IMPACT OF OWNER ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR

Abstract

The study deals with endorsements which is the need of the hour among consumers in Chennai city. Presently, the competition has reached peaks on par with modern society, business professionals are striving hard to sustain themselves in the market space. The preferences, perceptions, and attitudes of consumers are very dynamic, it may be affected due to many reasons like, place, income, age, need, status, gender, and marital status. Apart from these demographic changes, under what circumstances will the consumer change individual perception is studied by many researchers. This research study will determine the impact of owner endorsements on changes in purchase intentions among consumers, which is one aspect among many.   Hence, this study would determine the influence of consumers’ buying patterns due to owner endorsements