The Impact Of Athletic Endorsements On Consumers Purchase Intentions

Research Article
Gaurav Pant., Ngangom Jeevan Singh and Bitam Sadokpam

The aim of the study was to find out how much the sports products are purchased by the consumers when endorsed by star athlete among the male and female students of Bharati Vidyapeeth Colleges, Pune. For this purpose, 100 male college students and 100 female college students from Bharati Vidyapeeth Deemed University, Pune were taken as the main subjects of the study. The age of the subjects was 19 to 23 years. To assess the consumers, purchase intention, a self-made questionnaire was administrated to the subjects. When the data’s of the results are achieved further percentage of product purchased was found out analyzing the data’s. The response percentage of female students is found to be 73.74 percent and the response percent of male students is found to be 81.93 percent where the response percentage was high which concludes that the products being endorsed by star athlete are purchased and also increased the consumers. So the congruency of the athlete and product increased consumers, direct consumption or media consumption of the product being advertised and also the athletic endorser in status product advertisement increased consumers value enhancement of the athlete.