Influence Of Brand Endorsement By A Celebrity On Rural Buying Behavior Towards Personal Care Products In Rural Nagpur
Manoj B. Pandey, Manoj Rao, Mahesh Singh, Surendra S Jogi, Prashant R. Patil.
Abstract
The present study seeks the relations between brands endorsed by celebs and rural buying behavior. Personal Care Products have been taken as a sample to represent this category. For the data collection, Simple Random sampling was used to draw the required sample size for this study. Convenient villages have been considered for the study from each zone and a sample size of 1170 has been finalized after discussion with the experts of rural Nagpur. Data synthesis and interpretation were done with the help of SPSS 21.0 software.
Key words: Brand endorsed by a celebrity, occupation of rural consumers, and purchase of branded products.
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