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Table of Contents
1.0 INTRODUCTION..............................................................................................................................................................0
1.1 COMMUNICATION...........................................................................................................................................................1
1.2 FORMS OF COMMUNICATION..........................................................................................................................................2
1.3 THE COMMUNICATION PROCESS.............................................................................................................................3
1.4 BARRIERS TO COMMUNICATION..............................................................................................................................4
1.5 ADVERTISING..........................................................................................................................................................5
1.6 FEATURES OF ADVERTISING....................................................................................................................................6
1.7 ADVERTISING IN THE PRE-INDUSTRIAL ERA...........................................................................................................6
1.8 PRESENT SCENARIO OF ADVERTISING.....................................................................................................................7
1.9 MEDIA.....................................................................................................................................................................8
1.10 INDIAN MEDIA.....................................................................................................................................................8
1.11 ADVERTISING THEORIES......................................................................................................................................9
1.11.1 AIDA...................................................................................................................................................................9
1.11.2 DAGMAR..........................................................................................................................................................10
1.11.3 HIERARCHY OF EFFECTS.............................................................................................................................12
2.0 REVIEW OF LITERATURE..................................................................................................................................15
2.1 CELEBRITY............................................................................................................................................................15
2.2 HISTORY OF CELEBRITY ENDORSEMENTS.............................................................................................................16
2.3 CELEBRITY ENDORSEMENTS IN INDIA..................................................................................................................17
2.4 EFFECTIVENESS OF CELEBRITY ENDORSEMENTS..................................................................................................18
2.5 RESULTS OF CELEBRITY ENDORSEMENTS.............................................................................................................21
2.6 TYPES OF CELEBRITY ENDORSEMENTS.................................................................................................................22
2.7 COMPETITION IN THE MARKET FOR CELEBRITIES................................................................................................22
3.0 RESEARCH METHODOLGY......................................................................................................................................24
3.1 PREFACE................................................................................................................................................................24
3.2 DEFINITIONS OF RESEARCH..................................................................................................................................25
3.3 AREA OF STUDY....................................................................................................................................................26
3.4 LOCALE OF STUDY................................................................................................................................................26
3.5 RATIONALE OF STUDY...........................................................................................................................................27
3.6 RESEARCH OBJECTIVES.........................................................................................................................................27
3.7 RESEARCH QUESTIONS..........................................................................................................................................28
3.8 NATURE OF STUDY................................................................................................................................................29
3.9 RESEARCH APPROACH...........................................................................................................................................29
3.10 OPERATIONAL DEFINITION/ CONCEPTUAL FRAMEWORK...................................................................................30
3.11 DATA COLLECTION METHOD.............................................................................................................................31
3.12 DATA COLLECTION TOOL QUESTIONNAIRE....................................................................................................31
3.13 PRE-TESTING......................................................................................................................................................32
3.14 DATA COLLECTION PROCEDURE........................................................................................................................32
3.15 VARIABLES USED IN THE STUDY........................................................................................................................32
3.16 SAMPLING METHOD...........................................................................................................................................33
3.17 DATA ANALYSIS PROCEDURE.............................................................................................................................34
4.0 DATA ANALYSIS............................................................................................................................................................35
5.0 DISCUSSION AND CONCLUSION..............................................................................................................................48
5.1 DEMOGRAPHIC DETAILS........................................................................................................................................49
5.2 DISCUSSION...........................................................................................................................................................50
5.3 CONCLUSION.........................................................................................................................................................53
5.4 FINDINGS...............................................................................................................................................................54
5.5 LIMITATIONS..........................................................................................................................................................54
5.6 SCOPE FOR FURTHER RESEARCH............................................................................................................................54
6.0 SUMMARY......................................................................................................................................................................56
0
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
1.0 INTRODUCTION
1.1 Communication
Mass communication is one topic among many for the social sciences and only
one part of a wider field of enquiry into human communication. Under the name
communication science, the field has been defined by Berger and Chaffee
(1987:17) as a science which seeks to understand the production, processing and
effects of symbol and signal systems by developing testable theories, containing
lawful generalizations, that explain phenomena associated with production,
processing and effects. (McQuail, p. 22)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
o Thought: First, information exists in the mind of the sender. This can be a
concept, idea, information, or feelings.
A customer usually starts its buying process by processing the information sent
out by different organisations as mass communications, for example TV
advertisement or outdoor advertisements. They then build up a brand knowledge
and creates a stronger need for the product in question. When the customer later
on feels like they have a need for more information they reach out to the
organisation, usually a sales representative, to find out more about the offer. The
organisation then has their chance to convince the customer by relationship
communications. (Linde, 2002)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
o Perception If we feel the person is talking too fast, not fluently, does
not articulate clearly, etc., we may dismiss the person. Also our preconceived
attitudes affect our ability to listen. We may listen uncritically to persons of high
status and dismiss those of low status.
o Stress People do not see things the same way when under stress. What
we see and believe at a given moment is influenced by our psychological frames
of references our beliefs, values, knowledge, experiences, and goals. (Titlow)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
1.5 Advertising
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
During the preindustrial age, advertising was reaching far beyond the simple
signage and word of mouth of local merchants. Handbill, posters, and signs
became popular formats for advertising. The printing press was one of the most
important developments in the history and evolution of advertising. By the
middle of the 1600s, the printing press was enjoying the bicentennial of its
introduction by Johannes Gutenberg. Gutenbergs invention was one of three
major developments that can be attributed to the birth of modern
advertising (Arens, Schaefer, & Weigold, 2009).
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
During the middle of the nineteenth century, the nature of the American business
market began to change in dramatic ways. Earlier in the century, the steady rise of
industry and the formulation of a market economy - fueled by wage labor instead
of the traditional system of apprenticeship - as well as the formulation of national
banking standards created a sound, firm base for modern, capitalist economics.
