A Survey Report

ON

WHEATHER CELEBRETIES ARE THE TREND SETTERS

Submitted for the partial fulfillmentof the course on Business Research Methodology

Under the supervision of

Prof. R. N. Subudhi

Prof. Sasmita Mishra

Submitted By:

GROUP: 1 ; SEC: A

AYUSH KEDIA (11202024)SURAJ LODHA (11202029)

KHIROD KUMAR SAHU (11202035)ANKIT JHAWAR (11202038)SASWAT DASH (11202065)

School of Management, KIIT UniversityBhubaneswar – 751024

www.ksom.ac.in

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ACKNOWLEDGEMENT:

We owe a great many thanks to a great many people who helped and supported us during this project. Our deepest thanks to Prof.R.N.Subudhi& Prof. Sasmita Mishra for guiding us with attention and care. They have taken pain to go through the project and make necessary correction as and when needed.

Their valuable guidance and encouragement have really led us to the path of completion of this project. Their expertise and friendly behave encouraged us to do a lot of work under their guidance even after completion of this course. We consider ourselves as a fortunate that we got the opportunity to work under them.

Finally we would extend our heartfelt thanks to our family members & friends who have inspired us, without whom this project would have been a distant reality.

Ayush Kedia (11202024)

Suraj Lodha (11202029)

Khirod Kumar Sahu (11202035)

Ankit Jhawar (11202038)

Saswat Dash (11202065)

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DECLARATION

It is hereby declare that the research topic entitled survey on “Whether

CELEBRITIES AS TREND SETTERS” submitted for the degree of Master of

Business Administration, is our original work and the project report has not

formed the basis for the award of any diploma, degree, associate ship, fellowship

or similar other titles. It has not been submitted to any other university or

institution for the award of any degree or diploma nor given to any publications.

Ayush Kedia (11202024)

Suraj Lodha (11202029)

Khirod ku Sahu (11202035)

Ankit Jhawar (11202038)

Saswat Dash (11202065)

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ContentsPage no.

1. Executive summary………………………………………………………………5

2. Abstract…………………………………………………………………………..6

3. Introduction………………………………………………………………………7

4. Literature review………………………………………………………………...8-11

5. Research methodology…………………………………………………………...12

6. Demographic profile of the respondent………………………………………….13-20

7. Testing of hypothesis…………………………………………………………….21-29

8. Conclusion and implication……………………………………………………...30

9. Limitation of research……………………………………………………………31

10. Bibliography……………………………………………………………………..32

11. Annexure…………………………………………………………………………33-35

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EXECUTIVE SUMMARY

As all of us know, there are many fashion trends that are been followed across

youth according to the celebrities preference.In the context of fashion specially the

trend set by the celebrities has been a benchmark for the youth to decide their

adoption to the latest trends.This research aims to only narrow down only the

important factors while selecting a particular trend.

The main objectives of our research are the following:

1. To Study & Analyze that Celebrities Influence on Youth’s styling & cloth

buying decisions.

2. To study and rank the factors responsible for the selection of clothes,

accessories & hair styles.

The broad objective of this research is to study and examine the important factors considered by the students while selecting the latest Fashion Trends.

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ABSTRACT

Purpose:This study aims to analyze the celebrity endorser on attitude toward advertisements and

brands.

Methodology: This study used anempirical survey on a convenience sample of consumers in the

locality of KIIT University.

Findings:Three main hypotheses researched in this paper are: consumers have a more positive

attitude toward celebrities influence on individuals adoption to new style and trend (H1); Among

Internet users, men aremore predisposed to online shopping than women (H2). Young people are

more predisposed tocelebrities in choosing their dressing behavior(H3).All the three hypotheses

were accepted after a brief analysis by using various tests using SPSS 17.0 version.

Implications: These findings have implications for the direction of relationship development

with consumers. They provide an insight into how consumers want to communicate with

companies and organizations and what level of personalization they expect or require. In

addition, the findings indicate what companies or organizations should do in order to draw

consumers into interactive personalized relationships. There are also gaps between the different

segments of the consumer society in terms of gender & age.

