Mr. - Tahiru - Project Edithed

UNIVERSITY OF EDUCATION, WINNEBA
THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING
BEHAVIOUR: A CASE OF FAST MOVING CONSUMER GOODS (FMCGs)
IN THE ACCRA MUNICIPALITY
TAHIRU SALIFU ALANDAH
2023
UNIVERSITY OF EDUCATION, WINNEBA
THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING
BEHAVIOUR: A CASE OF FAST MOVING CONSUMER GOODS (FMCGs) IN
THE ACCRA MUNICIPALITY
TAHIRU SALIFU ALANDAH
(220013296)
DISSERTATION SUBMITTED TO THE DEPARTMENT OF MARKETING and

ENTREPRENEURSHIP OF THE SCHOOL OF BUSINESS,
UNIVERSITY OF EDUCATION WINNEBA
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION
DEGREE IN MARKETING
NOVEMBER, 2023
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DECLARATIONS
Candidate's Declaration
I hereby declare that this dissertation is the result of my own original work and that no
part of it has been presented for another degree in this University or elsewhere.
Name: TAHIRU SALIFU ALANDAH
Candidate's Signature: ………………..…………… Date:……………………..
Supervisor's Declaration
I hereby declare that the preparation and presentation of the dissertation were
supervised in accordance with the guidelines of supervision of dissertation laid down
by the University of Education, Winneba
Name: REXFORD OKYIREH
Supervisor's Signature: ……………………….…. Date:………………………..
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DEDICATION
I dedicate this work to my mother, Memunatu Gado.
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ACKNOWLEDGEMENT
I would like to express my deepest appreciation to Rexford Okyireh for his guidance
and knowledge that he provided throughout my research. I want to thank him for the
many things he taught me along the way.
I would like to thank my family members especially my mother Memunatu Gado for
her constant encouragement and insights she provided me throughout the whole
process and I would like to express my gratitude to my best friends Bernard Akaba
and George Kankam for their continuous assessment. I would also like to
acknowledge participants of the study for being willing to participate in the study and
provide valuable information.
Allah – there is no deity but Him, the Ever-Loving, the sustainer of existence. Neither
drowsiness overtakes Him nor sleep. To Him belongs whatever is in the heavens and
whatever is on the earth. Who is it that can intercede with him except by His
permission? He knows what is before them and what will be after them, and they
encompass not a thing of His knowledge except for what He wills. His Kursi over the
heavens and the earth, and their preservation tires him not. And He is the Most High,
the Most Great. (Quran 1, 255)
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TABLE OF CONTENTS
CONTENT PAGE
DECLARATIONS iii
DEDICATION iv
ACKNOWLEDGEMENT v
TABLE OF CONTENTS vi
LIST OF TABLES x
LIST OF FIGURES xi
LIST OF ABBREVIATIONS xii
ABSTRACT xiii
CHAPTER ONE: INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problem 5
1.3 Research Questions 8
1.4 Objectives of the Study 9
1.5 Research Hypotheses 9
1.6 Significance of the Study 10
1.7 Scope of the Study 10
1.8 Organization of the Paper 11
CHAPTER TWO: REVIEW OF RELATED LITERATURE 12
2.0 Introduction 12
2.1 Celebrity Endorsement 12
2.2 Concept of Celebrity 13
2.2.1 Celebrity Endorser 13
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2.2.2 Using Celebrity in Advertisement 13
2.3 Consumer Buying Behavior 13
2.4 Consumer Buying Decision Process 14
2.5 Fast Moving Consumer Goods 18
2.6 Celebrity Endorsement Models 19
2.6.1 Source Attractiveness Model 19
2.6.2 Ohanian’s Source Credibility Model 20
2.6.3 The Product/Celebrity Match-up Hypothesis 21
2.7 Empirical Literature Review 22
2.8 Conceptual Framework 27
2.9 Hypothesis of the Study 28
CHAPTER THREE: METHODOLOGY 32
3.0 Introduction 32
3.1 Research Design 32
3.2 Research Approach 33
3.3 Target Population 34
3.4 Sampling Design 35
3.5 Sample technique 36
3.6 Data Collection Techniques 36
3.7 Data analysis Techniques 37
3.8 Ethical Consideration 38
3.9 Reliability Analysis 38
3.10 Validity Analysis 39
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CHAPTER FOUR: RESULTS AND DISCUSSION 41
4.0 Introduction 41
4.1 Questionnaire Response Rate 41
4.2 Demographic Profile of Respondents 42
4.3 Descriptive Statistics 43
4.3.1 Attractiveness 44
