“A STUDY ON THE INFLUENCE OF CELEBRATING BRANDED ADVERTISEMENT IN PATTAMBI WITH REFERENCE TO YARDLY PERFUME” PROJECT REPORT Prepared and submitted by, YUSRA.P. (Reg. No: ARASBCM022) In partial fulfillment of the requirements for the award of the degree of Bachelor of Commerce University of Calicut Under the guidance of Ms. RANIKUTTY.K.N Asst. Prof. PG Dept of Commerce and Management Studies) PG DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES. ANSAR WOMEN’S COLLEGE (Affiliated in University of Calicut) PERUMPILAVU 2018-2021PG DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES ANSAR WOMEN’S COLLEGE PERUMPILAVU (Affiliated to Calicut University) BACHELOR OF COMMERCE CERTIFICATE This is to certify that this report titled “A STUDY ON THE INFLUENCE OF CELEBRATING BRANDED ADVERTISEMENT IN PATTAMBI WITH REFERENCE TO YARDLY PERFUME?” is a bonafide record of work done by YUSRA.P (Reg. No: ARASBCM022) in partial fulfillment of the requirements for the award of Bachelor of Degree in Commerce, under my guidance and supervision and that it has not previously formed the basis for the award of any degree, diploma, association, fellowship to her. EXTERNAL EXAMINER HOD INTERNAL GUIDE Ms. SUNIYA IBRAHIM KUTTY — Ms.RANIKUTTY.K.N (Head of PG Department of (Asst.professor PG Department of ‘Commerce and Management Studies) Commerce and Management Studies)ANSAR WOMEN’S COLLEGE (aiid Urey fa) x PERUMPILAVU,P© KARKKAD THRISSUR OT) KERALA PINS ST 2047 ton 40052 Pn mR 2EHE 16 al snsarwomenscologe@aan cm 15.93.2021 TO WHOMSOEVER IT MAY CONCERN This is to certify that Ms.YUSRA.P (ARASBCM022), student of sixth semester B.COM. COMPUTER APPLICATION has successfully completed her project study on the topic “A STUDY ON THE INFLUENCE OF CELEBRATING BRANDED ADVERTISEMENT IN PATTAMBI WITH REFERENCE TO YARDLEY PERFUME” for a period of 21 days. She has acquired good knowledge on the topic. During the period, she was found to be sincere and enthusiastic in collecting various data. and information required for the ebove project. We wish all success for her future endeavors, RANIKUTTY.K.N. Asst. Professor , PG Department of Commerce and Management StudiesDECLARATION I YUSRA.P, (Reg. No: ARASBCM022) hereby declare that project INFLUENCE OF CELEBRATING report entitled “A STUDY ON THE BRANDED ADVERTISEMENT IN PATTAMBI WITH Ri ENCE TO YARDLY PERFUME” has been prepared by me under the guidance of Ms.RANIKUTTY.K.N PG Department of Commerce & Management Studies, Ansar Women’s College, Perumpilavu. I also declare that this project report has not been formed on the basis for the award of any degree, diploma and fellowship of similar title of any University of similar institutions to any person. Place: Perumpilavu YUSRA.P Date: ARASBCM022ACKNOWLEDGEMEN’ First and foremost let me sincerely thank God for the great Opportunity and blessing that he has showered up on me for the success- ful and timely completion of my project work. My heartfelt gratitude to Ms. FARITHA J, Principal of our college for having permitting me to do this project. 1am extremely thankful to, Ms. SUNIYA IBRAHIMKUTTY (HOD.,PG Dept. of Commerce & Management Studies) for the active Patience and support forwarded to me in respect of this project. I express my heartfelt thanks and sincere gratitude to my Supervising guide Ms. RANIKUTTY.K.N (Asst. Prof,PG Dept. of Commerce & Management Studies) for her kind guidance, suggestion and timely advice and encouragement throughout my project. Finally I extent thanks to my family members and friends for the encouragement I got from them. Place: Perumpilavu YUSRAP Date: ARASBCM022LIST OF CONTENTS CHAPTER TITLES PAGE NO NO 1 INTRODUCTION 1-6 Ll Introduction to the stud 2 12 Statement of the problem 3 13. Scope of the stud: 3 L114 Objectives of the study 4 1.5 Research methodolog: 5 1.6 Limitation of the stud: 6 2 REVIEW OF LITERATURE 19 3 THEORETICAL FRAMEWORK 10-18 4 DATA ANALYSIS & INTERPRETATION 19-34 5 FINDINGS, SUGGESTIONS & CONCLUSION | 35-38 5.1 Findings. 36 5.2 Suggestions 37 5.3 Conclusion 38 BIBLIOGRAPHY 39-40 APPENDIX 41-43i nee aie LIST OF TABLES AND CHARTS SL NAME OF TABLES & CHARTS PAGE NO NO 4.1 | Occupation 20 4.2. |Income respondents 21 4.3 | Use of perfume bottle 22 4.4 _ | Packaging of perfume 23 4.5 _ | Associated with Yardley perfume 24 4.6 Opinion effect of celebrity advertisement 25 47 Level of satisfaction towards the Yardley perfume 26 4.8 | Happy to purchase this product 27 4.9 Purchase of Yardley perfume 28 4.10 | The reason behind buying this perfume 29 4.11 _ | Rating the demand of Yardley perfume 30 4.12 | Brand loyalty of this product 31 4.13 | Recommending status of perfume product 32 4.14 | Influences buying Yardley perfume 33 4.15 | Advertisement influences purchasing decision on a| 34 productCHAPTER 1 INTRODUCTION1.1 INTRODUCTION Advertising is a very strong component of business in any society. It possesses pervasive and persuasive power. Advertising for your small business that features celebrities that appeal to your local community can spark the kind of results you are looking for. Because many consumers are interested in celebrities activities, they are more likely to notice your product when a famous person professes to like and use it. However, celebrities endorsement have potential disadvantage. Any problems associated with the personality could undo the benefit of the endorsement and associated advertising weigh the benefits and the risks carefully to make an informed decision. Companies spend huge resources on celebrities to endorse their products or sponsored messages on television, radio, newspapers, magazines, bill boards, the internet and mobile phones in the hope that such an endorsement will induce favorable attitudes towards the brand and ultimately affect sales and profits by increasing consumer's preference