MARKETING RESEARCH PROJECT FOR

BHARTI AIRTEL
DIGITAL TV
OF
IMPACT OF CELEBRITY ENDORSEMENT
ON
BUYING BEHAVIOUR

Submitted To- Submitted By-

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 ACKNOWLEDGEMENT

Table of contents

S.NO. PARTICULAR Page no

1 BACKROUND OF BHARTI AIRTEL 3
2 BUISNESS OBJECTIVE AND NEED FOR REASERCH 4
3 RESEARCH OBJECTIVE 5

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4 WHAT IS CELEBRITY ENDORSEMENT 5
5 DATA SOURCES 7
6 RESEARCH DESIGN 7
7 RESEARCH METHODOLOGY 8
8 MODE OF INTERVIEW AND TARGET GROUP 9
9 FACTORS AFFETIVE RESEARCH DESIGN 10
10 DATA ANALYSIS AND INTERPRETATION 31/10/30
11 FINDINGS FROM THE RESEARCH 31
12 RECOMMENDATIONS 33
13 APPENDIX 35
14 QUESIONNAIRE AND SHOW CARD 36­40

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Background of Bharti Airtel

BHARTI AIRTEL LIMITED, a group company of BHARTI ENTERPRISE is India’s

largest integrated and one of the first private telecom services provider with a
footprint in all the 23 telecom circles. It provides Broadband & telephone services
in 94 cities with around 79,988,675 customers. Bharti Infratel owns 42% of Indus
Towers Limited. It earned approximate revenue of Rs 270,000 million for financial
year 2007-08.Bharti Airtel works on and deals in products mix having following
range:

Prepaid mobile services

•Postpaid mobile services
•Broadband connection
•Landline phone connection
•Calling Cards
•Wireless Internet

IN YEAR 2007-08 - AIRTEL DIGITAL TV

Bharti Airtel has entered and joined the Direct-To-Home Satellite TV Services
list and has launched the service in 62 cities in India. In their first phase with
21000 Airtel retail and relationship centers, The Airtel Digital TV was launched
with 175 channels and pricing packages starting 2499Rs for a 6 months
subscription with the channel price bands ranging from 99Rs to 424Rs a month.

Airtel digital launched on 8 October, 2008 with a 360 degree mega campaign 'Come
Home to the Magic'

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Since then it has launched 2 other campaigns: ‘Stars come home (March 2009) and
‘DTH Picture Clarity (August 2009) has increased its channel base to 183+
channels. Airtel digital TV is now amongst the fastest growing DTH brands in the
country and is available across 5000+ towns in India. It has also been ranked as the
best DTH service by “Living Digital” magazine. Celebrities that endorse its DTH
products are Saif Ali khan, Kareena kapoor, A R Rehmaan, Gautam gambhir, Zaheer
khan and many more.

BUISNESS OBJECTIVE AND NEED FOR RESEARCH

Bharti enterprises is using a lot of celebrities in endorsing and promoting Digital

TV set up boxes. Now they want to find it out, to what extent, this usage of
celebrities helps in promotion of its products. So their major business
objective is to study the impact of celebrity endorsements on
consumer behavior and to know whether celebrity endorsement act
as a source of Brand building. So Airtel digital wants to know as it is
spending a huge sum on celebrity endorsement, whether this huge sum of money
spent on celebrity endorsement is paying off or not. They want to know should it
spend more money on celebrity endorsements, how the celebrity endorsed
advertisements of Airtel digital TV are perceived by people.

RESEARCH OBJECTIVE

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 To study the influence of celebrity endorsement

1. in communicating information on DTH product and services

2. on consumer buying behavior while purchasing DTH Product

 To find what type of celebrity personality is more effective & impact on

Consumer behavior, when same product is being endorsed by many
Celebrities.

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First we to understand what exactly celebrity endorsement means?
“Any individual who enjoys public recognition and who uses this recognition on
behalf of a consumer good by appearing with it in an advertisement, is useful
because when celebrities are depicted in advertisements, they bring their own
culturally related meanings, thereto, Irrespective of the required promotional
role."

