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- W3029451143 abstract "This research study showed the mediating role of celebrity endorsement between product quality and sales in FMCG Sector. The Sample of the study was comprised of 51 different respondents from different age category of Pune. A structured questionnaire had been design for product quality, celebrity endorsement and sales of FMCG products. The data were collected from this structured questionnaire. After surveys and collection of data, data was entered in SPSS for analysis and interpretations. Regression Analysis was run to predict the impact of product quality on sales and the mediating effect of celebrity endorsement between product quality and sales. It is found that product quality has significantly predicts sales, F (1,45) =41.771, p 0.05, β=0.091,t=0.612, p=0.544. The data shows that there is no mediating effect of celebrity endorsement on sales. The findings of the study were discussed in line with the extant literature and the results of the analyzed data. It was therefore recommended that the FMCG companies should give due attention to the findings of the study." @default.
- W3029451143 created "2020-06-05" @default.
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- W3029451143 date "2020-03-03" @default.
- W3029451143 modified "2023-09-28" @default.
- W3029451143 title "Impact Of Product Quality On Sales In FMCG Companies And Mediating Effect Of Celebrity Endorsement" @default.
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