From the increasingly industrialized and urbanized American landscape, a unique
phenomenon in marketing was born, and sometime around the 1840s, the concept
of modern advertising emerged in American society. (Maryland State Archives,
2006)
Consumers today are not only better informed about products and services, but
also the companies that produce them. The modern consumer will research a
company and absorb feedback from word-of-mouse channels such as blogs and
forums to offset the positive-only hype from advertising. The green movement is
represents a marketing potential of 500 billion dollars (Hopkins, 2009)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
1.9 Media
Media (the plural of medium) are the collective communication outlets or tools
that are used to store and deliver information or data. It is either associated with
communication media, or the specialized communication businesses such as: print
media and the press, photography, advertising, cinema, broadcasting (radio and
television), and/or publishing. (Indiaactive, 2014)
Media has been around ever since the evolution of mankind and technology.
Media has helped the development of various ways of communication during the
conglomeration of tribes and the nation. Media is the tool that people use to
communicate messages to each other. Most people get their information from the
various forms of media technologies. The existence of the various forms of media
has given the world a simple solution to receive and share information across the
globe. (Stephenson)
the year 1780. Radio broadcasting was initiated in 1927. Auguste and Louis
Luniniere were the first moving motion films that were screened in Mumbai (then
Bombay) in the year 1895. Indian media is the oldest and largest media of the
world. Media in India has been free and independent throughout most of its
history, even before establishment of Indian empire by Ashoka the Great on the
foundation of righteousness, openness, morality and spirituality. The period of
emergency (19751977), declared by Prime Minister Indira Gandhi, was the brief
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
period when India's media was faced with potential government retribution.
(NIMC, 2013)
1.11.1 AIDA
AIDA was created by Strong in 1925 and is a behavioral model that has as
purpose to make sure that an advertisement raise awareness, stimulate interest,
and leads the customer to desire and eventually action (Hackley, 2005)
The model is seen as a highly persuasive and is said to often unconsciously affect
our thinking (Butterfield, 1997)
In the given ad, the Headline Marriage does come with its rewards and the
image of the car attracts the viewers attention. The subhead The New Beetle,
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Best Gifted creates interest in the viewers to know more about the product. The
Body copy & the slogan given in the ad create desire in the viewers mind. The
contact information given towards the end makes the viewers take an action.
(AIDA Model, 2010)
(Figure 1.11.1.1)
1.11.2 DAGMAR
Dagmar Approach is the task of measuring ad effectiveness will not be daunting
if we clearly spell out the advertising goals. Russel H. Colley (1961) pioneered an
approach known by the acronym DAGMAR Defining Advertising Goals for
Measured Advertising Results, where to establish an explicit link between ad
goals and ad results, Colley distinguished 52 advertising goals that might be used
with respect to a single advertisement, a years campaign for a product or a
companys entire advertising philosophy.
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The model aims to increase awareness of the firm's product and is based on
FIVE key stages. (Gregglee, p. 194)
The DAGMAR approach has had a huge influence on the how to set objectives in
the advertising planning process and many planners use this model as their base.
However, just as the other approaches within advertising, DAGMAR has been
met with critique. One of the major criticisms towards DAGMAR is on its
reliance on the hierarchy-of-effects theory, just as with AIDA. Customers do not
always pass through the stages in a linear way. Another criticism made towards
the DAGMAR approach is that it focuses too much on strategies. Many creative
people within advertising are looking for the great unique idea that can result in a
successful campaign and feels that the DAGMAR approach is too concerned with
quantitative measurements on the campaign. (Belch, 1995)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Awareness
The customer becomes aware of the product through advertising. This is a
challenging step as there is no guarantee that the customer will be aware of the
product brand after they view the advert. Customers see many adverts each day
but will only remember the brand of a tiny fraction of products.
Knowledge
The customer begins to gain knowledge about the product for example through
the Internet, retail advisors and product packaging. In today's digital world this
step has become more important as consumers expect to gather product
knowledge at the click of a button. Consumers will quickly move to competitor
brands if they do not get the information they want. The advertiser's job is to
ensure product information is easily available.
Liking
This step is about ensuring that the customer likes your product. As an advertiser
what features can you promote to encourage the customer to like your product?
(Hierarchy of Effects model)
Preference
Consumers may like more than one product brand and could end up buying any
one of them. At this stage advertisers will want the consumer to disconnect from
rival products and focus on their particular product. Advertisers will want to
highlight their brand's benefits and unique selling points so that the consumer can
differentiate it from competitor brands.
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Conviction
This stage is about creating the customer's desire to purchase the product.
Advertisers may encourage conviction by allowing consumers to test or sample
the product. Examples of this are inviting consumers to take a car for a test drive
or offering consumers a free sample of a food product. This reassures consumers
that the purchase will be a safe one.
Purchase
Having proceeded through the above stages, the advertiser wants the customer to
purchase their product. This stage needs to be simple and easy, otherwise the
customer will get fed up and walk away without a purchase. For example a variety
of payment options encourages purchase whilst a complicated and slow website
discourages purchases. (Hierarchy of Effects model)
(Figure 1.11.3.1)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
2.1 Celebrity
Theyre humans. When you sign on to a celebrity, you sign on to the whole
package the good, the bad, and the ugly (Altena, 2010).