for the brand, In addition, government and non- governmental organizations use celebrities in public messages targeted towards influencing attitudes. Yardley London is a British cosmetics brand whose first successes date back to the 18" century. The company is one of the world’s oldest in the cosmetics sector. Yardley London was founded in 1770 and produced mainly global players in that sector. The company sources are the lavender used for their famous products. The brands signature from lavender fields in the South of England Yardley collections are mainly based on linear, singular scents. The most popular fragrances are English Lavender, Lily of the valley, English rose ete. Yardley, synonymous with affordable quality fragrances. Bollywood superstar KatrinaKaif is the brand ambassador for Yardley in India since 2010.1.2 STATEMENT OF THE PROBLEM The aim behind any . im behind any message is to achieve the purpose for which it was conceived. Coens ; Panies, Civil Society Organizations and Government agencies spend billions of naira annually pla 8 one form of advertisement or the other in the media, Also companii ci Panies in their bid to outsmart one another for consumer's attention, normally dey ious adver ies. S Ploy various advertisement strategies. Some pay huge amounts of money to celebri- Nes so as to identify themselves with their products, They do this in the hope that such an appearance will instantly produce a tricycle-down effect of making the product be- come popular and ultimately influence audience to wish to purchase the product / ser- vice. 1.3 SCOPE OF STUDY The following suggestions are made as reference for researchers who are interested in conducting subsequent investigations in this field of study. © Expand the range of objects being surveyed. Surveys can be conducted in schools in more areas. Such surveys can also be conducted on respondents from different age groups to generalize the results. * Use newly marketed brands as the promotion target. Researchers may use a newly marketed product as the promotional target in the future. As such, the results obtained will be more practical. Researchers can add real brands and make comparisons between products with and without brand names. © Select different types of products. Researchers can also choose other types of products for study and make comparisons in the advertising effects between different types of products. Use other advertising approaches. Researchers may choose media other than printed advertisements and make related comparisons.1.4 OBJECTIVES OF THE STUDY To find out how cele rity advertisement influence the buying behavior of customers. To know customers sat faction by using Yardley Perfume, To examine purchasing behavior of the consumer based on gender and age. To know the role of celebrity endorsement on advertising, To study the ethical issues in advertising and its impact on youth. To assess the brand loyalty of consumers.1.5 RESEARCH METHODOLOGY Research methodology is the science of studying how research is done scientifically. It is a simple way of performing an operation that implies precise deli- verable at the end of each stage. It is way to solve problems systematically. Various methods used for data collection and techniques used for interpreta- tion and inferences are as follows. so OF DATA: The source of data is classified into two they are of primary data and secondary data Primary data: ‘The primary data was collected from the respondents by administrating a structured questionnaire and also through observation, interview & discussion with management Secondary data: Apart from primary data collected, the data collected through text books, records of dairy industry, Journals from library, academic reports, and internet is used for the study. SAMPLING D) : Sampling design is a definite plan for obtaining a sample from the population. The research was made by the survey in accordance to the convenience of the employees. So the sample type is convenient sampling. SAMPLE SIZE: The data is collected from the Pattambi locality. Out of the total strength the sample taken amongst people, i. 40 respondents. DATA COLLECTION TOOL: Data collection tool used for the study is Questionnaire. The well-structured Ques- tionnaire is collected through detail interview, discussion with management andDATA ANALYSIS TOOL: The data is analyzed through simple analysis technique. The data tool is percentage analysis is used to describe method. Percentage method is used in making comparison between two or sense of data. This method is used to describe relationship DATA PRESENTATION TOOL: The analyzed data presents by using tables, diagrams i.e. pie diagram and bar dia- gram, Each table or figure must be accomplished by relevant text material indicating the significance of the data to obtain useful information. PERIOD OF STUD Period taken for the study is 3 weeks. 1.6 LIMITATIONS OF THE STUDY. © This project is limited due to time constraint as it involves a lot of complex va- riables which require a detailed study over a period of time. © The project did not cover the effect of branding on a very large scale. Only a small population was studied, which may not be enough to show correct pic- ture. © The consumers were very reluctant to answer the question and the response may be biased. © Respondents are busy in nature consumers were not co-operate to me to an- swer my questionnaires properly. In appropriate data from consumers, © Limited sample size may fail the inductive generalization. © People may hesitant to disclose the true fact of their thoughts. © Multiple answers in few questions which caused difficulty in proper data anal- ysis. © The project was taken as a part of my dissertation, as the time was limited so the survey was confined to few people