4.3.2 Trustworthiness 45
4.3.3 Product/celebrity Match-up 46
4.3.4 Expertise 47
4.3.5 Consumer Buying Behavior 48
4.4 Correlation Analysis 49
4.5 Regression Analysis 51
4.5.1 Normality Test 52
4.5.2 Independence of Residuals 53
4.5.3 Linearity and Homoscedasticity 53
4.5.3.1 Linearity 53
4.5.3.2 Homoscedasticity 54
4.5.4 Multicollinearity Assumptions 55
4.6 Regression Analysis Results 56
4.6.1 Model Summary Analysis 56
4.6.2 ANOVA Analysis 57
4.6.3 Coefficient Analysis 58
4.7 Hypothesis Testing and Discussion of Results 59
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CHAPTER FIVE: SUMMARY, CONCLUSIONS AND
RECOMMENDATION 61
5.0 Introduction 61
5.1 Summary of Findings 61
5.2 Conclusion 63
5.3 Recommendation 64
5.4 Limitations and Directions for Further Studies 65
REFERENCES 67
APPENDICES 72
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LIST OF TABLES
TABLE PAGE
2.1: FMCG Category and Products
3.1: Reliability Analysis of Variable
4.1: Questionnaire Response Rate
4.2: Profile of the respondents
4.3: Attractiveness descriptive analysis
4.4: Trustworthiness descriptive analysis
4.5: Product /Celebrity descriptive analysis
4.6: Expertise descriptive analysis
4.7: Consumer buying behavior descriptive analysis
4.8: Correlation Analysis
4.9: Independence of residual
4.10: Collinearity Statistics
4.11: Model Summery Analysis
4.12: ANOVA Analysis
4.13: Coefficient Analysis
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LIST OF FIGURES
FIGURE PAGE
2.1: Consumer Buying Decision Process 15
2.2 Conceptual Framework 27
4.1: Normal P-P Plot of Regression Standardized Residual 52
4.2: Scatter Plot of variable BUY 54
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LIST OF ABBREVIATIONS
ANOVA : Analysis of variance
FMCG : Fast Moving Consumer Goods
SPSS : Statistical Package for the Social Sciences
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ABSTRACT
The study seeks to investigate the effect of celebrity endorsement on consumer buying
behavior; this study was directed at the fast-moving consumer goods (FMCGs). The
study probed the buying behavior of consumers in five FMCG products. Selection of
the products was made through consideration of the major sub-categories in FMCGs,
which are: home care, food and beverage and personal care products. The research
employed, a descriptive design which adopted a quantitative approach. A sample size
of 351 respondent were selected for the study using convenience sampling method.
Data collection was done through a self- administered questionnaire. The study made
use of the Ohanian source credibility model and Product match-up hypothesis, to
formulate the conceptual framework and the conceptual model. It was hypothesized
that, perceived celebrity attractiveness, perceived celebrity trustworthiness and
perceived celebrity/product matchup, significantly influences the buying behavior of
consumers in the Accra Municipality. The study used SPSS Version 23 for data
analysis and descriptive and inferential statistical techniques were used to analyze the
data. The findings of the study indicated that all-independent variables, with expertise
being the exception, (attractiveness, trustworthiness and product/celebrity matchup)
support the hypothesized significant and positive contribution on consumers' buying
behavior in FMCGs. As for expertise, its influence on consumer buying behavior of
FMCGs was found to be positive, but insignificant.
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CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The idea behind celebrity endorsement is that consumers are likely to buy more of a
product if it is associated with a celebrity they admire or trust (Sufian, 2021). The
influence of celebrity endorsement on consumer purchase decisions can be
significant, and it has been extensively studied and utilized in the marketing industry
(Gupta and Kishore, 2015). Celebrity endorsement has been a part of the marketing
strategy, especially in advertising. Previous researches show that the marketing
industry applies celebrity endorsement, to boost the endorser, as well as the
endorsement. Celebrity endorsement can lead to good or bad perception from the
consumer point of view. It depends on the credibility of the celebrity and the
endorsement (Gupta and Kishore, 2015).
