Measuring Factors of Consumer Buying Behaviour For Dth Brand in Jodhpur City

Abstract

Celebrity endorsement is the important factor, which grabs the customer’s attention towards the product and services. The buying behaviour of a customer is strongly influenced by the efforts made by the advertisers to build brand loyalty. Attention seeking ads and the use of celebrities in ads are very popular and successful as it gives the wanted results to the companies. The proposed research will mainly shed light on celebrity’s impact, whether directly or indirectly, on consumer buying behaviour in relation to selected DTH service providers. By using multiple regression method 10 variables that has an impact over consumer buying behaviour for DTH brand in Jodhpur city were identified.