only.CHAPTER 2 REVIEW OF LITERATURE ACNE aeREVIEW OF LITERATURE To be the market leader, the most important aspect is to understand consumer needs and then make them understand by comparing its utilities with their needs. In Present market conditions, it takes years for a product to cement its place and Complete with the existing brands. The huge investments of companies in advertising ry ; ; Rot without motives, as companies try to outsmart cach other with their adi si er Vertisement in order to obtain a domineering share and win customers favor. In fact, research has shown that people are likely to patronize products and services endorsed by celebrities than those that are not. As a resull, most advertises indulge in the use of personalities that enjoy public acceptance and credibility to appear in the adverts and endorse their product, as most believe that it can heightens Product identification among consumers facilitate audience recall, and influence the Purchase intentions of consumers. 1, Radhika Madan (2010) (celebrity endorsement: A marketing strategy) Celebrates have always been the easiest way to attract the customers because of their mass appeal celebrity endorsements do influence the target audience and make them loyal towards the brands. Celebrities help advertisements stand out from the surrounding clutter, thus improving their communicative ability. 2. Vipal Jain (2011) (celebrities endorsement and its impact on sale: A research analysis carried out in India) This study has a positive indentation towards the belief that people are motivated to buy products as a result of celebrity helps in brand promotion. The respondents also strongly agree that celebrities bring brand equity to the product. 3. Lalita Balakrishnan and C. Shali i Kumar (2011) (effect of celebrity based advertisement on the purchase attitude of consumers towards durable products) across the world celebrities have been used for a wide variety of brands. This study focuses on identifying the influence of celebrity endorsement on the purchase attitude of the consumers. Celebrity endorsement enhances product information and creates awareness among consumers, It helps them to recall the brands of the durable products. The consumers of durable products have their motivational sources from need and productI utility, The study revealed that the celebrity's convincing endorsement motivates them to materialize the purchase of durables. Puja Khatri (2006) — celebrity endorsement: “A. strategic promotion perspective advertisers agree that celebrity endorsement does not itself guarantee sales, It can create a buzz and make a consumer feel better about the product which in they has to come to expectation of consumers as real star by delivering the promise. Byrue — celebrity endorsement: Argues that a celebrity can build, refresh and add new dimensions, What celebrities stand for enhances a brand and they save valuable time in terms of ereating the eredibilty. A company has created in order to build its brand by transferring the values to the brand. When consumers see a credible celebrity endorse a product, they think the company must be okay. Atkin, Block & Petty (1983) found that as ~ compared to the non-celebrity endorsers, the celebrity endorsers produced more positive attitude towards advertisement and greater purchase intentions. Me Craken (1989) a person who enjoy public recognition from a larger share ‘ofa certain group of people and uses this recognition on behalf of a consumers good by appearing with it in advertisement is known as a celebrity. He found that the use of celebrity endorsers stand for an effective way of transferring to brand as it is believed that celebrity endorsers bring their own emblematic meaning to the endorsement process — and that this cultural meaning residing in the celebrity is passed on to the product which is turn is passed on the consumer. Pappas (1999) examined the value of stars — power in an endorsement and potential towards how a well-designed helped celebrities convert their star power into brand equity.CHAPTER 3 THEORETICAL FRAMEWORKTHEORETICAL FRAMEWORK The company was established by the Cleaver family in 1770, the official date displayed on its product labels. According to the company’s website an earlier incarnation existed prior to this but most records of the er company were lost in the Great Fire of London of 16 The company is named after William Yardley, who purchased the firm in 1823 from the sons of the founder Samuel Cleaver, who had gone into bankruptcy. The company became Yardley & Statham in 1841 when Charles Yardley, the son of William, took on William Statham as a partner in the business. At the time, the business sold perfumes, soaps, powders, hair pomades and other toiletries. In 1851, the company, still known as Yardley & Statham, exhibited at The Great Exhibition in The Crystal Palace. That same year, the company changed its name to Yardley & Co. Yardley & Statham exhibited soap and perfume including a soap called Old Brown Windsor, which was embossed with a picture of Windsor Castle and was one of their first production soaps In 1913, Yardley adopted Francis Wheatley's "Flower sellers" painting from his "Cries of London" series as their new corporate logo. The yellow primroses being sold in baskets in the painting are replaced by the company with sheaths of lavender. Yardley's signature scent is English Lavender, which was launched in 1873. English Lavender was popular during the Victorian Era in England and was im- ported to the USA in the 1880s where it became popular in American households. The lavender that Yardley uses in their products is the variety Lavandula angustifolia, which is specially grown for Yardley in the South of Englané. The variety of lavender used by Yardley was selected by the company