| dc.description.abstract | This project entitled to study the impact of celebrity endorsement on the consumer perception
towards the fast moving consumable good brands. It aims to analyze the influence of
celebrities' attributes (attractiveness, expertise, trustworthiness, popularity) on the buying
behaviour of people living in India. The research was done by collecting information through
a structured close ended questionnaire from 71 responses in India. This paper investigates the
impact of celebrity endorsement on buyers' purchasing conduct of Fast Moving Consumer
Goods (FMCG). It means to break down the impact of celebrities' properties (allure, mastery,
dependability, prevalence) on the purchasing conduct of individuals living in India. | en_US |