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
areas other than that of the product class endorsed (Friedman, ANJUM, SUMEET,
& SUKHWINDER , 1979). There are a number of researches that investigated the
effects of celerity endorsement on consumers purchase intention. Therefore, this
research is to investigate effects on celebrity endorsement on consumers purchase
intention of apparel product (Au-Yeung Pui Yi, 2012). Celebrity sources may
enhance attitude change for a variety of reasons. They may attract more attention
to the advertisement than would non-celebrities or in many cases, they may be
viewed as more credible than non-celebrities. Third, consumers may identify with
or desire to emulate the celebrity. Finally, consumer may associate known
characteristics of the celebrity with attributes of the product that coincide with
their own needs or desire. (Gupta, 2007). Celebrities from the field of sports and
movies have a string of endorsements under their belt. Thus celebrity
endorsements become a relevant field of research in India. However, this aspect of
the effect of celebrity personality on Brand Personality has not been studied yet in
consumer research (Roy, 2009).
The brand is projected to be living and credible with the presence of celebrities.
Analysts believe that famous celebrities are more capable catching the attention of
consumers. In addition to that, brands being established by celebrities are more
likely to retain longer on consumers memory. Conversely, the brands are easily
recalled with a mere mention of a product. (Godbout)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The first endorsement was made by the then cricketer named Farokh Engineer
who worked as a model for Brylcream (Padhy, 2012). Questions of why are the
celebrities roped in always from the mass media i.e. film industry, and sports, why
not the leading personalities from Neros, politics corporate world? Would not the
companies be able to gain the mind share of potential consumers by using these
personalities. The answer to the question is both yes and no few personalities like
Narayana Murthy of Infosys endorsed Windows XP and Rajeev Bakshi, CEO of
Pepse featured in its companys ad by offering testimony of the quality of its
products. Meanwhile, Pepsis rival Coca-cola, in its commercials, used film
personalities Aamir Khan and Radhika to prove its products hygienic condition. It
shows that the celebrities could even be used to repair the damage of the
companys reputation (Rengarajan & R. Sathya, 2014).
The late '80s saw the beginning of celebrity endorsements in advertising in India.
Hindi film and TV stars as well as sportspersons began encroaching on a territory
that was, until then, the exclusive domain of models. There was a spurt of
advertising, featuring stars like Tabassum (Prestige pressure cookers), Jalal Agha
(Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh
Suitings) (GiridharK.V, 2012). According to Agrawal and Kamakura (1995), when
a celebrity is paired with a brand, her image helps shape the image of that brand in
minds of the consumer.
Global media can make global stars, but it does not mean they translate into
universal marketing assets that can transform any brands value and market share
in any country anywhere. Worldwide, people are becoming more sophisticated
consumers who are less ready to accept simple, uniform marketing messages.
Very strong indifference to the power of the Celebrity in some western markets
may even point to how overt Celebrity endorsement may be working in the
reverse, turning consumers away from the very products being endorsed and so
having a negative impact.
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
India is a land of three Cs Cinema, Cricket and Curry. The citizens just love
their film and sports stars and would go to any extent to show their support for
their favourite celebrity. India is amongst the biggest producers of films in the
world and many superstars like Amitabh Bachchan, Shahrukh Khan, Kareena
Kapoor, Aishwarya Rai and many more are the heart-throbs of many a Indian.
Film actors and actresses have always held the majority share of celebrity
endorsements on TV. (Rai & Sharma, TRENDS IN CELEBRITY BRAND
ENDORSEMENTS ON INDIAN TELEVISION, 2013) Sports persons are
another big group of endorsers on Indian TV. This group mainly comprises of
Indian cricket team members who have proved their mettle on the global
cricketing scene. The top cricket stars who have got a huge fan following are
Sachin Tendulkar, M. S. Dhoni, Virat Kohli and others. Other games like tennis
(Sania Mirza), badminton (Saina Nehwal) and chess (Viswanathan Anand) also
feature in some TV advertisements promoting some or the other brand (Rai &
Sharma, TRENDS IN CELEBRITY BRAND ENDORSEMENTS , 2013).
According to the research by TAM Media, Adex India Analysis 2010, for the first
half of 2010, lists Kareena Kapoor as the leading female endorser possessing 45%
of Bollywoods most sought after. Whereas Mahendra Singh Dhoni is declared as
the leading male endorser in the first half of 2010.Ahead of a difference of 8 ads
from Shahrukh Khan and 3 ads from Sachin Tendulkar. According to Adex India
Analysis, Bollywood celebrities accounted for 80% celebrity endorsement TV ad
volumes in 2009, TV actresses -2%; TV actors-2%; Sports-15%; Film Actresses-
43%; Film Actors-37%. According to an IPAN-IMRB Research (2008), 86%-
Remember celebrity ads; 3%-Feel celebrities effect buying decision; 84%-Believe
quality and price is the input factor; 2%-Consider celebrity importance; 5%-
Believe stars endorse brand for money 22%-Believe celebrities use products they
endorse. (Suhalka, pp. 4-5)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The celebritys role is the most explicit and profound in incarnating user
associations among the above-mentioned points. To comprehend this, let us
analyze the multiplier effect formula for a successful brand:
Successful brand ambassador formula
S=P* D*AV
S is a successful brand
P is an effective product
D is Distinctive Identity
and AV is Added values.
(Figure 2.4.1)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
As a celebrity, if you sign on to endorse a beverage, you better drink that beverage
and none of its competitors. Because access to images of you carrying that drink,
consuming that drink and buying that drink is photographed and available
immediately on the internet, the consumer will call you out in a split second for
not being authentic. Blogs & editorial follow suit, and quickly the story changes
(Salup, 2014). Everything said and done, one have to weigh the potential risks vs.
the potential rewards as celebrity endorsements are always a high-risk, high-
reward situation and there is always a human element that you might not know
about (Surana, 2008). Celebrity endorsement has been applied for many years.
