Celebrity endorsement in the women's fragrance market and its effect on the UK consumer behaviour - Essay Example

Comments (0) Cite this document
In the specific context of marketing fragrances, this study will assess whether celebrity endorsement is helpful in promoting increased sales and how…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.8% of users find it useful
Celebrity endorsement in the womens fragrance market and its effect on the UK consumer behaviour
Read TextPreview

Extract of sample "Celebrity endorsement in the women's fragrance market and its effect on the UK consumer behaviour"

Download file to see previous pages This is the null hypothesis proposed and the findings from the study would prove whether or not it is valid. If it is not, the alternative hypothesis would prove to be true, i.e., celebrity endorsement does not influence consumer behaviour positively in favour of the products.
The birth of the modern perfumery industry occurred during the colonial era, when the riches and wealth accumulated by the European countries from their colonies enabled the maintenance of the perfect economic climate for the development of perfumes using the technique of enfleurage (www.perfume2000.com). The first perfume was produced in 1882, known as “fougere royale” using the process of enfleurage. This process uses purified fats in a process similar to maceration which produces pomades that are washed with alcohol, and it produces the finest oils possible.
While the fragrance industry is a 25 billion dollar industry, it is one of the poorest performing sectors in the cosmetic industry. Although it would initially appear that the women’s fragrance market is very successful because there are so many new fragrances being launched every year, i.e., about 300 approximately, the reality is that only a few of those fragrances are well received and survive long enough to extend production into another year (Business Wire, 2007). On the other hand, there are some perfumes which have a long standing reputation and customers are very loyal to particular brands. One significant example of this is the Chanel group of perfumes and especially Chanel no: 5, which has been popular among women for many decades. This holds good despite the fact that celebrity endorsement of perfumes can be expensive; for instance the advertisement for Chanel no: 5 using Nicole Kidman cost £18 million for use over a duration of five years (www.fashion-era.com).
There are two approaches to consumer behavior. The ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Celebrity endorsement in the women's fragrance market and its effect Essay”, n.d.)
Celebrity endorsement in the women's fragrance market and its effect Essay. Retrieved from https://studentshare.org/miscellaneous/1561830-celebrity-endorsement-in-the-womens-fragrance-market-and-its-effect-on-the-uk-consumer-behaviour
(Celebrity Endorsement in the women'S Fragrance Market and Its Effect Essay)
Celebrity Endorsement in the women'S Fragrance Market and Its Effect Essay. https://studentshare.org/miscellaneous/1561830-celebrity-endorsement-in-the-womens-fragrance-market-and-its-effect-on-the-uk-consumer-behaviour.
“Celebrity Endorsement in the women'S Fragrance Market and Its Effect Essay”, n.d. https://studentshare.org/miscellaneous/1561830-celebrity-endorsement-in-the-womens-fragrance-market-and-its-effect-on-the-uk-consumer-behaviour.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Celebrity endorsement in the women's fragrance market and its effect on the UK consumer behaviour

Do celebrity endorsement change the consumer buying behaviour on clothes

...?Executive Summary Researchers have d that the use of celebrity endorsements by brands can create encouraging response from s and enhanced buying intent amid consumers as against brands that do not utilise celebrity endorsements. This is because a celebrity is considered to be an enormously advantageous instrument to draw the consumers’ interest to promotion and advertising communication of a brand in a media ambience that is cluttered and packed with thousands of advertisements. The famed and popular image of the celebrity in conjunction with accurate product-image association multiplies...
1 Pages(250 words)Essay

How Celebrity Endorsement effects Consumer Behavior

...probably watch television for 1550 hours, spend approximately 1160 hours in listening to radio programs and nearly 290 hours are spent in reading newspapers, magazines and blogs (Eastman, 2003). This level of interaction with media confirms the reliance of the audience on the information provided on these mediums. Celebrity endorsement is one of the major techniques used by marketers to improve the brand image. It has been observed during the research that people are more willing to pay for branded products. The image of brands is largely dependent on its publicity and popularity among the consumers. People make branded objects their choice to make a...
4 Pages(1000 words)Term Paper

Consumer Behaviour in the Consumer Electronics Market

...for responses and influencing the concept of creating a sense of identity from those who are interested in the specific products. The different alternatives that ILaz can provide to consumers and the buying of the MP3s in the UK is one which can easily expand and grow, dependent on the approach the marketing takes for the product. The innovation of the product, collective consumer behaviours and the continuous growth of MP3 players for a trend in both music and technology give ILaz several cutting edges for the product. However, for this to work there needs to be several pieces of information which are provided to those interested in the particular...
15 Pages(3750 words)Essay

