1. Introduction

2. Introduction
Endorsement is the method by which companies increase the value of the product through various mediums
Celebrities as endorsement medium draws attention to a brand and shape the perceptions of the brand

4. Celebrity Endorsement History
In 1760s Josiah Wedgewood and Sons, producers of pottery and chinaware, used royal endorsement
In s, trade cards were introduced with faces of celebrities on them
Endorsement of products by using celebrities became popular and the right strategy for many products to have bigger reach in the market. Eg: NIKE (Michael Jordan)

5. Celebrity Endorsement in Nepal
Nepal has been lagging behind when it comes to celebrity endorsement
Lack of followers of Nepali advertisement
Lack of crazy fan following in Nepalese fans for Nepalese celebrities, companies can never rely on celebrities of Nepal
Indian Celebrities and endorsements from Indian Media’s are more influencing than Nepalese celebrities and endorsements.

6. Growing use of Celebrity endorsement
In recent times, celebrities like Maha Jodi, Rajesh Hamal who are veteran celebrities can be seen endorsing products in various modes of advertisement
Endorsements in magazines and print ads has been popular since a long time in Nepal when it comes to Nepalese celebrity endorsement

8. Problem Statement
increasing amount of products and services in the Nepalese market
marketer wants to make their product to be
People don’t have a single attribute towards the celebrity while getting influenced my ads.
This research aims to provide the companies with the relevant analysis as to which factors affects the product purchase intention among the Urban Youth of Nepal.

9. Research Objective
The main objective of this research is to rank the celebrity according to the three criteria: Attractiveness, Trustworthiness and Expertise.
the organization may take some hint as to which aspect to focus while targeting the urban youth.
At the end, this research tends to combine all the variables and calculate the cumulative sum for the final ranking

10. Conceptual Framework Attractiveness Trustworthiness Purchase Intention
Expertise

11. List of Celebrity Sandeep Chhetri Rajesh Hamal Ashmi Shrestha
Maha Jodi
Saugat Malla
Paras Khadka
Swostima Khadka
Samragyee RL Shah
Niti Shah
Priyanka Karki

12. Methodology

13. Research Methodology Research Design Type of study Time frame
Exploratory
Time frame
Cross sectional
Unit of study
Individual
Data collection
Method: Convenient sampling
Approach: Questionnaire
Type of investigation
Ranking

14. Limitation
Many of the urban youths were not aware of all the celebrities that were in our list. This might be because the youths today don’t watch much television or read newspapers.
respondents often were not able to connect the name of celebrities and their faces.
the respondents provided response based on a single experience

15. Data Interpretation and Analysis

16. Geodemographics

17. Contd..
Response Rate 70%
Mean Age 24 years

18. Exposure to ad
Influence from ad

19. Factors Attractiveness Trustworthiness Expertise Classy Beauty
Elegance
Sexy
Trustworthiness
Dependable
Honest
Reliable
Sincere
Trustworthy
Expertise
Expert
Experience
Knowledgeable
Qualified
Skilled

20. Contd…
Each variables – 5 questions Internal Consistency

21. Results

22. Celebrity Attractiveness
Most
Celebrity Attractiveness
Celebrity
Score
Niti Shah
5.02
Paras Khadka
Ashmi Shrestha
4.94
Saugat Malla
Samragyee RL Shah
4.78
Priyanka Karki
Swastima Khadka
4.63
Rajesh Hamal
Ma Ha Jodi
4.5
Sandeep Chhetri
Least

23. Celebrity Trustworthy
Most
Celebrity Trustworthy
Celebrity
Score
Ma Ha Jodi
5.24
Ashmi Shrestha
4.05
Paras Khadka
4.66
Swatima Khadka 4
Rajesh Hamal
4.63
Priyanka Karki
3.8
Saugat Malla
4.36
Samragyee RL Shah
3.76
Sandeep Chhetri
4.07
Niti Shah
3.6
Least

24. Celebrity Expertise Celebrity Score Ma Ha Jodi 5.34 Priyanka Karki
Most
Celebrity Expertise
Celebrity
Score
Ma Ha Jodi
5.34
Priyanka Karki
4.14
Rajesh Hamal
5.21
Ashmi Shrestha
4.06
Paras Khadka
4.95
Swastima Khadka
3.82
Saugat Malla
4.84
Samragyee RL Shah
3.63
Sandeep Chhetri
4.62
Niti Shah
3.41
Least

25. Correlation among the variables
 p < 0.01
Attractiveness and trust
Trust and Expertise
Expertise and Attractiveness
Sandeep Chhetri
0.788
0.807
0.655
Ashmi Shrestha
0.812
0.833
0.751
Saugat Malla
0.841
0.865
0.862
Swostima Khadka
0.838
0.915
0.802
Niti Shah
0.622
0.828
0.407
Rajesh Hamal
0.757
0.867
Maha Jodi
0.585
Paras Khadka
0.918
0.852
Samragyee RL Shah
0.730
0.894
0.637
Priyanka Karki
0.831
0.843
0.809

26. Correlation Attractiveness (A) Source Credibility Trustworthiness (T)
Attractiveness
(A)
Source Credibility Trustworthiness (T)
Source Credibility Expertise (E)
P- value
Confident Interval
Correlation with Purchase intention
0.44**
0.43**
0.33*
0.01
99%

27. Formula Preferred Value of Celebrity
PVOC = A ×Mean value of Attractiveness + T × Mean value of Trustworthiness T × Mean value of Trustworthiness +(E × Mean value of Expertise)

28. Ranking Ma Ha Jodi 5.995 Paras Khadka 5.577 Rajesh Hamal 5.51 3rd 2nd
1st
Ma Ha Jodi
5.995
2nd
Paras Khadka
5.577
3rd
Rajesh Hamal
5.51

29. Conclusion In Nepal the celebrities are endorsed randomly
The youths of Nepal are influenced more by the Indian celebrities
Youths are still influenced by the veteran celebrities
Youths also prefer the sports personel
Celebrities had varied scores on different dimensions

30. Recommendation
Consider all the three dimensions while selecting their brand endorser
also consider what type of product they are trying to promote using the celebrity
weightage on the dimensions should be given according to the nature of the product