7. OTRAS ORGANIZACIONES INTERNACIONALES DE CARÁCTER REGIONAL DE CENTROAMÉRICA, CON COMPETENCIAS EN MATERIA DE AGRICULTURA,
7.2. Sistema de Integración Centroamericana (SICA)
Table 1 : Gender of the respondents
Gender No. of respondents Percentage
Male 25 50%
Female 25 50%
INTERPRETATION
Above pie chart shows that the genders of the respondents 50% of the respondents are male, 50% are female.
50%
50%
Male Female
Table 2 : Age of the respondents
Age No. of respondents Percentage
Between 18-25 years 22 44%
Between 25-35 years 18 36%
Over 35 10 20%
INTERPRETATION
Above bar chart shows age of the respondents 36% of the respondents are between 25-35 years, 44% of the responds are between 18-25 years and 20% of the respondent are over 35 years.
0 5 10 15 20 25 30 35 40 45
Between 18-25 years Between 25-35 years Over 35 44%
36%
20%
Table 3 : Are you the principal shopper in your household?
Particulars No. of respondents Percentage
Yes 35 70
No 15 30
INTERPRETATION
Above pie chart shows principal shoppers in household. 70% respondents are principal shopper and 30% are not.
70%
30%
Yes No
Table 4 : What do you value the most when purchasing a product?
Particulars No. of respondents Percentage
Price of the product 4 8%
Celebrity endorsing a product 10 20%
Quality of the product 27 54%
Value for money 9 18%
INTERPRETATION
Above bar chart shows that 8% of the respondents buy a product due to its price, 20% buys it because a celebrity is endorsing it, value for money matters to 18% and 54% of the
respondents purchase a product due of its quality.
0 10 20 30 40 50 60
Price of the product Celebrity endorsing a product Quality of the product Value for money
Table 5 : Do you believe products specifically advertised by the celebrities are of good quality?
Particulars No. of respondents Percentage
Yes 20 40%
No 13 26%
Not Sure 17 34%
INTERPRETATION
Above pie chart shows that only 40% respondents think that products specifically advertised by the celebrities are of good quality, 26% thinks it is not and 34% respondents are not sure
about the quality.
40%
26%
34%
Yes No Not Sure
Table 6 : Companies are investing large amounts of money for using celebrities. Do you think its helping them to increase their total revenue?
Particulars No. of respondents Percentage
Yes 33 66%
No 17 34%
INTERPRETATION
Above pie chart shows that 66% respondents think that by using celebrities there is increase in companies revenue whereas 34% respondents says it does not.
66%
34%
Yes No
Table 7 : What means of advertisement persuades you the most to purchase a product?
Particulars No. of respondents Percentage
Television 28 56%
Radio 5 10%
Newspaper, Magazine 5 10%
Internet 12 24%
INTERPRETATION
Above chart shows that newspaper, magazines persuades only 5% of the respondents, 5% are by radio, internet does that to 24% respondents and 56% of the respondents are convinced to buy product when they see advertisement on television.
0 10 20 30 40 50 60
Television Radio Newspaper, Magazine
Internet
Table 8 : Do you believe that celebrities also use those products which they themselves endorse?
Particulars No. of respondents Percentage
Yes 10 20%
No 30 60%
Not Sure 10 20%
INTERPRETATION
Above pie chart shows that 60% of the respondents think celebrities do not use products they themselves endorse, 20% think they do use products they endorse and 20% are not use about it.
20%
60%
20%
Yes No Not Sure
Table 9 : How often is your purchase decision based on celebrity advertisement recall?
Particulars No. of respondents Percentage
Mostly 8 16%
Often 14 28%
Rarely 16 32%
Never 12 24%
INTERPRETATION
Above doughnut chart depicts how often people purchased products based on celebrity advertisement. 16% of the respondents said mostly, 28% said often, 32% said rarely and 24%
said they never purchased any product just because a celebrity was endorsing it.
16%
28%
32%
24%
Mostly Often Rarely Never
Table 10 : Do you think that celebrities give a true picture of products through advertisement?
