An analysis the celebrity advertising influences of Fast-moving consumer goods of Meerut District

Nowadays, it seems like every business is using celebrity endorsements to set their product apart from the competition. This strategy serves two purposes: first, it helps consumers remember the product and its name, and second, it increases demand. The public's impression of the products promoted by celebrities varies greatly from person to person; for example, many people believe that the brands promoted by celebrities are of high quality. But everyone has their own opinion. Hence To get the most out of your advertising budget, use celebrities. Fans of famous athletes and actors often hold them in the highest esteem, but it's crucial for marketers to examine the product type when deciding which celebrities to associate with it. Importantly, before choosing a celebrity, advertisers should make sure they are a good fit.

The modern consumer is becoming more resistant to the overstated claims made in most commercials, even as the audience is becoming increasingly intelligent. In order to promote their products, advertisers target famous people. Utilising celebrities for advertising is signing up different celebrities to promote their own products in various forms of advertising, such as television commercials, online ads, and print ads. It is up to the individual customer to decide how effective these ads are. That wraps up the most common and successful forms of advertising in use today. There is a distinct efficacy to each of the aforementioned forms of advertising. As a result, it is up to the individuals who work in the advertising department to determine which type of media is most suitable for their brand. Before a celebrity or regular person can be considered as an endorsement, a business must determine if their values align with their own and if they will not cause any unwanted press. The brand's taxonomy could benefit from the inclusion of celebrities. Both types of endorsements have been seen in fast-moving consumer goods (FMCG) ads across all platforms. There is a dearth of research on fast-moving consumer goods (FMCG) from an Indian viewpoint that compares urban and rural areas. The way Indian consumers think and feel about the items they buy is evolving quickly. In order to gauge how Indian consumers feel about celebrity endorsements, this study is being conducted.

The broad objectives of the present study are as follows:

1)    To find out association between demographic variables and celebrity endorsements.

2)    To find out the awareness level of celebrity endorsements.

Research is a systematic study of either new or existing information. Use it to back up the findings of other writers' work and verify facts. Research methodology is an organised approach to finding solutions. Studying research problems and their reasoning requires a methodical approach, which is outlined in research methodology. In addition to technique, knowing research methods is crucial for any researcher. The effect of celebrity endorsed advertisement. But no such type of attempt has been made so far which may study the impact of celebrity advertising on sales of fast moving consumer goods in Meerut district's urban and rural areas.

Coverage Of The Study

The purpose of this research is to compare the effects of celebrity endorsements on the sales of fast-moving consumer goods (FMCG) in the Meerut district's urban and rural areas. Products from the food and drink, personal care, and home care categories were selected for the market research. The demographic characteristics of the area that will be sampled will be gathered through in-person surveys.

Sampling Unit

The study's participants were divided into many groups based on the respondents' demographic information and level of celebrity endorsements.

Sampling /Data Collection

The current investigation is exploratory in character and calls for a mix of primary and secondary sources of information. We shall randomly choose 500 respondents from the rural and urban parts of Meerut district to gather primary data. In order to get first-hand information, we will be using a well-organised questionnaire and interview schedule.

General Profile of the Respondents

In the article, we have previously covered the details of the survey's sample. But this section describes in detail the descriptive analysis of the complete response that was taken under consideration for the investigation. Age, gender, marital status, level of education, profession, and income are the factors that are used to classify the respondents.

Table 1: Demographics respondents

According to the above table, the sample consists of 55% male respondents and 45% female respondents, indicating a near-equal representation of both genders. The majority of respondents fall within the 26-40 years age group (34%), followed by below 18 years (30%). The elderly (above 60 years) form a small percentage (1.6%), while young adults (18-25 years) make up 19.2% of the population. 53% of the respondents are married, while 47% remain unmarried. The largest group (28.4%) consists of graduates, followed by XI-XII educated individuals (27.6%). 18.4% have attained postgraduate education, while 1.6% have education below Class V. The most common occupation among respondents is service (38%), followed by students (30.8%). Housewives (12%), businesspersons (11%), and professionals (6.8%) are also represented, with 1.4% falling under "Other" occupations.   The majority of respondents (50.8%) earn less than Rs. 10,000 per month, highlighting a significant lower-income segment. 20.9% earn between Rs. 10,001 - 20,000, while only 2.2% report earnings above Rs. 50,000. The total number of respondents answering this question is 354, indicating that some respondents may not have disclosed their income.

Table 2: Marketing Sources Used Most

Figure 1: illustrate the Marketing Popular Medium

Results: Out of 500 total respondents, 220 (44% of the total) consider advertising are a very popular way of marketing, while 98 (19.6%) say electronic marketing/telemarketing is a popular medium. Social media is chosen by 84 individuals, or 16.8 percent. Of those who often see advertisements, 62 (12.49%) prefer sales promotions and 36 (7.2%) prefer events.

Table 3: Media Preferences for FMCG

Figure 2: illustrate the Media Advertisement for FMCG Products

A total of 257 people (or 51.4% of the total) expressed a preference for television ads, according to the data in the table above. Internet advertising is of interest to 115 respondents, or 23% of the total. Forty-two people (8.4% of the total) prefer outdoor hoardings or billboards, whereas fifty people (10%) prefer radio ads. The remaining 36 respondents, or 7.2%, prefer paper ads.