in the 1930s after a several year search for the finest variety. Due to the growing popularity of Yardley soaps and cosmetics at the turn of the 20th century, the company opened a shop in 1910 on Bond Street in London. The original Yardley shop on Bond Street was at 8 New Bond Street, but it later moved to 33 Old Bond Street. In 1967, British model Twiggy becomes the face of Yardley. The company sold "Twiggy Eyelashes," "Twiggy Paint" and other cosmetics with her as the spokesee model. Yardley became a symbol of "Swinging London” and was associated with the 1960s British youth culture of miniskirts, Carnaby Street and mod fashions. In 1991 Yardley introduced English Blazer, a range of men’s grooming products, In 1998 Yardky was placed into receivership afler a year of marketing attempts to update its cld-fashioned image. atanias, bought out Yardley in Britain's fifth richest Indian family, the October 2005 for £60 million and integrated it into its rnamead company. Wipro Consumer Care and Lighting acquired Yardley in certain markets including Asia, Middle East, Australasia as well as North and West Africa for $45.5 million. In August 2012, Wipro. purchased the UK/European division from Lornamead, with the exception of Germany and Austria, where Lornamead still holds the rights to the brand. Bollywood superstar Katrina Kaif is the brand ambassador for Yardly's in India since 2010 Evolution Yardley London is famous throughout the world as purveyors of quality fragrances and soaps. The first intimations of the great House of Yardley actually occurred 150 years prior to 1770, during the reign of King Charles 1, when a young man bearing the Yardley name paid the monarch a large and no doubt welcome sum to gain the concession for providing all the soap for the City of London. Sadly, the particulars of this enterprise were lost in the Great Fire of London in 1666. Only one detail remained; lavender was used to perfume the soap. Almost 390 years later, to the current day, English lavender is still synonymous with Yardley London. 1770 The soap and perfuirery business now known as Yardley London, was established by William Cleaver’s father in the City of London 1801 William Yardley, wealthy and ambitious, with sound business sense, gave his daughter Hermia in marriage to William Cleaver, the heir to the soap and perfumery business William Cleaver persuaded Coutts Banking House to advance him the huge sum (for those times) of £20,000 on the seourity of the soap and perfumery business, but he could never re-pay the loan. Father in-law William Yardley, who stood as guarantor, had to pay.He then became the first ‘Yardley’ to own the finest soap and perfumery business in London 1824 William Yardley died. He left his second business (supplying lavender, cosmetics and soap) to his younger son, Charles. Charles took little interest and handed the management of the company over to his younger cousin Frederick Cleaver 1841 Frederick Cleaver resigned from the business, Charles appointed a Partner and established his own son in the business. It was known as Yardley &Statham 1851 Yardley & Statham exhibited at the Great Exhibition in Hyde Park. One would exhibited there is still preserved at Yardley London’s head office and was exhibited again at the 1951 Festival of Britain Yardley was under new management after Statham and Charles Yardley died and Charles's son was too young to take over. The company was run by Thomas Exton Gardner and called Yardley &Company 1879 Yardley soaps were exported to the United States in no less than 22 varieties 1884 Business was booming and the company acquired new premises in Rid mount Street. It was then named Yardley & Co. Ltd 1891 Thomas Exton Gardner died 1899 the business was at its lowest ebb, with the continuance of the business seriously in doubt 1900 Robert Gardner's sons took over the business. Thornton was managing director and Richard secretary 1905 Yardley & Co Ltd became known as one of the world’s leading soap and perfumery houses after Thornton took the bold decision of trading under their own name Yardley & Co Ltd took residence at Carpenters Road, Stratford The first overseas selling organization was established in Sydney 1910 A Yardley shop on 8 New Bond Street opened for display and retail sales. It became a London landmark 1913 Yardley used advertising and publicity techniques way ahead of its time, by adopting Francis Wheatley’s Flower-Sellers Group painting to use as the firm’s trademark. This painting is one of 14 known as the ‘Cries of London’. It became so well-known and synonymous with Yardley, that people almost forgot that in the original painting the m *this species is exclusive to Yardley and has never been improved upon anywhere in the world. Even today, Yardley sources all of its lavender from England, retaining and protecting the essential character that has made it so popular across hundreds of years Royal Appointment Perfumer to H.M Queen Mary A tax known as “spirit” duty which had been charged on lavender was removed. Turnover at the Yardley factory doubled. Advertising spend increased andWith {Emre donaand foe the produots 19. the eurtent Yandley poster wav voted ‘Poster at the Your’, lwo were recognized und rewarded, both soup to HLM Vhe company's advertiving expert outside the company and within 1249 Royal Appolatment Purveyors of King George VE-19S1 The first British depot outside London way opened at vn distribution, Overseas expansion continued, Liverpool for the purposes of North Whereby the Attica girl valued a) Yardley lipstick ay much as her launched a range of nien's toiletries, directed atthe counterpart Yardley increasingly fashion-conseious malel955 Royal Appointment Manufacturers of soap: to HAM, Queen Elizabeth 111960 Royal Appointment Perfumers and: manufacturers