KEYWORDS: Advertising effectiveness, Electronic commerce,Consumer behavior, Brand

equity, Internet shopping, WOM, Telemarketing, Direct marketing

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Introduction

Businesses have long sought to distract and attract the attention of potential customers that live

in a world of ever-increasing commercial bombardment. Everyday consumers are exposed to

thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and

television. Every brand attempts to steal at least a fraction of an unsuspecting person's time to

inform him or her of the amazing and different attributes of the product at hand. Because of the

constant media saturation thatmost people experience daily, they eventually become numb to the

standard marketing techniques. The challenge of the marketer is to find a hook that will hold the

subject's attention. Also from a marketing communications (marcoms) perspective, it is vital that

firms design strategies that help to underpin competitive differential advantage for the firm's

product or services. Accordingly, marcoms activities back-up other elements in the marketing

mix such as designing, branding, packaging, pricing, and place The term Celebrity refers to an

individual who is known to the public (actor, sports figure, entertainer, etc.) for his or her

achievements in areas other than that of the product class endorsed (Friedman and Friedman,

1979). This is true for classic forms of celebrities, like actors (e.g., Amitabh Bachhan, Shahrukh

Khan, Rani Mukherjee Aamir Khan and PierceBrosnan), models (e.g., Mallaika Arora, Lisa Ray,

Aishwarya Rai, Naomi Campbell, Gisele Buendchen, etc), sports figures (e.g., Sachin Tendulkar,

Zaheer Khan, Sourav Ganguly, Anna Kournikova, Michael Schumacher, Steve Waugh,etc),

entertainers (e.g., Cyrus Broacha, Oprah Winfrey, Conan O'Brien), and pop-stars (e.g., Madonna,

David Bowie) -but also for less obvious groups like businessmen (e.g., Donald Trump, Bill

Gates) or politicians. Celebrities appear in public in different ways. First, they appear in public

when fulfilling their profession, e.g., Vishwanathan Anand, who plays chess in front of an

audience. Furthermore, celebrities appear in public by attending special celebrity events, e.g.,

award ceremonies, inaugurations or world premieres of movies. In addition, they are present in

news, fashion magazines, and tabloids, which provide second source information on events and

the 'private life' of celebrities through mass media channels (e.g., Smriti Irani being regularly

featured in various publications). Last but not least, celebrities act as spokes-people in

advertising to promote products and services, which is referred to celebrity endorsement.

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Literature Review:

Haina Ding, (2010), the use of celebrity endorsement as a part of marketing communication

strategy has been gaining popularity over the past years. Monies paid out by firms on

endorsement contracts are estimated to be 10% to 25% of total advertising expenditures.

However, empirical evidences on the effect of endorsement announcements on the stock prices

performance of firms have been mixed at best. It analyzed the share market perception of

celebrity endorsement using a unique sample of 102 announcements. Stock returns and trading

volumes depends upon the level of press attention. Endorsements that appear in a major

newspaper show higher average return and larger trading volume changes at announcement date

than those announced on the corporate website only. Subhadip, (2011), this study raises three

questions and attempts to provide tent active explanations for them. The first two questions relate

to locating, in the consumer’s perceptual space, the relative position of Indian celebrities and

brands on a set of personality attributes. The third question relates to determining the fit between

the celebrity and the brands endorsed by his/her. The results suggest that consumers

differentially rank both celebrities and brands. Specifically, Amitabh Bachchan ranks high on

five personality attributes, and brands such as Pepsi and Coke rank high on four personality

attributes. The study further shows that although celebrities may endorse several brands, their

personality does not fit well with the personality of the brand they endorse. Evidence offered

here supports the basic assumptions of the celebrity–product congruence model. Till and Shimp,

(2007), a recent estimate indicates that almost 20 percent of all advertisements worldwide use

celebrity spokespersons. The general belief among advertisers is that messages delivered by

celebrities provide a higher degree of appeal, attention, and possibly message recall than those

delivered by non-celebrities. Marketers also claim that celebrities affect the credibility of the

claims made, increase the Memorability of the message, and may provide a positive effect that

could be generalized to the brand. Goldsmith et al. (2002), they assessed the impact of endorser

and corporate credibility on attitude toward-the-ad, toward –the-brand and purchase intention.

