Celebrity Appeal and Consumer Choices: A Comprehensive Analysis of the Role of Celebrity Endorsements on Buying Behaviour in India's Evolving FMCG Sectors

Abstract

Celebrity endorsements has become a popular marketing approach in India, especially in FMCG sector with a significant influence on consumer behaviour. The purpose of this study is to analyse the impact of celebrity endorsements on consumer behaviour and sales using quantitative approaches. The study used descriptive statistics, correlation and regression analysis from a sample size of 500 to determine how celebrity endorsements influence consumer perceptions and purchase intentions. The analysis provides a complete overview of consumer attitudes regarding celebrity endorsements, focusing on factors such as credibility and perceptions of product quality as key influences on consumer decision making processes. It demonstrated strong positive correlation between many aspects of celebrity endorsements and consumer purchase intentions. It also identified the significant determinants of sales such as marketing expenditures, number of endorsements, celebrity credibility and product quality perception, emphasising their importance in driving revenue for company.