to HLM, Queen Elizabeth, ‘The Queen Mother 19608 Ina time when company grouping was essential for further expansion, Yardley cume under the wing oF one of the top five British companies British-American Vobaceo ‘Twiggy the model of the *s advertising campaign 1966 Yardley’s new Hssex 1970 moment, fronted — Yardh manufacturing company was established ala 19 acre site in Basildon, ts under the name British-American Tobacco co-ordinated all their cosmetic inte s. Yardley had of British American Cosmetics, but still retained their separate names 1,000 cosmetic lines exported to 130 countries 1971 ‘The House of Yardley sponsored B.R.M team of Formula | Grand Prix, covering the cars in white with Hecting the motto of Yardley’s range of men’s ams 1989 Y: black, brown and gold *Y’s* re dley was acquired by t quired by Beech: 1985. Yardley was fronted sta, one of the first supermodels Wasserstein Perella 1990s Linda acquired by Walla 2000 Yardley ign 1998 Yardley w equired Yardley US 2002 Magnolia was in- Yardley advertising camp: Gentlemen was introduced 2001 Walla troduced 2003 Yardley Skin Care and Yardley Equity were introduced 2004 Pressed ion lines were introduced 2005 Yardley was acquired by Powder and Fruit Sen The Lornamead Group, manufiacturer and marketer of personal care products 2009 Asian and Middle Eastern rights to Wipro 2010 Lornamead Lornamead sold Yardley created a dedicated business unit for its luxury toiletries business, predominantly focusing on Yardley London and appointed Quentin Higham as Managing Director Lornamead relaunches Yardley London in Europe and Americas with new designs, products, packaging and formulations Yardley London launches new 75ml Body Sprays 2011 Yardley London introduces its Royal English Daisy limited editionSN fragrance, inspired by Miss Catherine Middleton Citrus & Wood, Yardley London's first men’s fragrance for 6 years, launches An extensive Christmas Gift Collection, including the new Soap in a Tin range, launches Yardley London introduces a new Bath and Body Skincare Collection in five of its most popular fragrances English ul, elegant Lavender, Yardley London’s international signature fragrance is a beau scent that combines lavender leaves, neroli and clary sage with a heart of lavender oil and geranium, enhanced with deeper notes of tonka bean and sandalwood. ent with citrus top notes, combined Lily of the Valley is a light and elegant jasmine, geranium With a heart of fresh, spring flowers, including lily of the valley, and magnolia; drying down with an amber and woody base. English Rose is an evocative light, fresh floral fragrance, combining rose absolute, neroli and camomile, smine petals with warm base notes of amber and g choice of scent for both daytime and with a heart of rosebud and jj sandalwood, which makes it an allu evening, Peony is a modern, fruity floral with top notes of fresh green leaves, complemented at its heart by a combination of peony flower, red currant, geranium and heliotrope and undertones of warm amber. Iris is a fresh, clean, spicy; floral that has an intriguing combination of fresh green leaves and citrus notes, a heart of iris, muguet, violet and rose with a warm vanilla base. April Violets is a unique, fresh and sensual floral that opens with fresh, green violet leaves, citrus and geranium top notes combined with a heart of sweetly scented parma violets, iris, jasmine, ylang and tuberose with warm base notes of vanilla and sweet powdery accords. Orange Blossom contains top notes of petit grain and orange, a heart of orange blossom combined with clary sage, caraway seed, violet and jasmine, softened with a base of vanilla. Royal English daisy is an elegant dewy fresh, green floral fragrance, reminiscent of flower-filled meadows in the spring sunshine. It opens with a burst of energetic top notes in the form of fresh green leaves and apple, combined with a heart of hyacinth and white rose, enhanced with warm base notes of sandalwood and musk. The reality however is that several products in spite of celebrity endorsement and expensive advert have failed to attract customer's attention forwards many products. For example, when a celebrity is not accepted, his /her UN acceptability may affect the product that he / she identifies with negatively, Furthermore, ganging, the effectiveness of an endorsed advertisement in correspondence with the volumeOf sales, the popularity of the product and above all its’ acceptance by the audience has always been a subject of debate spoke persons or celebrities are often seen as Possessing expert power, referent power and legitimate power to influence the behavior of others. However , the questions has always been there as to whether a company with a global brand can use a celebrity with a global appeal to win Consumer’s favor towards its brand in a society where the celebrity has no cultural confluence. Most organizations are faced with the problem of determining criteria and the best ways of using desired results. Similarly, misfit between an endorser and the product being endorsed in terms of the inability of consumers to identify endorser’s quantity with the product being advertised in an issue of concern in celebrity endorsement. While celebrity endorsement is good, it can have a negative impact on a product / service because of: * Mismatch between endorser and product * Issues / negative impression about celebrity can affect or be transferred to the product endorsed. Advertising and consumer behaviour Marketing is developing quicker than ever before not because of the technology itself, but because of markets and consumers, the structures and priorities, expectations and aspirations are changing faster than any time in history. Advertising and promotion of the product are considered as vital parts of social and economic