India is a country where people love to live in dreams. They worship

celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, Mahinder
Singh Dhoni or Film Stars like Salman Khan, John Saif Ali khan, Kareena
kapoor, they treat them as God. Marketers use this very preposition so as to
influence their target customers may be existing or potential ones. For this
they rope in these celebrities and give them whopping amount of money. They
believe that by doing this they can associate their products with their target
customers. “This is called celebrity endorsement”.

“Any brand can get a celebrity. That is easy. But getting a celebrity
consistent with the right brand, to the right degree, at the right time, for
the right purpose and in the right way... that is not easy.”

Celebrity endorsements are impelled by virtue of the following motives:

Instant Brand Awareness and Recall
Celebrity values define, and refresh the brand image
Celebrities add new dimensions to the brand image
Instant credibility or aspiration PR coverage
Lack of ideas
Convincing clients

Since celebrities have a lot of influence on customers as well as the

companies: various reasons for the influence are:
• They attract attention to the advertisement in the cluttered stream of
messages
• They are perceived as being more entertaining
• They are seen as trustworthy because of apparent lack of self-interest.
• The final element is due to the wide-spread attribution that major stars
do not really work for the endorsement fee, but are motivated by
genuine affection for the product.

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RESEARCH DESIGN

Research design is a framework or blueprint for conducting project. Research

design in this case is a conclusive Research Design as we need to find whether
Celebrity endorsements have an impact or not on consumers.

 DESCRIPTIVE RESEARCH DESIGN

We are choosing, descriptive research since; we need to find out characteristics of

celebrity endorsements on DTH products.

 PRIMARY DATA

We have collected data from malls of West Delhi, markets like Sarojni nagar,
South EX-I of South Delhi and offices of Central Delhi. We collected good amount
of primary data from these locations. Analysis of this data is given later in this
report.

This research has been conducted with 100 respondents to provide us the
information regarding the perception of the consumers about the celebrity
endorsement and percentage of people who like them or want them as the endorser
of the DTH products and services. From this design we also found the various
other solutions like to make specific predictions, best celebrity endorser, who they
like more etc which analyzed later in this report.

CROSS SECTIONAL DESIGN

We need to collect data from sample population elements only one time. Since this
information will be evaluated once so we have chosen Cross sectional design.

We have used the unbiased structured questionnaire and asked the question in a
series to avoid any mispresentation. As we have used the following:

MODE OF INTERVIEW

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We have taken the Mall intercept interviews of the respondent within the malls in
the form of structured questionnaire. We have used this method because we have
chosen a technique of quantitative research and for completing the survey within a
budget and on time; face to face interviews are more suitable for our finding.

TARGET GROUP

We have selected a mix of people. As we have targeted both males and female of
different age groups shown below. This has taken care of the situation that how
much variation took place in the impact of celebrities on different age group of
people.

Sample size 100 with the mix of both males and females of the following age
groups.

AGE 18-25 26-35 36-45 46-55 TOTAL

GROUPS/GENDER
MALE 21 14 20 9 64
FEMALE 10 9 8 9 36
TOTAL 31 23 28 18 100

SAMPLING TECHNIQUE

NON PROBABILITY SAMPLING TECHNIQUE

WE have used a mix of both CONVENIENCE & JUDJGEMENTAL sampling

techniques.

SURVEY AREA

We have done the survey and taken the interview of the respondents in 3 zones of
Delhi.
DELHI WEST ZONE SOUTH ZONE CENTRAL ZONE TOTAL

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NO.OF 35 29 36 100
RESPONDENT

We have selected these zones for our research because of the availability mall and
huge markets helped us to easily collect the required data for our research goal.

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FACTORS AFFECTING RESEARCH DESIGN

1. Due to the time & resource constraints sampling was non-probablity in nature
2. The sample is restricted to 100 people, which affects the scope of study.

3. The scope of study is restricted only to some parts of DELHI.

4. Owing to their pre-occupation some customers might not be able to answer the
complete questionnaire.

5. Sample population is being selected in interviewer’s judgment so; it may result in

selecting a wrong mix of people.

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DATA ANALYSIS AND INTERPRETATION

1. SAMPLE COMPOSITION

Centre Respondents (%)

1.West Delhi 35
2.South Delhi 29
3.Central Delhi 36
TOTAL 100

The above pie chart shows that sample population has been selected near
about in equal proportion; this will help us in knowing preferences of the people of
three zones.

