Celebrity endorsement in the women's fragrance market and its effect Essay

Celebrity smiler in the womens fragrance market and its effect on the UK consumer behaviour - Essay ExampleThis is the null possibility proposed and the findings from the study would prove whether or not it is valid. If it is not, the alternative hypothesis would prove to be true, i.e., celebrity secondment does not influence consumer behaviour positively in favour of the products.The birth of the modern perfumery attention occurred during the compound era, when the riches and wealth accumulated by the European countries from their colonies enabled the maintenance of the perfect economic climate for the teaching of perfumes using the technique of enfleurage (www.perfume2000.com). The first perfume was produced in 1882, known as fougere royale using the plow of enfleurage. This process uses purified fats in a process similar to maceration which produces pomades that are washed with alcohol, and it produces the finest oils possible.While the fragrance industry is a 25 billion dol lar industry, it is one of the poorest performing sectors in the cosmetic industry. Although it would initially step to the fore that the womens fragrance market is real successful because there are so umpteen reinvigorated fragrances being launched every year, i.e., about 300 approximately, the reality is that only a few of those fragrances are well received and survive long enough to extend production into an different year (Business Wire, 2007). On the other hand, there are some perfumes which have a long standing reputation and customers are very loyal to particular brands. One significant example of this is the Chanel group of perfumes and especially Chanel no 5, which has been popular among women for many decades. This holds good despite the fact that celebrity endorsement of perfumes can be expensive for instance the advertisement for Chanel no 5 using Nicole Kidman cost 18 million for use over a age of five years (www.fashion-era.com).There are two approaches to consu mer behavior. The