A study on effects of celebrity endorsement on consumer buying behavior of Nepal made shoes

Abstract

This study attempts to understand the effectiveness of Celebrity Endorsement done by business houses to promote shoes in Nepal. Popularity of celebrity and their influencing power in Nepal can be figured out from the study. Compiling the views of various consumers from all over Nepal, and different age groups, the analysis can be seen. Celebrity Endorsement has been regarded as one of the important method to increase market share in International Market. Even in the neighboring country, India it can be noted that celebrity has lot to do with promotion. However, contradictory to the other part of the world, here the study reveals that Celebrity Endorsement is not a wise technique to attract customers and increase the sales. There exists other influencing factors that contributes to attract customers and increase the market share, hence those factors needs a serious consideration. It can also be regarded that Celebrity lacks influencing power in context of Nepal.