UNDERSTANDING THE INFLUENCE OF CELEBRITY-ENDORSED FMCG ADVERTISEMENT ON CONSUMER’S PERCEPTION AND BRAND LOYALTY AT DIFFERENT DEMOGRAPHIC VARIABLES

Here the study tried to explore the influence of celebrity endorsement on the consumers' Ad perception and brand loyalty for Fast – Moving Consumer Goods (FMCG). To understand consumer perception and brand loyalty attributes such as attractiveness, trustworthiness, and expertise were used. A questionnaire was floated pertaining above attributes where the respondents were supposed to rate from least likely to most likely. The survey was done using non-probability convenience sampling and around 216 responses were collected between June- July in the year 2020. To analyze the data regression analysis and independent t-test was performed. The findings suggested that the Gender of the consumer is an important aspect to understand the consumer perception of a celebrity-endorsed FMCG whereas Occupation is playing an important role which helps in maintaining a brand loyalty towards celebrity endorsed FMCG.