The Impact of Brand Ambassador on the Cosmetic Consumers: A Case Study in the Sivakasi Region

Normally, a popular figure would be chosen as a brand ambassador for the company in order of promotional and marketing activities. Celebrities are getting popularity especially through mass communication Medias, who would normally be chosen as brand ambassador with the hope that public can be drawn to attention bit easily for the messages that they deliver. Thus, by transferring or captivating their image values for attention gaining, likeable and impactful to convince and perhaps improve sales and profit. However, it is noticed that on reality there exist very minimum research for the impact of ambassadors’ endorsements on consumers. This is the thrust for framing the problem of studying the influence of brand ambassador on the cosmetic consumers in the Sivakasi region. A total of 60 respondents have finally been considered to survey. Statistical techniques have been adopted to ensure the reliability of data and for analysis of the data. The analysis revealed that the brand ambassadors make significant impact on adolescence in choosing the cosmetic product, however for long standing the quality of the product play a vital role. Further analysis revealed that irrespective of income of several age groups did not disturb the purchasing power of cosmetic products.