152 adults consumers were surveyed who viewed a fictitious advertisement for Mobil Oil

Company. They rated the credibility of the ad’s endorser, the credibility of the company and

attitude towards the-ad, attitude towards brand and purchase intention. It was observed that

endorser credibility had its strongest impact on advertisement while corporate credibility has its

strongest impact on brand. Soloman et al. (2002), also talk about celebrities being most effective

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in situations involving high social risk, where the buyer is aware of the impression peers will

have of him or her. According to him, a celebrity endorser is relatively more effective for

products high in psychological or social risk, involving elements as good taste, self-image, and

opinion of others, compared to a “normal” spokesperson. Expert opinions were considered most

useful when the product endorsed was perceived to involve high, financial, performance, or

physical risk. Kazmi et al., 2010), celebrity endorsement is a billion dollar industry today with

companies signing deals with celebrities hoping that they can help them stand out from the

clutter and give them a unique and relevant position in the mind of the consumer. The reason for

using celebrity endorsement involves its potential to create awareness, positive feelings towards

their advertising and brand. Advertisement featuring celebrity endorsement is often also

perceived to be entertaining. Petty et al. (1983), Advertising is heavily used in process of

personality creation. This follow logically from the fact that personalities are particularly

important for brand building. They provide unique associations with the brand and these

associations’ acts as a stimulus for the customer to link their personality with the brand. McGuire

et al. (1999), expertise is the perceived knowledge that the source possesses, while

trustworthiness is the degree to which the source is considered to be honest, ethical and

believable. Both components are positively related to credibility, but the influence of one

component can offset the effects of the other. For example, a spokesperson that is viewed as

knowledgeable will be ineffective if he or she is perceived as lacking trustworthiness A study

conducted by Atkin, et al, (2001), focused on alcohol advertising and young audience to examine

the impact of celebrity advertising in terms of social effects of advertising. The sponsoring

Company is the underlying source of any advertising message, but the individual models

depicted in the advertising serve as the more visible communicator in many cases. The most

thoroughly studied source quality is credibility. Research conducted by social psychologists over

the past 30 years demonstrates that a source perceived as highly credible is more persuasive than

a low credibility sender (Hovland and Weiss, 1951; McGuire, 1969; Hass, 1981).The sources

that companies use to present their advertising message typically attempts to project a credible

image in terms of competence, trustworthiness or dynamism. Celebrity endorsers are considered

to be highly dynamic, with attractive and engaging personal qualities. Audience may also trust

the advice given by some famous person, and in certain cases, celebrities may even be perceived

as competent to discuss the product. Friedman, and Washington, (1975), study showing that

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celebrities are featured in 155 of prime-time TV commercials. A later survey reported that this

proportion was up to 20% (Advertising Age, 1978). The fi nal el ementi s due t o t he wi de-

spread attribution that major stars do not really work for the endorsement fee, but are motivated

by genuine affection for the product (Kamen et al, 1975), despite the use of famous endorsers,

there is little published evidence regarding effectiveness. In one experiment, an advertisement for

a fictitious brand of Sangria wine featured an endorsement attributed to either a celebrity (actor -

Al Pacino), a professional expert, the Company President, a typical consumer and no source

(Friedman, and Washington, 1977). College students read the ad and gave the ad 0-10 scales of

believability, probable taste, and intent to purchase. Across these three

measures, the celebrity condition produced the highest scores. Since most products aren't special,

most advertising does that entire so-called image stuff. There’s no information about the product,

there's only information about the kind of people who might be inclined to use the product.” This

view is echoed by Fieldwork, (1991), who has suggested that the subjective experience of using

a brand can be different from the subjective experience of using an identical product without the

brand assurance.

