Impact of Celebrity Endorsement on Sales of Cosmetics

Today, celebrity endorsement is becoming a multi-million dollar industry worldwide. In advertising, marketers have endorsed celebrities with their products and brands to increase their sales and change viewers' perception of their brand, which positively affects their purchasing behavior. This study focuses on celebrity endorsement and its impact on customer purchasing behavior and their perception of a company's product or brand. This study uses a quantitative method to find out the effect of celebrity endorsement on purchasing behavior. The data of 100 respondents are collected through a questionnaire and the results were analyzed. Respondents learned how they perceive a celebrity and its characteristics and how celebrity endorsement affects their purchasing behavior. The conclusion is that celebrity-endorsed ads are more attractive than non-endorsed ads. It also showed that celebrity endorsement has a significant impact on purchasing behavior. Finally, the results of the study further showed that celebrity popularity has a significant impact on customer purchasing behavior. The study focuses on understanding consumer buying behavior based on various factors such as age, gender, income, media and many other relevant variables.


Introduction 1.1 Background to the Research
In today's world, celebrities are seen as role models. People change their lifestyle in relation to their favorite celebrity. This issue has a great impact on the buying behavior of people. This attracts customers and ultimately increases the productivity of the company. Celebrities don't always have any influence on people's minds when it comes to making purchases. But mostly it has a big impact on the perception of choosing any product. We always think that when our favorite celebrity wears them. Then we should use it to be like them (Khatri 2006). Advertising has gone through various stages over the past 150 years, from classic to modern. Today, it is the best strategy used by marketers to influence customers by showing celebrities with their products, it contains different types of lies, excitement, absurdity, sexuality, etc. Belch, G. and Belch, M. (2008) agreed that the main objective of formulating such strategies is to achieve high levels of brand exposure, longing, focus and curiosity. Marketers associate famous people with their products. McCracken (1989) argued that these famous personalities had a great influence on consumer buying behavior, making it the most attractive medium of advertising today. The main purpose of advertising and the adoption of this strategy is to influence the products of customers (Ohanian 1990). customs, traditions, and values. Our tastes alter over the course of our lives depending on our age, requirements, way of life, income, and psychological issues. Both internal (memory and thinking style) and external (media, word-of-mouth, publicity, and feedback) variables might be involved. 1.9 Impact of Endorsement on Buying Behavior: According to Ranjbarian, Shekarchizade, and Momeni (2010), advertising is the act of persuading members of a certain market to purchase goods and services. The advertisement message can be disseminated in a variety of methods, including TV commercials, radio spots, print advertisements, web promotions, billboard marketing, in-store promotions,etc

Literature Review
Famous people have been used in advertisements since the eighteenth century, and these widespread promotional practices have made a lot of intellectual and practical problems clear. The majority of academic research on celebrity endorsements covers the topics of charismatic spokespersons and spokesperson credibility, and it advises famous people to influence consumers through outward manifestations of their personalities (Ahmed 2012;Ohanian 1990Ohanian , 1991. (Biswas and Gupta, 2016) found that celebrity endorsement has a positive impact on consumer purchase intention and brand loyalty. To track how consumers' attitudes and intentions to buy have changed as a result of the celebrity source endorsement An investigation of the physical attractiveness of celebrity endorsers was done by Kahle and Homer in 1985. The research's findings are interpreted using the underlying social adaptation theory. The study's main finding is that participants prefer the product more than participants who view an unattractive source when they see an attractive endorser. After reading the research paper Impact of Celebrity Endorsement on Consumer Buying Behaviour by Kumar Seedani and Manoj Kumar Ahuja et al. (2015), we can conclude that advertisements featuring celebrities are more popular and regarded as attractive than those without celebrities. Apporv Bafna, prof. Pervin Gandhi and Avi Jain et al. (2016) in their study Influence of Celebrity Endorsements on the Consumer Behavior for Facial Care Behaviour, concluded that a comprehensive study was conducted and it was found that the majority of the population uses products from the facial care category and only facial care products. . to take care of is deeply focused on products. A very large number of supporters support such products. Data was collected from 400 respondents. A very important fact that was revealed in Limelight is that celebrities do not play a central role in selling products because they do not influence the buying behavior of consumers. In the case of face washes, only 2.5% influence on the consumer's purchase intention and the quality of the face wash, suitability for the skin, is considered to be of primary importance. Azizi Wafa,Fatima Zohra Chekima, Syed Khalid Wafa and Rini Suryati Sulong (2018). In their paper The Impact of Celebrity Credibility on Purchase Intention of Cosmetic Products: The Moderating Role of Ethnocentrism, stated that as different countries and Organisations are developing various types of products-that is, the same products-but differentiating them with the help of advertisements, one of the widely used methods is taking help from celebrities to endorse the products. Additionally, it is important to keep ethnocentrism in mind as the national and international markets grow. In their research paper Influence of Celebrity Endorsement on Consumer Purchase Decision: A Case of Karachi, Afsheen Khan and Samreen Lodhi (2016) came to the conclusion that consumers view celebrities as important factors in advertisements, and that for them, advertisements without celebrities are less trustworthy than those that do. Customers always choose things that fit their brand, hence the majority of customers like purchasing goods that have the endorsement of the celebrity of their choice. Therefore, celebrities do have an impact on consumers' decision to buy. Research Objective ▪ To investigate the effect of celebrity endorsement on cosmetics purchasing habits. ▪ To investigate how professionals and students see celebrity endorsements. ▪ To determine the link between celebrity endorsement and consumer purchasing habits. ▪ To examine how much a brand influences celebrity endorsement.

