This content was originally posted by: guess_gallery
I want to ask few questions:-
1. Does the Consumer get attracted to buy product,
which is endorse by the favorite Actor or Sportsman?
Firstly it depends on the product and the endorser and whether they match each others image or not. For example, SRK does the ad for Santro Xing, because both have a peppy, bubbly image. Now if SRK is to do the ad for a Tractor, will it impress the same way...probably not.
But if they are compatible, then the product definitely gets an edge over its rival products in creating the first impression. Celebrity endorsement also increases the retention and recall among the targeted consumers. So, the chances of trial and repeat purchase increases.
2. If a product is good and NOT being endorsed
by any famous personality, will that product maintain stability in market?
That will depend on the type of product you're talking about. If it's an industrial product or rational purchase, no need for celebrity endorsement. If the product is an old recognised brand and has been in the market for the past so many years, then again celebrity endorsement is not essential (e.g.- Maggi). If the product is old and is an established brand but entering a new market then again celebrity endorsement is not always essential (e.g- McDonalds). If it's a monopoly or oligopoly, then no need to even advertise (e.g.- Bajaj scooter of 1970s and 80s).
However, if the product is new, then not using any celebrities will retard its process of market penetration and the initial sales will be low compared to its rivals who are using celebrities. And in the long run, quality, price everything remaining same, the rival will have more chance of showing better sales than it. But if the product has a superior quality or better priced than its rivals, then after a time it will become the market leader, celebrity or no celebrity.
If you're talking about exclusive luxury products, whose main way of communication is through PR activities, then getting a celebrity endorsement is most of the times a good idea (e.g.- Tag Heuer).
3. If a product is not so good and being endorsed by
any famous personality, will the Product get stability in market?
A bad product will never last long (considering there are substitutes available and it's not monopolistic market), period. Celebrity endorsements guarantees instant recognition and initial sales, not stability. Consumers who got interested by its ads and celebrity endorsement will go for trial purchases, but if it does not satisfy their needs or if they don't get VFM, they won't come back for repeat purchases.
4. Will the Consumer not purchase a product, which
is not endorse by his/her favorite Actor or Sportsman
even the product is good? (for ex. As media is telling a
rivalry going between SRK and Big B so will Big B fans
purchase products endorsed by SRK)
I don't think that usually happens. And even if it occurs, it's in limited circles of consumers, so hardly affects the sales.
Cheers,
Ahmed
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