Main Article Content
Abstract
Celebrity Endorsements are a form of advertising that uses famous personalities or celebrities (Who command a high degree of recognition, trust, respect) to promote a product or service. Such people Advertise for a product lending their names or images to promote a product or service. Consumer Behaviour Is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and Dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes Have on the consumer and society. In this s research paper an attempt has been made to know The Impact of Celebrity Endorsement on Consumer Buying Behaviour. The research will help the Manufacturers of durable e goods in taking suitable decisions. I t will further help the Manufactures to make e n necessary change s in their Products. The study was carried out in Chennai city. The researcher has used both primary and secondary data for this research.