Abstract
Celebrities plays an important role in buying behaviour of consumer’s in recent time as well
as it is key marketing strategy. Marketers use celebrity to advertise the product to influence
the purchase decision of consumers in order to increase their sales and extend their market
shares. As it has been observed that celebrity element in the promotion of the product makes
it more attractive and noticeable. The main aim of the paper is to study the impact of
celebrity and non-celebrity on consumer buying behaviour. For this purpose a data from 200
consumers using personal care product were collected. Literature review which provides an
insight into the research done by the previous authors followed by the structure of the
research method adopted to achieve the objective this study. A structured questionnaire has
been adopted to investigate the attitude of the consumer towards celebrity endorsement and
how it affects their purchase decision.The results reveal that there is a positive relationship
between celebrity and non-celebrity endorsement with buying behaviour. Results shows
that when celebrity and non-celebrity endorse the product, it positively influence the buying
behaviour of consumer. Result also indicate that celebrity endorsement statistically
influence the consumer buying behavious as compare to the non-celebrity buying behaviour.
Keywords: Celebrity Endorsement, non-celebrity, consumer Buying Behavior