Celebrity Endorsement

...product sales. Hagtvedt, H & Patrick, M. (2008). Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer ProductHTML 1. Journal of Marketing Research, 45, 3, 379-389. http://www.marketingpower.com/AboutAMA/Pages/AMA Publications/AMA Journals/Journal of Marketing Res> Summary The journal examines the effects of visual art on consumers perception and product evaluation. Visul art is associated with celebrity endorsement when promoting product awarenes and market acceptance. The art is used by researchers to establish the effectiveness of personalities who are...
4 Pages(1000 words)Essay

Consumer Behaviour Market Analysis Report

...easily influence the buying behavior of their colleagues. Health influences involves the need to provide healthy choices with fruit and vegetable servings. Consumer behavior is also influenced by competition, group behavior, and Personal and economic influences. References Bashor, T. (2007). Future of McDonalds: effects of contemporary marketing strategies in response to changing consumer behavior towards fast food consumption. Manchester: University of Manchester. Bastra, S., Kazmi, S., and Satish, B. (2009). Consumer behavior. Mumbai: Excell Books India. Fanning, J., Marsh, T., and Stiegert, K. (2010). Determinants of...
7 Pages(1750 words)Essay

The impact of celebrity endorsement

...as perceived by the consumer as well as by the marketer. Behavioural problems have bee analysed and one of the major conclusions has been that involvement has a role to play in purchase decision. Here again a question arises whether the involvement is at product level alone or is it the person who is projecting the product or a combination of both' Yet another question is that are wealthier people also attracted by celebrities like the ordinary mortals' 3.0 The Problem Statement While a lot has been said about endorsements by celebrities and its beneficial effect on product sales, the question of why...
42 Pages(10500 words)Coursework

Consumer Behaviour in UK Broadband Market

...know enough about it 13.5 14.5 13.7 13.8 12.9 8.6 Can't see the benefit 9.9 14 10.5 8.6 6.3 5.7 Don't know/NA 6.6 4.1 4.9 9.1 10.5 17.1 Other reason 5.7 3.7 4.9 6.2 8.4 14.3 Too much hassle to install 4.2 6.6 4.5 3.9 1.4 2.9 Poor quality of technical support 2.5 5 2.7 2.1 0 1.4 Employees lack technical expertise 4 2.5 4.4 3.9 4.5 0 Don't like choice of service providers 1.6 3.3 1.4 1 1.4 1.4 In addition I have organized my own survey concerning the types of decision makers. I suppose it s considerably important in understanding the market situation. Also the research is very important for effective...
26 Pages(6500 words)Research Paper


...-22. Erdogan, B.Z. (1999), "Celebrity Endorsement: A Literature Review", Journal of Marketing Management, 15, No.4, in press. Fawcett, A.W. (1993), "Integrated MarketingMarketers Convinced: Its Time Has Arrived", Advertising Age, (Nov. 6), S1-2. Fortune (June 22, 1998), "The Jordan Effect", Fortune, pp. 60-68. Friedman, H.H. and Friedman, L. (1978), "Does the Celebrity Endorsers Image Spill Over the Product?", Journal of the Academy of Marketing Science, 6, (Fall), pp. 291-299. Kahle, L.R. and Homer, P.M. (1985), "Physical Attractiveness of Celebrity...
48 Pages(12000 words)Essay

Celebrity endorsement in the womens fragrance market and its impact upon consumer behaviour

...loyalty could be a very important factor in ensuring a competitive advantage for a particular brand. Based upon the findings from the literature review above, it may be noted that where the purchase decisions of consumers regarding fragrances endorsed by celebrities is concerned, consumer behaviour as an applied marketing science may be more relevant. This is because celebrity endorsement is all about effective marketing using the persona of the celebrity as a marketing tool. As the literature review shows, several...
36 Pages(9000 words)Essay

Impact of Celebrity Endorsement on Consumers

... Consumers’ Intention to Purchase PART B: 4.3 Correlation Analysis 4.3.1 Celebrity Attribute ‘Perceived Trustworthiness’ and its Impact on Marketing Outcomes 4.3.2 Celebrity Attribute ‘Perceived Product-Celebrity Match’ and Impact on Marketing Outcomes 4.3.3 Celebrity Attribute Perceived ‘Celebrity Attractiveness’ and Impact on Marketing Outcomes 4.3.4 Celebrity Attribute Perceived ‘Celebrity Likeability’ and Impact on Marketing Outcomes 4.4 Findings from the Qualitative Interviews 4.4.1 Perception of...
81 Pages(20250 words)Dissertation
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Celebrity endorsement in the women's fragrance market and its effect on the UK consumer behaviour for FREE!

Contact Us