Particulars No. of respondents Percentage
Yes 20 40%
No 30 60%
INTERPRETATION
Above pie chart shows 60% respondents think that celebrities give a true picture of products through advertisement whereas 40% think they do not give true picture.
40%
60% Yes
No
Table 11 : Do you think products sales are higher because of celebrity advertisement?
Particulars No. of respondents Percentage
Yes 15 30%
No 20 40%
Maybe 15 30%
INTERPRETATION
Above chart shows that 30% respondents think products sales are higher because of celebrity advertisement, 40% respondents think sales are not higher due to celebrity endorsement and 30% respondents says maybe.
30%
40%
30%
Yes No Maybe
Table 12 : What do you think is the reason for the companies to choose celebrity endorsement for promoting their products?
Particulars No. of respondents Percentage
Easy recognition of product 20 40%
To able to increase sales & profit 17 34%
To compete strongly 13 26%
INTERPRETATION
Above graph shows 40% respondents think that companies choose celebrity to endorse their products because they get easy recognition, 34% think to increase sales & profit and 26%
think to compete strongly.
40%
34%
26%
0 10 20 30 40 50
To compete strongly Increases sales & profit Easy recognition
Table 13 : Does celebrity endorsement help in brand promotion?
Particulars No. of respondents Percentage
Yes 33 66%
No 17 34%
INTERPRETATION
Above pie chart shows that 66% respondents think celebrity endorsement helps in brand promotion whereas 34% respondents think celebrity endorsement does not help in brand promotion.
66%
34%
Yes No
Table 14 : What type of celebrity endorsement persuades you personally to purchase products?
Particulars No. of respondents Percentage
Film Stars 12 24%
Sport Stars 12 24%
Politicians 10 20%
Famous Personality 16 32%
INTERPRETATION
Above bar shows 24% respondents are influenced by film stars, 24% by sports stars, 20% by politicians and 32% respondents are persuaded by famous personalities.
0 5 10 15 20 25 30 35
Film Stars Sport Stars Politicians Famous Personality
24% 24%
20%
32%
Table 15 : Does the presence of celebrities like Amitabh Bachchan, Sachin Tendulkar, Shahrukh Khan, Aishwarya Rai in an advertisement encourages you to purchase the product or service?
Particulars No. of respondents Percentage
Yes 40 80%
No 10 20%
INTERPRETATION
Above pie chart shows presence of celebrities like Amitabh Bachchan, Sachin Tendulkar, Aishwarya Rai in an advertisement encourages 80% of respondents whereas 20%
respondents are not encouraged.
80%
20%
Yes No
Table 16 : Amitabh Bachchan‘s polio campaign,
Aamir Khan‘s ‗Atithi Devo Bhava‘ regarding Host-Guest relationship Or Harsimrat Badal‘s ‗Nanhi Chhaan‘ against female foeticide.
Do you think celebrity promoting social cause effect people more?
Particulars No. of respondents Percentage
Yes 46 92%
No 4 8%
INTERPRETATION
Above pie chart shows that 92% respondents think when celebrities are promoting social causes it affects people more but 8% respondents think it does not affect people more.
92%
8%
Yes No
FINDINGS
FINDINGS
Findings of the study is given below
In the study 25 male and 25 female respondents are taken.
44% of the respondents are between 18-25 years, 36% of the respondents are between 25-35 years and 20% of the respondents are over 35 years.
70% of the respondents are principal shopper and 30% of the respondents are not.
When buying a product price of product matter to 8% of the respondents, celebrity endorsing a product matters to 20% of the respondents, value for money matters to 18% and 54% of the respondents purchase a product due of its quality.
We found out 40% respondents think that products specifically advertised by the celebrities are of good quality, 26% thinks it is not and 34% respondents are not sure about the quality.
66% respondents think that by using celebrities there is increase in companies revenue whereas 34% respondents says it does not.
Newspaper, magazines and radio persuades only 5% respondents, internet does that to 24% respondents and 56% respondents are convinced to buy product when they see advertisement on television.
60% respondents think celebrities do not use products they themselves endorse, 20%
think they do use products they endorse and 20% are not use about it.
