Abstract: Celebrity endorsement is one of the important key marketing strategies used by marketers or companies in current scenario. Marketers are using this key of endorsement as a promotional tool for their respective brand or product. 15% and above advertisements shown on TV are endorse by famous celebrities either from sports or cinemas. The purpose of this study was to explore the impact of celebrity endorsement on customer perception with respect to cosmetic products. 4 factors were found; motivation, goodwill, brand value and physical appearance. 150 female respondents; married and unmarried both have taken as a sample size. Study shows that customer perception about cosmetic products were more influenced by celebrity endorsement and they get motivation from endorse advertisements and this feeling create more strong goodwill of brand and value. Study also shows that marital status and price of the product cannot change the perception of customers on the basis of celebrity endorsement. People are more positive to purchase the product after watching endorse advertisements, so with the help of this study marketer could better understand the use of celebrity endorsement and with the help endorsement of celebrity with right marketing strategies they could change the perception of customers with respect to their product or brand on positive direction
Keywords: Celebrity Endorsement, Customer Perception, Advertisement, product perception.
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DOI:
10.17148/IJARCCE.2019.81224
