PATTERN AND PREVALENCE OF THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR FOR SKIN CARE PRODUCTS

Companies need to advertise in order to spearhead their marketing efforts. Earlier advertisements were informative in nature and were used to convey the properties of the products and their general usefulness. Price information became a part of advertisement in order to bring home the point about it being affordable and competitive. The homogeneity of many products needed some distinguishing factors and for this branding of products was the new method of distinctiveness. A company could have different brands for a variety of products. Later even the branding of the company became an identifying factor for excellence of products or service. The research is based on a survey of 1200 people. It is found that consumer behavior and purchase is positively correlated with celebrity endorsement. The research details the impact of celebrity endorsement on skin care products.