Abstract:
In the present era, selling is a complicated task due to stiff competition and many alternative
products. Products have become more consumers oriented. Consumers have become more
sophisticated. For instance, they posses the best product at a fair price. The products are a better
quality than the substitute produce for sale. But Sales aren't automatic. The prior idea of the
production is for the sales. How will the buyers get the product, when they have not heard of our
products? Therefore, people must have knowledge of the existence of the product and its availability.
This is possible only through a good propaganda. It arises a need for proper flow of information along
with products from producer to consumer. It can be done through the activity of promotion.
Promotion is the process of Marketing Communication aimed to inform, persuade and influence
people. It become very essential, rather a duty, of the manufacturers to make the consumers know
from where, how, when and at what price the product would be available. More and more
promotional activities are required to induce the consumers to purchase more and more products
and thus demand for the product is created. The basic purpose of promotion is to let potential
customers to know about the product through various forms, roles, models, persons. Thus, the
research paper throws light up on current trends in celebrity endorsement and its impact through
various models have considered. For the purpose 100 samples on simple random techniques in
Tiruchirappalli (Trichy) town and through application of Chi-square test and other methods, it is
found that it has major impact in promotion process.
