Global Business and Economics Research Journal ISSN: 2302-4593 Vol. 3 (2): 1 - 11 Citation: Parmar, B. J. and Patel, R. P. (2014). A study on consumer perception for celebrity & non celebrity endorsement in television commercials for fast moving consumer goods. Global Business and Economics Research Journal, 3(2): 1-11. © Global Business and Economics Research Journal. Available online at http://www.journal.globejournal.org Page1 Page1 A study on consumer perception for celebrity & non celebrity endorsement in television commercials for fast moving consumer goods Bhaveshkumar J. Parmar Gujarat Technological University, India bjpspce@gmail.com Rajnikant P. Patel Sardar Patel University, India Abstract In the present era of information explosion and media influence, advertisements play a major role in changing perception or thinking of consumer. Across the world, celebrities have been used for a wide variety of brands. Celebrity endorser is extensive; nevertheless there is limited study on Consumer perception of celebrity versus non celebrity advertisement on television commercials for the products come under FMCG. The aim of the study is to assess consumer’s perception regarding to use celebrity and non celebrity endorsement in advertisements. The findings show there is a significant difference for all FMCG categories between advertisements for celebrity and non celebrity. Keywords: Celebrity endorsement; non-celebrity endorsement; consumer perception; television commercials; fast moving consumer goods