Already in 1979 one in every six commercials used a celebrity and in 2001 that
percentage grew to 25% (Erdogan et al, 2001). The usage of celebrity
endorsements has increased in the last decades and at the same time also the
corresponding cash flows grew. In the year 1996 US companies paid more than 1
billion dollar to celebrity endorsers for endorsement deals and licensing rights
(Lane, 1996) (Hoekman & Dr.A.M.M.Bosmans). Position of a brand in the mind
of the customer is always relative. When a brands name is recalled before others
it is called top of the mind positioning of that brand. Advertising also helps in
creating Top of the Mind Awareness of a brand and aims at facilitating brand
recall. The focus of this paper is to understand if TV Advertisements have an
impact of youth purchase decisions (Bisht, 2013). Various companies are signing
deals with celebrities in the hope that by using celebrities they can accomplish a
unique and relevant position in the minds of the consumers. Choice of the
celebrity, hence, is of utmost importance and is usually done based on many
different parameters - appeal, looks, popularity or even just a fantasy figure to
endorse a brand (Pughazhendi & Ravindran, 2012). In India, television is the most
popular and effective means of the mass communication. There are over three
million television commercials being aired every year. However, the people forget
80 percent of them in a day or two. So, it is imperative for the marketers to ensure
that their ad campaign stands out amongst the crowd. Since advertising is a highly
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
critical tool for luring customers to make purchases, Indian firms are investing
millions of rupees on celebrity advertising (Goyal, 2012).
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
fragrances. Belk (1988) pointed out that consumer view the products they
purchase as much more than just bundles of utility as economists proclaim, but
also as bundles of meaning or attributes like sophistication, courageousness,
frugality, and honesty, with which to fashion their self-identity. Companies
attempt to label their products with different meanings by linking their products
with celebrities who carry the meanings they desire. During celebrity
endorsement, consumers have a perceived image about any celebrity endorser, and
this image affect is transferred to the endorsed brand (Atkin & Block, 2013, p. 8)
Specifically a consumer that observes messages for two different firms products,
one products message containing a celebrity endorsed and the other not believes
the celebrity endorsed product will have more purchases and so be of higher value
(Khatri, 2006).
There are many examples where companies in India have used celebrities to
overcome the crisis related with their brands. Cadbury faced a major
embarrassment in 2004 when worms were found in some of its packages in India.
Cadbury tried to overcome the worm infestation controversy by vouching for its
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
quality and safety standards. However as the public was not convinced by
companys assurances, Cadbury turned to Amitabh Bachchan to bail it out.
Amitabh Bachchan, with assuring personality and a pan-India appeal, salvaged
Cadbury's reputation by reinforcing the point that Cadbury had made substantial
changes in packaging and was paying attention towards its storage conditions in
retail outlets. (Sahay, 2013, p. 24)
India, with an approximate 10% growth, will certainly be in the top 10 advertising
markets in absolute dollar terms by 2015 (Sharma, 2009). In India, celebrity
endorsements are believed to be particularly useful as the average consumer
reportedly identifies more strongly with celebrities than in other countries. Film
stars and sports personalities (especially cricket players) are immensely popular
among the masses. This has encouraged the widespread use of celebrities in
advertisements over the decades. And Television (TV) is the best vehicle to show
such advertisements. (Sharma, 2009)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
3.1 Preface
From the Review of Literature, the researcher can conclude the following. From
the literature review on celebrity endorsements, it is obvious that researchers have
not yet looked into the effects of the celebrity personality on the brand personality.
However, given the context of incremental use of celebrities to promote brands,
this becomes very important. Both the congruence studies in celebrity
endorsements and the meaning transfer studies have hinted on the congruence or
transfer of attributes from the celebrity to the brand endorsed.
It can be determined from the study that celebrities play an important role in the
sales of a product. However, it doesnt always mean that hiring a celebrity would
give profits. The brand also needs to keep in mind that the celebrity endorsement
strategy is high-risk and given that a company wishes to engage in this strategy,
the company would have to consider the cost to bring in the celebrity, the personal
life of the celebrity endorser and the match with the brands attributes.
Celebrities endorsing fairness creams have received varied criticism from the
Indian society. A lot of people are against the use of fairness creams in general as
they discriminate the fair looking from the one who are dark or tanned. Thus,
using celebrities in fairness cream ads has always been a throw of the dice for
brands across India and across the world as well. A brand cannot predict the
outcome of a certain fairness cream advertisement that has been endorsed by a
celebrity be it a cricketer or a film star.
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
For many years, research was not widely used in advertising and decisions were
made on an intuitive basis. However, with increased competition, mass markets
and mounting costs, more and more advertisements have come to rely on research
as a basic management tool. (Haskins and Kendrick, 1993)
Many dictionaries and scholars in various ways define the concept Research.
Following are some of the definitions of research.
Thematic Area: The topic deals with Media Studies, advertising, branding and
brand image, psychology, culture and behavioral effects.
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Pune is ninth largest metropolis in India and hence has a lot of young couples.
Pune is known for its high educational facilities and relative prosperity. It has a
growing industrial hinterland, with information technology and automotive
companies setting up factories in the district. Pune has now emerged as Mini
India. Therefore it is perfect as the locale of study as it can provide the best cross
section of India for sample design.
Also, the research scholar is studying in Pune city and is able to display diverse
social, occupational, cultural and geographical backgrounds of respondents.
Hence, the locale of study is selected as Pune city. (Map of Pune in Annexure)
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
This study is being conducted to find out to what extent have these people been
exposed and how much is the recall they can generate from them. Mensah,
Asuamah and Amankwah have stated in their research paper that almost 78% of
adolescents prefer to have celebrities in the endorsements.
