A Study of Celebrity Endorsement in Food Industry & Its Impact on Consumers' Perception - Special Reference to Khamgaon City

Author(s)	Rajkumar K Dhanuka, Mahesh S. Gaikwad, Yuvraj R Vaidya
Country	India
Abstract	The food industry has increasingly leveraged celebrity endorsements to enhance brand visibility and influence consumer perceptions. This study focuses on Khamgaon City, analyzing how celebrity endorsements shape consumer attitudes and drive purchasing decisions. Through a mixed-methods approach involving primary data from local consumers and secondary data from existing studies, this research investigates the effectiveness of such endorsements. The findings highlight key factors like trust, relatability, and product quality perception, providing actionable insights for marketers.
Keywords	Celebrity Endorsement, Food Industry, Consumer Perception, Khamgaon, Marketing
Field	Business Administration
Published In	Volume 7, Issue 1, January-February 2025
Published On	2025-01-10
Cite This	A Study of Celebrity Endorsement in Food Industry & Its Impact on Consumers' Perception - Special Reference to Khamgaon City - Rajkumar K Dhanuka, Mahesh S. Gaikwad, Yuvraj R Vaidya - IJFMR Volume 7, Issue 1, January-February 2025.

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