This chapter will continue to interpret the objectives of this research with use of quantitative methods mentioned in chapter three in regards to the literature searched in chapter two. A proper analysis refers simplifying the complications associated with large number of data in more comprehensive manner such as images, limiting the unnecessary efforts of findings and comparisons of variables that are considered in research (Silverman, 2011). However, there are two main ways of analyzing data which are inferential analysis that use to test hypothesis of the population and the method using in this research is descriptive analysis (Sekaran and Bougie, 2011). Murray et al (2001) further defined descriptive methods as sensory testing methods where ideal for search the behavioural changes with respect to divers attributes and to explore consumer perception of products. Further descriptive methods always based on observation of single indicator in large scale of data and it may useful in describing the link between variables but not that strong enough to present the exact measurement of the influence without formulas and calculations (Murray et al, 2001; Patterson, 1999). Consequently using SPSS 17.0 which is time consuming and effective to draw pie charts and bar charts researcher has assessed the result (Krzanowski and Krzanowski, 2000). Further researcher has mentioned the relation between the literatures with the indicators of the questionnaire analysis at the end of the research (please refer the appendix).
4.1 - Question 1
Table 4.4.1 - Question 1
Question1 Do celebrities interest you?
Rationale To identify up to what extent celebrities have been consider in the society and as a percentage how many people aware of them. Relation to the
literature
Celebrity endorsed advertisements has become a “ubiquitous feature of modern marketing” (McCracken, 1989, cited in Hsu, McDonald and Danielle, 2002, p.19). Supporting this Rehman and Ibrahim (2011) insist that celebrity endorsed advertising was intended as a method of effective communication on attracting customers.
As expected, results showed 96 percent of population do interest celebrities and only four percent people do not interest celebrities in Colombo District. That four percent population might be represent due to their busy life style and Groves (1993, p. 76) determined that busy people with “continual stimulation” only consider about the basic needs. Therefore this is evident majority of the sample affects from celebrity advertisements since Botterill (2004) insist that in psychological wise people are highly affected from what they are keen on.
4.2 - Question 2, 3 and 4 Table 4.4.2 - Question 2
Question 2 Which brand name comes to your mind when you think about cosmetic products?
Rationale To prove the basic assumption of this survey which is majority of the population represent the two chosen companies.
Relation to the literature
60 percent of market share of the industry is captured by market leaders Oriflame and Nature’s Secrets in Sri Lanka (Ceylon Today, 2013; Nature’s Secrets, 2013; Oriflame, 2013).
Figure 4. 2 - Which brand name comes to your mind first
Figure 4.2 results clearly demonstrate that 77 percent (both Oriflame = 62 percent and Nature’s Secrets = 15 percent) of population has been influenced from most famous two brands that using celebrity endorsed advertisements in Colombo District.
Table 4.4.3 - Question 1
Question 3 What is the first thing that comes into your mind when you think of cosmetic products?
Rationale To prove the influence of celebrity is higher than the product or brand.
Relation to the literature
Consumer purchasing intention is significantly related to impulsive behavior considering advertising as a major promotional activity refer to external stimulus of impulse resulting increase in sales (Dittmar, Beattie and Friese, 1996). Ibid (n.d cited in Tahtinen, 2006) and Weron and Weron (2008) suggested that, advertising would be a cause to immediate or ultimate response of consumer
in future action.
Figure 4.3 - Celebrity or the product that comes to your mind first
As expected and it is proving with the majority 87 percent of the population, that consumer has remarkable place towards celebrities who endorsed the cosmetics products and celebrity has a great influence than product in consumer mind set. This is further supported by McCracken’s (1989, cited in Choi and Rifon, 2007) argument which is celebrity image that align with product image has an impact on consumer in the perspective of transferring celebrity’s symbolic meaning to the products they appear in.
Table 4.4.4 - Question 2
Question 4 Has any form of celebrity endorsed advertisement influenced you in using cosmetic product?
Rationale To indicate the importance of celebrity endorsed advertising since majority of the cosmetic consumption is affected from it.
Relation to the literature
Weckman (2009) believes aggressive advertising has a positive impact on consumer buying behavior which always complimentarily rises. Nevertheless celebrity endorsed advertising is one of the influencing factors under marketing stimuli in a huge psychological process (Kotler et al, 2009).
