Celebrity endorsement is an advertisement technique, where a well-known personality is hired by the organization to market their products. This research study focuses on celebrity endorsement and its impact on consumer buying behavior. To carry out this study a sample of 200 respondents is selected from the Sanguem taluka. The data is collected through a structured questionnaire and results were analysed using factor analysis and regression. It is concluded from the study that there is a significant impact of celebrity endorsement on the buying behavior of a consumer.

KEYWORDS: Celebrity Endorsement, Celebrity, Recall, Attention, Buying Behaviour.