Celebrity Endorsed Television Advertisements Affecting Purchase Decision of Middle Class Consumers in Lucknow City

Abstract

In the present era of information explosion and media influence, celebrity endorsed advertisements play a major role in changing the settled perception or thinking of the consumer and also the consumption pattern of the society in general. In today's glamorous world where people remember things which are either glamorized or they provide them a reason to remember them. Celebrity' endorsement helps most of the organizations to work on these affairs. Celebrities apart from their primary job of playing, acting, modeling etc., are also helpful in promoting brand. 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 research tries to excavate that what factors underlying in celebrity endorsed advertisements that are playing major role in affecting purchase decision of middle class consumers in Lucknow city. Descriptive research design has been adopted to describe the current scenario as it exists at present. The research data is collected from the middle class respondents by using structured schedule whose income is between 2 Lakh to 10 Lakh per annum. The sample size for the study was 300 persons taken for this research, and to collect the primary data judgmental sampling technique is used to cover the large area of the city. It was found that television advertisement is the best medium of getting awareness about the product and best medium that helps in recalling of the brand. In an another finding it was found that film stars are the most suitable celebrities while endorsing the brand and impressive appearance is the most appealing factor of celerity that help the marketer in influencing the middle class consumers. Quality and price are the two important factors that influence the purchase decision of middle class consumers apart from celebrity personal factor, and celebrities' ability to relate the product with consumers is the most important factor need to be present in the celebrity for effective celebrity endorsed advertisements.