Youth Purchasing Preferences in Rural Areas and Advertising Effects of Celebrity Endorsements

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DOI:

https://doi.org/10.53724/jmsg/v8n3.10

Keywords:

Celebrity endorsement, rural areas, youth preference, purchasing decisions, advertisements

Abstract

The modern era of marketing is highly driven by the competitive force which has taken it to a different level. Advertising is one of the basic needs for every organization to promote its products. Celebrities are considered to be one of the major contributors to creating a huge market for a brand and its manufacturers. Being ideal for many, they can influence the perception of the buyers towards a product. Rural consumers comprise a huge population of consumers in India. Their buying decisions are influenced by several factors making it a matter of study. This research aims to investigate how celebrity endorsements in advertising affect the purchasing behavior of young consumers residing in India's rural regions. For this, a study is conducted on young buyers from the rural areas of Punjab.

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References

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Published

30-01-2023

How to Cite

Kirti. (2023). Youth Purchasing Preferences in Rural Areas and Advertising Effects of Celebrity Endorsements. Jai Maa Saraswati Gyandayini An International Multidisciplinary E-Journal, 8(III), 50–52. https://doi.org/10.53724/jmsg/v8n3.10

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