A Study On The Role Of Brand Ambassadors In Consumer Buying Behaviour Of Soft Drink

  Dr.Soniya K,  Mr. Santhosh Raja R

Today ‘celebrity endorsement has fascinated enormous debate on whether it really contributes to the brand building process or whether it is just another lazy tool to make the brand more visible in the mind of consumers. Although it has been observed that the presence of a well-known personality helps in solving the problem of over communication that is becoming more prominent these days, there are few undesirable impacts of this practice on the brand. Firms invest huge amounts as advertising expenditure for hiring the right celebrity. Consumers perceive the brand as having superior quality because it has been endorsed by a credible source. The present paper tries to look behind the obvious benefits that whether the consumers buy the soft drinks just because it is endorsed by their favourite and well known personality or it is just needy that they have to buy the product or its just situation. And researcher has selected 300 respondents as a sample in Calicut city and all respondents’ falls under age between 18 to 50 years. Data have been collected from both the primary and secondary source. For the primary researcher has used questionnaire. Author has also formulated few hypotheses and used percentage analysis, correlation and arithmetic mean to find out the major findings. Finally researcher could able to found the reasons and influence of the brand ambassadors and their impact on consumers buying behaviour.

Keywords- Brand Ambassadors, Buying Behaviour, Celebrity Endorsement

Unique Identification Number - IJEDR1803047
Page Number(s) - 262-267
Pubished in - Volume 6 | Issue 3 | August 2018
DOI (Digital Object Identifier) -   
Publisher - IJEDR (ISSN - 2321-9939)

  Dr.Soniya K,  Mr. Santhosh Raja R,   "A Study On The Role Of Brand Ambassadors In Consumer Buying Behaviour Of Soft Drink", International Journal of Engineering Development and Research (IJEDR), ISSN:2321-9939, Volume.6, Issue 3, pp.262-267, August 2018, Available at :http://www.ijedr.org/papers/IJEDR1803047.pdf