IMPACT OF ATHLETE ENDORSEMENT ON CONSUMER PURCHASE INTENTIONS

Ms. Gunjan Joshi and Dr. Rajesh Dhauta

Abstract

The purpose of the study was to know the Impact of Athlete Endorsement on Consumer Purchase Intention. Total 200 participants were selected, to notice how much positive impact on them from the athletes who are already famous and are endorsing different brands. The study was conducted on the players participated in Inter Zonal Men Football tournament held in Amity University, Noida in 2015. The age limit of the participants was ranging from 18-25 years. The self-made oppionnaire was used for the data collection. For the analysis of the data Chi Square Test was applied and the level of significance value was set at 0.05 level. Finding reveals that there was significant impact on consumer purchase intention by the athlete endorsement as the calculated data of every sub variable is more than the tabulated value (9.49) which was found significant at 0.05 levels. The study was to determine the star power, congruency and high or low status product of the athlete endorser for increase in consumers ‟direct consumption or media consumption” and “value enhancement or star familiarity” of the product being advertised. Within the delimitation of the present study it is concluded that the result of the study was significant. The study was to know the impact of athlete endorsement on consumer purchase intention, in which the athletes who are famous and having a good image between the consumers.
Positive images of an athlete increase the brand/product name and image. The youngsters always follow and getting inspire by their favorite athlete to whom they admire the most, because now days they are using mostly branded product which help to increase the name and fame of the brand.
Keywords: Endorsement, Consumer, Football, Athlete.