Age

Age of respondents( in yrs) %

1) 18-25 29
2) 26-35 22
3) 36-45 30
4) 46-55 19

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 About 50 % of respondents belong to young group of age 18-35 and the
rest to 36-55 years group.

Gender

Gender %
1) Male 56
2) Female 44

Income group of respondents

Range
Less than 10000 10%
10000-25000 39%
25001-40000 30%
40001-55000 14%
55001 or above 7%

Most of the sample chosen belong to 10000-25000 income group

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2. Awareness about direct to home services among the respondents

Awareness
%
1) Yes , they are aware 93
2) No, they are not aware 7

For this question, our sample size is 108, 8 people who were not aware of DTH
services, were terminated at this step, hence we have not included those 8 people
for further analysis.

100 respondents, who were aware about DTH services, will form the part of our
analysis.

As 93% of respondents are aware about the awareness of the products, that
means a large section of our population is aware about the DTH services offered in
the market.

Usage of DTH services

57% respondents are currently using DTH services of various companies. We may
say that a large section of population is switching from age old cable network to
DTH services.

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Usage of DTH services of different companies

Name %
1) BIG TV 16
2) TATA SKY 18
3)SUN DIRECT 8
4)AIRTEL DIGITAL 24
5)VIDEOCON 3
6)DD DIRECT 11
7)DISH TV 20
TOTAL 100

Out of the all DTH service providers, Airtel digital, Dish TV, Tata Sky and Big TV
are the most popular brands amongst the sample studied.

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TV Advertisements is the has created the most awareness amongst DTH users in
the sample

Factors affecting the buying intention of users

Brand Price Tariff Celebrity Picture

name (%) (%) plans (%) endorsement quality (%)
(%)
Rank
1 18 28 11 34 08
2 31 30 06 26 15
3 31 21 15 13 19
4 12 19 23 15 31
5 08 02 45 12 27

The factors affecting the buyers intentions the most are brand name, price
and the celebrity endorsing the products.

Awareness of other companies by both users and non users?

Awareness of other % of respondents aware After show card (%)

companies
1.BIG TV 43 73
2.TATA SKY 55 84
3.SUN DIRECT 27 60
4.AIRTEL DIGITAL 55 75
5.VIDEOCON 13 37
6.DD DIRECT 15 42
7.DISH TV 61 92

Dish TV has maximum awareness among the respondents.

Other brands that have high awareness among the respondents are BIG TV, TATA
SKY, And AIRTEL DIGITAL TV.

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Do people purchase those things that are being endorsed by their favorite
celebrities?

Although people do not always follow their favorite celebrities but on some
occasion they do tend to follow them. A very small percentage of people never
purchase any thing which is being endorsed by their favorite celebrities.

Liking for celebrity endorsement for DTH services on television

Liking preference % of respondents

1. Liking for celebrity endorsement 74
2.Neither liking nor disliking 11
3.Dislike for celebrity endorsement 15

A large section of the sample i.e.74% have a liking for celebrity endorsements used
for promotion of DTHservices.

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Celebrity endorsements - an effective tool for persuasion for buying DTH
services?

Respondents strongly believe that Celebrity endorsements are an effective tool

for persuasion for buying DTH services.

Which celebrity personalities are preferred for endorsing DTH services by the
people?

Bollywood cricketers Other Others

actors sportsmen
Rank
1 70 18 4 08
2 17 45 36 02
3 07 29 29 35
4 06 08 31 55

Bollywood actors are the most liked and preferred by the sample for endorsing
DTH services.

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Relating the different endorsers of DTH services with the brand they endorse

People were asked to identify the company name when they were given the names
of different celebrities who are endorsing DTH services currently...ike Aamir khan
for Tata sky, Saif Ali khan for Airtel digital TV

This helped in estimating whether people can relate the DTH product to the
celebrity or not and howcelebrity endorsement helps in brand awareness of DTH
services.

Celebrity Aamir khan Saif ali khan Kareena Shahrukh khan

name (%) (%) kapoor (%) (%)
Identified 82 74 74 85
Unidentified 18 26 26 15

Airtel Digital TV strategy of using many celebrities endorsing and promoting

its DTH service

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Most of the respondents like Airtel strategy of using many celebrity endorsers for
promoting its DTH service, and very few people dislike this strategy.

