Role of Celebrity Endorser on the Purchase Decision of the Consumers

Despite the emergence of the various forms of promotion over the recent years, advertising remain the most preferred method of product promotion. In the competitive market, Celebrity endorsement makes the selling the product or service easier. For brand recall too it plays the vital role as the consumer can easily remember the product which is associated with their favourite person. The Celebrity endorsers will explain the process of the usage of the product and benefits out of it and why customers have to buy this product. It is estimated that nearly 20 percent of all TV commercials feature celebrities, and advertisers pay hundreds of millions of dollars for their services. The present study aimed at finding out the role of celebrity endorser on the purchase decision of the consumer and the effectiveness of the advertisement in which he/she appears. The findings of the study reveal that celebrity endorser plays a vital role in the purchase decision of the consumers and the attributes of the celebrity have positive influence on the consumer purchase decision.