Celebrity endorsement of cosmetics: An empirical study on consumer perception in Andhra Pradesh

Celebrity endorsement is a special type of advertisement which includes a famous person from film industry, sports, modelling, etc. Organisations are increasingly learning the influence ‘celebrity endorsement’ can have on the marketed brands. As proliferation of the media was taking Indian households in the stride, marketers were quick to grab the opportunities presented by this phenomenon. Celebrity endorsement is one of the interesting communication tools used for delivering the advertisement message. The trend of celebrity endorsements in India boomed in the 1990s. The phenomenon is consistent with the global trend of celebrity endorsements. The broad aim of the proposed study is to analyse the consumers’ perception regarding celebrity endorsement of cosmetics. The main focus however will be on the impact of consumers’ attitude and buying behaviour of cosmetics endorsed by celebrities. It was found that there exists no significant difference between male and female, urban and rural consumers as regards the frequency of purchase of cosmetics. There has been a remarkable increase in the usage of cosmetics by male consumers in the past few years. In the Indian context the advertisers want to bank on the popularity of the celebrity to persuade the consumer.