Paper Details

Name: Sunil & Pawan Kushwaha
Country: India

Year: 2025
Volume: Volume-12, Issue-1 Year: 2025 (Jan-June)
Page Number: 98-111
DOI: https://doi.org/10.5281/zenodo.17152521

ABSTRACT
Celebrity endorsement is one of the phenomena that falls within this category. The consumer
market is influenced by a wide variety of factors and causes in the modern day. There are a
multitude of factors and causes. The employment of celebrities as brand ambassadors for a
wide variety of products, services, and companies is becoming increasingly common in
today's world, notably in the food, personal care, and home products sectors of the FastMoving Consumer Goods (FMCG) industry. As a result of the rapid expansion of the Indian
market, it has become common practice for both domestic and international businesses to sell
their products by including Indian superstars in their marketing campaigns. The vast majority
of fast-moving consumer goods (FMCG) brands in India receive endorsements from a wide
variety of musicians, celebrities, and athletes. The extraordinary capacity of a celebrity to
develop consumer awareness in a quick and effective manner is the key component that
contributes to this occurrence. FMCG, which is an abbreviation for "Fast Moving Consumer
Goods," refers to a category of products that are bought and sold in a quick and easy manner
at prices that are affordable. Despite the fact that these products have a smaller individual
profit per unit, they are sold in large quantities, which results in a substantial total profit
margin. With the abbreviation FMCG, which stands for "fast-moving consumer goods," we
are referring to items that are typically consumed within a week, month, or even up to a year.
When compared to other types of commodities, fast-moving consumer goods (FMCG) are
products that can be replaced within a year and have a shorter lifespan than other types of
goods. Over-the-counter (OTC) drugs, soft drinks, toiletries, and personal care items are all
examples of products that fall under the category of non-durables.
Keywords: Consumer, perception, FMCG, products, celebrity, endorsement