Relationship of Celebrity Endorsement with Consumers Impulse Buying in Peshawar, Khyber Pakhtunkhwa, Pakistan

This research is mainly conducted to find out the relationship of celebrity endorsement and consumer impulse buying. This research shows the behavior of the consumer in Khyber Pakhtunkhwa. Peshawar is taken as area of the study. The data is collected from three shopping markets on random basis from the university road markets i.e. Jawad Tower, City Tower and Wadood Sons. Chi-square is applied to get appropriate result. Survey research method is used by distributing structured questionnaires to a sample size of 95 respondents from these targeted markets. The result shows that that celebrity endorsement has no relationship with impulse buying of the consumers.