Celebrity Endorsement on Rural Consumers

distinction Endorsement on Rural ConsumersThe celebrities in India atomic number 18 the role way of lifels for adoptity of Indians, they are so influenced by them that most of the population follows the trends of their dressing, styles and habits. This is the major reason for the companies to hire the celebrities to sanction their reapings. The companies invest billions of to hire the famous person for the promotion of their harvest-home. The companies believe that the eminence changes the leverage intention of the consumers in India. The study is conducted to find off the allude of fame on countryfied consumers of Lucknow district of Uttar Pradesh. In order to analyze the verifiable of the study the info was cool using convenience sampling from ccc respondents belonging to the randomly leaded areas of Lucknow. The secondary data was collected with diverse sources such as- Journals, Magazines, Internet, and Newspaper and so forth Null hypothesis was framed and analytic Techniques are the statistical tools that are utilise for analyzing the collected data. The frequency tables were holdd to represent the collected data. One sample T-test was utilise to test the hypothesis and analysis of variance was apply to calculate the signification level of impact of honor imprimatur on pastoral consumers. The SPSS 17 is also utilize as statistical software to analyze the collected data. It is raise that the Indian consumers elect celebrities in the television commercials.Keywords Brand Building, Brand Promotion, notoriety Endorsements, Indian idiot box Commercials.INTRODUCTIONThe celebrities in India are the role elbow roomls for majority of Indians, they tries to follow their styles, apparel and their small habits. Celebrity endorsement is most acceptable and common phenomenon that companies use to attract their consumers a scupper the world. They believe that celebrities can influence the purchasing close of their prospect consume rs as they get special places in the heart of consumer. thus after analyzing the degree of involvement to follow the celebrities, the companies started hiring various bollywood and sports stars for the commercial advertizings. That is wherefore the promotional budget for advertising has taken many financial folds compared to former(prenominal) investments. The companies invest billions of Rupees over hiring a famous person for their crop promotion. Such endorsers are seen as dynamic with both attractive and equalable qualities and companies plan that these qualities are transferred to products via marcom activities. Furthermore, because of their fame, celebrities serve non provided to create and maintain attention plainly also to achieve exalted recall rates for marcom messages in todays exceedingly cluttered environments. Theory and practice prove that the use of super stars in advertising generates a lot of publicity and attention from the public (Ohanian 1991). Therefo re, Celebrity endorsement has been established as one of the most proffered tools of advertising. It has become a trend and perceived as a winning formula for product marketing and brand building. It is very easy to have a famous person for a product or brand but it is very forged to establish a very strong association between the product and the endorser because the objective is to build a brand not the distinction if properly matched it can do wonders for the company, but it also has a second of potential problems like failure of celebrity in his profession, controversy, etc. literary productions REVIEWAccording to McCracken (1989), a celebrity could be defined as, some(prenominal) separate who enjoys public recognition and who uses this recognition when they appear in the advert in front of the Consumers.There are multiple roles that a celebrity spokesperson may play (and the roles may not be reciprocally exclusive) (Kamen, Azhari and Kragh, 1975) in an advertizing such as t hat of a spokesperson, endorser, provider of a testimonial, or an actor. A spokesperson represents the company or brand like a salesman, while an endorser is associated with the brand even though he may not be an expert in the product course of instruction of the brand. In case of testimonials, the superiority of the product is attested by an individual or the personal experience of the celebrity. Lastly, the celebrity actor is only a character in a dramatic presentation in the advertisement.McCracken (1989) suggested intravenous feeding different modes of celebrity endorsers get a linely, Explicit mode, Implicit mode, Imperative mode, and the Co-present mode. In the hard-core mode, the celebrity announces the endorsement of a product, while in the silent mode the celebrity uses verbal or physical communication for the product. In the clamant mode, the celebrity suggests the audience to use the endorsed product while the celebrity only appears with the product in the co-presen t mode.The studies of celebrity endorsements in the past 30 old age have centered around two broad themes source credibleness and celebrity-brand congruence. Source credibleness studies focus on the factors defining the credibility of a celebrity. Credibility of a celebrity has been found to bea major factor influencing consumer attitudes. Research has determine three dimensions of source credibility attractiveness, expertise, and trustworthiness. slightly of the studies (e.g., Ohanian, 1990) have used all the three dimensions to develop a musical scale that can measure credibility. On the other hand, there are studies that have analyzed only one or two dimensions of credibility and its impact on the consumer (Weiner and Mowen, 1986 Friedman and Friedman, 1979 Kamins and Gupta, 1994). However, the findings from these studies have been quite contradictory. While some studies have found trustworthiness to be the most important dimension of source credibility (McGinnies and Ward , 1980 Atkin and Block, 1983 and Kamins, 1989), others have emphasized attractiveness (Baker and Churchill, 1977 Kahle and Homer, 1985 Caballero et al., 1989 Silvera and Austad, 2004) or have suggested expertise (Maddux and Rogers, 1980 Ohanian, 1991) to be the most important parameter.Around 64 per cent of the commercials used the implicit mode of celebrity portrayal for different product categories. Usage of film celebrities was more extensive than sports celebrities in major product categories. This was probably because the ledge life of fame for a film celebrity is more than that of the sports celebrity. Male celebrities prevail the product categories like food and beverage, automobiles, and consumer durables. The female celebrities were featured majorly in cup of tea products. No distinct association was found between the product categories considered and the mode used for celebrity