INFLUENCE OF CELEBRITY ENDORSEMENT ON CHILDREN'S PREFERENCES: A CASE STUDY ON CONFECTIONARY PRODUCTS IN THANJAVUR DISTRICT

Abstract

The manufacturers of the products have undertaken advertising efforts to reach the end consumers and ensure that the consumers are aware of the products. Advertising enables producers to effectively communicate product information to consumers. Advertisements aim to captivate consumers, and manufacturers often employ renowned individuals to garner public attention. Individuals known as celebrities are compensated for their professional endeavours. Celebrities require a compelling personality and captivating caption in order to entice people. The objective of this study is to determine the influence of celebrity endorsement on children's preference for confectionery items in the specified geographical area. The study aims to achieve the following objectives: (i) to provide the socio-economic variables of the sample respondents, (ii) to identify the variable of celebrity endorsement of confectionery items, and (iii) to provide recommendations to the producers. The researcher employed a convenient sampling approach to gather data inside the study area. The study area chosen for this research is the city of Thanjavur, which is limited to a sample size of 150. The participants in this study are minors; however, for enhanced precision, the data was not directly obtained from the children themselves, but rather from their parents. The researcher utilised percentage analysis to present the socio-economic profile of the sample respondents and employed correlation to determine the relationship between the socio-economic profile and the impact of celebrity endorsement. 

 This study determined that producers must adhere to government regulations during the production of goods. The researcher recognised the significance of advertisement as it serves as the means through which products are brought to the attention of consumers.

Key words: Advertisement, Media Scheduling, Confectionary Products and Impact of Advertisement.