Therefore, celebrity endorsement might be an effective strategy to increase consumer
buying behavior. The perceived congruity between celebrities, the product and the
brand, influences consumers. The crescendo of celebrities endorsing brands has been
steadily increasing over last years (Khan and Zaman, 2021). Marketers overly
acknowledge the power of celebrities in influencing consumer purchasing decisions
(Khatri, 2006). Celebrity endorsement is a type of marketing campaign that involves
celebrities from movie stars, entertainers, and athletes (Sufian, 2021). Celebrity
endorsements is now considered an ubiquitous feature of modern marketing. It has the
capacity to increase audience attention, make the advertisement more memorable,
credible, and appealing, and add glamour to the endorsed product (Gupta and Kishore,
2015).
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Endorsement strategy has been officially used by companies in the nineteenth century
and developed as a means of promotion due to radio (30's) and TV (50's) commercials
making, it then grew rapidly in the 70's when celebrity endorsers appeared in 15% of
all advertising (Khan and Zaman, 2021). Celebrity endorsement generates an
immensity of purposeful distinctions within luxury brands that consequently gives rise
to plummeting sales, generated by celebrity-motivated consumer’s confidence.
Meanwhile, a celebrity endorser has a flattering effect on consumer’s perceptions of
psychological ownership, brand trust and brand attitude (Khan and Zaman, 2021).
The context of celebrity endorsement in African society has significant contributions
on customer purchase and repeat purchases (Owusu-Mensah, Nimssah, and Mensah,
2013). Firms use it to influence consumers (Molelekeng and Dondolo, 2021) and
promote their products (Pramjeeth and Majaye-Khupe, 2016). The strategy requires
appropriate fit shared by the chosen celebrity, the brand and the advertised message
(Oh and Park, 2020). In Nigeria, movie stars, athletes and musicians are used in
commercials to endorse products (Ifeanyichukwu, 2016). Their image usage in
endorsements does not always translate to success (Taylor, 2016; Pramjeeth and
Majaye-Khupe, 2016) because the key focus is on product quality (Awobamisi and
Yosra, 2018). Thus, celebrity expertise and trustworthiness are not the necessity:
rather, consumer attitude and celebrity attractiveness are (Molelekeng and Dondolo,
2021). The key attributes of celebrity endorsement impact the purchase behavior of
the youth (Omorodion and Osifo, 2019).
There are match-up risks between the celebrity endorsement and patronage of
endorsed brands (Nguyen, 2020), like the risk of loss of credibility by celebrities
endorsing several brands (Mittal, 2017) and a higher consumer focus on the celebrity
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rather than the endorsed product (Erdogan, Baker, and Tagg, 2001). A significant
problem in African local products is poor patronage (Noah and Kenneth-Adiele,
2018).
Celebrities all over the world often have huge influences on people. Their influence is
often tapped by business entities to partner and achieve set goals. These partnerships
are might be expensive depending on the brands involved. From paying for image
rights to voice, and video endorsements, brand ambassadorial roles come in several
forms (Erdogan, Baker, and Tagg, 2001). Talking of Cristian Ronaldo, Messi, and
several other stars around the world, Ghana is no different from this phenomenon. In
this very study, we look at some celebrities in Ghana with the most endorsement
deals.
(Case of Nana Ama McBrown) Nana Ama McBrown is a household name and is
undoubtedly the queen of adverts in Ghana. She is an actress and a TV presenter. The
good sort after Tv personality has partnered with lots of big brands in the country
inking her name as one the celebrities with most endorsements. Her good looks and
endearing persona make her an ideal brand ambassador. Brands like Tasty Tom,
Hisense Electronics, Softcare, Royal Drinks, UMB Speed App, Roma Insecticide,
Mcberry biscuits, Daffy's, and many more have all been associated with the actress.
Loved by many for his hilarious persona, (Case of Akrobeto) Akrobeto is an actor,
comedian, and TV presenter whose ability to intersperse English with Twi funnily is
amazing. the actor has gradually in time built a brand for himself that attracts other
brands that seem to share similar qualities. Akrobeto has these partnerships under his
belt, This Way Chocolate Drinks, Dr. Caesar Lina Tea, HD Plus, Vodafone, and Delux
paint.
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Celebrity endorsements are also becoming commonly used strategies by Ghanaian
companies for promoting various types of products, services or brands, especially in
soap industry. In Ghana, most of the product brands are endorsed by artists, singers,
and young models and sports icons especially by famous cricketers (McCracken,
2019). It is because celebrity endorsement can arouse public awareness and peoples’
interest effectively and efficiently. Hence, marketers spend huge amount of money on
endorsing celebrities in the entertainment, film, media and sports circles, since they
are guaranteed to make a product favourable in eyes of customers. By making a
celebrity endorser for a company, they handover a significant part of the company
image in the hands of a celebrity. When the celebrity subsequently creates a negative
image for him or herself, it will affect to the image of the company.
