TAILIEUCHUNG - Celebrity endorsement on buying behaviour of adolescent girls in Bangalore city

This study was taken to know the effect of celebrity endorsement on buying behaviour among adolescent girls in Bangalore City. | Celebrity endorsement on buying behaviour of adolescent girls in Bangalore city International Journal of Management IJM Volume 9 Issue 1 Jan Feb 2018 pp. 50 57 Article ID IJM_09_01_009 Available online at http ijm JType IJM amp VType 9 amp IType 1 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication CELEBRITY ENDORSEMENT ON BUYING BEHAVIOUR OF ADOLESCENT GIRLS IN BANGALORE CITY Dr. Asha Jyothi. Research Guide Department of Resource Management Smt. VHD Central Institute of Home Science Autonomous Sheshadri Road Bangalore India Memtombi Laishram Research Scholar Department of Resource Management Smt. VHD Central Institute of Home Science Autonomous Sheshadri Road Bangalore India ABSTRACT Celebrity endorsement is a type of advertisement which includes a famous person from film fraternity sports or modeling world. It helps in promoting the product brand and also increasing the sales of the product. Hence this study was taken to know the effect of celebrity endorsement on buying behaviour among adolescent girls in Bangalore City. The objectives were to understand the buying behaviour of adolescent girls and to study the influence of celebrity endorsement on buying behaviour of adolescent girls. Survey method and questionnaire was the tool used for study. Sample size was 50 adolescents from Bangalore city. Significant findings of the study were majority of the respondents were between 19-21years and under graduates. Clothes beauty items and Snacks were frequently purchased by the adolescents. Shopping malls retail shops online shopping and departmental store were the places from where the goods and products are purchased by the girls. It was found that the adolescents purchased products as and when the need arises rather than during special occasions. Adolescents had varied attitude towards celebrity endorsement of products. It was opined that Products .

• Quản trị kinh doanh
• Effect of celebrity endorsement
• Buying behaviour among adolescent girls
• Type of advertisement
• Trustworthiness and popularity of the celebrity
• Expertise of the celebrity