When asked how often is your purchase decision based on celebrity advertisement.
16% respondents said mostly, 28% said often, 32% said rarely and 24% said they never purchased any product just because a celebrity was endorsing it.
60% respondents think that celebrities give a true picture of products through advertisement whereas 40% think they do not give true picture.
We found that 30% respondents think products sales are higher because of celebrity advertisement, 40% respondents think sales are not higher due to celebrity
endorsement and 30% respondents said maybe.
40% of the respondents think that companies choose celebrity to endorse their
products because they get easy recognition, 34% thinks to increase sales & profit and 26% think to compete strongly.
66% respondents think celebrity endorsement helps in brand promotion whereas 34%
respondents think celebrity endorsement does not help in brand promotion.
24% respondents are influenced by film stars, 24% by sports stars, 20% by politicians and 32% respondents are persuaded by famous personalities.
We found that presence of celebrities like Amitabh Bachchan, Sachin Tendulkar, Aishwarya Rai in an advertisement encourages 80% of respondents whereas 20%
respondents are not encouraged.
When celebrities and politicians promote social causes 92% respondents think it affects more people but 8% respondents think it does not. We have been watching Amitabh Bachchan in polio campaign, Harsimrat Badal against female foeticide.
CONCLUSION
CONCLUSION
Celebrities have always been the easiest way for a new product launch (consumer goods) and will remain to do so in the near future on account of their mass appeal and a world full of star stuck loyal fans. But the impact on the brand is much greater than just an advertisement showing a celebrity.
We have seen that the correct choice of a celebrity can surely increase sales but when it comes to long term loyalty and impact on the brand, the effect is yet somewhat debatable. In the end, the product must deliver for the customer, no matter who endorses the product, if the customer does not see himself getting value from his purchase, he will not buy it. But yes, celebrities over time can influence the loyalty and make a person friendlier to a brand. Brand and celebrities are here to stay for a long time and in this age of slick advertising and mass media and unthinkable budgets, celebrities are having a field day charging huge amounts and making more money than their mainstream professions. But then do they really care about the brand? Or is it just the money? But the bottom line, celebrity endorsements are here to stay.
With the use of the celebrity, the effect is magnified so as to allow the consumer to equate the personality and the brand together. Hence, whenever the consumer is watching the several images of her favourite actress alone, it conjures up multiple impressions of her sipping the XY brand of coffee, each time.
While speaking of celebrities, we should be very clear as to who this term connotes to and the powers they carry. Fido Dido for 7-UP, the Amul Girl or Vodafone ZooZoo are as much a celebrity as any breathing face. They reach their target consumer, they move the product, and they carry the brand. That's what counts. Of course, the gestation period is higher in the case of such creative, but in the event of a hit, the comparative risks are minimized. After all, they cannot get drunk, attract a controversy or commit a crime, as long as the management wants.
Using a celebrity in advertising is not a simple thing and the success of this process depends on several factors as discussed in the report. The careful selection of celebrity, matching the target segment and brand values, should be inherently stressed upon. Another important factor is the flexibility with which the companies can go in for hedging the risks associated in hiring a celebrity. They choose personalities from various fields or even appealing to various consumer perceptions, so that they can minimize the damage in cases of negative publicity due to any celebrity mistake. The cola brands spread their endorsements across a wide 'variety' of celebrities such that even if one falls, the others are still holding the fort.
In terms of the future, celebrity endorsements are here to stay. Their ability to cut across the classes, caste barriers and apprehensions are simply too important to be sidelined. They have been time-tested and delivered results repeatedly, given good hands. One could continue to
wonder if these celebrity-hawkers are worth the money and the tantrums, but in a world of brand clutter and product muddle, celebrities seem to hit the nail on the head, more often than
not.
This paper also brings forth the following insights:
Celebrity endorsements do work in the Indian scenario. The level and the magnitude of the effect vary with the celebrity and the product category but most endorsements have a favourable impact.
The consumer looks for a variety of aspects from the endorsement like the credibility and likeability of the endorser. Credibility also means the fit between the brand and the celebrity.
