The Effect of Celebrity Endorsement on Consumer Buying Behaviour: A Comparative Study between Female & Male consumers

Abstract

In India, the practice of celebrity endorsement is experiencing a tremendous surge, similar to that observed in other industrialised and developing nations. This article aims to analyse the impact of celebrity endorsement on the purchase intention of male and female customers in the mobile phone industry. An empirical study was conducted to investigate the variables that influence customers’ intention to make a purchase. The study utilised a sample of 200 individuals, consisting of 100 males and 100 females. This research employed a questionnaire technique, with both male and female respondents being administered the same questionnaire. An analysis involving descriptive statistics and regression was conducted to obtain the findings. The study identified likeability, attractiveness, experience, and personality as the primary factors that significantly affect male buyers’ inclination to acquire mobile phones through celebrity endorsements. Female shoppers consider the likeability, beauty, and believability of the celebrity while buying a mobile phone. This study primarily examined the intention of consumers to purchase mobile phones and the impact of celebrity endorsement. It is recommended that a researcher should carry out a comparative study between males and females for another product category, using a substantial sample size. The study presents strategies for using celebrity endorsement to enhance male and female customers’ inclination to purchase mobile phones. To develop an advertising policy that targets male or female clients, marketing managers or policy makers might adhere to the following guidelines.