Influence Of Personality Traits Of Celebrities On Buying Decision Of Cosmetic Products: An Empirical Study

Abstract

Background: Advertising is a crucial communication tool that aids in the sale of products. Different types of products can be advertised through a variety of advertising tools and strategies. Celebrity endorsements have been identified as the most effective means of advertising cosmetic products. This empirical study aims to analyze the influence of personality traits of celebrity endorsers on consumers buyer decision of cosmetic products.
Objectives: The present research attempts to identify the different personality traits of celebrities’ endorsers which influence the buying decision of college going female students of Silchar town of Assam and to compare the influence of select personality traits of celebrities endorsing cosmetic products on the basis of select personal variables of respondents.
Methodology: Data has been collected using Convenience sampling technique from 340 female students of four government funded degree colleges located in Silchar Town, and analysed using statistical tools, such as, Mean, Standard Deviation and Kruskal Wallis Test.
Key Findings: The personality traits of celebrity endorsers have a significance influence on buying decision of young college going female consumers. The young consumers believed that using celebrities for advertising cosmetic products helps them to recall and remember the brand, which leads to future purchase decision.
Implications: The findings of the present study propose that to endorse beauty and cosmetic products the marketers should hire celebrities who are perceived as expertise and trustworthy in the eyes of its consumers