Research Methodology

1.1 RESEARCH OBJECTIVES :

 To find out celebrity’s Effectiveness in Brand Recall.
 To determine the Brand with different celebrities.
 To know the perception of consumers about celebrity.
 To understand influence of celebrity endorsement in purchase decision.
 To determine the brand celebrity fit/congruence of selected endorsement.
 To determine most preferred celebrity which people like which people like to see in an
advertisement endorsing a product.
 To know the overall effect on sales and people by using of celebrity.

SOURCES OF DATA
For unsystematic research, information is required from different sources of data.
 Primary Data:

Primary data may be described as those data that have been observed and recorded by the
researcher for the first time to their knowledge. We have collected primary data through
close ended questionnaire method, filled by consumers.
 Secondary Data:
Secondary data means the data which are readily available from different sources. We have
gathered these data from the websites, books and magazines.

1.2 Research methodology for Primary Survey

The research methodology adopted for primary survey is given below:
Research Approach:
 For gathering primary data, we have used survey approach, which is widely used
method for data collection and best suited for qualitative explorative type of research
survey.
Research Instrument:
  For our research we have used questionnaire, which is the most, common instrument
used to collect the primary data. A questionnaire consists of the set of questions
presented to the respondents for their answers..

Questionnaire design:

Our prime objective of making questionnaire design is such that we find out effectiveness
of celebrity in advertising on consumer behavior, Like we want to measure consumers
perception, attitude towards celebrity advertisements, their likeability , their recognition ,
etc.
 For fulfilling our objective we make questionnaire design on the basis of following
methods of measuring advertising effectiveness.

 Likert Semantic Scale.

`
Sampling plan:

Here for research purpose sampling plan is prepared. This plan called for three decisions.

I. Sampling unit
II. Sample size
III. Sampling procedure

o Sampling unit (who is to be surveyed?)

The sampling units are the generally Consumers & focused group of Ahmedabad city.
o Sample size (No. People should be surveyed)
For the purpose of research 150 consumers from different places have been surveyed.
Each and every Consumer & Retailer is contacted to his or her preference, attitude and
perception towards celebrity advertisement.
 o Sampling procedure (how should the respondents chosen?)
To obtain representative center sample of the population should be drawn. Thus here
non-probability, convenient sampling method is used for Consumers.

1.3 ANALYSIS OF RESEARCH:

STATISTICAL TOOL : CHI-SQUARE

 Chi-square is used with the help of applying SPSS software. In test we make certain
hypothesis and by applying Chi square-Test and check the hypothesis on the bases of
choosing appropriate factor. So this way we try to analyze the data collected through
survey and try to present a clear picture of effectiveness of Celebrity endorsement in the
mind of consumers.
 Annexure I
CONSUMER’S SURVEY

we are conducting survey on topic: effects of use Celebrities in advertising on

customers. We assure you that this information will be used for our academic
purpose only so we kindly request you to fill this questionnaire.

Q-1. What are the main reasons due to that the use of celebrities in advertising is
Increasing?

1) Peoples attract toward celebrities ………….

2) Image of the celebrity…………………………………………………….
3) Increase competition leads use of celebrities ………..
4) Celebrities’ endorsement lead huge sells of product/services……….
5) Create good impression of product on customers’ minds………

Q-2 For the following questions A-L please circle the number which you think is the best
answer.

1 2 3 4 5
Strongly Disagree Disagree Uncertain Agree Strongly Agree

A.) Celebrity endorsers are the most persuasive advertising method.

1 2 3 4 5

B.) Do you think celebrity endorsements are ineffective?

1 2 3 4 5

C.) Celebrity endorsers affect the sale of the product with which they are associated.

1 2 3 4 5

D.) According today’s highly competitive world, to increase sales of product or to sustain in
the market, use of celebrities in advertising is necessary for the companies.
 1 2 3 4 5

E.) A male celebrity endorser for a car will increase your likelihood to purchase the
product.
1 2 3 4 5

F.) A female celebrity endorser for a hair product will increase your likelihood to purchase
the product.

