Essay Zone.com - Free essays!
REGISTER NOW!
Login to an existing account
     
GCSE essays
A Level essays
University essays
Forum
Why join?
Essay quality
FAQ

Search forums
About us
Contact us

 

 
Influence of celebrity brand endorsement on buying behavior of the Indian soft drink consumers Free essay! Download now

Home > A Level > Business studies > Influence of celebrity brand endorsement on buying behavior of the Indian soft drink consumers

Influence of celebrity brand endorsement on buying behavior of the Indian soft drink consumers

You can download this essay for free. All you need to do is register and submit at least one of your essays to us.

Or you can purchase this essay for just $2 instantly without registering

Downloads to date: N/A | Words: 20068 | Submitted: 24-Dec-2012
Spelling accuracy: 97.2% | Number of pages: 86 | Filetype: Word .doc


This is what the first 3 pages of the essay look like

 Influence of celebrity brand endorsement on buying behavior of the Indian soft drink consumers essay preview Influence of celebrity brand endorsement on buying behavior of the Indian soft drink consumers essay preview Influence of celebrity brand endorsement on buying behavior of the Indian soft drink consumers essay preview

Description

marketing assignment

Preview


Title: Influence of celebrity brand endorsement on buying behavior of the Indian soft drink consumers


Acknowledgment
I am highly grateful for the help and support provided to me for the duration of the completion of my dissertation. I would like to first thank my instructor, who provided me this opportunity to conduct dissertation and guided me at every step of the dissertation. Additionally I also want to thank my team members who helped me in the collection and analysis of data, for research in order to have relevant results for the dissertation.


Table of Contents
Acknowledgement……………………………………………………………………………...i
List of figures and tables………………………………………………………………………ii
CHAPTER 1 INTRODUCTION 1
1.1 Introduction 1
1.2. Research Aim 3
1.3 Research questions 4
1.4 Research Objectives 4
1.5 Research Methodology 5
1.6 Contribution of the Study 5
1.7 Structure of the Dissertation 6
CHAPTER 2: LITERATURE REVIEW 7
2.1. Who is a Celebrity? 7
2.2. Concept of Celebrity Endorsement 8
2.3 Reasons for using celebrity endorsers 11
2.4 Threats of celebrity endorsement 12
2.4.1 Pros and Cons of celebrity brand endorsement 14
2.5 Selecting of celebrity endorsers 15
2.6 Brand Celebrity Endorsement 16
2.7 Consumer Buying behavior 18
2.7.1 Consumer Buying Process 18
2.7.2 Types of Consumer Buying Behavior 19
2.8 Impact of Celebrity Endorsement on buying behavior of the consumer 20
2.9 Indian Soft Drink Industry 22
2.9.1 Industry overview 24
2.10 Conclusion 26
CHAPTER 3: METHODOLOGY 28
3.1 Research Methods 29
3.2 Research Motives 31
3.3 The Population 31
3.4 The Sample 31
3.5 Tools for Data collection 32
3.6 Data collection 32
3.7 Validity and Reliability 33
3.9 Limitations 34
3.10 Celebrity Endorsement Strategy: Case of Coca Cola India 34
CHAPTER 4: DATA ANALYSIS AND FINDINGS 40
4.1 Data Analysis 41
4.2 Findings 52
CHAPTER 5: DISCUSSION OF FINDINGS 55
Conclusion 58
CHAPTER 6: RECOMMENDATIONS AND LIMITATIONS 59
APPENDIX A 66
LIST OF TABLES AND FIGURES
Figure 1 Buying process. 18
Figure 2 Demand of Aerated Sort Drink over time. 24
Figure 3 Market Share 25
Figure 4 Market Growth over time 25
Figure 5 Geographic Distribution of the market 25
Figure 6 Category-Wise Off-Trade Sales of Carbonated Drinks In India Between 2005-10 (In Rs. Million) 26
Figure 7 Spending for Celebrity Endorsement by Coca-Cola India. 39
Table 1 Pros and cons of celebrity endorsement. 14
Table 2 Category-Wise Off-Trade Sales of Carbonated Drinks In India Between 2005-10 (In Rs. Million) 25
Table 3 Different brands of Coca cola and their marketing USP. 35
CHAPTER 1 INTRODUCTION
1.1 Introduction
It is a routine for us to encounter with number of commercials endowed with well known persons, in either electronic media or paper media. Such commercials, endowed with famous personalities, are the part and parcel of company’s promotion mix strategies. This concept, in general, is known as Celebrity endorsement. Believing that celebrities are the effective spokespersons for the company, marketing persons spend enormous fund for such contracts (Katyal, 2007). Celebrity choice for endorsement is very critical by nature, as it involves significant fund along with the reputation of the firm. Choice of celebrity is done based on two parameters. One of these is ‘compatibility index’ and another is ‘trait fit index’. By compatibility index, we mean the match between the celebrity and the brand. Whereas the trait fit index is defined as conformity of brand personality traits to the celebrity personality traits (Sengupta, 2005).
A radical increase ...

Download this essay in full now!

Just upload at one of your essays to our database and instantly download your selection! Registration takes seconds

Or you can download this essay for $2 immediately without registering


Comments and reviews

Reviews are written by members who have downloaded the essay

No comments yet. If you download the essay you can review it afterwards.