Liking for various celebrities of Airtel Digital TV?

Saif Ali khan and Kareena kapoor are the most liked Airtel Digital TV endorsers.
AR Rehmaan is also liked by 39% of the sample. Among the cricketers, Gautam
gambhir is liked by 26% of respondents.

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Celebrities making the claims in AIRTEL DTH DIGITAL TV advertisements are
believable...?

52% of sample agree on the claims made by celebrities in advertisements are

believable and 22% people are neutral.

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CONCLUSIONS DRAWN FROM THE RESEARCH

• A very large part of sample is aware about the services of Direct to home
services.

• Dish TV has maximum awareness among the respondents

1. Other brands that have high awareness among the respondents are BIG
TV, TATA SKY, and AIRTEL DIGITAL TV.

• Out of the all DTH service providers, Airtel digital, Dish TV, Tata Sky and
Big TV are the most popular brands.

• Factors that affect the buyer’s intentions are brand name, price and the
celebrity endorsing the products.

• People strongly believe that Celebrity endorsements are an effective

tool for persuasion for buying DTH services.

1. Although people do not always follow their favorite celebrities but on

some occasion they do tend to follow them

2. Bollywood actors are the most liked and preferred celebrities for
endorsing DTH services.

• 80% of the respondents identified the company name from the celebrities
name endorsing it

1. Saif Ali khan and Kareena kapoor are the most liked Airtel Digital TV
endorsers.

• 52% of people agree on the claims made by celebrities in advertisements are

believable and 22% people are neutral.

• A large section of population likes Airtel strategy of using many celebrity

endorsers for promoting its DTH service

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Recommendations

• There is still a large market still unoccupied that can be captured by Airtel
Digital TV

• TV advertisement as a medium is highly recommended for DTH services

• Celebrity endorsement along with brand name and price of DTH service are
3 factors that affect the purchase decision

• People like Airtel's strategy of using many celebrities ,so they can continue
to have many endorsers for their Digital TV.

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 Appendix

Questionnaire
Dear sir/madam,

We, students of IILM, Lodhi road are conducting a survey on

“Impact of celebrity endorsement
on buying behavior of customers” as a part of our project work.
For this purpose we need your cooperation in full filling this
questionnaire. It will take few minutes of your precious time.
CENTRE:

WEST DELHI SOUTH DELHI CENTRAL DELHI

(1) (2) (3)

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NAME OF RESPONDENT:

AGE: less then 18yrs. (1) 18 - 25 (2) 26 –

35 (3)

36 – 45 (4) 46 – 55 (5)
above 55 (6)

IF, OPTION 1& 6 IS MARK PLEASE TERMINATE

GENDER: MALE (1) FEMALE (2)

E MAIL ADRESS: ______________________________________

Do you or any of your family members’ works in any of the below mentioned
organization: (if yes write 1 otherwise write 2)

Any market research firms Public Relation

firm

Any advertising firm Any Govt. research

organization

IF, OPTION 1 IS MARK PLEASE TERMINATE

Q .1 HAVE YOU HEARD OF DIRECT TO HOME SERVICE? (If yes write 1, for no write
2)

YES NO

Q .2 ARE YOU USING ANY DIRECT TO HOME SERVICE? (If yes write 1, for no write
2)

YES (continue with next question) NO (go to 5th

question)

IF YES, PLEASE SPECIFY NAME OF THE COMPANY: _________________________

Q.3 THROUGH WHICH FACTOR DID YOU BECOME AWARE ABOUT THIS PARTICULAR
BRAND? (TICK YOUR PREFERENCE)

TV ADVERTISMENT (1) HOARDINGS (2) NEWSPAPER (3)

IF ANY OTHERS, PLEASE SPECIFY (4) : __________________________________________

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Q.4 WHICH FACTORS LEAD YOU TO BUY THAT COMPANY’S DTH SERVICE? Give ranks
to below mentioned options from 1 – 5, start as 1 for most leading factor.

BRAND NAME PRICE TARIFF PLANS

CELEBRITY ENDORSMENT PICTURE QUALITY

IF ANY OTHER , PLEASE SPECIFY: _______________________________________________________

Q.5.NAME SOME COMPANIES WHICH YOU ARE AWARE OF, THAT PROVIDES DTH SERVICE?

