Impact of Celebrity Certification on Consumer Buying Tendencies with Respect to Sodas Essay

A Grand Job on

Impact of Celebrity Endorsement on Client Buying Habit with respect to Soft Drinks

Prepaid simply by Guided simply by Hardik Deb Jani (Roll no: 35) Prof. Kruti Patel MBA Semester 4

Published to



We/ I, hereby, state that the Extensive Project report Project entitled, " Effect of celeb endorsement on consumer buying behavior regarding soft drink industry ” can be original to the best of our/ knowledge and has not been posted elsewhere. This is for the purpose of part fulfillment of Kadi Sarva Vishwa Vidhyalaya University requirements for the award of the title of Master of Business Supervision, only.

Student Name Unsecured personal

Hardik Jani (35)


This is to certify that Mr. Chaitalya Gadhavi of S. E. Patel Institute of Management and Pc Studies, Gandhinagar have posted their Grand Project Statement on " Impact of Celebrity Recommendation on Customer Buying Patterns with respect to Very soft Drinks” in the year of 2012-2013 in satisfaction of Kadi Sarva Vishwvidhlaya requirements as an element of their span of MASTER OF BUSINESS GOVERNMENT PROGRAMME.

Dr . Bhavin pandya Prof. Kruti patelProf. Sandhya harkavat Representative Faculty guideline Coordinator


Everyday consumers are exposed to thousands of voices and images in gossip columns, newspapers, advertisements, websites, a radio station and tv, etc . Every brand efforts to steal for least fraction of a individual's time to inform him/her with the amazing and several attributes of the product at hand. The process of the internet marketer is to find a lift that will keep the subject's focus. In helping to do this, use of celeb for validation of a manufacturer is widespread marketing strategy. With this modern age, persons tend to ignore all ads and advertisements while flipping through the magazines and newspapers or browsing TV. Although even in that case, the glamour of a superstar seldom moves unnoticed. Thus, celebrity recommendation in advertising campaign and its effect on the overall manufacturer is of great significance. From this process, the companies hire famous people from a certain field to feature in the advertisement promotions. The advertising features and pictures of the product are matched with the celebrity image, which will tends to convince a consumer to fix-up his choice from a variety of brands. Although this sounds pretty simple, but the style of such advertisments and the future success in achieving the ideal result calls for an specific understanding of the product, the brand objective, choice of a celeb, associating the celebrity together with the brand, and a structure for calculating the success. Stars, who have are recognized to shape destinies, cast a significant influence. Wish referring to the powerful effect of celebrities on destinies of brands. 1 approving nod from a famous deal with can translate into millions in brand sales. People like to live in dreams. They praise celebrities. Celebrities may be sports stars like Sachin Tendulkar, Mahindra Singh Dhoni, Roger Federer. Cr7 and tiger woods' or perhaps Film Actors like jeff cruise, bredd pitt, Salman Khan, David Abraham. They treat all of them as Goodness.. Perhaps therefore the world over, firms have been using stars to endorse every thing, from foodstuff to meals chains, from soft and hard drinks to wellness drinks, via clothes and accessories to cars. Just for this they string in these famous people and give them whopping amount of cash. They believe that by doing this they will associate many with their goal customers. This really is called celebrity endorsement.


We express my own sincere because of my job guide Prof. Kruti Patel for helping me from the invention till the completion of the project. I sincerely recognize them intended for extending their very own valuable direction, support intended for literature, crucial reviews of project and...

References: 2. Philip A. Stroke(2009), " impact of celebrity recommendation on inventory prices", Record of Buyer Research, Vol. 14 No . March.

2. Roy, Shubhadip (2007), " Consumer's perceptual space and Indian celebs in relation to company attributes", Record of Organization Research, Volume. 37 Number 1,

* Shimp (2007), " Celebrities as spokesperson", Journal of Retailing, Vol

Organizational Composition for Hershey Company Dissertation