For the purpose of this study the researcher has set the following general as well
as specific objectives:
General Objective:
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Specific Objectives:
This study was ex- facto and descriptive in nature. The ex-post-facto method is
appropriate in circumstances when the more powerful experimental method is not
possible. It is not always possible to select, control, and manipulate the factors
necessary to study cause and effect relations directly. (Lord Harold). It was ex-
post-facto also, because the researcher had no direct control over the independent
variables, because their manifestations had already occurred. They were
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Impact: Impact for the present study means tangible effects and consequences of
celebrity fairness cream advertisements on young adolescents of Pune.
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Television: A television set was a very particular type of device, which served as
the hub of audio-visual entertainment in a given household. To take Wikipedia's
description, it's a telecommunication medium for transmitting and receiving
moving images that can be monochrome (black-and-white) or colored, with or
without accompanying sound. (Titlow)
Adolescents: Adolescence describes the teenage years between 13 and 19 and can
be considered the transitional stage from childhood to adulthood. Adolescence can
be a time of both disorientation and discovery. The transitional period can bring
up issues of independence and self-identity; many adolescents and their peers face
tough choices regarding schoolwork, sexuality, drugs, alcohol, and their social
life. Peer groups, romantic interests and external appearance tend to naturally
increase in importance for some time during a teen's journey toward adulthood.
Pune: The term refers to the geographical area under the jurisdiction of Pune
Municipal Corporation.
29
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
3.13 Pre-testing
The pre testing of the questionnaire was conducted between the 15 th and 18th of
March, 2015. They were asked to fill up the questionnaire. After they submitted
the forms, the researcher had an in depth interview with each of the respondents to
understand their views and opinions and their perceptions. The suggestions from
the respondents were important to rectify the mistakes and incorporate the
changes in the final changes in the questionnaire. A modified questionnaire was
then prepared for the final research.
30
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The researcher collected and digitized the data. The list of buildings mentioned in
Table was used for research. The researcher took a set of 100 copies of
questionnaires for the various places to get them filled.
The data collected by the researcher was again scrutinized. The respondents who
had completed the entire questionnaire were considered. Finally, a total of 100
middle adolescents were taken as sample for the survey.
31
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The universe/ population of this study is the total number of middle adolescents in
Pune city. The total population is infinite.
The sampling method used for the study was purposive sampling. The reason
being the study was to access the perception of men about the celebrity
endorsement for fairness creams. The researcher has chosen Viman Nagar as the
primary area within which to conduct the research as it houses a high population
of young and late adolescents and men courtesy the various colleges located
within the vicinity.
The assumptions made were that the populations are residents of Pune and is
either pursuing their studies in Pune or doing a job.
Selective sampling was done of adolescents who are in the age bracket of 18-25.
32
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
33
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
(Figure 4.1.1)
25
14 10
The graph shows that from the research conducted on the target group, 25% of
them watch television for less than half an hour everyday. The majority (51%) of
the population watches TV for half an hour to one hour. 14% of the population
watches TV for a timespan of around 1-2 hours whereas only 10% claim to be
watching TV for 2 or more hours everyday.
From the graph given above, it can be conferred that people usually watch TV for
about one hour everyday. So, it becomes imperative for the fairness cream brands
to catch the attention of the people in that timespan.
34
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
(Figure 4.2.1)
20
15
As seen in the graph, 15% of the population says they receive information about
new products through friends or family whereas the a major part of the population
(63%) claim that they receive information through advertisements. This is an
important statistic, as this would help the advertisers in understanding the psyche
of the consumers. Around 20% of the population has claimed that they usually
receive such information through experts like dermatologists. Around 2% has said
that they receive the information through other sources like magazines,
newspapers etc.
35
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
(Figure 4.3.1)
The graph clearly shows that Price/Discount offer with 35% is what the
population majorly thinks of while buying fairness cream. The other thing that is
important for the target population is the packaging of the product (29%), then is
Utility (19%), Colour (12%) and Fragrance (5%). However, some consumers look
for other things or are buying the product due to other reasons such as opinions of
others or due to their favorite celebrity endorsing it.
36
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
(Figure 4.1.1)
Sunscreen 22
Pimple control 61
Moisturizer 45
Fairness 46
0 10 20 30 40 50 60 70
From the graph, the researcher has found out that most of the young and late
adolescents of Pune use cosmetic creams for fairness (46%). Most of the
advertisements show a certain type of ads where one becomes successful if and
only if are fair. Around 45% of adolescents use creams as moisturizers. A huge
percentage (61%) use cosmetic creams for pimple control or removal whereas
22% and 35% use it for sunscreen protection and blackhead removal respectively.
37
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
21
15
12
10
The graph suggests that almost 63% of the TA accepted that due to fairness cream
ads, their self-esteem has lowered. Only 12% are neutral in this matter. 15% of the
TA disagrees with the fact that it causes self-esteem issues and around 10% of the
TA completely disagrees with the issue at hand.
38
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
(Figure 6.1.1)
21
17 18
The researcher can easily conclude that the respondents believe whatever the
celebrity endorses and they themselves feel as if they are looking fairer and it
gives a boost to their confidence. So, it can be concluded that celebrity
endorsements are effective.
39
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
(Figure 7.1.1)
19 18
11
5
The results also arent deviating from the expected results. Most of the
respondents agree that they would go to a market or shop to buy fairness creams if
their favourite celebrity were endorsing it.
Strongly Agree: 47%
Agree: 19%
Neutral: 11%
Disagree: 18%
Strongly Disagree: 5%
(Figure 8.1.1)
40
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
SPF; 16%
Glow; 13%
83 out of 100 respondents say they use fairness creams to get an oil free look on
their faces. 79 respondents said they use it to attain fairness and look good. 63
claim to use it for dark spots removal whereas 61 and 49 respondents out of 100
use it for SPF and Glow respectively.