Table 4 Types of fast-moving consumer goods advertisements that respondents appreciated

Figure 3: demonstrate respondents' preferred FMCG product advertisements

Based to the interpretation, out of 500 total responses, 222 (44.4%) value celebrity endorsements. 97 people (19.4%) think that advertisements with animations are cool, whereas 78 people (15.6%) think that it's ad-specific. 59 people (11.8%) are more likely to click on ads with social messaging. Ads featuring ordinary people are preferred by 44 people (8.8% of the total).

Table 5 The use of celebrities to promote fast-moving consumer goods (FMCG) is a smart move

Figure 4: celebrity endorsement of FMCG products is good

Conclusion: 189 people, or 37.8% of the overall sample size of 500, find celebrity endorsements to be a mixed bag. On occasion, it's a brilliant choice. In most cases, 90 people (or 18%) think it's an excellent idea. Eighty-six people (17.2%) think it's a fantastic idea all the time. It is not a good idea, according to 79 respondents (15.8%). Also, 56 people (11.2%) are ambivalent on the matter.

Table 6: Endorser's Preference

Figure 5: illustrate the respondents in Celebrity Endorser

In a survey with 500 participants, 134 (or 26.8%) said they would rather see a sportsperson or athlete in an ad than a Hollywood star. 152 people (30.4%) said they would rather see an actress in an ad. An actor in an ad is preferred by eighty-nine people (17.8%). A total of 68 people (13.6%) expressed a preference for musicians. Others are preferred by the remaining 57 respondents, or 11.4%.

Table 7: The Impact of Advertising on Product Attraction

Figure 6: Illustrate the Product Attraction through Advertisement

The results show that 180 people (or 36% of the total) out of 500 people who took the survey believe that ads can occasionally make products more appealing. The majority of respondents (156 out of 312.2%) believe that ads always make people want to buy more products. Twenty percent of respondents (or 126 people) think it doesn't boost product attraction, while eighteen people (or 3.6%) are unable to provide a response.

Table 8: The Influence of Celebrities on Fast-Moving Consumer Goods Advertising

Figure 7: illustrate the Celebrity Attraction Factor in FMCG Product Advertisement

Conclusion: 181 (36.2%) of 500 respondents occasionally feel a magnetic pull towards famous people. 129 people, or 25.8% of the total, have stated that they look up to celebrities as role models because of their fashion choices, hairstyles, and overall appearance in advertisements. Famous people frequently entice 110 people (22%) who took the survey. The attraction that celebrities have over 46 people (9.2%) is completely denied. Moreover, just 34 people (6.8% of the total) expressed no opinion on the matter.

Hypothesis

1.     Evaluation based on consumption of food and beverages

Table 9: Hypothesis Test by Chi Square Test (Food & Beverage)

Chi square value =2.61+3.32 = 5.932

Degree of freedom: (r-1) (c-1)                                        Note: R stands for Row

(5-1) (2-1) = 4                                                                           C stands for Colum

Alpha level of significance (0.05)

Interpretation: Thus, the chi-square value (5.932) is less than the 0.05 probability level, so we can reject the alternative hypothesis (Ha) & accept the null hypothesis (H0): Customers are not completely satisfied with FMCG products.

2.     Evaluation of cosmetics and toiletries

Table 10: Chi-Square Test for Testing Hypotheses in the cosmetics and toiletries

Total Chi square value =9.837

Degree of freedom: (r-1) (c-1)   

(5-1) (2-1) = 4

Alpha level of significance (0.05) is 9.49

Explanation: We must accepted the null hypothesis (H0: Consumers are not totally satisfied with FMCG products) & rejected the alternative hypothesis (Ha) because the chi-square value is 9.837, that is less than the value for the 0.05 probability level (9.49).

3.     Household Items

Table 11: Using the Chi-Square Test to Test Hypotheses About Common Household Items

Total Chi square value =8.906

Alpha level of significance (0.05) is 8.906

Explanation: The chi-square value (8.906) is less than the 0.05 probability level, hence we can reject the alternative hypothesis (Ha) and accept the null hypothesis (H0) that consumers are not completely pleased with FMCG products.

4.     Advertising for fast-moving consumer goods (FMCG) has embraced testing celebrity endorsements, but it has failed to establish a suitable ethical strategy.

Table 12: The Chi-Square Test for Testing Hypotheses in the Field of Advertising Strategy and Ethics

Total Chi square value =9.053

Degree of freedom: (r-1) (c-1)

(5-1) (2-1) = 4

Alpha level of significance (0.05) is 9.053

Explanation: Since the chi-square value (3.79), which is smaller than the value for the 0.05 probability level (9.053), we must accept the null hypothesis (H0: Advertisers do not seek ethical techniques) and reject the alternative hypothesis (Ha).

This study aims to collect data on consumers' perspectives on celebrity endorsement and the impact of endorsements on their purchasing behaviour in relation to fast-moving consumer goods (FMCG). The results of this study show that celebrity endorsements are an effective kind of marketing communication that can help spread the word about new products and increase customer recognition of existing ones. In India, many famous persons are given a lot of power and influence over the public's purchasing decisions. Still, FMCG rarely benefit from celebrity endorsements. There were 500 total responders; 142 (or 28.4%) are graduates, and 120 (or 24%) fall into the VI–X class category. 220 (or 44% of the total) think that advertisements are a very popular marketing medium, whereas 98 (19.6%) think that electronic marketing or telemarketing is popular. Eighty-four people, or 16.8 percent, choose for social media. Before and after a celebrity endorses a product or service, it is important to monitor the amount of awareness or change in customer attitudes towards the product or service.