Consumer attitude towards celebrity characteristics on silk saree advertisement in television media at Rajapalayam town

The term “celebrity” refers to “an individual who is known to the public, such as actors, sport figures, entertainers, and etc. for his or her achievement in areas other than that of the product class endorsed” (Friedman and Freidman, 1979)The sales of women dress material surpass men's dress materials. Most of the women prefer to wear silk saree during functions. Many big textiles shop try to attract the attention of women. Usually celebrity influences the feelings and attitude of the consumer. The fame of the celebrity influences the television viewers. In this research the researcher has attempts to study the celebrity characteristics on silk saree advertisements in television media with special reference to rajapalayam town, and also the researcher selected the respondent from the age from 15 to 50. The data are collected from 100 respondents at Rajapalayam town.. Likert five point scaling were used to measure the opinion of the respondents. Descriptive analysis, correlation analysis, one-way manova test are used to analysis the data. Most of the respondents are following nuclear family system. Majority of the respondent s viewing TV 2–3 hours per day. It is found that most of the respondents viewing the TV between 6-10pm. In physical attractiveness dimension over all Ramya stands first position. The marketer can give advertisement during 6pm to 10 pm. in future marketer can use raising stars like amalapaul, thammana, anjali and so on.