Henry, (1999). Henry indicates that good PSAs are ones that are empathetic, “meaning they

build trust with their audience or a sense of caring about the problem”. He goes on to say that a

good radio PSA isone that creates a mental picture of the subject with sound effects and a strong,

credible spokesperson.In another article, he mentions that more than 11,000 radio stations in the

USA, and around two-thirdsof them use PSAs. It is also in accordance with Dwane Hal Dean,

(1999), he studied the effects of 3extrinsic cues viz.Third party endorsement, event sponsorship

and brand popularity onbrand/manufacturer evaluation. It was observed that endorsement

significantly affected only product variables (quality and uniqueness) and one image variable

(esteem). The third party endorsement hence may be perceived as a signal of product

quality.Sheth et al. (1999), argue that perception is shaped by the stimulus characteristics

(objects, brands, stories etc.), the context in which it is delivered (social, cultural), and the

customer characteristics (knowledge, experience, expertise). It is within these stages

that a consumer will either recognize a fit between a celebrity and a product/brand, or reject this

connection on different grounds. Memory is structured as an associative network. When this

happen the brand and the celebrity become parts of each others association set. Till and Shimp

(1998): Other research suggests that celebrity endorsements might vary in effectiveness

10

depending on other factors like the “fit” between the celebrity and the advertised product. Ellis,

(1998), argues that consumers in a high-involvement situation might actually be offended by the

use of celebrity to endorse the brand. He also suggests that when there seem to be perceived high

differences among competing brands, the consumer will perceive it as a high involvement

situation and put extra emphasis on information about the product more than being influenced by

celebrity endorsers.

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Research Methodology

The aim of this paper is to analyze consumers’ attitudes toward relationshippersonalization and

interactive marketing communication. Thus, three mainhypotheses were set:

H1: Consumers have a more positive attitude toward purchasing clothes according to the

celebrities preference.

H2:Among Internet users, men aremore predisposed to online shopping than women.

H3:Young people are more predisposed towards shopping for the latest fashion trends.

After the literature review, a questionnaire was developed to study the consumer behavior in

adopting different fashion trends set by the celebrities. The questionnaire includes

thedemographic profile, Internet use and attitude towards shopping. The questionnaire is based

on a five-point. Likert's scale and other methods. The respondents were asked to rate the options

according to their choices. Random sampling technique has been used for collecting the data.

The sample includes the locality of KIIT University. Data has been collected from students,

academicians and job holders. A total of 50 questionnaires were distributed from which all the

questionnaires were received. From those only 50 were usable responses and completely filled

questionnaires. Chi-square, mean, standard deviationand factor analysis have been used to find

the behavior of youth, following there celebrities fashion trends.

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Demographic Profile of theRespondents:

1) Age group

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2) Gender

We have selected a sample size of 50 amongst them 40 men and 10 women. We also have taken

age group ranging from 18 to 35.Given below are representations of the questionnaires

conducted by us .To give a clear picture we have given pie chart distribution to know about the

frequencies of various variables we have taken.

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3)Occupation

4)Expenditure on Clothing, Styling & Accessories per month?

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5)Do you think Celebrities influence your Adaption of new style & trend?

6) Do you agree the Role or Act played or put up by Your Favorite Celeb influence you?

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7)Which kind of Celebrities influences your adaption of new style & trends?

8)What are the sources from where you adapt Your Favorite Celeb’s Fashion trends?

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9)Do you also buy accessories, shoes and makeup & also match up to the Style of Your Favorite Celeb ?

10)How likely will you purchase to the new Celeb Trends in the Current Market?

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11)Where do you prefer Shopping as per your preferred Celeb style & trend?

12) Which Male Celeb influences Your Style & Trend?

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13)Which Female Celeb influences Your Style & Trend?

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TESTING OF HYPOTHESIS

Hypothesis 1: Consumers have a more positive influence towardsthe role or act played or put up

by favorite celeb. For the analysis of H1, we used the samples and the key claim on a 5-point

Likert scale ‘‘I have a more positive attitude toward interactive marketing communication than

toward one-way communication’’. The hypothesis was tested using a t-test (under the

assumption that the number 3 represents a neutral attitude).

The result of the t-test conducted on the representative sample of KIIT University locality is 3.52

(t=24.321; df=49; P=.0001) which represents a significant shift toward the positive end of the

Likert scale. Thus, H1 is accepted.