Thus, we can conclude that the respondents buying the fairness creams are using it
for Oil Free Look and Fairness and not for Glow that it gives.
41
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
(Figure 9.1.1)
Product Benefits 16
Jingle 3
Brand Ambassador 18
Advertisement 63
We can find out from this graph given above that the advertisement itself is what
the respondents remember. Over and above the content and story of the ad, the
respondents are able to remember the brand name as well.
However, most of them said they couldnt place the brand along with the brand
ambassador for the same. Some said they remember the jingle of the
advertisement, which helped them recollecting the brand whereas some said they
remember it due to the product benefits.
42
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
(Figure 10.1.1)
50
40
30 27
20
10 8
10
0
Film star Cricketer Politician Comedian
43
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
(Figure 11.1.1)
GARNIER
M S Dhoni 3
John Abraham 11
Siddharth Malhotra 39
Ranbir Kapoor 17
Arjun Rampal 9
Virat Kohli 21
(Figure 11.1.2)
NIVEA
M S Dhoni 7
John Abraham 9
Siddharth Malhotra 33
Ranbir Kapoor 20
Arjun Rampal 7
Virat Kohli 24
44
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
From the results, the researcher can figure out that actors are preferred over
cricketers, as they believe actors need to be fairer than cricketers as their
profession demands looking good and up to date.
The results tally with the fact that the respondents prefer actors to cricketers as
they have given the maximum votes or points to Siddharth Malhotra, who is
considered as a female heartthrob. By seeing him endorse a fairness cream, the
respondents are also given hopes of attaining the same popularity as him. The
second highest voted person in this is Virat Kohli because of his looks and
personality and not because of his cricketing skills and prowess.
45
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The research in question was directed on the topic, Comparative and critical
study of a brand endorsed by a film star and by a cricketer (Arjun Rampal- Nivea
and Virat Kohli - Fair and Handsome) and its influence on adolescents/men of
Pune.
While doing the research, the research scholar has kept in mind the following
objectives:
General Objective:
Specific Objectives:
Research Questions
46
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The area from which the respondents have been chosen were predominantly from
Viman Nagar, Pune.
5.2 Discussion
The hypothesis set for this research as per the researcher was that celebrities do
have a positive impact on the sales of a fairness cream. The same has been proved
right through the research carried out by the researcher.
47
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The researcher also came to the conclusion that the brand ambassador should be
chosen carefully as the attributes of the brand ambassador get transferred onto the
brand, which not may be favorable in all cases. Through this, the researcher tries
to prove that the credibility of the celebrity is also important. For example, a
celebrity like Salman Khan would be difficult to use for a fairness cream
advertisement as he has a bad boy image, which doesnt go well with the
consumers. Also, he comes across as a person who doesnt really focus too much
on his fairness and other such attributes.
The fact that fairness cream advertisements hit Indian television and other
mediums around 3-4 years ago and their growth is just reiteration of the fact that
they are extremely successful. With brand ambassadors like Shahrukh Khan
endorsing Fair & Handsome, fairness creams advertisements are on the rise in
India as more and more celebrities endorse fairness creams, thereby somehow
trying to earn credibility for themselves and for the brand they are endorsing as
well.
Thus, in effect, the study done by the researcher contributes both to the celebrity
endorsement and brand personality and calls for more research in this area.
Through the study conducted by the researcher, it can be concluded that the
middle adolescents in Viman Nagar, Pune watch television for around 30 minutes
to 1-hour everyday.
48
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Celebrity endorsements have increased in the last few years. Due to that, the
audience has started believing that all endorsements are bogus and that celebrities
dont actually use those products. So, celebrities need to be chosen carefully as
only when they have credibility will they be able to help the brand convert their
product ad into sales.
3) What is the decision making process to buy the products followed by the
adolescents after they see these advertisements?
Middle adolescents usually end up buying the product that their favorite celebrity
has endorsed. So this means that celebrity endorsements are successful and can
give a good Return on Investment.
On seeing the products endorsed by their favorite celebrities, they are enticed into
buying the product. The credibility is already attained as the celebrity is well
known and is a favorite amongst a major part of the adolescents. Therefore,
49
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
4) What is the reason behind the growing need to use celebrities in all fairness
cream advertisements?
Also, the numbers of television subscriptions have increased and the numbers of
viewers have increased as well. So the people who would go buy a product
endorsed by a celebrity are high. Therefore, celebrities are being used to endorse
fairness creams in all advertisements.
Middle adolescents in Pune prefer a film star endorsing a fairness cream product
as they believe that fairness is more important in a field like acting and not so
much in a sport like cricket. The actor Siddharth Malhotra got the maximum
preference as he has recently been the female heartthrob and all adolescents wish
or dream to be like him and not only become successful, but be well known and
admired in the female community as well.
50
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
With more than a quarter of the population choosing a certain celebrity to endorse
a fairness cream, it is certain that film stars are doing really well in marketing
them. Thus, they have a huge impact on the sales generated by fairness creams
through celebrity endorsements.
5.3 Conclusion
The study was conducted mostly on student samples. So, it doesnt give a
comprehensive answer to all the questions that it aims to answer. However,
through the study, the researcher such as found out some major findings:
5. The research also indicates that celebrity endorsements help in brand promotion.
5.4 Findings
The researcher has discovered the following findings:
51
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
2. Most of the respondents prefer to use fairness cream to achieve brighter skin, as
they believe it gives them a boost in confidence, which eventually leads to them
being popular amongst the opposite gender
5.5 Limitations
The limitations incurred during the research were as follows:
The study focuses on middle adolescents and their preference level towards
fairness and the factors influencing them in the purchase of fairness cream. The
study also determines the various pros and cons. Study was conducted on 100
respondents in the city of Pune.