Therefore, it is crucial to select the most suitable celebrity as the endorser for a
product of a company (Nguyen, 2020; Mittal, 2017; Erdogan, Baker, and Tagg, 2001;
Noah and Kenneth-Adiele, 2018). Scholars in the field unanimously agree upon the
importance of studying the consumer. In order to succeed in a dynamic and rapidly
evolving marketplace, marketers need to know everything they can about consumers.
(Peter and Olson, 2010) Outline the importance of consumer behavior for marketing
strategies by pointing out that achieving marketing objective depends on knowing,
serving, and influencing consumers.
Currently most literature agree that advertisements endorsement by celebrities affect
the buying behavior of consumers. The use of celebrities as part of marketing
communications strategy is becoming a common practice for major firms in
supporting corporate or brand imagery in Ethiopia (Nguyen, 2020; Mittal, 2017;
Erdogan, Baker, and Tagg, 2001; Noah and Kenneth-Adiele, 2018).
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1.2 Statement of the Problem
The efficacy of celebrity endorsement in influencing consumer purchase decisions,
particularly within the domain of fast-moving consumer goods (FMCGs), has been a
subject of substantial investigation and application. However, despite the extensive
literature on this subject, certain gaps persist in our understanding of the nuanced
impact of celebrity endorsement on the purchasing behavior of consumers when it
comes to fast moving consumer goods (FMCGs). Not all celebrities can be successful
brand ambassadors (Bekk and Spörrle, 2010) Even though customers are over-
exposed to multiple advertising nowadays (Nyarko, Asimah, Agbemavaand Tsetse,
2015) most of them forget about 80% of such adverts (Agrawal and Kamakura, 1995).
Customers may have negative attitude for endorsed brands (Belch and Belch, 2001)
especially if customers have justifiable grounds to believe that information being
championed is not true (Fatima and Lodhi, 2015). Celebrity advertising in Ghana is
woefully inadequate (Noraini and Napi, (2015) Ofori-Okyere and Asamoah, 2015).
Whether celebrities create credibility for companies or risk the identity of brands is a
concern that will continue to baffle advertisers (Radha and Jija, 2013). Also, several
products in spite of celebrity endorsement and expensive adverts have failed to attract
customers attention towards such endorsed brands (Apejoye, 2013). Besides, when a
celebrity is not accepted, his/her unacceptability may affect the product that he/she
identifies with negatively (Apejoye, 2013).
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Celebrity endorsement is a popular marketing method in this era. Since fast moving
consumer goods (FMCGs) are products that are sold quickly and at a relatively low
cost, given that FMCG products are purchased and consumed on daily basis without
intensive thinking, one might question why it has become imperative for firms to get
their products endorsed by celebrities hired at relatively high prices since it obviously
increases the cost of the products which will ultimately end up to be a burden for
buyers/consumers to bear. Besides, the study focuses on fast moving consumer goods,
which in most cases are heavily influenced by fluctuations on demand and supply but
mainly sold due to their accessibility, need and affordability (Nguyen, 2020; Mittal,
2017; Erdogan, Baker, and Tagg, 2001; Noah and Kenneth-Adiele, 2018). Moreover,
it is important to study the level of correlation between celebrity endorsement and
consumer buying behavior.
Beside this the purpose of advertisement is to gain the attention of customers‟
towards their product and service (Apejoye, 2013). However, any advertisement has
big budget; but they can only succeed if they are able to grab customers‟ attention
well. Advertisers are accountable for the money they spend on these promotions, so
they need to make sure that the money they spend is not in vain. They are expected to
attract customers towards the promotions they release through medias According to
(Ohanian, 2015) celebrity endorsement is measured by perceived expertise, perceived
trustworthiness, and perceived attractiveness of the endorser. So, studying which
attribute of celebrity endorsement effectively assists in channeling FMCGs
customers‟ attention towards promotions is a thing of utmost importance (Nguyen,
2020; Mittal, 2017; Erdogan, Baker, and Tagg, 2001; Noah and Kenneth-Adiele,
2018).
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There are various researches about celebrity endorsement and consumer buying
behavior on both local and international level. International researches such as that of
(Dillon, 1993) indicate that celebrity endorsement on social medias have a positive
effect on brand image, brand awareness and consumer buying behavior. Dillon (1993)
further argues that consumers are likely to consume products that are endorsed by
celebrities they positively relate to.
