A Study on Consumer preference towards non endorsed FMCG products

With the major changes happening in the field of product diversification and competition, it has become important to study about the factors that influence the consumer preference and their buying decision towards non endorsed FMCG products and this study is an attempt to identify and understand how the purchase decision is made in case of non endorsed products. The major objective of this study is to measure the impact of an advertisement which is not endorsed by celebrity and also to examine the effect of non celebrity endorsed advertisement on consumer buying behavior. Chi square and correlation were used to test whether the message conveyed by non celebrity endorsed advertisement is appealing and trustworthy.