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




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


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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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.