Demographic Influences on Consumer Perceptions of Celebrity Endorsements in the Soft Drink Industry

Himalay Patel; Rahul Chauhan; Kush Kalariya; Parth Soni; Mohit Patel

doi:10.47134/aaem.v1i4.297

Authors

Himalay Patel Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
Rahul Chauhan Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
Kush Kalariya Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
Parth Soni Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
Mohit Patel Unitedworld Institute of Management, Karnavati University, Gandhinagar, India

DOI:

https://doi.org/10.47134/aaem.v1i4.297

Keywords:

Celebrity Endorsements, Soft Drink Consumption, Demographic Factors, Consumer Behaviour

Abstract

The study investigates the influence of demographic factors on consumer perceptions of celebrity endorsements in the soft drink industry. Utilizing ANOVA analyses, the research examines the impact of age, gender, and occupation on consumption patterns, brand preferences, and attitudes towards celebrity endorsements. Findings indicate a significant association between age and soft drink consumption frequency, with younger demographics showing higher consumption rates. However, gender and occupation do not significantly affect brand selection or endorsement perceptions. Notably, consumers across diverse demographics exhibit similar levels of susceptibility to celebrity endorsements, suggesting a universal appeal transcending gender and occupation. Despite demographic variations in consumption habits, celebrity endorsements wield comparable influence across consumer segments. The abstract underscores the importance of celebrity endorsements in shaping consumer behaviour within the soft drink industry and highlights the need for tailored marketing strategies targeting specific age groups.

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