The purpose of the present study is to explore the relationship between celebrity endorsement and consumer buying behaviour with respect to popularity, familiarity and proficiency. The study was based on primary data which has been taken by using convenient method of sampling. Data analysis for the present study has been done by using Pearson t test at 5% level of significance. The findings of the study indicate that popularity and familiarity of celebrities is positively and significantly associated with consumer buying behaviour. However, proficiency of celebrity has not been found significant and associated with buying behaviour of the consumer.