Figure 4.4 - Has any celebrity endorsed advertisement influenced you
As results showed the influence of celebrity endorsed advertising towards the consumer buying decision is 78 percent of the population and only 22 percent have not influenced
by the celebrities or they may not use cosmetic products. However considering above three questions, it is evident that nearly 88 percent of people are affected by celebrity endorsed advertisements (figure 4.2), capturing (87 percent) a remarkable position in consumer mind where positively influenced (78 percent) in the process of consumer buying behavior.Thus this demonstrates the positive psychological influence of celebrity endorsed advertising as stimuli in a process of consumer buying behavior (Kotler et al, 2009; Weckman, 2009).
4.3 – Question 5, 6 and 17 Table 4.4.5 - Question 5
Question 5 Have you ever felt that you have been miss-communicated by the advertisers using celebrities?
Rationale To identify up to what extent people believe celebrities and as a percentage how many of them know that they have been miss- communicated by advertisers.
Relation to the literature
Looking at the communication perspective Kazmi and Batra (2009) believed that it should be ethical for both the parties and fair communication will stop unnecessary spending on products. Although Erfgen (2011) argues it is hard to use perfectly trustworthy celebrities and both ethical and innovative aspects cannot be achieved at once. However, appearing as ethical advertisers would result positive attitude towards the consumers since ethical consideration has a big impact to recall the brand (Brown et al, 2003).
Figure 4.5 - Have you felt that you have been miss-lead from advertisements
Table 4.4.6 - Question 6
Question 6 Do you always believe what celebrities say about the cosmetic products?
Rationale To identify up to what extent people believe celebrities and up to what extent they know about the reality behind the advertisement. Relation to the
literature
Trustworthiness refers to “the honesty, integrity and believability of an endorser” which has a huge impact on attracting customers (Erdogan et al. 2001, cited in Hoekman, n. d.) Erfgen (2011) observed that the long term trust that has been built between the brand and the celebrity can be affected from the negative celebrity information which influences the consumer attitudes towards the brand and the companies may also find it difficult to keep the reputation due to reducing trustworthiness (Amos, 2008). Despite towards the consumers.
Figure 4.6 - Do you believe celebrities
Table 4.4.7 - Question 17
Question 17 My loyalty towards the celebrity influenced me to buy the product that was endorsed
Rationale To find out exactly, was that celebrity loyalty which influenced people to buy the product.
Relation to the literature
Hoekman (n.d.) argues that trustworthiness has a favorable relationship with believability also since if consumer actually likes someone they obviously tend to believe them or loyal to them. At the same time Hoekman (n.d.) conceives that when consumers have negative attitude towards the product then it is hard to build the trust/ loyalty again and similarly this may affects on celebrity’s image as well. Braun et al (2002, p. 1) state that advertisers use celebrities in “autobiographical advertising” as a mediate to create “nostalgia” and loyalty for their products and brands.
Figure 4.7 - Loyalty towards the celebrity
Although majority of the people have been influenced from celebrity endorsed advertisement, figure 4.5 evident that majority (68 percent) think that they have been miss-communicated through celebrities. But either this 68 percent or other 32 percent does not represent the people who buy the products. For instance autobiographical advertising may be the influence where consumer cannot be sure of the benefit until using the product (Baumgartner et al, 1992; Dukes, 2009). As Figure 4.6 indicates, it is 98 percent people do not believe what celebrities say and only two people believe what exactly celebrities say and this might because of their loyalty towards the celebrity. Even the loyalty towards celebrity is also very poor according to Figure 4.7 which shows only two percent and 16 percent has agreed and strongly agreed, and 43 percent of people have said that loyalty towards celebrity did not influence them buying the product they were endorsed. As Botterill (2004) believed if people felt that they have been miss- communicated at once they normally do not believe that person anymore and that is what appeared in first two pie charts. However compare to the first three figures it is evident even if customer influenced to buy products without having any trust towards them
indicate it is some other factor which affects on purchasing decision other than the celebrity trustworthiness.
4.4 Question 7 and 8 Table 4.4.8 - Question 7
Question 7 I think that celebrity endorsed advertisements have helped me better understand the mentioned description (such as price, place, purpose etc.)
Rationale To determine importance of celebrity endorsed advertisements as an information source. Also to identify whether is it celebrity or the message content important to consumer.
Relation to the literature
Weron and Weron (2008, p. 1) put a forward view on this by stating that, advertising as a mean of providing “information about product characteristics and prices” to consumer in order to make an efficient decision. In purchasing intention informative advertising are ideal for search goods which are tested in terms of fit, color, quality and lot more features best fit with celebrity attributes (Amos, 2008; Dukes, 2009).
