A Study on the Impact of Celebrity Endorsement on the Indian Consumers Purchase Decision

Suresh Jain, Rohit (2008) A Study on the Impact of Celebrity Endorsement on the Indian Consumers Purchase Decision. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The focus of this dissertation is to understand the impact of celebrity endorsement on the consumers purchase decision. The research focuses on the Indian consumers who have shown a very different yet interesting way of recognising celebrities and stars. In a place like India where stars and cricketers are idolised and looked up to, marketers can see this opportunity promote their products and create a wider consumer base. The study uses a qualitative research style to collect data, using interviews as the form of data collection method. This research helps providing how celebrity endorsement impacts on the Indian consumers purchase decision.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 23 Sep 2008
Last Modified: 17 Oct 2016 13:46
URI: http://eprints.nottingham.ac.uk/id/eprint/22021

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