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TESTING OF HYPOTHESIS 2 t test 10

Hypothesis 1: Consumers have a more positive attitude toward how likely will he/she purchase

to the new celeb trends in the current market. For the analysis of H1, we used the samples and

the key claim on a 5-point Likert scale ‘‘I have a more positive attitude toward interactive the

new celeb trends for me to purchase from the current market”. The hypothesis was tested using a

t-test (under the assumption that the number 3 represents a neutral attitude).

The result of the t-test conducted on the representative sample of KIIT University locality is 3.52

(t=21.630; df=49; P=.0001) which represents a significant shift toward the positive end of the

Likert scale. Thus, H1 is accepted.

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Testing of hypothesis 2

H2:Among Internet users, men aremore predisposed to online shopping than women.

So in order to prove this hypothesis we have taken one key attribute i.e. Trust for on-line

shopping and we compared it with the gender variable by chi-square test. Following are the

detailed descriptions.

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Exact Sig. (2-sided)

Exact Sig. (1-sided)

Pearson Chi-Square .542(b) 1 .462Continuity Correction(a)

.175 1 .675

Likelihood Ratio .548 1 .459Fisher's Exact Test .537 .340Linear-by-Linear Association .531 1 .466

N of Valid Cases 50

a Computed only for a 2x2 tableb 0 cells (.0%) have expected count less than 5. The minimum expected count is 6.16.

Symmetric Measures

Value

Asymp. Std.

Error(a)Approx.

T(b) Approx. Sig.Nominal by Nominal

Phi -.104 .462Cramer's V .104 .462Contingency Coefficient .104 .462

After analyzing the table we infer that the chi square value is very high and the significance level

is much higher than the standard level (.462).So the null hypothesis is rejected and we conclude

that men aremore predisposed to online shopping than women and the value of Cramer’s shows

that both variables are strongly related.

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TESTING OF HYPOTHESIS3

H3:Young people are more predisposed to interactivemarketing than older Internet users.

In this hypothesis we will have to test about the associatedness of the two variables i.e. age and

usage & trust in interactive marketing. In order to obtain a decisive result we cross tabbed the

key factors & calculated chi-square value. Then we also analyzed through various factors

by regression analysis. Given below table shows the general characteristics of the age variable.

Descriptive

Statistic Std. Errorage group Mean 1.40 .086

95% Confidence Interval for Mean

Lower Bound 1.23Upper Bound

1.57

5% Trimmed Mean 1.33Median 1.00Variance .367Std. Deviation .606Minimum 1Maximum 3Range 2Interquartile Range 1Skewness 1.260 .337Kurtosis .623 .662

In this case the null hypothesis will be H0: there is no difference in inclination towards

interactive marketing among younger & older generation. Given below is the chi-square analysis

of the said hypothesis.

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Age group * Do you trust on-line shopping? Cross tabulation

Do you trust on-line shopping? Total

yes no yesage group

18-25 Count 19 14 33% within Do you trust on-line shopping? 67.9% 63.6% 66.0%

25-40 Count 8 6 14% within Do you trust on-line shopping? 28.6% 27.3% 28.0%

>40 Count 1 2 3% within Do you trust on-line shopping? 3.6% 9.1% 6.0%

Total Count 28 22 50

% within Do you trust on-line shopping? 100.0% 100.0% 100.0%

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square .666(a) 2 .717Likelihood Ratio .665 2 .717Linear-by-Linear Association

.318 1 .573

N of Valid Cases50

a 2 cells (33.3%) have expected count less than 5. The minimum expected count is 1.32.

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Symmetric Measures

Value

Asymp. Std.

Error(a)Approx.

T(b) Approx. Sig.Nominal by Nominal

Phi .115 .717Cramer's V .115 .717Contingency Coefficient .115 .717

Interval by Interval Pearson's R .081 .142 .560 .578(c)Ordinal by Ordinal Spearman Correlation .060 .142 .420 .677(c)N of Valid Cases 50

a Not assuming the null hypothesis.b Using the asymptotic standard error assuming the null hypothesis.c Based on normal approximation.

From the tables it is clear that the significance level of chi-square is more than the ideal level. So

null hypothesis is rejected & we conclude that young people are more predisposed to

interactivemarketing than older Internet users. We have again cross tabbed some more variables

in this regard for realization.

