The influence of celebrity endorsement on consumer behavior: A study of AUN students

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. Instead of spending millions in celebrity endorsement deals, the researcher among other things recommended that manufacturers pay serious attention to improving the quality of their products while also offering reasonable prices, to attract patronage.