Authors: Assistant Professor Ms. Vineetha. V, Mr. Arunmozhi. M
Abstract: In today’s highly competitive market, companies are constantly looking for effective ways to capture consumer attention, and celebrity endorsement has become one of the most widely used strategies—even in the health care sector. This study looks at how celebrity endorsements influence consumer purchasing behaviour, with a special focus on health care products in the Coimbatore district. These products include medicines, nutritional supplements, personal care items, and wellness products, where trust, safety, and reliability play a very important role in shaping consumer choices. The research focuses on understanding how the qualities of celebrities—such as their credibility, attractiveness, and expertise—affect consumer awareness, perception, and willingness to buy health care products. To carry out the study, primary data were collected from 120 respondents in Coimbatore using a structured questionnaire. In addition, secondary data were gathered from various journals, books, and online sources. The collected data were analyzed using simple percentage analysis and the chi-square test. The results clearly show that celebrity endorsements do have a noticeable impact on consumer buying behaviour, especially in the health care segment where trust is essential. Based on these findings, the study suggests practical recommendations for marketers and policymakers to design more effective and responsible advertising strategies that can strengthen consumer confidence and influence purchasing decisions in a positive way.