Through this study, the researcher was able to find insights about the preferences
and impact of celebrity endorsements on middle adolescents of Pune. This study
can be further used and tweaked to find deeper insights about the impact of
celebrity endorsements.
52
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
6.0 SUMMARY
Research Objectives
53
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
For the purpose of this study the researcher has set the following general as well
as specific objectives:
General Objective:
Specific Objectives:
Research Questions
vi. What are the television viewing patterns of middle adolescents of Pune?
vii. What is the perception of adolescents being exposed to celebrity endorsements on
television?
viii. What is the decision making process to buy the products followed by the
adolescents after they see these advertisements?
ix. What is the reason behind the growing need to use celebrities in all fairness cream
advertisements?
x. What is the impact of brand endorsement by a cricketer vis--vis film star?
54
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Nature of Study
This study was ex-facto and descriptive in nature. The ex-post-facto method is
appropriate in circumstances when the more powerful experimental method is not
possible. It is not always possible to select, control, and manipulate the factors
necessary to study cause and effect relations directly. (Lord Harold)
It was ex-post-facto also, because the researcher had no direct control over the
independent variables, because their manifestations had already occurred. They
were inherently not manipulated. Secondly, inferences about relations among
variables are made, without direct intervention. There was absolute zero
possibility of controlling the changes in behavioral pattern of independent
variables young adolescents of Pune.
It was descriptive because it essentially aimed at finding the facts related largely
to the present, and abstracting generalizations by the cross sectional study of the
current situation. The researcher found the impact of celebrities endorsing on
young adolescents of Pune without conducting previous hypothesis.
Research Approach
The method used for data collection was the survey method.
55
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The researcher collected and digitized the data. The list of buildings mentioned in
Table was used for research. The researcher took a set of 100 copies of
questionnaires for the various places to get them filled.
The researcher did the data collection from 4th March 2015 to 9th March 2015.
The data collected by the researcher was again scrutinized. The respondents who
had completed the entire questionnaire were considered. Finally, a total of 100
young adolescents/ men were taken as sample for the survey.
Since the nature of the study is descriptive, the researcher has identified the
important dependent and independent variables. Independent variables are those
over which we cannot exercise any control and the dependent variables depend on
the independent variables.
Sampling Method
Sampling methods are used to select a sample from within a general population.
Proper sampling methods are important for eliminating bias in the selection
56
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
process. They can also allow for the reduction of cost or effort in gathering
samples. Common methods of sampling include simple random sampling
(completely random selection from the population), systematic sampling (ordering
the population and selecting at regular intervals), stratified sampling (splitting the
population into categories and randomly selecting from within each category),
matched random sampling (population is divided into pairs based on a criterion
and then randomly assigned to groups), and panel sampling (applying the same
test over time to randomly selected groups). (Campbell, 2008)
The universe/ Population of this study are the total number of young adolescents
and men in Pune city. The total population is infinite.
v. Sampling Procedure
The researcher has chosen Viman Nagar as the primary area within which to
conduct the research as it houses a high population of young and late adolescents
and men courtesy the various colleges located within the vicinity.
vi. Assumptions
The assumptions made were that the populations are residents of Pune and are
either pursuing their studies in Pune or doing a job.
Selective sampling was done of adolescents who are in the age bracket of 18 25
Data Analysis
The hypothesis set for this research as per the researcher was that celebrities do
have a positive impact on the sales of a fairness cream. The same has been proved
right through the research carried out by the researcher.
57
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
in to sales for the brand and also helps it retain its consumers for a longer period
of time.
The researcher also came to the conclusion that the brand ambassador should be
chosen carefully as the attributes of the brand ambassador get transferred onto the
brand, which not may be favorable in all cases. Through this, the researcher tries
to prove that the credibility of the celebrity is also important. For example, a
celebrity like Salman Khan would be difficult to use for a fairness cream
advertisement as he has a bad boy image, which doesnt go well with the
consumers. Also, he comes across as a person who doesnt really focus too much
on his fairness and other such attributes.
The fact that fairness cream advertisements hit Indian television and other
mediums around 3-4 years ago and their growth is just reiteration of the fact that
they are extremely successful. With brand ambassadors like Shahrukh Khan
endorsing Fair & Handsome, fairness creams advertisements are on the rise in
India as more and more celebrities endorse fairness creams, thereby somehow
trying to earn credibility for themselves and for the brand they are endorsing as
well.
Thus, in effect, the study done by the researcher contributes both to the celebrity
endorsement and brand personality and calls for more research in this area.
58
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The graph shows that from the research conducted on the target group, 25% of
them watch television for less than half an hour everyday. The majority (51%) of
the population watches TV for half an hour to one hour. 14% of the population
watches TV for a timespan of around 1-2 hours whereas only 10% claim to be
watching TV for 2 or more hours everyday.
From the graph given above, it can be conferred that people usually watch TV for
about one hour everyday. So, it becomes imperative for the fairness cream brands
to catch the attention of the people in that timespan.
As seen in the graph, 15% of the population says they receive information about
new products through friends or family whereas the a major part of the population
(63%) claim that they receive information through advertisements. This is an
important statistic, as this would help the advertisers in understanding the psyche
of the consumers. Around 20% of the population has claimed that they usually
receive such information through experts like dermatologists. Around 2% has said
that they receive the information through other sources like magazines,
newspapers etc.
59
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The graph clearly shows that Price/Discount offer with 35% is what the
population majorly thinks of while buying fairness cream. The other thing that is
important for the target population is the packaging of the product (29%), then is
Utility (19%), Colour (12%) and Fragrance (5%). However, some consumers look
for other things or are buying the product due to other reasons such as opinions of
others or due to their favorite celebrity endorsing it.