SOME MORE CROSS-TAB ANALYSIS FOR H1 & H2

Age group * If the product has the same price both in shops and on internet where do you prefer to buy? Cross tabulation

Count If the product has the same price both in

shops and on internet where do you prefer to buy? Total

high street retailers internet

idont really care

high street retailers

age group

18-25 17 12 4 3325-40 4 7 3 14>40 0 1 2 3

Total 21 20 9 50

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Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 7.737(a) 4 .102Likelihood Ratio 7.453 4 .114Linear-by-Linear Association

6.107 1 .013

N of Valid Cases50

a 4 cells (44.4%) have expected count less than 5. The minimum expected count is .54gender * If the product has the same price both in shops and on internet where do you prefer to buy? Cross tabulation

If the product has the same price both in shops and on internet where do you prefer to buy? Total

high street retailers internet

idont really care

high street retailers

Gender

male Count 16 17 3 36% within If the product has the same price both in shops and on internet where do you prefer to buy?

76.2% 85.0% 33.3% 72.0%

female Count 5 3 6 14% within If the product has the same price both in shops and on internet where do you prefer to buy?

23.8% 15.0% 66.7% 28.0%

Total Count 21 20 9 50

% within If the product has the same price both in shops and on internet where do you prefer to buy?

100.0% 100.0% 100.0% 100.0%

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 8.534(a) 2 .014Likelihood Ratio 7.877 2 .019Linear-by-Linear Association

3.407 1 .065

N of Valid Cases50

a 1 cells (16.7%) have expected count less than 5. The minimum expected count is 2.52.

In all these cross tab tables we are getting that null hypothesis is rejected as significance level is

higher. So both the hypothesis are correct.

27

We also have done the regression analysis of various variables to support our findings.

According to different buying behavior of the consumers we have segmented them

demographically. Here we’ve given a regression & correlation test models & it explains how the

consumers are dispersed in buying products on-line in terms of frequency.

Correlations

age group

Which form of markting do you think is the best way to get

your products & services to customers?

age group Pearson Correlation

1 -.259

Sig. (2-tailed) .069Sum of Squares and Cross-products

18.000 -10.200

Covariance .367 -.208N 50 50

Which form of marketing do you think is the best way to get your products & services to customers?

Pearson Correlation

-.259 1

Sig. (2-tailed) .069Sum of Squares and Cross-products

-10.200 85.920

Covariance -.208 1.753N 50 50

Variables Entered/Removed(b)

ModelVariables Entered

Variables Removed Method

1 age group, gender(a)

. Enter

a All requested variables entered.b Dependent Variable: Which type of interactive marketing channels influence you most on your buying decision ?

Model Summary

Model R R SquareAdjusted R

SquareStd. Error of the Estimate

1 .532(a) .010 -.032 .979

a Predictors: (Constant), age group, gender

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ANOVA(b)

ModelSum of

Squares df Mean Square F Sig.1 Regression .469 2 .235 .245 .784(a)

Residual 45.051 47 .959Total 45.520 49

a Predictors: (Constant), age group, genderb Dependent Variable: Which type of interactive marketing channels influence you most on your buying decision ?

Correlations

Which form of

markting do you

think is the best way

to get your products & services to customers

? gender Which form of markting do you think is the best way to get your products & services to customers?

Pearson Correlation

1 -.117

Sig. (2-tailed) .419Sum of Squares and Cross-products

85.920 -3.440

Covariance 1.753 -.070N 50 50

Gender Pearson Correlation

-.117 1

Sig. (2-tailed) .419Sum of Squares and Cross-products

-3.440 10.080

Covariance -.070 .206N 50 50

All the tables above describes the variables are related strongly with each other and if we take

various models in regression we can find that the regression models are explaining the variables

more than 50%.

29

Conclusion and Implications

Despite the obvious economic advantage of using relatively known personalities as

endorsers in advertising campaigns, the choice of celebrities to fulfill that role has

become common practice for brands competing in today's cluttered media environment.

