The Effect of Celebrity Endorsement on Consumer Buying Behaviour in Kumasi Metropolis

Abstract

In recent times, most companies have been trying to increase sales and market share by employing celebrities in their advertisements because marketing managers believe that the use of celebrities can increase a company’s returns. However, the amount or percentage actually contributed by the celebrities after paying so much to employ them has not been defined. Therefore, the purpose of the research is not only to know the extent to which celebrity endorsement affects consumers’ buying behaviour, but also, whether other factors can play a vital role in consumers’ buying behaviour. The research was based on a causal and cross-sectional study using with a sample size of 220 consumers within Kumasi and 10 marketing managers of companies that employ celebrities. Tools used to collect data were self and interviewer-administered questionnaires. Data collected was analysed using the Statistical Package for the Social Sciences (SPSS) and Pareto-Value Chart. The research will inform marketing practitioners about the factors that need much attention in product development, coupled with how celebrity endorsement can be utilised effectively in the marketing of goods and services. It will assist celebrities to stand the chance of getting better deals for their endorsement in situations where they are found to enormously and positively affect consumers’ buying behaviour.