Content area
Full Text
Abstract
Celebrities have become famous through movies or television show; They also appear on the covers of magazines, They endorse products which they may or may not use, and They have started to designing their own style of clothing, perfume and accessories. A celebrity is someone who is well known and popular, whereas a celebrity endorser is someone who enjoys public recognition and who uses that recognition on behalf of a consumer good by appearing with it in an advertisement (McCracken, 1989). In this research the researcher attempts to study the customer attitude towards celebrity and celebrity fitness for silk saree advertisements in television media with special reference to Rajapalayam town, and also the researcher selects the respondent from the age between 15 to 40 This study describes the customer opinion on celebrity attitude and celebrity fitness those who appear for silk saree advertisement in television especially in Tamil television channels. The data are collected from 100 respondents at Rajapalayam town. A structured questionnaire is used to collect the data from the respondents. In this research the researcher focus on silk saree advertisement in which Trisha, Ramya and Anushka is appeared. The researcher use only Questions related to the demographical aspects were asked and questions related to opinion about the celebrity attitude and celebrity fitness on silk saree advertisements in television media were also asked. Likert five point scaling are used to measure the opinion of the respondents. Descriptive analysis and chi-square test were used to analyze the data. Most of the respondents state that among Tirsha,Ramya,and Anushka, Tirsha is highly concurrent with silk saree because Tirsha is from Tamilnadu As this research is also done in Tamilnadu. most of the respondents believe that thrisha is suitable for silksaree television advertisements. From this research the researcher identifies that the marketer has to choose the right celebrity for the silksaree. Silksaree is considered as a traditional one. Tamil people wear silksarees during the marriage functions and auspicious days. So the marketer should choose the celebrity from the Tamilnadu and that celebrity should follow the similar culture of the Tamil people.
Keywords: Celebrity Endorsement, Celebrity Fitness, Consumer Attitude, Television Advertisement
1.Introduction
Celebrities have become famous through movies or television show; They also appear on the...