There are several reasons for such extensive use of celebrities. Because of their high

profile, celebrities may help advertisements stand out from the surrounding clutter, thus

improving their communicative ability. A brief assessment of the current market situation

indicates that celebrity endorsement advertising strategies can, under the right

circumstances, indeed justify the high costs associated with this form of advertising. But

it would be presumptuous to consider celebrity endorsement as a panacea for all

barricades. Celebrity endorsement if used effectively, makes the brand stand out,

galvanizes brand recall and facilitates instant awareness.

To achieve this, the marketer needs to be really disciplined in choice of a celebrity.

Hence the right use of celebrity can escalate the Unique Selling Proposition i.e. it can

act as a source of brand building of a brand to new heights; but a cursory orientation of

a celebrity with a brand may prove to be claustrophobic for the brand. It was found that

people love to see celebrities endorsing their brands so the involvement of common

man is pretty high with these celebrities. So marketers should use the right celebrity

matching with the product. During survey it was found that male celebrities are

considered to be better celebrity endorser than that of their female counterparts. This is

because lots of research regarding consumer’s behavior towards automobile indicates

that people view automobile as female so in order to attract the attention of target

customers they preferably use male celebrity endorser. Also it was found that people

love to see sports stars endorsing their automobile than bollywood stars. This is

because of the fact in India Cricket is very famous and people worship players

likeSachinTendhulkar, M.S.Dohni, John Abraraham, HrithikRoshan etc. So they love to

see these players endorsing their automobiles. At last I just want to say a celebrity is a

means to an end, and not an end in him/her.

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Limitations of the Research

The research was done in the locality of KIIT University and the sample frame mainly consists

of students & teaching & non-teaching staffs. So it was assumed thatit will show the trends of the

internet andtheir preference towards the online shopping & interactive marketing.

Young people in the age group of 18-25 years prefer to use Internet. Any study based on survey

through questionnaire suffers from the basic limitations of the possibility of difference between

what isrecorded and what is truth, no matterhow carefully the questionnaire isdesigned and field

investigation has beenconducted. Recording the informationpersonally minimized the error

ofrespondents not reporting their truepreferences. The main source of the datafor the study was

primary data collectedfrom the respondents with the help ofself-administered questionnaire.

Some of respondents were unwilling to share the information.

31

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Journal of Advertising Research ; Dec2010, Vol. 50 Issue 4, p416-427, 12p .http://www.emeraldinsight.com

http://web.ebscohost.com

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ANNEXURE

Name of Respondent: ___________________________________________________ Age_________________

Sex: M F Contact No.:_______________________ Occupation: ______________________

Are Celebrities’ Trend Setters?

1. Expenditure on Clothing, Styling & Accessories per month.o 1000 to 3000o 3000 to 6000o 6000 to 8000o 8000 and above

2. Do you think Celebrities influence your Adaption of new style & trends?o Strongly Agreeo Agreeo Sometimeso Disagreeo Strongly Disagree

3. Do you agree the Role or Act played or put up by Your Favorite Celeb influence you?o Strongly Agreeo Agreeo Sometimeso Disagreeo Strongly Disagree

4. Which kind of Celebrities influences your adaption of new style & trends?o Film starso Sports Personalitieso Social Activistso Business Tycoonso Politicians

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5. What are the sources from where you adapt Your Favorite Celeb’s Fashion trends?o Newspaper/magazineso Hoardingso Movieso Interneto Mallso TV Showso Others (Please Specify):

________________________________________________________________

6. Do you also buy accessories, shoes and make up & also match up to the Style of Your Favorite Celeb?

o Yes alwayso Quite Ofteno Occasionallyo Not mucho Never

7. How likely will you purchase to the new Celeb Trends in the Current Market?o Most Likelyo Likelyo Sometimeso Maybe Noto No Never

8. Where do you prefer Shopping as per your preferred Celeb style & trend?o Onlineo Retail Outletso Mallso Local Marketso Others, please specify____________________

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9. Which Celeb influences Your Style & Trend?

Male Female

Sharukh Khan Katrina Kaif

Salman Khan Kareena Kapoor

Ranbir Singh Madhuri Dixit

Siddharth Mallya Jaya Bachhan

Rahul Gandhi Priyanka Gandhi

Others, Please Mention______________ Others, Please Mention_______________

10. Why does Your Favorite Celeb Influence Your Style & Trend?

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