A Study on Celebrity Based Advertisements on the Purchase Attitude of Consumers towards Durable Products in Coimbatore city, Tamil Nadu, India

A.Pughazhendi (), R.Thirunavukkarasu () and S.Susendiran ()
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A.Pughazhendi: Research Scholar, PSG Institute of Management (PSG Institute of Technology) Coimbatore – 641 004
R.Thirunavukkarasu: Asst. Professor, Management of Studies, Muthayammal Engineering College Rasipuram- 637 408
S.Susendiran: Asst. Professor, K.S.Rangasamy College of Technology, Tiruchengode – 637211

Far East Journal of Marketing and Management, 2011, vol. 1 No 1 Paper 3 December, issue 3, 16-27

Abstract: The study aims to investigate celebrity based advertisements on the purchase attitude of consumers towards durable products in reference to the city of Coimbatore. In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Across the world, celebrities have been used for a wide variety of brands. The crescendo of celebrities endorsing brands has been steadily increasing over the past years Marketers overtly acknowledge the power of celebrities in influencing consumer purchase decisions. This study focuses on (1) To identifying the factors that motivate and affect the purchase attitude of consumers at Coimbatore (2) To analyse factors which influence the purchase attitude of consumers at Coimbatore. (3) To assess the extent of influence created by celebrity endorsed advertisements for consumer durables and to ascertain the consumer responses. It is a ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon a product or service, which it may have lacked otherwise.

Keywords: Celebrity advertisement; consumer purchase attitude; durable products (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2011
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