KENDRIYA VIDYALAYA ADOOR

SHIFT II

AISSCE 2021-2022
ENGLISH PROJECT
TOPIC : I MPACT OF C ELEBRITY
E NDORSEMENT ON PURCHASE
DECISION

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 CERTIFICATE

This is to certify that studying in class XII-A has

successfully completed her project report in ENGLISH
on the topic for her practical
fulfillment of AISSCE as prescribed by CBSE, New Delhi
in the year 2021-2022.

Signature of Tr.In charge Signature of External Examiner

Signature of Principal

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 ACKNOWLEDGMENT

We would like to thank the CBSE, for providing us the

opportunity to carry out the ASL activity. We also take
this opportunity to express our sincere gratitude to our
english teacher Mr.SANAL KUMAR for guiding us and
improving a strong base of knowledge pertaining to
this project which ensures the successful completion of
this project.

We wish to express great thank to our principal

Mr.JOSEPH PAUL who helped us to accomplish this
project by providing us all necessary facilities and
support.

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 DECLARATION

We hereby declare that this Project-Portfolio/ Project

Report ,is an original documentation of work done by
us under the guidance of Mr Sanal Kumar ,English PGT.
This Project Portfolio/ report is being submitted as part
of the partial fulfilment of the ALS assessment in
English core (301) for class XI/XII.

Signature and name of candidate/candidates Date

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 INDEX

Sr Particulars Page
NO no
1 Title 6

2 Introduction 7

3 Rationale for the project 8

4 Objectives 10

5 Methodology Adopted 11

6 Project Report 14

7 Reflections 20

8 Bibliography 23

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 TITLE

Impact of Celebrity
Endorsement On
Purchase Decision

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 INTRODUCTION
Popular personalities can convert into excellent
salesmen. Giving the world a familiar and wellknown
face is considered to be the fastest and safest way for
brands to develop an association and a bond in the
mind of its consumers. Whenever the consumers come
across an actor or the most loved sports figure
endorsing a product, immediately that product attain
credibility because celebrity endorsement is a
technique which features celebrities to endorse a
product.
Companies have started adopting the
fundamental of widely using well known faces for
promoting a product. The effect of celebrity
endorsement on advertisement and on the brand is of
huge importance. For this process businesses and firms
usually appoint celebrities from a specific area in order
to give them a chance to be a part of advertisement
campaign. In order to motivate a consumer to consider
a particular brand from a diverse series of brands, the
marketing attributes and imageries of a brand are
complemented with the celebrity. Thus, this project
reviews the impact of celebrity endorsement on
purchase behaviour of consumers.

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 RATIONALE FOR THE PROJECT
Celebrity endorsement is a million dollar industry today. In
this modern era, the world of advertisement undergoes a
change, from classical ways, it has converted to take a
modern route. This modern route requires marketers to
develop strategies incorporating the elements of emotions,
humor etc. the main purpose that lay behind these strategies
is to get brand exposure, attention, interest, desire and
action. And in order to make these strategies into success,
marketers employ famous celebrities because celebrities
have the power to create a greater impact on the consumers
buying behavior.
Having a celebrity endorse a product has shown to increase
both sales and marketing. Celebrity endorsement can also be
used by companies as a marketing communication strategy
to build brand image. As a result of this, companies pay
millions of dollars to have a celebrity endorse their products.
As consumers, we are surrounded by brands; we get exposed
to millions of personalities in billboards and television. Every
brand tries to capture our time to inform us about what they
have to offer to us and teach us about the different attributes
of the product. And this is where the challenge lies. The
marketers have to delve what will retain our attention. In
order to achieve this, celebrity endorsement is put into
effect.
But this entire process of hiring celebrities and doing the
product-celebrity match is not as simple as it seems. The

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design of such kinds of campaign and then planning how to
make these campaigns a success requires a long procedure of
an in-depth understanding of the product, the choice of a
celebrity, the objective of the brand and then associating the
celebrity with the brand. Celebrities not only serve the
purpose to create some kind of attention and also to attain
the objective of high recall and recognition. And for that to
happen, marketers should keep in mind the image of their
product because consumers only want to consume that
product or brand which has the maximum fit with their own
personalities/image and the celebrity endorser fits in
between these two connections and binds the image of the
product close to the consumers by transferring meaning to
the product. Also, marketers believe that when employing
celebrities, they succeed in creating an aspiration in
consumers mind to purchase what their favorite celebrities
are endorsing because in this glamorous celebrities world.
In the world of advertisement, in order to stand out from the
clutter, celebrity endorsement is considered the most
effective tool that will do the job. This technique of involving
celebrities with a brand is a winning formula to build the
brand and enhance its value. However, it is relatively easy to
select a celebrity for a brand but rather very hard to build a
strong link between the brand and the endorsement. And
therefore, it is for this reason, it is rightfully said that
celebrity endorsement is a two-edged sword, if properly
dealt with it can do wonders for the company and if not
handled properly it can destroy the image of the company
and the brand itself.
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 OBJECTIVES

 TO UNDERSTAND HOW DOES CELEBRITY HAVE

IMPACT ON CUSTOMERS ON BUYING PRODUCTS .

