Celebs no longer influence purchase decision: study

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Hyderabad, Mar 31 (UNI) Celebrities' endorsements no longer drive the consumers' decision to buy a product but it is the quality, price and experience which influences the consumers in decision-making, according to a recent survey.

The survey, conducted by research agency IMRB and Public Relations agency IPAN across 12 metros and small towns in the country, revealed that though 86 per cent of the respondents said that the most prominent advertisement they remember had a celebrity in it, only three per cent of the people felt that celebrities influence their buying decision.

About 78 per cent of the people across the country believed that the most important factor while buying any product was its quality followed by its price.

In South India, where celebrities were worshipped, 58 per cent said they remembered advertisements because of the celebrities but only two per cent of the people said they considered the products, endorsed by celebrities, while purchasing.

Shah Rukh Khan is the most recalled brand ambassador for 17 per cent of the mass followed by Amitabh Bachchan for 10 per cent. Among female celebrities, Aishwarya Rai Bachchan tops the list with six per cent of the people recalling her ads.

Amitabh Bachchan tops the list of best male endorser with 19 per cent, closely followed by Shah Rukh Khan at 18 per cent. Aishwarya Rai Bachchan topped the list of best female endorser with three per cent of people voting for her.

The survey also revealed that 51 per cent of the respondents said that the celebrities do these ads for money and use high-end or imported brands for their personal use and only 22 per cent believed that the celebrities used the products they endorsed.


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