It helps them to recall the brands of the durable products. The consumers of durable products have their motivational sources from need and product utility. The study revealed that the celebrity’s convincing endorsement motivates them to materialize the purchase of durables. The consumers are induced significantly by the celebrity endorser when the target is on quality and price. The purchase attitude is influenced by the celebrity endorsement factors, product evaluation and brand recognition. CONCLUSION The world of today is changing fast. India is no exception.
Especially after the opening up of the economy, the pace of change that India and its people are experiencing in their socio-cultural milieu is mind boggling. India, with its wide diversity, offers a fascinating scope to study the host of changes which developmental activities have brought about in its social and economical framework. While it is possible to get some estimates of the macro changes taking place in India, it is impossible to get any accurate measures of the subjective experiences that proceed, accompany or follow such changes.
However, the fact remains that the profile of the Indian market is vastly different from what it was earlier. Although these changes are difficult to measure at the micro level, nevertheless, they have been of great significance to marketers. Any marketer is keen in closely monitoring the changes in terms of numbers and specially keeping regular track of the changing pattern of consumers’ aspirations and competitive actions. REFERENCES Amos, C, Holmes, G and Strutton, D (2008), International Journal of Advertising, Vol. 27, No. 2, pp. 09-234 Armstrong, Ayuk, Ceasarine Nyaseda (2008), C. F. C MODEL The Appropriateness Of Celebrity Endorsement In Developing African Nations: A Study of Cameroon and Kenya Brown, M (2007), „What are the benefits of celebrity-based campaigns? Knowledge Point, Journal of Asian Research Consortium 45 http://www. aijsh. org AJRM Volume 1, Issue 5 (October, 2012) ISSN: 2277? 6621 Busler, M (2002), „Product Consumer’s Perception of Quality Differentiation, Celebrity Endorsements and the
The Essay on How Did the Events of the Indian Mutiny Change the British Presence in India?
The events of the Indian mutiny; in particular the Enfield rifle cartridges, the murder of Christians, the shootings in Cawnpore and the massacre in Lucknow, vastly changed the presence of British in India. The British realised that they could not run a country through a company with no acknowledgement and respect for culture. After the mutiny, the East India Company no longer ruled India - The ...
Byrne, A, Whitehead, M, Breen, S (2003) „The naked truth of celebrity endorsement, British Food Journal, Volume: 105 Issue: 4/5 Page: 288 – 296 ISSN:0007-070X Capuyan, JT (2010), „Perceived Credibility of Celebrity Endorsers of Over-The-Counter Medicines and Its Influence On Health Care Decisions of Rural Mothers, Communication Research, BS Development Communication senior, Visayas State University Charbonneau, J and Garland, R (2006), „The use of celebrity athletes as endorsers: views of the New Zealand general public, International Journal of Sports Marketing & Sponsorship Damian Thompson, Admap, January , Celebrities Must Be Relevant To Increase Brand Engagement, pp. 42-43 Daneshvary, R, Schwer, RK (2000) „The association endorsement and consumers intention to purchase, Journal of Consumer Marketing, Volume:17 Issue:3 Page:203 – 213ISSN: 0736-3761 Escalas, JE, Bettman, JR, Connecting with Celebrities: Celebrity Endorsement, Brand Meaning, and Self-Brand Connections Farrell, KA, Karels, GV, Montfort, KW and McClatchy, CA 2000, Managerial Finance, Volume: 26 Issue: 7 Page: 1 – 15