systems. In the multi-faceted society, advertising has evolved in to a critical communication system for both consumers and businesses. The competence of advertising and other promotional methods to deliver has been given high priority in the marketing programs of most organizations. Companies ranging from large multinational corporations to small retailers rely progressively more on advertisements to help market their products and services. Advertising play a significant role in the exchange process by informing consumers about an organization’s product or service and convincing them of its ability to satisfy their needs or wants, Advertising is defined as “a non-personal paid form where ideas, concept, products or services and information are promoted through media (visual, verbal and text) by an identified sponsor to persuade or influence behavior”. Advertising is the effective source to influence the mind of viewers and it gives viewers exposure towards a particular product or service. Advertising is the bestknown and most broadly conversed form of promotion, most likely because of its commonness. Firms are spending a huge amount of their budget for advertising their products and services. They are investing to influence the buying behavior of consumers and are determining the factors that have direct or indirect effects on buying behavior like purchase power. This much focus on advertising is because it is considered as an effective tool to motivate consumers and influence their buying behavior. Advertisers hope that their advertisements will change the buying behavior of target market and consumers will but their products. Advertising is done to create likeness, attraction and influence buying behavior in positive way. The ultimate goal of any form of promotion strategy is to promote a favorable consumer decision towards the organization. Effective advertisement influences the attitude towards brand and finally leads to purchase intention. For many products and services purchase decisions are the results of a long detailed process that may include an extensive information search, brand comparisons and evaluations and other activities. The entire amount spent on promotion strategies will be wasted, if the consumer’s decisions become unfavorable to the general organizational climate. Consume buying behavior is the sum total of a consumer’s attitudes, preferences intentions and decisions regarding the consumer's behavior in the market place when purchasing a product or service. Source of credibility model This strand of source effect models explains that the acceptance and favourable response to an advertising message depends on the perception the audience have about the expertise, trustworthiness and knowledge of the source. It is also about the communicator’s positive characteristics that can influence the receiver's acceptance of a message. Goldsmith et al. Argue that source credibility is the “extent to which the source is perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective opinion on the subject”. When the source (the endorser) in an advertisement has a very high level of expertise in the area being advertised, his ability to make valid assertion about the product increases (Mc Cracken 1989). Expertise as one of the components of the source credibility model implies that the knowledge and experience of the endorser on the product being advertised affects the acceptability of the product. Where the endorser appears to have a considerable knowledge and experience about the product being advertised,this eli ts a favourable attitude from consumers (Ohanian, 1990). Trustworthine: As another attribute of the Source Credibility Model against expertise means that a celebrity needs to possess the quality of trustworthiness in order for an advert to achieve desired results in consumers (Schiffman and Kanuk, 2004). ‘The import is that the targeted audience must find the endorser honest cnough concerning what he says about the brand in order to be convineed. Soure ene: model This part of the source effect models means that the acceptance of an advertising message by the audience is based on familiarity, likeability and similarity. McCracken provides more insight about the meaning of the three major concepts that uphold the source attractiveness model by saying “familiarity is defined as knowledge of the celebrity through exposure in the media; likcability as affection for the celebrity as a result of the celebrity’s physical appearance and/or behaviour; and similarity as a supposed resemblance between the celebrity and the targeted audience”. - In fact, the physical attractiveness of a celebrity can be said to be the most emphasized in an advert, as it elicits greater social acceptance and produces a positive impression at the initial social contact. This explains why such attributes of physical attractiveness like beauty, physique and sex appeal are common in any advert featuring a celebrity endorsement. The theoretical background for this study is situated within Source Effects Models. The source effect models “posit that certain perceived characteristics of a communication source may have a positive effect on the audience’s reception to the conveyed message”. The ‘source’ in the model refers to the person who originates or conveys a message within the realm of this research; the source means the endorser of an advertisement. The model has two strands, namely: Source Credibility and Source Attractiveness.CHAPTER 4 DATA ANALYSIS & INTERPRETATIONTT La TABLE 4.1 Table showing occupation Particulars No. of respondents Percentage Selfemployed 24 48 Professional 12 24 Salaried 10 20 House wife 4 8 Total 50 100 INTERPRETATION INTERPRETATION Above table shows that 48% of respondents are self employed, 24% of respondents are