Impact of Source Credibility Elements of Consumer Endorser on Consumers Attitude and Purchasing Patterns- An Empirical Analysis in Malappuram, Kerala

The purpose of this paper is to empirically analyse the impact of trustworthiness of consumer endorser and popularity of consumer endorser on consumer attitude and purchase intention of potential customer. Perception towards trustworthiness of consumer endorser is evenly distributed among the categories of socio-economic variables gender, education and region of residence. However, it is significantly different between the categories of occupation (P=0.002) and annual income (P=0.0001). Popularity is concerned, there are significant differences between categories of occupation (P=0.001), annual income (P=0.043) and region of residence (P=0.047). It is seen that consumers of rural region have higher perception towards popularity of consumer endorser.