From the graph, the researcher has found out that most of the young and late
adolescents of Pune use cosmetic creams for fairness (46%). Most of the
advertisements show a certain type of ads where one becomes successful if and
only if are fair. Around 45% of adolescents use creams as moisturizers. A huge
percentage (61%) use cosmetic creams for pimple control or removal whereas
22% and 35% use it for sunscreen protection and blackhead removal respectively.
60
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The graph suggests that almost 63% of the TA accepted that due to fairness cream
ads, their self-esteem has lowered. Only 12% are neutral in this matter. 15% of the
TA disagrees with the fact that it causes self-esteem issues and around 10% of the
TA completely disagrees with the issue at hand.
The researcher can easily conclude that the respondents believe whatever the
celebrity endorses and they themselves feel as if they are looking fairer and it
gives a boost to their confidence. So, it can be concluded that celebrity
endorsements are effective.
61
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The results also arent deviating from the expected results. Most of the
respondents agree that they would go to a market or shop to buy fairness creams if
their favourite celebrity were endorsing it.
Strongly Agree: 47%
Agree: 19%
Neutral: 11%
Disagree: 18%
Strongly Disagree: 5%
62
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Thus, we can conclude that the respondents buying the fairness creams are using it
for Oil Free Look and Fairness and not for Glow that it gives.
We can find out from this graph given above that the advertisement itself is what
the respondents remember. Over and above the content and story of the ad, the
respondents are able to remember the brand name as well.
However, most of them said they cant place the brand along with the brand
ambassador for the same. Some said they remember the jingle of the
advertisement, which helped them recollecting the brand whereas some said they
remember it due to the product benefits.
63
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
This goes on to prove that the boost in the number of fairness cream ads has been
exponential in the last couple of years and the ads involving celebrities has been
even more.
Thus, by using celebrities for endorsement, the brands can know for sure that their
product is being known in the market. It is extremely important to use celebrities
to endorse products especially fairness cream products.
64
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
From the results, the researcher can figure out that actors are preferred over
cricketers, as they believe actors need to be fairer than cricketers as their
profession demands looking good and up to date.
The results tally with the fact that the respondents prefer actors over cricketers as
they have given the maximum votes or points to Siddharth Malhotra, who is
considered as a female heartthrob. By seeing him endorse a fairness cream, the
respondents are also given hopes of attaining the same popularity as him. The
second highest voted person in this is Virat Kohli because of his looks and
personality and not because of his cricketing skills and prowess.
Through the study conducted by the researcher, it can be concluded that the
middle adolescents in Viman Nagar, Pune watch television for around 30 minutes
to 1-hour everyday.
65
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Celebrity endorsements have increased in the last few years. Due to that, the
audience has started believing that all endorsements are bogus and that celebrities
dont actually use those products. So, celebrities need to be chosen carefully as
only when they have credibility will they be able to help the brand convert their
product ad into sales.
3) What is the decision making process to buy the products followed by the
adolescents after they see these advertisements?
Middle adolescents usually end up buying the product that their favorite celebrity
has endorsed. So this means that celebrity endorsements are successful and can
give a good Return on Investment.
On seeing the products endorsed by their favorite celebrities, they are enticed into
buying the product. The credibility is already attained as the celebrity is well
known and is a favorite amongst a major part of the adolescents. Therefore,
celebrity endorsements help in boosting sales as it leads to the adolescents going
to the market and buying the product.
4) What is the reason behind the growing need to use celebrities in all fairness
cream advertisements?
66
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Also, the numbers of television subscriptions have increased and the numbers of
viewers have increased as well. So the people who would go buy a product
endorsed by a celebrity are high. Therefore, celebrities are being used to endorse
fairness creams in all advertisements.
Middle adolescents in Pune prefer a film star endorsing a fairness cream product
as they believe that fairness is more important in a field like acting and not so
much in a sport like cricket. The actor Siddharth Malhotra got the maximum
preference as he has recently been the female heartthrob and all adolescents wish
or dream to be like him and not only become successful, but be well known and
admired in the female community as well.
With more than a quarter of the population choosing a certain celebrity to endorse
a fairness cream, it is certain that film stars are doing really well in marketing
them. Thus, they have a huge impact on the sales generated by fairness creams
through celebrity endorsements.
Conclusion
67
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
The study was conducted mostly on student samples. So, it doesnt give a
comprehensive answer to all the questions that it aims to answer. However,
through the study, the researcher such as found out some major findings:
10. The research also indicates that celebrity endorsements help in brand promotion.
Findings
The researcher has discovered the following findings:
Limitations
The limitations incurred during the research were as follows:
68
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
8. Other researches could look into other possibilities like multiple endorsements
and multiple celebrities.
The study focuses on middle adolescents and their preference level towards
fairness and the factors influencing them in the purchase of fairness cream. The
study also determines the various pros and cons. Study was conducted on 100
respondents in the city of Pune.
Through this study, the researcher was able to find insights about the preferences
and impact of celebrity endorsements on middle adolescents of Pune. This study
can be further used and tweaked to find deeper insights about the impact of
celebrity endorsements.
69
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
Bibliography
Advertising. (n.d.). Retrieved from Mumbai University:
http://www.mu.ac.in/myweb_test/sybcom-avtg-eng.pdf
Farlex. (n.d.).
Human behavior. (n.d.). From Wikipedia.
Bovee. (1992). Retrieved 2014, from
http://public.wsu.edu/~taflinge/addefine.html
Hornby. (2000).
Communication. (2011). Retrieved 2014, from Skillsyouneed:
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Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
71
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
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72
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
73
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
74
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
75
Comparative and critical analysis of the impact of brand endorsed
by a film star vis--vis cricketer on middle adolescent boys in Pune
with special reference to Nivea and Fair & Handsome
76