Erdogan (1999). Stated that celebrities are likely to establish a unique and pertinent
position in the mind of consumers through endorsement. Similarly, consumers tend to
have an overall positive attitude toward celebrities. Hence, using them to endorse a
product or a brand, leads to increased consumption. Clinton, Holmes, and Strutton,
(2008) Confirm the effectiveness of celebrity endorsement by arguing that celebrity
endorsement, if used effectively will make brands noticeable from the crowd and
pushes consumers towards purchase. Ohanian, (1991) Confirms that attractiveness of
celebrity, product match-up of celebrity, trustworthiness of celebrity and expertise of
celebrity and other factors related to celebrity endorsement influences customer
buying decision. However, most of these studies address socio-cultural and economic
environments in the USA, Turkey, Pakistan, India and Germany, which in many
respects differ with the one in Ghana.
While prior research underscores the potential advantages of celebrity endorsements,
ranging from heightened brand recall to the establishment of an emotional bond, there
remains a dearth of a comprehensive investigation into how these endorsements
specifically influence consumers' choices within the realm of FMCGs. Moreover, the
impact of celebrity endorsement is subject to multifaceted variables including
celebrity credibility, brand congruence, consumer segments, and the burgeoning role
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of digital platforms. These factors collectively necessitate a more nuanced and in-
depth exploration to ascertain the true extent and nature of the influence of celebrity
endorsement on consumer purchase decisions within the FMCGs sector (Nguyen,
2020; Mittal, 2017; Erdogan, Baker, and Tagg, 2001; Noah and Kenneth-Adiele,
2018).
Furthermore, the context of celebrity endorsement in different cultural and geographic
settings introduces an additional layer of complexity. For instance, the Kaneshie
market context presents unique challenges and opportunities that can significantly
modify the dynamics of how celebrity endorsements impact consumer behaviors, with
potential effects on brand perception and patronage. Despite anecdotal evidence of
celebrity endorsement practices in the Ghanaian context, a comprehensive
investigation into the specific implications for FMCGs remains largely unexplored.
This study therefore laid more focus on the influence of celebrity endorsement on
consumer buying behavior in selected fast moving consumer goods industry (bottled
waters, disposable baby diapers and processed milks). The study addressed the
research question: how significantly celebrity endorsement influences the consumer
buying behavior of the FMCGs.
1.3 Research Questions
The following research questions were formulated to guide the study;
a. How does celebrity attractiveness influence consumers' buying behavior of
selected FMCGs (diapers, bottled waters, dairy products, soaps
anddetergents and feminine hygiene products) in the Accra Municipality?
b. How does celebrity trustworthiness influence consumers‟ buying behavior
of selected FMCGs (diapers, bottled waters, dairy products, soaps
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c. What extent does celebrity/product matchup influence consumers‟ buying
behavior of selected FMCGs (diapers, bottled waters, dairy products, soaps
d. what extent does celebrity expertise influence consumers‟ buying behavior
of selected FMCGs (diapers, bottled waters, dairy products, soaps
1.4 Objectives of the Study
The study was guided by the following objectives:
1. To examin the relationship between celebrity attractiveness and consumer
buying behavior of selected FMCGs in Accra.
2. To determine the relationship between celebrity trustworthiness and consumer
3. To determine the relationship between celebrity/product matchup and
consumer buying behavior of selected FMCGs in Accra.
4. To determine the relationship between expertise of celebrity and consumer
1.5 Research Hypotheses
The following hypotheses were formulated to guide the study;
H1: celebrity attractiveness has a significant positive effect on consumer buying
behavior of selected FMCGs (diapers, bottled waters, dairy products, soaps and
detergents and feminine hygiene products) in the Accra Municipality.
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H2: celebrity trustworthiness has a significant positive effect on consumer buying
H3: celebrity/product match-up has a significant positive effect on consumer buying
detergents and feminine hygiene products) in Accra Municipality.
H4: celebrity expertise has a significant and positive effect on consumer buying
1.6 Significance of the Study
This study will be important to different individuals and organizations: For the fast-
moving consumer goods companies, advertisement agencies and for other researchers,
the study might proof to be of prominent importance as listed below.
For fast moving consumer goods industry, for stakeholder such as investors,
management staff, marketing staff, employees and advertisement agencies. The study
of the effect of celebrity endorsement on consumer buying behavior will be very
essential. The scarcity of literature on celebrity endorsement specific to Ghanaian
FMCGs manufacturers and other businesses makes this research relevant. Based on
the findings of this research, existing and new manufacturers can adjust and adapt
their marketing strategies in accordance with the effect of celebrity endorsers on their
customers.