Multiple endorsements do clutter the minds of the consumer.
When one endorser endorses many brands, then the recall of the endorsement depends entirely on the power of the brand. There are definitely some brands that go unnoticed and the recall for those stands is at a bare minimum. The company in that case can heighten the advertising content because that catches a special place in the mind space of the consumer.
It is not just the financial gains from the endorsements that matter to the celebrity.
They also look for the fit with the brand and what the endorsement might do to their image.
Professional performance of the endorser is important in deciding the success of the endorsement.
More than the bad performance in the professional field, it is the association of the celebrity with a controversy or ill-behaviour that causes negative impact to the endorsements.
The celebrities' accessibility, regional appeal factors, popularity, attractiveness, belief system are some other important platforms, which are raised when we study the impact of celebrity endorsement on brands.
SUGGESTIONS
SUGGESTIONS
Celebrity endorsements will be more effective when used consistently over time to increase the strength of the link between the celebrity and the endorsed brand.
Celebrity endorsements will be more effective when the ad execution is simple, clean, and free of irrelevant design elements. Focus on the celebrity and the brand together.
Celebrity endorsements will be more effective when using a celebrity who is not already strongly associated with another product or service.
Celebrity endorsements will be more effective when using a celebrity with a high
―fit‖, ―congruence‖, or ―belongingness‖ with the endorsed brand.
Celebrity endorsers can be used to effectively reinforce and/or create an image for a product or service.
Test potential brand/celebrity combinations to ensure that the impression and image of the celebrity is positive for the target audience.
Celebrity endorsements will be more effective for less familiar brands.
Celebrity endorsers will be more effective for brands for which consumers have limited knowledge/facts.
Celebrity endorsers will be more effective when integrated across the elements of the marketing mix.
Caution in choice of celebrity endorser is warranted given the potential risk of tarnishing the brand‘s image.
BIBLIOGRAPHY
BIBLIOGRAPHY
WEBSITES
http://www.google.com
http://www.wikipedia.com
http://www.google.co.in/imghp?hl=en&tab=wi
http://www.chillibreeze.com/articles/Celebrity-endorsement.asp
http://in.movies.yahoo.com/news-detail/15671/Celebrity-endorsements-ensure-highersale-Shahrukh-Khan.html
http://timesofindia.indiatimes.com/articleshow/1507842.cms
http://issuesinimc.wikispaces.com/Advantages+and+Disadvantages+from+using+cele brity+endorsement
http://www.thehindubusinessline.com/2008/04/08/stories/2008040851250500.htm
http://www.scribd.com/doc/19680689/Research-MethodologyMethods-and-Techniques-by-CR-Kothari
http://www.asuku.com/forum/viewtopic.php?t=4649
http://www.coolavenues.com/know/mktg/surabhi6.php
http://www.nerve.in/subscribe.php?xml=brand_ambassador
BOOKS
Research Methodology by CR Kothari
Marketing Management by CN Sontakki
QUESTIONNAIRE
QUESTIONNAIRE
Name :
---1. Gender :
2. Age :
a) Between 18- b) Between
25-3. Are you the principal shopper in your household?
4. What do you value the most when purchasing a product?
d) Value for mo
5. Do you believe products specifically advertised by the celebrities are of good quality?
6. Companies are investing large amounts of money for using celebrities. Do you think its helping them to increase their total revenue?
7. What means of advertisement persuades you the most to purchase a product?
8. Do you believe that celebrities also use those products which they themselves endorse?
9. How often is your purchase decision based on celebrity advertisement recall?
d) Never
10. Do you think that celebrities give a true picture of products through advertisement?
11. Do you think products sales are higher because of celebrity advertisement?
12. What do you think is the reason for the companies to choose celebrity endorsement for promoting their products?
13. Does celebrity endorsement help in brand promotion?
14. What type of celebrity endorsement persuades you personally to purchase products?
a) Film stars
15. Does the presence of celebrities like Amitabh Bachchan, Sachin Tendulkar, Shahrukh Khan, Aishwarya Rai in an advertisement encourages you to purchase the product or service?