 TO UNDERSTAND HOW THE OTHER FACTORS

LIKE QUALITY , PRICE AND CELEBRITY
ENDORSEMENT AFFECT THE PURCHASING DECISION
OF THE CONSUMER .

 TO UNDERSTAND WHAT MAKES CONSUMER

NOTICE A BRAND .

 TO UNDERSTAND ON WHICH SCALE DOES

CONSUMER AGREE UPON BEFORE BUYING THE
PRODUCTS

METHODOLOGY ADOPTED
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The entire project has been fulfilled following different
steps and consultations with teachers, experts and
peers and reference to print and visual media. We
collected all the needed information and data from the
relevant and representative people and obtained
desired outcomes. Primary data has been collected by
using a structured questionnaire. A formalized set of
questions that helped us to take the necessary data
from the responders. The data was collected from our
neighbours, relatives and friends as well. We used
softwares like excel, spreadsheets. Along with thatwe
have acquired a good proficiency in general English
speaking and methods of interacting with people and
listening to various interviews related with our topic
and collected some informations. Then we analysed
the data collected from different persons and found
out about the effect of celebrity endorsement on
purchase decision.

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 MATERIAL EVIDENCES

Questionnaire

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1. Do you think advertisements having celebrities are more
effective?
2. Do you believe celebrity endorsement can help in achieving
brand trust and promotion?
3. How often does celebrity endorsement influence the purchase
of product?
4. According to you which of the following media is more effective
in the celebrity endorsed advertisement?
5. Do you think that celebrity is essential for curry powder brand?
6. How satisfied are you with Kitchen treasures food products?
7. what made you recognize or choose this brand?
8. Do you think that the celebrity give a good picture of Kitchen
Treasure product?
9. Do you believe products specially endorsed by celebrity are of
good quality?
10. Did the presence of celebrity help you to identify Kitchen
Treasures brand and product?
11. Was this brand aware to customers before it was
endorsed by celebrity?
12. Do you think the advertisement of kitchen treasures is
more effective than the competitor's advertisement?
13. Would you be put off by the product if it had association
with the celebrity you are not a fan of ?
14. Would you switch your regular product to a new product,
if it is endorsed by your favorite celebrity?
15. What are the factors which influence your purchase
decision ?
16. What do you think is the most attractive part of the
Kitchen Treasures advertisement campaign?

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 PROJECT REPORT

From the pie chart which shows the result of the

questionnaire, 37.5% shows neutral response to the survey on
how celebrities on ads are more effective and a percentage of
25 responded favourably and less than a half responding
unfavourably or a complete disagreement to the question.
To the question, if celebrity endorsement can achieve brand
trust and promotion a percentage of 45.8 have agree to it, as
we know celebrity is that person who has excelled in his field
of action and thus enjoys fame on being recognized far and
wide. Marketers believe that celebrity endorsement generates
several advantages which include building credibility,
fostering trust and drawing attention of the consumers which
will result into sales for that brand.
Celebrities not only serve the purpose to create some kind of
attention and also to attain the objective of high recall and
recognition. Regularly or irregularly its shown that the
purchase of once choice seemed to be influenced by celebrity
endorsement. 20.8 % respondents said that advertisement has
influenced their choice of purchase and 33.3% says it is
occasional.

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From the above poll, 84% of the respondents said they agree
with television being more effective in celebrity endorsement,
44% said internet, a percentage of 32 says newspaper, 24%
for posters and heading, and a 20% for magazine.

For the question, is a celebrity essential for a curry powder

brand more than half of the respondents said that it is not
essential and 29.2 % shows neutral responses to the survey
whereas remaining respondents have a mixed opinion on other
choices.

