Impact of Celebrity Endorsement, Technological Innovations and Product Quality on End User’s Psyche in Karachi

Abstract

This research is entitled to one of the best FMCG companies in the world with high brand value, 152 years old FMCG giant the Swiss international company Nestle.  The purpose of this research is to highlight the link which the end user’s psyche has with celebrity endorsement, technological innovation and of course product quality. Marketers are the ears and eyes of the company, they have their hand on the pulse of the market. Understanding end user’s psyche is very important for the marketers because the designing of the product is as per the needs and wants of the consumers. How consumers think regarding a product, what are their expectations and the buying behavior reflects the psyche of the consumer. To comprehend the end user’s psyche the marketers use three ways which are celebrity endorsement, technological innovation and product quality. To know the perceptions of the people of Karachi questionnaire were distributed among 400 people. To evaluate their responses SPSS software was used to check the reliability and the relationship between the variables. The T values were considered to pass a judgment regarding hypothesis.  The T values were, celebrity endorsement showed the value of 7.083, technological innovation had a value of 9.380 and product quality was having a value of 15.783 with respect to the dependent variable which is end user’s psyche. All the values of T are greater than 2.0 and the sig values are lesser than 5% which means that all of the hypothesis are acceptable, hence proved that this study has significance.