Methodology
The goal of the study is to determine how celebrity endorsements affect online shoppers' spontaneous purchases of cosmetics. The goal of the study is to better understand how online and offline consumers make purchasing decisions depending on a variety of criteria, including age, gender, income, and many more. To keep the study on track for effective and relevant results, a variety of tactics have been explored. A properly organised questionnaire with categorization and objective parts is created to gather primary sources of data from people living in India. The respondents for the study were chosen by the researcher using convenience sampling. The impact of celebrity endorsement on cosmetics purchasing has been studied using a variety of current concepts, theories, data, publications, and research works.

Research Design
The study has a quantitative and descriptive approach. There have been both primary and secondary data sources gathered.

Sample Size
The sample size for this study's analysis of how celebrity endorsement affects consumer behavior is 100. The random sampling method is applied.

Instrument Selection
The question was taken from Kumar's research study on the subject of the influence of celebrity endorsement on purchasing decisions.

Variables
The purchase habits are the dependent variable, while the celebrity endorsement is the independent variable. We operationalize celebrity in terms of its three key qualities: appeal, credibilty, and meaning transmission. We also see their effect on consumer behaviour.

4.The Data
Both primary and secondary data are used to gather data. A standardised questionnaire is created and sent to participants to obtain primary data. Due to the requirement for a somewhat modest sample size and the need to keep research costs to a minimum, a sample size of 100 respondents is chosen. Convenience sampling was utilised by the researcher to choose the study's respondents. However, to prevent any ambiguity in the results, foreigners were not included in this study. The people who use the samples commonly buy cosmetics items and are frequently exposed to celebrity endorsement advertisements. The secondary information is gathered from sources including internet articles, journals, linked research projects, and publications. The respondents' responses are gathered, coded, and evaluated. The many questions, such as "Multiple Response" and "Likert Scale," are all coded in accordance with the regulations. The required analysis is performed following the coding.

IJFMR23032803
Volume 5, Issue 3, May-June 2023 5 If we look around to the age factor, most of the respondents are between the age of 15-30, which are 70 and only 30 respondents above 30, because in this research we focused the students more  Valid  TV  53  53  53  53  Internet  40  40  40  93  Newspaper  7  7  7  100  Total  100  100  100 We ask from the respondents that which medium is important to watch celebrity advertisements, most of the respondents i.e. 53 go for the TV advertisements, so we can say that TV is the effective source of conveying advertisements, next high frequency is Internet i.e. 40 respondents went for and 7 have chosen newspaper. We also ask from our respondents that which advertisements attracts them more, celebrity endorsed or non-celebrity endorsed, 81 respondents out of 200 said that celebrity endorsed advertisement, only 19 respondents voted to non-celebrity advertisements. So we can say that celebrity-endorsed advertisements are more attractive in the perception of the viewers. We asked the respondents that how frequently they come across advertising using celebrity endorsement, most of the people said occasionally and often it shows that celebrity endorsed advertisement are very popular and mostly watched by the viewers.

6.Conclusion
The main purpose of this study was to find out the effectiveness of celebrity endorsement as a marketing tool and to investigate the use of celebrity endorsement in the cosmetics industry, and after examining several studies, various facts came into focus. As we all know, competition is quiet high in every sector and in this study we are talking about cosmetics and the competition is clearly tough. Many national and international brands are there for cosmetic products, so in order to survive, they have to choose different strategies to sell their products and make a profit at the same time. One of the strategies is to promote cosmetic products, and organizations enlist the help of celebrities to endorse their products. As we all know, communication is very important for organizations so that more and more people can know about their product and various information related to the product such as its price, specialty, etc. For the young generation, celebrities are like role models who want to copy their style and more. It is also very clear from the research cited in this study that the tarnished image of a celebrity has a very bad effect on product sales and people prefer to buy products that are endorsed by celebrities than those that are not. they consider such silent products to be reliable. Another important thing that came into focus was that the mere presence of a celebrity in an advertisement does not matter much, other factors such as the price of the product, features, suitability for the skin, recommendation etc. are most important. A celebrity endorsing a cosmetic product is irrelevant because all consumers know well that a celebrity endorsing a product does not necessarily use the same product. Advertisements play a key role, but the promotion of cosmetic products cannot create a perception in the consumer, but the use of cosmetic products can create a perception, although the high price does not count the consumer in terms of quality. Consumers do not want to sacrifice the quality of cosmetic products. Organizations should focus on looks, fan following and other similar factors when choosing a celebrity for their product According to the findings of this study, celebrity-endorsed advertising are more appealing than noncelebrity-endorsed advertisements. The best media for seeing commercials, according to respondents, is TV, followed by the internet. The influence of celebrity endorsement on consumer behavior is substantial. Respondents made it quite apparent that they do buy the goods and services that celebrities recommend. People like to buy the items more if they are sponsored by the celebrity, which illustrates how media awareness and influence affect today's consumers. It has also been noted that celebrity endorsement advertising increase sales and product purchases.