( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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URBAN CONSUMERS BEHAVIOUR TOWARDS WATCHING TELEVISION COMMERCIALS AND EXPECTATION VS ACTUAL EXPERIENCES CELEBRITY ENDORSEMENT – WITH SPECIAL REFERENCE TO BARPETA DISTRICT OF ASSAM

    2 Author(s):  DR. BIPASHA CHETIYA BARUA,ACHYUT KRISHNA BORAH

Vol -  11, Issue- 1 ,         Page(s) : 147 - 162  (2020 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Our country is a place where people not only love the celebrities, but they worship celebrities. The marketers are well aware of this fact and that’s why they use the celebrities to target and retain not only their existing customers but also the potentials ones too. Today companies choose to utilize celebrities as endorsers in their marketing campaigns to survive and moreover to reach excellence in competitive “shake out”. In this paper, the researcher tries to achieve the objectives of identifying the factors influencing the consumers while watching celebrity endorsed advertisements regarding brands of convenience, shopping and specialty products; to compare expectations of consumers and their actual experiences with regard to celebrity endorsement The researcher conducted this research, with the help of a pre-designed questionnaire, in Dhubri District of Assam. The total number of respondents from whom data were collected was 170. For the analysis purpose the researcher used Chi square test, ANOVA test.

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