1 2 3 4 5

G.) You intentionally purchase certain products because of their association with the
celebrity.

1 2 3 4 5
H.) “You are attracted towards those products in which advertisement celebrities come
more frequently”

1 2 3 4 5
I.) “You purchase products more in which advertisement your favorite celebrities comes”

1 2 3 4 5
J.) “Using those products in which advertisements celebrities comes creates good
impressions on the others (society)”

1 2 3 4 5

K.) “You purchased product by watching product endorsed by celebrities and then after
you realized that product having no good quality as endorsed by celebrities and you feel
cheated”

1 2 3 4 5

L.) “Advertisement in which celebrities come that advertisement is remembered by you

through longer period of time”

1 2 3 4 5

Q-3. How important do you consider each of the attributes mentioned to be of

importance when considering a Celebrity as a brand ambassador of a product?
(Please evaluate each attribute on the scale of 1 to 5)

a) Expertise (The Level of knowledge a celebrity has in a Particular Brand)

Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important
 b). Trustworthiness (How honest & believable a celebrity endorsing a product
is)
Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

c). Similarity (Sense of similarity a consumer feels with a celebrity)

Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

d) Likeability (The level of a celebrity’s fame in public eye & his/her popularity)
Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

e). Meaning Transfer (The meaning a celebrity brings to a brand)

Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

f) “Fit” Match (How well the fit between celebrity & the brand is)
Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

Q-4.Hoe does presence of celebrity make you feel about Brand

a) More likely to look at

b) Improve perceptions

c) Make me Miss Trusts

d) Don’t know

e) Others

Q-5. Which product advertisement can you recall most with these Celebrities?

Sachin Tendulkar: a) Boost ( ) b) MRF ( ) c) Adidas ( ) d) Pepsi ( )

Amitabh Bachchan a) Dabur( )b) Red&Taylor( )c)TVS victor( )d)Cadbury( )

Aamir Khan: a) Titan ( )b) Samsung ( )c) Cocacola ( ) d) Smartchips ( )

Q-6. “Products advertisement in which celebrities comes more costly than other
products in same category?

Competitive rates ( ), Moderate ( ) Noncompetitive rates. ( )

Q-7. Please rate the following statements on a scale of 1-5.

a) You try a new brand if it is advertised by your favorite’s celebrity.

Strongly Disagree 1( ) 2( ) 3( ) 4( ) 5( ) Strongly Agree

b) You try an existing product if it is advertised by your favorite’s celebrity.

Strongly Disagree 1( ) 2( ) 3( ) 4( ) 5( ) Strongly Agree

c) You don’t mind paying higher prices for products advertised by my

Favorite’s celebrity.
Strongly Disagree 1( ) 2( ) 3( ) 4( ) 5( ) Strongly Agree

e) Advertisement of a product by a celebrity can make that product

Successful.
Strongly Disagree 1( ) 2( ) 3( ) 4( ) 5( ) Strongly Agree

Q-8. The following list of feature are associated with celebrity endorsement, for
each feature, please record the one alternative that best express how important or
un important that features to you.

1. Extremely 2.somewhat 3.nither important 4.somewhat 5.not at all

Important Important nor unimportant unimportant important

------Higher degree of recall.

------Trustworthiness.
------Associates benefits.

Q-9. How much you satisfied with the product which is endorse by your favorite
celebrity?
1. Very satisfied.
2. Somewhat satisfied.
3. Neither satisfied nor dissatisfied.
4. Somewhat dissatisfied.
5. Very dissatisfied.

Q-10. Match the most attributes to the celebrities:

Sachin : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Amitabh : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Priyanka : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Akshay : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Ketrina : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Amirkhan : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Sahrukh khan :[ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Aishwarya : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Dhoni : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Name: …………………………………………………………………………….

Address:

Category:……………………………………………………………………
(Student, housewife, Husband, Working person (Bachelor)

Age: …… Contact No………………………