A study on customer attitude on celeberity and celeberity fitness with toiletry soap advertisement in television media with special reference to Rajapalayam town Muthukumar N., Assistant Professor, Dr. Jeyakumaran M., Professor and Head Department of Business Administration, Kalasalingam University, Krishnankoil-626190, Virudhunagar District, Tamil Nadu Online published on 20 June, 2013. Abstract The term “celebrity” refers to “an individual who is known to the public, such as actors, sport figures, entertainers, and etc. for his or her achievement in areas other than that of the product class endorsed” (Friedman and Freidman, 1979) Celebrities have become famous for more than being in the movies or on a television show; they appear on the covers of magazines, they endorse products they may or may not use, and they have started to design their own lines of clothing, perfume and accessories. In this research the researcher attempts to study the celebrity attitude and celebrity fitness on toiletry soap advertisements in television media with special reference to Rajapalayam town, and also the researcher selects the respondent from the age between 15 to 40. The data were collected from 100 respondents at Rajapalayam town, and every respondent are considered as a sample unit. A structured questionnaire was used to collect the data from the respondents. Likert five point scaling were used to measure the opinion of the respondents. Descriptive analysis, correlation analysis, one-way ANOVA test were used to analysis the data. ‘Richa’ is the top ranked celebrity based on the attention gaining in the television advertisement,Richa is new to Tamil cinema industry.she acted three films frequently and capture the youngsters heart. so the marketer is very careful in selecting the celebrity and analyze the celebrity is free from negative rumors, for cosmetics and personal care items the consumer give more importance for physical attractiveness of the celebrity so the marketer select the celebrity posses rich physical attractiveness for the toiletry soap Top Keywords celebrity endorsement, consumer attitude, celebrity fitness, match up hypothesis, television advertisement. Top |