The Impact of Celebrity Endorsement on Consumer Buying Behaviour on Selective Brand in Travel Agency

This paper is about marketing strategy which is Celebrity Endorsement. The purpose is to identify the influence of Celebrity Endorsement and its impact on the customer’s buying behaviour and their perception on a selective brand in travel agency which is Make My Trip. This paper also focuses on examining the relationship between a set of independent and dependent variables. The aim of this study is to determine the effect of celebrity endorsement on customer purchasing intention in travel agency. The survey method was used as the research method. Questionnaire with close ended questions was utilized in gathering information from the respondents of Pune city. The target was the consumers across age groups and gender. Sampling technique used is convenience sampling a non-probability technique, where 220 responses are collected as per the convenience and the data were analysed descriptively using the SPSS software. Correlation analysis was conducted to establish the nature of the relationship between the celebrity endorsers and the consumer purchasing intention and regression test to find out the impact of one variable on other.