professional, 20% of respondents are salaried and 8% of respondents are house wife. CHART 4.1 —— _ _ | 48 50 — 40 cd 24 20 m 7 a 10 _ Ea ° a Self employed Professional Salaried House wifeTABLE 4.2 income respondents Table show Particulars “No. of respondents “Percentage Greater than 10000 4 8 10000-30000 WW 22 30000-50000 2 24 Greater than 50000 23 46 Total 50 100 INTERPRETATION Above table shows that 8% of respondents income is greater than respondents are 10000-30000 income group, 24% of respondents i 10000, 22% of income is 3000- 50000 and 46% of respondents income is greater than 50000. CHART 4.2 LTT Greaterthan 10000-30000 30000-50000 -— Greater than 10000 50000TABLE 4.3 Table showing use of perfume bottle Particulars No. of respondents: Percentage 1 30 60 2 15 30 3 3 6 More than 3 2 4 Total 50 100 INTERPRETATION Above table shows that 60% of respondents say they use I bottle of perfume per month, 30% of respondents use | bottle of perfume per month, 6% of respondents use 3 bottle of perfume per month and 4% of respondents use more than 3 bottle of per- fume per month. CHART 4.3 m1 a2 m3 ™ More then 3TABLE 4.4 Table showing packaging of perfume Particulars No. of respondents Percentage Yes 15 30 No 25 50 Sometimes 5 10 Total 30 100 INTERPRI I ove table shows that 30% of respondents say that the packaging of the perfume af- fects them, 50% of respondents say that the packaging of the perfume does not affect them and 10% sometimes. CHART 4.4 Sometimes Yes Nonm TABLE 4.5 Table showing associated with Yardley perfume Particulars No. of respondents Percentage Good fragrance 16 32 Freshness 4 8 Long lasting effect 28 56 Others 2 4 Total 50 100 INTERPRETATION Above table shows that 32% of respondents say that good fragrance effect associated with Yardley perfume, 8% of respondents say it is freshness, 56% of respondents say it is long lasting effect and 4% are others. CHART 4.5 60 50 40 Sa Others Good fragrance Freshness. Longlasting effectTable showing opinion effect of celebrity advertisement TABLE 4.6 No. of respondents Percentage Excellent 4 28 Very good 12 24 Good 16 32 Satisfactory 6 12 Poor 2 7 Total 50 100 IN PRETATION Above table shows that 28% of the respondents excellent opinion about the effect of celebrity advertisement, 24% are very good, 32% are good, 12% are satisfactory and 4% are poor. 35 30 25 20 CHART 4.6 m4 [ 4 Excellent Very good Satisfactory PoorTABLE 4.7 Table showing level of satisfaction towards the Yardley perfume Particulars No. of respondents Percentage Satisfied 35 70 Highly satisfied 10 20 Dissatisfied 5 10 Total 50 100 INTERPRETATION Above table shows that 70% of the respondents are satisfied with their satisfaction with Yardley perfume, 20% are highly satisfied and 10% are dissatisfied. CHART 47 m Satisfied § Highly satisfied DissatisfiedPercentage Particulars "No. of respondents Yes 28 56 No 7 14 Sometimes 15 30 Total 50 100 INTERPRETATION Above table shows that 56% of respondents are happy to purchase this product, 14% of respondents are not happy to buy this product and 30% respondents are sometimes happy to buy this product. CHART 4.8 No Sometimes“No. of respondents | Percentage From the shop 7 14 Retail shop 15 30 Online 2 46 Others 5 10 Total 50 100 INTERPRETATIO Above table shows that 14% of the respondents Yardley perfume can be purchased from the shop, 30% of the respondents are purchased from the retail shop, 46% of the respondents are purchased from online and 10% of the respondents are purchased from other. CHART 4.9 : From the shop Retail shop Online OthersLL ULL TABLE 4.10 the re Particulars No. of respondents Quality based 20 40 Price level based 23 26 Periodically based 10 20 Others 7 4 Total 100 otal 50 | INTERPRETATION Above table shows that 40% of the respondents that the reason behind buying this perfume is quality based, 26% of the respondents that the reason behind buying this perfume is price level based, 20% of the respondents that the reason behind buying this perfume is periodically based and 14% others. CHART 4.10 Quality based Pricelevelbased Periodically based OthersParticulars No, of respondents TABLE 4.11 the di nl ¢ Excellent 10 ~ Verygood : 16 = Good 7 » | 6 | y Poor 2 4 Total 50 [ 100 TERPRETATION Above table shows that 20% respondents rating the demand of Yardley perfume in the market as excellent, 16% are very good, 60% good and 4% poor. CHART 4.11 Excellent = Very good § Good PoorTABLE 4.12 Table showing brand loyalty of this produet Particulars No. of respondents Percentage Excellent 30 60 Very good 5 10 Good 12 24 Poor 3 6 Total 50 100 INTERPRETATION Above table shows that 60% of respondents say that the brand loyalty of this product is excellent, 10% of respondents say it is very good, 24% of respondents say it is good and 6% of respondents say it is poor. CHART 4.12 Excellent Very good PoorTABLE 4.13 Table showing recommending status of perfume product No. of respondents | Percentage a 02 19 3B 50 100 INTERPR Above table shows that 62% of the respondents are recommend perfume product and 38% are not recommend. s CHALTABLE 4.14 Particulars | _—_No. of respondents "Percentage Advertisement 5 10 Income 3 6 Price 8 16 Quality 34 8 Total 50 100 INTERPRETATION Above table shows that 10% of respondents say that the factor influencing them to buy Yardley perfume is advertisement, 6% of respondents say income is the factor that influences them, 16% of respondents say price and 68% of respondents say quality. CHART 4.14 Advertisement | Income ePrice maualityTABLE 4.15 sement influences purchasing det sion on a Table showing adver product Particulars No. of respondents Percentage Always 8 16 ‘Sometimes’ 2 4 15 30 25 50 50 100 INTERPRETATION ‘Above table shows that 16% of the respondents always advertising influence their purchasing decision about a product, 4% are sometimes, 30% rarely and 50% never. CHART 4.15 69 Pers Always Sometimes Rarely NeverCHAPTER 5 FINDINGS, SUGGETIONS & CONCLUSIONOO FINDINGS 48% of respondents are self employed, 46% of respondents income is greater than 50000 60% of respondents say they use | bottle of perfume per month 50% of respondents say that the packaging of the perfume does not affect them. 56% of respondents say that long lasting effect associated with Yardley Perfume. 