A STUDY ON IMPACT OF CELEBRITY ENDORSEMENT ON BUYING BEHAVIOUR OF CONSUMER

This study examines the impact of celebrity endorsement on consumer buying behaviour and its effectiveness as a promotional strategy. The research focuses on key factors such as celebrity credibility, attractiveness, and expertise in influencing consumer perceptions, brand image, and purchase decisions. A quantitative descriptive research design was adopted, and primary data was collected through a structured questionnaire from consumers in Mumbai, mainly college students. The hypotheses were tested using percentage analysis of respondents’ opinions. The findings indicate that celebrity endorsements enhance brand recall and image, generate positive consumer responses, and significantly influence buying behaviour. The study concludes that well-matched and credible celebrity endorsements play an important role in shaping consumer attitudes and purchasing decisions, making them an effective marketing tool in competitive markets.