Evaluating weak form efficiency of Indian Stock Market: A behavioural approach

The study aims to investigate the Celebrity Based Advertisements which may affect the Consumer's Purchase Intentions towards Selected Mobile Service providers in Delhi. Main focus of the study is on (1) To analyze the factors which influence the consumer purchase intentions (2) To identify & assess the influence created by celebrity endorsed advertisements and its impact on consumer purchase intentions. (3) To identify the factors which affects and motivate the purchase attitude of respondents.

A Questionnaire is prepared and filled by the respondents. ANOVA and chi-square test x² is used for data analysis. The study concludes that celebrities endorsed advertisement helps in creating the awareness regarding the product brand, image, and company's goodwill in the mind of the consumers.