____________________________________________

Q.6.ARE YOU AWARE OF ANY OTHER DTH COMPANY , AFTER REFERING TO THIS SHOW CARD?(SHOW CARD)

----------------------------------------------------------------------------------------------
Q.7. HOW DID YOU BECOME AWARE OF THESE DIRECT TO HOME SERVICES?

TV ADVERTISMENT (1) HOARDING (2) NEWSPAPER (3)

MAGAZINE (4) IF ANY OTHERS, PLEASE SPECIFY (5) : _________________

Q.8. DO YOU PURCHASE THOSE THINGS THAT YOUR FAVOURITE CELEBRITY ENDORSE?

Every time (1) sometime (2) never (3)

Q.9. DO YOU LIKE TO SEE ANY CELEBRITY ENDORSING DTH BRAND ON TELEVISION?

LIKES A LOT (5) LIKE (4) NEITHER LIKE NOR DISLIKE (3)

DISLIKE (2) HIGHLY DISLIKES (1)

Q.10. CELEBRITY ENDORSMENT IS AN EFFECTIVE TOOL FOR PERSUATION OF

BUYING DTH SERVICE: (RATE THIS STATEMENT)

STRONGLY AGREE (5) AGREE (4) NEITHER AGREE NOR

DISAGREE (3)

DISAGREE (2) STRONGLY DISAGREE (1)

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Q.11. MALE ENDORSER IS MORE EFFECTIVE AS COMPARED TO FEMALE
ENDORSER: (RATE THIS STATEMENT)

STRONGLY AGREE (5) AGREE (4) NEITHER AGREE NOR

DISAGREE (3)

DISAGREE (2) STRONGLY DISAGREE (1)

Q.12 .WHICH CELEBRITY PERSONALITY YOU PREFER TO SEE ENDORSING DTH

PRODUCTS? Give rating from 1 to 4 to the following personality as per your
preference or liking: - 1 Stands for most liked one)

Bollywood stars cricketer other

sports person OTHER (Hollywood, business person etc.)

Q.13.CAN YOU RELATE THE FOLLOWING CELEBRITY WITH THE

ENDORSEMENTS OF VARIOUS DTH SEVICES

AAMIR KHAN SAIF ALI KHAN

KAREENA KAPOOR SHAHRUKH KHAN

Q.14. DO YOU LIKE AIRTEL DIGITAL TV STRATEGY OF USING MANY

CELEBRITIES ENDORSING AND PROMOTING ITS DTH SERVICE?

LIKES A LOT (5) LIKE (4) NEITHER LIKE NOR DISLIKE

(3)

DISLIKE (2) HIGHLY DISLIKES (1)

Q.15. OUT OF THE FOLLOWING CELEBRITIES ENDORSING AIRTEL DTH

SERVICE, TICK THOSE CELEBRITIES WHOM YOU LIKE TO SEE IN
ADVERTISEMENTS:

GAUTAM GAMBHIR SAIF ALI KHAN KAREENA

KAPOOR

ZAHEER KHAN A R REHMAAN ANY

OTHER

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Q.16.CLAIMS MADE BY CELEBRITIES IN AIRTEL DTH DIGITAL TV
ADVERTISEMENT ARE BELEIVABLE

Strongly agree (5) agree (4) can’t say (3)

Disagree (2) strongly disagree (1)

Q.17. ANY SUGGESTION ON CELEBRITY ENDORSEMENT FOR AIRTEL DIGITAL

TV :

________________________________________________________________________

Q.18. YOUR MONTHLY INCOME IS

Less than 10000 (1) 10000 – 25000 (2)

25001 – 40000 (3)

40001 – 55000 (4) 55001 OR ABOVE (5)

Contact no. ____________ Signature of respondent

__________________

Date __________________

Interviewer name ____________ Interviewer Signature

___________________

ALL INFORMATION PROVIDED BY THE RESPONDENT IS VERY CONFIDENTIAL

AND IT WILL NOT BE DISCLOSED TO ANY OTHER ORGANIZATION

THANKS FOR YOUR VALUABLE CONTRIBUTION

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 DTH COMPANIES AND
LOGOS

BIG TV

TATA SKY
SUN DIRECT

AIRTEL DTH

VIDEOCON

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D.D. DIRECT

DISH TV

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