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From the above pie chart, its clear that about the same
percentage that is 37.5% respondents have neutral or satisfied
responses and 16.7% are not satisfied with kitchen treasures
food products
Quality of the product is one of the major factors which helps
people to choose a brand. About 70% of respondents said that
the quality of the product is a factor that attracts them towards
the product . 16.7% chose this product due to celebrity
endorsed advertisement and very low responded that it is due
to price.
Celebrities get more attention in advertising than non –
celebrities .However respondents disagree that products
endorsed by celebrity are of good quality.
By the analysis of Respondent’s opinion,the presence of
celebrities in advertisements helped in the recognition of the
kitchen Treasures brand and products.

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From the above pie chart , 48% participants gave netural
response to the question whether the celebrity give good
picture of kitchen treasure product, 16% people strongly
agree with this statement, 12% people disagree with this
statement, 4% strongly disagree with this.

By analysing the data ,68% of people say that the brand is

famous only because of its model or brand ambassador and
only 32% of the respondents know about this brand without
celebrity recognition. Thus celebrity acts as an influential
factor in the elevation of a brand.
According to the survey, 62.5% agree that the promotion of a
brand is really good and it penetrates into the minds of the
people thus the promotion department did a great job.37.5%
did not like his advertisement , because they do not meet the
expected standards, the lines mentioned in the advertisement
are incorrect, the product is of cheap quality.

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Most of the people disagree with the statement ,which shows
the people are more concern about the product quality than
celebrity words.29.2% people’s neutral stand shows that they
are not aware of such things .they are buying goods just for
the sake of its purpose and not because of celebrity words or
quality of the product.12.5% agree with the statement .this
shows the lack of awareness among the people regarding the
health issues caused by the products mentioned in the
propaganda advertisement.

And next one was ‘Would you switch your regular product to
a new product, if it is endorsed by your favourite celebrity,
most of the people responded as they strongly disagree for it,
as a product can’t be bought by the endorsed by favourite
celebrity. And some neutral stands with the statement, as they
will switch your regular product to a new product, if it is
endorsed by your favourite celebrity.

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According to the survey, most of the people responded that
the factors that influence in purchasing a product;
1. Quality
2. Price
3. Company image
4. Advertisement
5. Endorsed celebrity

And the last one was, ‘What do you think is the most
attractive part of the Kitchen treasures advertisement
campaign? About 33.3% responded that it because of the
brand ambassador and the theme, 25% stands with others and
8.3% with music.

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 REFLECTIONS

In the past few weeks,

Abhinanda,Ashtami,Betcy,Kavya,Manasa we worked together
on our group project- Impact of Celebrity Endorsement On
Purchase Decision.
The purpose of our group has not only allowed us to discuss a
new topic.It was a totally new learning experience. It has also
helped us try and understand the different perspective of
people of different age group on celebrity endorsement on
ads.
When we were conducting our project , the question of how
to organise our interactive session, how to relate our topic to
daily life, how to lead the project to a success and how to
make our project as successful as possible was always a top
comcern

Why did the team achieve/ not achieve your objectives?

What challenges did you face? How did you overcome these
challenges?
We worked effectively together. We understood each of our
strengths and made sure they were used. One very good
aspect was the way we created a wide network though our
own individual contacts and made sure that this was owned
by the team. The system functioned through the
employment of this network and the development of a
shared message.

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As a team we failed to see the complexity of the problem and
took an approach that was too focussed. We found that we
concentrated far too much on patients with complex
discharge needs which were difficult to sort out when a lot of
easier and quicker gains could have been made by looking at
the wider variety of reasons for delayed discharges

What have the team learned from this?

This has demonstrated that a team is more than the sum of
its component parts. Crucial to what we did was assessing
and recognising our strengths and contacts and bringing
them together to create something more powerful that any
of us individually. It also became clear that when you do this
a real dynamic and momentum is built up and we realised
that the team itself develops an identity that is much more
than the additive talents of the people within it.
The main learning point is not to rush into the task and spend
some time evaluating the issue fully.
In retrospect we should have invited others onto the team
and also been prepared to take time talking to more of the
key players than we did. We also immediately assumed that
the problem was far more complex than it was.

What changes will we make in the way we work as a team?

This was a successful team and no major changes are needed
but each of us can use this experience of a way of enhancing

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the effectiveness of other teams we work with.We will
challenge each other more. In retrospect it was clear that we
all knew that things were progressing as well as they should.
We interpret our talent and skills to reassure that we were
achieving our objective.In essence we were comfortable as a
group and now feel content in what we have made .
As a team this has been an opportunity to speak confidently
abt our ideas and views as a person on the topic .It was a bit
challenging at sometime but we overcome everything as a
team in conclusion

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