This document analyzes the impact of celebrity endorsements on consumer buying decisions in the fast-moving consumer goods (FMCG) sector. It outlines the objectives to identify influential factors and pros/cons of celebrity endorsements. The methodology included a survey of 150 consumers in Indore, India measuring factors like expertise, trustworthiness, and match between celebrity and product. The results showed celebrity endorsements have a strong impact, with expertise and familiarity being most influential. Both advantages like credibility and disadvantages like negative celebrity images were discussed. The conclusion is that celebrity endorsements generally have a favorable impact if the right celebrity is chosen flexibly as a means to promote the brand.

1. IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING DECISION IN FMCG SECTOR SUBMITTED TO SUBMITTED BYSAPNA BHAVE MONIKA BHARDWAJ

2. OBJECTIVES TO IDENTIFY THE FACTORS OF CELEBRITY ENDORSEMENTS THAT INFLUENCES THE BUYING DECISION OF CUSTOMERS. TO FIND OUT PROS & CONS OF CELEBRITY ENDORSEMENT.

3. RESEARCH METHODOLOGY Research design -Descriptive & analytical research. SAMPLE DESIGN -Sampling is convenience sampling , sample size is 150,city chosen is Indore. VARIABLES USED -Expertise ,Trustworthiness Likeability ,similarity , familiarity , Match up between celebrity & product.

5. Secondary data is collected through journals, magazines & articles.

6. TOOLS FOR DATA ANALYSIS

9. Familiarity

10. Similarity

11. Likeability

12. Match-up between brand & celebrity

13. Trustworthiness

15. DISCUSSIONDISADVANTAGES OF CELEBRITY ENDORSEMENT Vampire effect Negative image of celebrity Multiple endorsement Inconsistency in the professional popularity Celebrities endorsing one brand & using another.

16. CONCLUSION Most of the celebrity endorsement have favorable impact. There is a positive relationship between different celebrity attributes & buying decision of customers of FMCG product. Choice of celebrity. Flexible approach. A celebrity is an means to an end ,& not an end in himself/herself.

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