portrayal. (Jain et al. 2010)Using a celebrity for endorsement is not a new occurrence but pr evalent since 19th century. Celebrity endorsements help to break the clutter and differentiate the brand. It also helps in digit repair of a brand (Kaikati, 1987). In todays world where thousands of advertisements come across people in various forms, celebrity endorsement can well win the confidence of consumers (Sabnavis, 2003). Celebrity helps in increasing profitability of the organization. In fact, celebrity endorsement is more effective than non-celebrity endorsement in generating attitudes towards advertisement (AAD), attitude towards brand (AB) and purchase intention (PI) (Erdogan, 1999).Research findings suggest that the pct of celebrity advertisements out of the total number of ads aired is as high as 25-30% in western countries and around 60% in India (Patel, 2009). In such a scenario both academia and industry look for the issues in selection, use and effectiveness of celebrities as product endorsers. Research in celebrity endorsements in the last thirty years have trie d to extend various issues in celebrity endorsements such as the effects of credibility of endorser on the consumers (Friedman and Friedman, 1979 Goldsmith et al., 2000), issues in celebrity product matchup (Kamins, 1990 Till and Busler, 1998), meaning transfer in celebrity endorsements (McCracken, 1989) and a boniface of other issues such as effect of negative celebrity information, cross country comparison of celebrity advertising, gender and celebrity endorsement perceptions, etc.Celebrity endorsements is been accepted to be a ubiquitous feature of late day marketing (McCracken 1989). It has also been seen that one quarter of all advertisement use/feature a celebrity to endorse a product or brand. This validates the effectiveness of Celebrity endorsements as a means of compelling communication. It has the potential to enhance audience attentiveness, make the ad more memorable, credible, and suited and add glamour to the endorsed product (Spielman, 1981).OBJECTIVES OF THIS bringThe study is conducted to find out the impact of celebrity endorsement on rural consumers of Lucknow District.HYPOTHESIS OF THE STUDYThe aught hypothesis that there is no impact of celebrity endorsement on rural consumers was framed for the study.RESEARCH METHODOLOGYSTUDY theatre of operationsThe Study is conducted in the Lucknow city of Uttar Pradesh. Further, the respondents are selected from four different areas namely, Malihabad, Mohanlalganj, Banthara and Bakshi ka Talab of Lucknow. consume METHOD AND SAMPLE SIZEThe sample method used to select the area for this study is random sampling technique. The sample method that was used to collect data from the population was convenience sampling. Sample size identified for the research is ccc respondents from Lucknow district.DATA COLLECTIONThe Study is based on Primary data and Secondary data both. The primary data is collected through structured questionnaire from the 300 respondents from Lucknow. The secondary data is collec ted through the magazines, journals, periodicals, people opinion and internet.ANALYTICAL TECHNIQUESAnalytical Techniques are the statistical tools that are used for analyzing the collected data. The one sample t-test was used to test the hypothesis. analysis of variance was used to find out the impact of celebrity on rural consumers. The SPSS 17 statistical software is also used for doing the calculationsRESULTS AND DISCUSSIONSThe study was conducted in rural areas of Lucknow. Using the random sampling technique the rural areas of Lucknow were selected. The study was done at Malihabad, Banthara, Bakshi ka Talab and Mohanlalganj. The total sample size targeted for study was 300 respondents from the selected areas but the responses were received from 277 respondents. The convenience sampling was used to collect the data from the respondents using structured questionnaires.The respondents were categorized in the age group 0- 10, 10- 20 and above 60, with the class interval of 10. It wa s found that maximum number of respondents were in the age group of 20- 30 with 67 respondents, followed by 10- 20 with 60 respondents as represented in Table 1.As per Table 2, the metrical composition of male respondents were 173 (62.5%) and the numbers of female respondents were 104 (37.5%). This shows that males participated the maximum in the study.Table 3 shows the takeences about the celebrities in the advertisements. The respondents are categorized in three categories name yes, no and cant say. The numbers of respondents who elect the celebrities in the advertisements are 103 which grant 37.2% of the responded population. Further, 96 respondents responded that they do not prefer celebrity in the advertisements which contribute to 34.7% of the responded population. 78 respondents replied cant say which is 28.2% of the responded population.Null guessing There is no impact of celebrity endorsement on rural consumers.Alternate Hypothesis There is impact of celebrity endorse ment on rural consumers.The bootless hypothesis indicates that there is no impact of celebrity endorsement on rural consumers, to test this hypothesis one-sample t-test is used, and as per the Table 4 the implication value is .000 which is substantial at 5% level of significance. Hence the null hypothesis there is no impact of celebrity endorsement on rural consumers is rejected and alternate hypothesis there is impact of celebrity endorsement on rural consumers can be accepted.ANOVA was used to identify the impact of celebrity endorsement on rural consumers. here(predicate) age group of rural consumers is considered as dependent variable whereas prefer celebrity in advertisement is considered as Construct. There is a significant impact of celebrity endorsement on rural consumers. The value of significance level is .000, which is significant at 5% level of significance. Therefore, it can be said that there is an impact of celebrity endorsement on rural consumers based on the data collected for the study.CONCLUSIONThe statistical tools were used to determine the conclusion of the hypotheses framed. The tools used for analysis of the data are- frequency distribution, which showed the region by which the hypotheses has been accepted, one- sample t-test to test the hypotheses at 5% of significance and ANOVA to analyze the impact of celebrity endorsement on rural consumers.The pursuit points were concluding observation to satisfy the objectives of the study and prove the hypotheses37.2% of the rural consumers prefer celebrities in the advertisements followed by 34.7% of rural consumers who do not prefer celebrities in the advertisements.There is an impact of celebrity endorsement on rural consumers as it is been proven in the study by calculating the significance level.