CELEBRTITY ENDORSEMENT AND CONSUMER BUYING BEHAVIOR IN KATHMANDU, NEPAL

Abstract

The celebrity endorsement has been put into the practice for representation of services rather than performing and delivering their genuine job as performers like in any stream such as showbiz, athletics. Regardless of the expenditure and the threats drawn by means of this method of promotion and marketing, it has been in use somehow comprehensively in this age. Based on review of literature, this study brings insights provided by various similar research projects which serve as a base for conducting this study further assisting in achieving the goal and objectives. Quantitative research technique was used to conduct this study so as to know whether or not does celebrity endorsement influence the consumer buying behavior as per their age, gender, income, education, etc. This study also includes the findings extracted from collecting the data which have been further summarized in the conclusion. Finally, implementation of celebrity endorsement has now become an omnipresent component of advertising and communication in an organization. Nepalese people are now more conscious about the things they purchase and tend to look after the products endorsed by a celebrity and consider it to be a reliable brand. The marketers and the advertising company see this as an opportunity and invest upon celebrities so as to build and establish their image as one of the strongest and most leading brands in the market, increase revenue and market share