Impact of Personality Traits of Celebrities on Buying Decision of Consumers: A Study on Gen-Z Girls

Abstract

The idea of celebrities endorsing products and services has been a popular marketing tactic for many years. The fundamental idea of this strategy is to utilize the fame, popularity, and image of celebrities to persuade consumers to buy a specific products or service. However, Celebrity endorsement can be a complicated factor in determining the success of brand. This paper aims to identify the different personality traits of celebrity endorsers and their impact on Generation -Z on their buying decision of cosmetic products. Therefore, the objective of the study is to analyse the impact of various personality traits of celebrities on buying decision of young cosmetic products users on basis of their different personal backgrounds. To conduct the study, data has been collected with the help Convenience sampling technique from 150 girls who have just completed their schooling from various institutions in Cachar district of Assam. Collected data were analysed using statistical tools, such as, Mean, Standard Deviation, Kruskal Wallis and Mann Whitney test. The findings reveals that the traits Credibility, and Expertise of celebrities endorsing cosmetic products impact the buying decision of young girls under consideration. Moreover, this research will offer valuable insights to marketers and brand managers, enabling them to formulate targeted and customized marketing strategies to effectively engage and impact Gen-Z girls in Cachar district of Assam.