Figure 4.8 - Celebrities as an information source
Table 4.4.9 - Question 8
Question 8 I normally compare few different celebrity endorsed advertisements before buying a cosmetic product
Rationale To realize whether people attempt to compare different celebrities with different attributes.
Relation to the literature
Economists have recognized that, compare to the European countries Asian countries such as China and India very keen on comparisons factors such as price (Belch and Belch, 2009). However, as Fitzerpatrik (2005, cited in Rehman and Ibrahim, 2011) stated that as marketing communication, all types of advertising methods and using celebrities are effective when, if it is the right message, place, with right celebrities with best fit attributes.
Figure 4.9 - Comparison of celebrities
Kotler et al (2009) Fitzerpatrik (2005, cited in Rehman and Ibrahim, 2011) and most of the studies have determined celebrity endorsed advertising as a marketing communication method which carries the message to a customer. Opposing to the literature figure 4.8 results showed 44 percent of people disagreed and strongly disagreed with the statement as an information source celebrity endorsed advertising has a less importance.
4.5 – Question 9, 10 and 11 Table 4.4.10 - Question 9
Question 9 Advertisements that use celebrities for cosmetic products have qualified to create liking, preference, conviction on my buying decision
Rationale To check the influence of celebrity on attracting customers Relation to the
literature
Persuasive advertising that use celebrities focus on “create liking, preference, conviction” and a way of comparative marketing which in order to gain competitive advantages (Kotler et al, 2009, p. 487). Surveys of Menon (2001) have found that advertising messages delivered by celebrities provide a higher degree of attention and possibly than those delivered by non-celebrities such as the professional experts, typical customers or corporate leaders.
Figure 4.10 - Celebrity likability
Table 4.4.11 - Question 10
Question 10 Advertisements that use celebrities help me better recall the brand Rationale To indicate the impact of celebrity in re calling the purchases. Relation to the
literature
Through several researches Choi, Lee & Kim (2005, p. 167) have found celebrity endorsed advertising has a greater positive effect on brand image and one of the most greatest reason for recall the brand is celebrity endorsers who is “attractive, funny and expressive”. However, advantages of the celebrity endorsement are not just to gain the publicity, reinforcement, recalls and ensure the purchases (Kotler et al, 2009).
Figure 4.11 - Impact of advertising on recalling the brand
Table 4.4.12 - Question 11
Question 11 Has any celebrity appearing in the advertisements reflect on myself
Rationale To find out up to what extent celebrity appearance and other attributes are match up with the focus customer segment and how far it affects to the purchasing decision.
Relation to the literature
Gwinner (1997) also conceived that with the right choice endorser’s image and meanings enhance the attraction of product. Further Cohen and Golden (1972, cited in Kanten, 2010) and Erdogan (1999) suggest that, people desire to accept the information from physically attractive endorsers because people inspire the entail various qualities such as personality, aesthetics skills, lifestyles or athletic ability. In addition Belch and Belch (2009) and Johansson and Sparredal (2002) believe that people
prefer the attractive endorsers because they find likeable or similar to them and maintain their behaviors according to the movements of endorser’s.
Figure 4.12 - Reflection of celebrity appearance
According to the figure 4.11 nearly hlf of the population (40 percent people agreed and 11 percent strongly agreed) influenced by celebrities in recalling the product. With support to above literature Khatri (2006) and Rawtani (n.d.) describe this by stating celebrities play a major role in marketing communication contest of consumer purchasing, across the psychological process. At the same time figure 4.12 data analysis clearly displayed that (57 percent strongly disagreed and 19 percent disagreed) 76 percent of population has said that the celebrity appearing in the advertisements has no reflection on them. This might be the most closets fact that people get influenced by them. Heylighen (2008) and Altman (2005) believed that physiological wise people have that stimuli to be like a celebrity but not just appearance wise but with lot more factors. Therefore it is important to
have a right choice in endorser’s image and meanings enhance the attraction of product (Gwinner, 1997).
4.5 – Question 12 and 13 Table 4.4.13 - Question12
Question 12 The positive performance of a celebrity (Sport winnings or Musical success etc.) makes me interested in buying the cosmetic products they endorse
Rationale To asses up to what percentage celebrity positive performance affects on attracting customers
Relation to the literature
Most of the empirical studies have determined that celebrity endorser’s performance entitles a significant impact on the consumer trends, tastes and preference which effect to the consumer purchasing perception (Busler, 2002). Belch and Belch (2009) and Kotler et al, (2009) suggested that celebrities positive performance such as athletic winnings, musical success etc. will enhance the product or brand’s performance as well.
