESTIONS, CONCLUSION
FINDING

1) 83.1% of the respondents are in the age group between 18 years to 25 years.

2) 84.4% of the respondents are Female.

3) 89.6% of respondents educational qualification is UG.

4) 37.7 % of the respondents are doing business and profession.

5) 83.1 % of the respondents are able to recognize celebrities

6) 58.4% of respondents says that sometimes recall their celebrities.

7) 44.2% of respondents sometimes purchase branded products.

8) 57.1% of the respondents says that sometimes celerity endorsement is more appealing.

9) 50.6% of the respondents sometimes watch advertisement for celebrity.

10) 50.6% of respondents says that sometimes they recall the celebrities.

11) 79.2 % of respondents watch advertisement endorsed by favourite celebrities.

12) 61% of the respondents says that quality is the brand ambassador.

13) 54.5% of the respondents prefer for personal hygiene.

14) 44.2% of respondents prefers brand.

15) 38.2% of respondents are influenced by themself.

SUGGESTIONS

1. Marketers should choose the celebrity is such a way that their personal life do not affect
the reputation of any brand.

2. Marketers should appoint any celebrity in such a manner that it reflects their honest
opinions, beliefs, or their further experiences in the field.

3. Celebrity endorsement should be done in such a manner that it can cause the value of stocks
to raise and there should always be an increase in sale.

4. The endorsements should be done such that it helps people to remember the advertisements.

5. Endorsements should always give some personality to a brand.

CONCLUSION

This study concluded that the research work is contributed to the society on the impact
of consumer behaviour, opinion, and satisfaction on health care (Ayurveda) products. Research
is exploring the knowledge of consumer purchase and product choices behaviour of health care
products. Consumers will search information from various sources before buying, and they will
compare with the alternatives before buying, the consumers agreed that they will purchase the
product repetitively once they are satisfied. The result from this study contributes to the
understanding of consumer behaviour and satisfaction level of consumers and its effects on
consumer health care products.
BIBLIOGRAPHY
BIBLIOGRAPHY

https://en.wikipedia.org/wiki/

https://www.macrotrends.net/cities/21255/gulbarga/population

https://www.webmd.com/balance/guide/ayurvedic-treatments#1

https://retail.economictimes.indiatimes.com/re-tales/changingconsumertrends-
in-india/

https://blog.euromonitor.com/evolution-of-ayurveda-in-india/

https://ht4biz.hindustantimes.com/blog/consumer-behaviour-inhealthwellness

https://en.wikipedia.org/wiki/Ayurveda

https://www.copperh2o.com/blogs/blog/ayurvedic-medicine-originhistoryand-
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https://en.wikipedia.org/wiki/Ayurveda

https://www.ibef.org/industry/healthcare-india.aspx
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ANNEXURE
 A STUDY ON IMPACT OF CELEBRITY ENDORSEMENT IN
ADVERTISEMENT WITH SPECIAL REFERENCE TO HEALTH
CARE PRODUCTS

QUESTIONNAIRE
1. Age

A) 18 to 25
B) B) 26 to 34
C) C) 35 to 44
D) D) 45 Above

2. Gender

A) Male
B) Female

3. Education Qualification

A) HSC
B) UG
C) PG
D) Others

4. Occupation

A) Business profession
B) Government employee
C) Private employee

5. Do you watch Advertisement and recognize celebrities?

A) Yes
B) No
6. Do you think that advertisements having celebrities are easier to recall?

A) Ofen
B) Sometimes
C) Rarely
D) Never

7. Do you like to purchase branded products?

A) Often
B) Sometimes
C) Rarely
D) Never

8. Do you think celebrity endorsement in advertisement is more appealing?

A) Often
B) Sometimes
C) Rarely
D) Never

9. Do you watch advertisements for celebrities and simultaneously consider brand too?

A) Often
B) Sometimes
C) Rarely
D) Never

10. Do you recall perceived celebrities image or brand quality at the time of percentage?

A) Often
B) Sometimes
C) Rarely
D) Never

11. Do you like to watch more advertisement endorsed by your favourite celebrity?

A) Yes
B) No
12. What other features than brand ambassador do you look in advertisement?

A) Quality
B) Appearance of product
C) Price
D) Packaging

13. Reasons for using health care products?

A) Personal hygiene
B) Solving skin problems
C) Attractiveness
D) Self esteem

14. Importance of factors that influences your buying decision?

A) Price
B) Brand
C) Ingredients
D) Promotion
E) Advertising

15. Importance of the person on your buying decision?

A) Family
B) Dermatologists
C) Celebrity
D) Yourself