32% of the respondents good opinion about the effect of celebrity advertisement. 70% of the respondents are satisfied with their satisfaction with Yardley perfume. 56% of respondents are happy to purchase this product. 46% of the respondents Yardley perfume can be purchased from online. 40% of the respondents that the reason behind buying this perfume is quality based. 60% respondents rating the demand of Yardley perfume in the market as good. 60% of respondents say that the brand loyalty of this product is excellent. 62% of the respondents are recommend perfume product. 68% of respondents say that the factor influencing them to buy Yardley perfume is quality. 50% of the respondents never advertising influence their purchasing decision about a productSUGGESTION: Care must be taken to scrutinize a celebrity's life style and his present social acceptance before endorsement so as to avoid any negative image or scandals that could have negative effect on the product. It is also recommended that advertisers while producing an advert should consider apart from the messages, simple cues like interesting slogans, good graphics and music that consumers can easily identify and empathized with in order for them to comprehend the advert better and have favorable response towards it. Cultural, social and psychological factors such as age, lifestyle, personality, credibility looked at about an endorser and in turn weave it around a commercial in such a way that consumers can identify with it. Advertises should also ensure before using a celebrity to endorse their product that there is a level of congruence between an endorser and the product to be endorsed. This is to avoid a situation where the public image and acceptance of an endorser over shadows the product endorsed or what is termed vampire effect. Marketers and produces of cosmetic brands should focus more on quality of products since no creative advertisement and celebrity marketing will fetch them a group of loyal customers if products do not hold an excellent quality factor. More efforts should be made on developing Yardley perfume especially for male consumer as it holds an impressive portion in the entire cosmetic users segment. This enables a producer to capture the more market share. Innovative brand loyalty programs should be undertaken to create a class of stable and steady group of consumers.CONCLUSIC It is the dream of any marketer to create a strong connection with consumers and to have a long-term relationship. This dream can only come true if his efforts are completely diverted towards those factors which are responsible for building brand loyalty. This researcher has reported that excellent quality factor plays a key role over other factors viz. Brand name, price, celebrity marketing, brand loyalty program. Be- sides this, cosmetic manufactures are required to understand thoroughly the buying behavior before implementing any marketing strategy.BIBLIOGRAPHYBIBLIOGRAPHY BOOKS Osunbiyi B : Advertising prineiples and practice (1999) Durojaiye A: Between celebrity endorsement and brand building. 0° Mahony s, Meenagham T: The impact of celebrity endorsement on con- sumer JOURNALS Me Cracken G: Cultural foundations of the celebrity endorsement process — 1989 Silvera DH, Austad B: Factors predicting the effectiveness of celebrity endorsement advertising - 2004 Ohanian R: The impact of celebrity spokespersons perceived image on consumer intention to purchase ~ 1991 Norr, Serena: The power of celebrity branded advertisements -2007 WEBSITES hitp:/Avww yardley.com/ http://www. itsportal.com/businesses/fimcg/personal_care_products/ yardley.aspx. http://adopinions. blogspot. in/2014/09/i-always-believed-thst-if- you-have. html.APPENDIXName Gender . Does the packagi Q TIONNATRE Male Female Occupation: a) Seltemployed = b) Professional CO ©) Salaried CO d) House wife . Income: a) Greater than 10000 CO b) 10000-30000 oO c) 30000-50000 d) Greater than 50000 CO . How many bottles of perfume do you use per month? al © b)2) © e)3- © d)More than3 Oo of the perfume influence you in anyway? a)Yes © b)No ©) c)Sometimes CO . Which of the following benefit would you associate with Yardley perfume? a) Good fragrance = b) Freshness =) ) Long lasting effect. CO d) Others = . What is your opinion about the effect of celebrity advertisement? a) Excellent = b) Very good God O d) Satisfactory CO e) Poor © State your level of satisfaction towards the Yardley perfume? a) Satisfied oO b) Highly satisfied 3 ¢) Dissatisfied CO . Are you happy to purchase this product? aYe No 3 ©) Sometimes2. How is the brand lo Where do you purchase the Yardley perfume? a) Fromithe shops. CQ b) Retail shop ©) Online d) Others: Oo What does the reason behind on purchase of this perfume? a) Quality based b) Price level based =. ©) Periodically al CO d) Others =O Rating the demand of Yardley perfime in the market? a) Excellent, CQ——-b) Very good — Cc) Good =) Poor = yy of this product? a) Excellent. CQ b) Very good = ¢) Satisfactory Od) Poor = 3. Do you recommended any other person to use this perfume? a) Based ontrended = b) Based on advertisements (9 c) Others = Which factor influence you to buy the Yardley perfume? a) Advertisement (9 b) Income ( ©) Price OO d) Quality © How often does advertisement influences your purchasing decision on a product? a) Always b) Sometimes c)Rarely © d)Never =