Figure 4.13 - Positive performance of celebrities
Table 4.4.14 - Question 13
Question 13 Any negative information about the celebrity, will stop me buying that product
Rationale To asses up to what percentage negative celebrity information affects on attracting customers
Relation to the literature
Amos (2008) and Erfgen (2011) observed that the long term strong link that has been built between the brand and the celebrity can be affected from the negative celebrity information which influencing the consumer attitudes towards the brand. Similarly it is using celebrity endorsement is always associated with a great risk since their personal life and characteristics may affects on the endorsed brand and low celebrity performance cause to (Schlecht, 2003).
Figure 4.14 - Negative information of celebrities
As presented in figure 4.13 majority (43 percent) and according to the figure 4.14 majority (46 percent) of the population disagreed with the statements and it refers people do not get influenced by any positive performance of celebrities neither negative information about celebrities. Opposing to the results literature has described that long term strong link between the brand and celebrity can be affected from negative information as well as positive performance that have a significant impact on consumer trends, tastes and preference in buying decision (Amos, 2008; Erfgen, 2011).
Table 4.4.15 - Question 14
Question 14 A celebrity endorser with high credibility has a positive impact on my purchasing intention
Rationale To asses up to what percentage celebrity credibility has a positive impact on attracting customers
Relation to the literature
Source credibility can be defined as an endorser’s positive characteristics that affect the receiver’s acceptance of a message (Ohanian, 1990 cited in Amos, 2008, p. 2214). Seno and Lukas (2007), Amos (2008) and Erfgen (2011) and most of the empirical studies have determined that celebrity credibility is the most effective functional attribute of celebrity which is highly associated with the celebrity trustworthiness and expertise.
In figure 4.15 supported by literature is clearly evident that majority which is 67 percent of (46 percent agreed and 11 percent strongly agreed) population has a positive impact from celebrity credibility in customer buying decision.
4.6 – Question 15 and 16 Table 4.4.16 - Question 15
Question 15 I think that celebrities actually have the experience about the product they endorse
Rationale To asses up to what percentage of population have tend to believe that celebrities actually have that experience about the product they are endorsed
Relation to the literature
Johansson and Sparredal (2002) and Belch and Belch (2009) determined celebrities are more effective when they are endorsing the products which they are qualified to talk about, knowledgeable and experienced and expertise is a more favorable source than the attractiveness and trustworthiness.
Figure 4.16 - Influence of celebrity’s experience about the product
Consequently in figure 4.16 strongly indicate that majority which is 83 percent (consist 43 strongly disagreed and 40 percent disagreed people) do not tend to believe that celebrities actually have experiences about the product they were endorsed. In comparison to the literature it is explicable that most of the celebrities that used in cosmetic industry in Colombo District are not effective in attracting customers.
Table 4.4.17 - Question 16
Question 16 It makes me buy the product when celebrities are endorsing the products which they are qualified, knowledgeable and experienced to talk about it
Rationale To asses up to what percentage celebrity expertise affects on customer’s purchasing decision
Relation to the literature
Ohanian (1991 cited in Johansson and Sparredal, 2002) demonstrate the importance of using relevant expert sources in celebrity endorsed advertising that could be able to create positive attitudes towards consumer. Johansson and Sparredal (2002) and Belch and Belch (2009) determined celebrities are more effective when they are endorsing the products which they are qualified to talk about, knowledgeable and experienced and expertise is more favorable source than the attractiveness and trustworthiness.
Figure 4.17 - It makes people buy when celebrities are qualified
With the support of literature figure 4.15 clearly showed the majority (52percent agreed and 17 percent strongly agreed) of the population has an impact from celebrity expertise in purchasing decision.
In conclusion, people would prefer to buy the products that are endorsed by celebrities who are experts in that field imagining that they could become like celebrity when the product is used (Heylighen, 2008). At the same time as Hoekman (n. d.) argues and according to the figures people do not believe that celebrities actually have the experience in using that product and therefore use of celebrity expertise has less effectiveness in attracting customers in Sri Lanka.
4.7 – Question 18 and 19 Table 4.4.18 - Question 18
Question 18 Celebrity’s attractiveness (such as appearance, personality, likeability, and similarity, aesthetics skills, lifestyles or athletic ability) makes me buy the product
Rationale To identify the impact of celebrity attractiveness towards the customer in purchasing intention
Relation to the literature
As Belch and Belch (2009) describe attractiveness is the most preferable and often source effect in celebrity endorsed advertising. McCracken (1989, cited in Schlecht, 2003, p.5) believe attractiveness is always important to create effective