Impact of Celebrity Endorsement on Consumer Buying Behavior with Respect to Soft Drinks
A Grand Project on
Impact of Celebrity Endorsement on Consumer Buying Behavior with respect to Soft Drinks
Prepaid by Guided by
Hardik D Jani (Roll no: 35) Prof .Kruti Patel
MBA Semester 4
Submitted to
S K P I M C S
DECLARATION
We/ I, hereby, declare that the Comprehensive Project report Project titled, “Impact of celebrity endorsement on consumer buying behavior with respect to soft drink industry ” is original to the best of our/ knowledge and has not been published elsewhere. This is for the purpose of partial fulfillment of Kadi Sarva Vishwa Vidhyalaya University requirements for the award of the title of Master of Business Administration, only.
Student Name Signature
Hardik Jani (35)
CERTIFICATE
This is to certify that Mr.Chaitalya Gadhavi of S. K. Patel Institute of Management and Computer Studies, Gandhinagar have submitted their Grand Project Report on “Impact of Celebrity Endorsement on Consumer Buying Behavior with respect to Soft Drinks” in the year of 2012-2013 in fulfillment of Kadi Sarva Vishwvidhlaya requirements as a part of their course of MASTER OF BUSINESS ADMINISTRATION PROGRAMME.
Dr. Bhavin pandya Prof. Kruti patel Prof. Sandhya harkavat Director Faculty guide Coordinator
Preface
Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, billboards, websites, radio and television, etc. Every brand attempts to steal at least fraction of a person’s time to inform him/her of the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. In this modern age, people tend to ignore all commercials and advertisements while flipping through the
Impact of Celebrity Endorsement on Consumer Buying Behavior with respect to Soft Drinks
Prepaid by Guided by
Hardik D Jani (Roll no: 35) Prof .Kruti Patel
MBA Semester 4
Submitted to
S K P I M C S
DECLARATION
We/ I, hereby, declare that the Comprehensive Project report Project titled, “Impact of celebrity endorsement on consumer buying behavior with respect to soft drink industry ” is original to the best of our/ knowledge and has not been published elsewhere. This is for the purpose of partial fulfillment of Kadi Sarva Vishwa Vidhyalaya University requirements for the award of the title of Master of Business Administration, only.
Student Name Signature
Hardik Jani (35)
CERTIFICATE
This is to certify that Mr.Chaitalya Gadhavi of S. K. Patel Institute of Management and Computer Studies, Gandhinagar have submitted their Grand Project Report on “Impact of Celebrity Endorsement on Consumer Buying Behavior with respect to Soft Drinks” in the year of 2012-2013 in fulfillment of Kadi Sarva Vishwvidhlaya requirements as a part of their course of MASTER OF BUSINESS ADMINISTRATION PROGRAMME.
Dr. Bhavin pandya Prof. Kruti patel Prof. Sandhya harkavat Director Faculty guide Coordinator
Preface
Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, billboards, websites, radio and television, etc. Every brand attempts to steal at least fraction of a person’s time to inform him/her of the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. In this modern age, people tend to ignore all commercials and advertisements while flipping through the
References: * Philip A.Stroke(2009), "impact of celebrity endorsement on stock prices", Journal of Consumer Research, Vol. 14 No.March . * Roy, Shubhadip (2007), "Consumer’s perceptual space and Indian celebrities in relation to brand attributes", Journal of Business Research, Vol. 37 No.1, * Shimp (2007), "Celebrities as spokesperson", Journal of Retailing, Vol