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The Influence of Celebrity Endorsement on Consumer Behavior

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The Influence of Celebrity Endorsement on Consumer Behavior.

Abstract

This study assessed how celebrity endorsements influenced consumers’ behavior and other factors that predispose people to buy products.

To do this, a number of products sold at the AUN Campus Store and  Top  10  Store,  all  located  within  Yola  Town  and  which  are  endorsed  by Nigerian celebrities were selected and

students of AUN were surveyed based on the assumption that they patronize the shops and also have the required exposure to provide smart answers to the questions posed.

The objectives of the research were to find out why manufacturers engage celebrities to endorse their products, to identify  whether  endorsements  by celebrities influence consumers to buy  products,

to  determine  other  factors  that  predispose people to patronize products and services, and to show whether AUN students are satisfied with products endorsed by celebrities.

To achieve these objectives, a survey method  was  adopted  and  the  multi-stage  sampling technique was used in selecting 350 respondents for the study.

Out of the number, a total of 321 respondents completed and returned the questionnaires to the researcher. Data obtained were collected and analyzed using excel sheet.

The study showed that while majority of respondents expressed satisfaction with the products endorsed by celebrities, a  greater  number  held  that  celebrity  endorsement  does  not  influence them to purchase a  product.

The study also found out that quality and price are some of the most important factors consumers consider when purchasing products.

Introduction

1.1 Background of Study

Advertising is an essential marketing tool for both new and existing products and businesses. It is a special form of communication directed at selling or making people aware of the availability of goods and services.

It also helps to build relationships between producers and the ultimate consumers. The Encyclopedia Britannica defines advertising, “as communication techniques and practices used to bring products,

services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way.” (Search, 2016).

Advertisers worldwide have acknowledged the use of celebrities as a technique for enhancing trade. Advertising and marketing managers spend large amount of money in order to make celebrities endorse their products (Sushil & Ashish, 2013).

A lot of people generally tend to look at celebrities as some kind of role models. Many more put in so much effort, time, energy and resources to look like their favorite celebrity.

Others go as far as dressing like them, mimicking the way they speak, and walk and act. And yet, others go to the extent of patronizing goods and services endorsed by a celebrity without considering the fact that they do not need the product at that particular moment (Marshall, 2014).

They are just happy to purchase the product, as far as they can own what their favorite celeb has endorsed.

References

Anaeto, S., Onabajo, O., & Osifeso, J. (2008). Models and Theories of Communication (1st ed., pp. 121-124). USA: African Renaissance Books Incorporated.

Barrow, C. (2011). The 30 day MBA in marketing (1st ed., p. 74). London: Kogan Page.

Celebrity Endorsement. (2016). Business dictionary. Retrieved from http://www.businessdictionary.com/definition/celebrity-endorsement.html

Cherry, K. (2016). What Were Albert Bandura’s Contributions to the Field of Psychology?. Very well. Retrieved 7 November 2016, from https://www.verywell.com/albert-bandura- biography-1925-2795537

Consumer Learning Theories. (2011). Marketing Mixx. Retrieved 6 November 2016, from http://marketingmixx.com/consumer-behavior-2/82-consumer-learning-theories.html

Diffusion of Innovation Theory. (2016). Communication Theory. Retrieved 6 November 2016, from http://communicationtheory.org/diffusion-of-innovation-theory/

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