A Study on Impact of Celebrity Endorsement towards Selected FMCG Products with Special Reference to Coimbatore City

Abstract

Advertising is an audio (or) visual form of marketing approach, which contains paying for space to promote a product or service. Celebrity advertisement is a new form of marketing strategy that can be used by the companies which involves celebrities or famous persons to promote a product or service. It is one of the most popular tools for advertising now a day. Fast Moving Consumer Goods are the merchandises that are traded effortlessly, rapidly and at relatively low price. FMCG zone is the fourth major zone in the Indian economy. FMCG product which includes the non – Durables like packed food items, beverages, toiletries..etc. In most of the cases FMCG products are promoted by advertisements especially celebrity advertisements. Celebrity endorsement plays a vital role in promoting branded FMCG products. In this studies the effect of celebrity endorsement on branded FMCG merchandises with special position to Coimbatore city.