A STUDY ON CELEBRITY ENDORSED ADVERTISEMENT EFFECTIVENESS TOWARDS COSMETIC PRODUCTS WITH SPECIAL REFERENCE TO NORTH CHENNAI

Marketing starts with the consumer and ends with the consumer. Satisfaction of consumers becomes the most important goal of a business enterprise. Cosmetic products no longer a means of luxury. They have become a necessity in urban living. Nowadays it is necessity in rural also. A study has shown that one spend about ten percent of ones income on buying these products. There has been a steep increase in the disposable income of consumers, in particulars of the middle class, which constitute the major percentage of buyers in the Indian market as the life styles of people has changed considerably. Due to this tremendous increase in the demand for the cosmetic products, several brands have entered the market. The manufacturers design their products based on the specifications and expectations of the consumers respectively, which may or may not satisfy them. Depending on the expectations regarding quality, price and other related features of cosmetic products, buying Pattern varies from one person to other. Moreover, the market is changing to a buyers market with consumers having a wide choice. The study mainly focus on the celebrity endorsed advertisement effectiveness on the performance of cosmetic products.