Factors Influencing Bandwagon Effect in Hyderabad – An Empirical Study

Abstract

In the contemporary business environment, consumers not only look for quality but also examine who has already used a newly launched brand. The feedback and the review given by the user help the consumer in forming a perception about the brand. The celebrity endorsement gains importance in this context. The different categories of adopters of new brands have their own images about the brand. The bandwagon effect in Marketing is researched upon in different environments with different factors and tools. This brief study takes One-way ANOVA as the tool to handle the data collected from the samples of Hyderabad. The study reveals certain important findings about the impact created by celebrity endorsement and TV commercials. It also speaks about the changing Indian family structure which encourages easy adoption of brands.