Impact of celebrity endorsement on the buying behaviour in non durable goods (with special reference to FMCG)

The FMCG industry is facing stiff competition in advertising and brand promotion. There are many FMCG brands available in Indian market which are competing each other on the basis of product features and through celebrity endorsement. The advertisers see this as an opportunity to grab and work on so as to expand their operations and promote their product. It has turned out to be a trend and seems to be a winning method for product, marketing and brand building. This paper aims at investigating the impact of celebrity endorsements with respect to their physical attractiveness, trustworthiness and expertise of celebrity endorsed and purchase intention of the consumers of FMCG. The study revealed that celebrity endorsement is correlated with buying behavior and has significant effect on both male and female customers of FMCG. It was also found that the most prominent factor of celebrity endorsement is ‘trustworthiness’.