CELEBRITY ENDORSEMENT ON BUYING BEHAVIOUR OF ADOLESCENT GIRLS IN BANGALORE CITY

Celebrity endorsement is a type of advertisement which includes a famous person from film fraternity, sports or modeling world. It helps in promoting the product brand and also increasing the sales of the product. Hence this study was taken to know the effect of celebrity endorsement on buying behaviour among adolescent girls in Bangalore City. The objectives were to understand the buying behaviour of adolescent girls and to study the influence of celebrity endorsement on buying behaviour of adolescent girls. Survey method and questionnaire was the tool used for study. Sample size was 50 adolescents from Bangalore city. Significant findings of the study were majority of the respondents were between 19-21years and under graduates. Clothes, beauty items and Snacks were frequently purchased by the adolescents. Shopping malls, retail shops, online shopping and departmental store were the places from where the goods and products are purchased by the girls. It was found that the adolescents purchased products as and when the need arises rather than during special occasions. Adolescents had varied attitude towards celebrity endorsement of products. It was opined that Products advertised by the celebrities are of good quality, Celebrity give a positive images to the endorsed brand and Celebrity also use products which are endorsed by them. Film stars were the most preferred celebrity by majority of the adolescents followed by sports persons. Quality was ranked as first criteria followed by quantity and celebrity endorsement for purchasing the products. Trustworthiness and popularity of the celebrity were the major attributes for celebrity to endorse a product. Majority of the adolescents were satisfied by the dynamism, physical attractiveness, trustworthiness, brand association and expertise of the celebrity in choosing a product.