For academia, the findings of this research will provide empirical evidence and may
add new knowledge to the existing literature in the understanding of the importance of
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celebrity endorsement on consumer buying behavior which is very essential. Thus, the
results would also significantly serve as literature that would add to academic
knowledge in the area of celebrity endorsement. It would provide insights to support
future research regarding the benefits of celebrity endorsement on consumer buying
behavior.
1.7 Scope of the Study
The study is confined to the celebrity endorsements in the Ghanaian fast moving
consumer goods (diapers, bottled waters, dairy products, soaps anddetergents and
feminine hygiene products) with the focus are being Accra. This geographical
limitation was not only chosen because of time, access and cost restriction, but it is
also believed that a considerable number of fast-moving consumer goods (diapers,
bottled waters, dairy products, soaps and detergents and feminine hygiene products)
consumers are available in Accra. In addition, the study investigated some degree of
source of celebrity endorsements: Attractiveness, expertise, trustworthiness, and
celebrity product match-up and only celebrity endorsed advertisement made on TV
was considered for ease of data collection.
1.8 Organization of the Paper
The study has been conducted and grouped under five (5) main chapters. Chapter One
concentrates on the introduction to the concept of working capital management
involving the statement of the problem, aims and objectives, significance, limitation
and organisations of the study. Chapter Two concentrates on the relevant related
literature on the concept of working capital management and corporate performance.
Chapter Three deals with the methodology adopted. That is, mode of data collection
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and all its treatment. Chapter Four touches on the study’s findings and analysis whilst
chapter Five covers the study’s summary, conclusion and recommendation.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.0 Introduction
This chapter presents the review of existing literature in the area of celebrity
endorsement in order to familiarize reader with better understanding of the subject
matter and the chapter presents the conceptual framework of the study together with
the hypothesis formulated.
2.1 Celebrity Endorsement
Celebrity endorsement is a form of advertising campaign that involves a well-known
personality that use the fame of the individual to help promote a product or service.
When celebrities endorse products, it gives that brand an automatic leg up on the
competition. There were certain forms of celebrity endorsements, which included
print advertising in magazines, television advertising, products used in movies and
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television programs, mention of luxury brand in music, inviting celebrities to be co-
creators in designing products and naming products after celebrities Eshaghpour,
(2010).
The power of the celebrity (celebrity endorsement image) as reflected by the market
niches (target) perception of the celebrity’s personality, credibility, popularity value
and attractiveness give the consumers‟ appeal and acceptability of the endorsed brand
some openness. The openness to change worked upon by the strength of
psychological commitment between brands and consumers and the associated power
of communication of the endorser change beliefs, ideas and shifts about a brand; thus
promoting brand switch, changing loyalty status, and greater influence on evaluation
of brand and its purchase intentions (Rifon and Choi, 2012).
2.2 Concept of Celebrity
According to Gupta, (2003) Celebrity is a person whose name could grab public
attention, arouse public interest and generate profit from the public. Celebrities are
well-known individual (television stars, movie actors and actresses, famous athletes,
pop stars, entertainers, etc.) who owe their fame to their achievements.
2.2.1 Celebrity Endorser
Ahmed, Seedani, and Paryani, (2015) defining celebrity endorser as, a famous person
who uses public recognition to recommend or co-present with a product in an
advertisement.
2.2.2 Using Celebrity in Advertisement
Celebrity endorsement is a form of advertising campaign that involves a well-known
person using their fame to help promote a product or service. When celebrities
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endorse products, it gives that brand an automatic leg up on the competition. There
were certain forms of celebrity endorsements, which included print advertising in
magazines, television advertising, products used in movies and television programs,
mention of luxury brand in music, inviting celebrities to be co-creators in designing
products and naming products after celebrities. Eshaghpour, (2010) Consumer
behavior is the study of how individual customer, group or organization select, buy,
use and dispose ideas, goods and services to satisfy their needs and wants. It refers to
the action of consumer in the marketplace and the underlying motives for those
actions.
2.3 Consumer Buying Behavior
To better understand the effect of celebrity endorsement on consumer buying
behavior, it is important to have an idea of the consumers' behavior. The marketing
concept has long been argued and established as the appropriate philosophy of doing
business. This concept states that an organization should satisfy consumer needs to
make profit (Peter and Olson., 2000) this establishes understanding of the consumer at
the center of the marketing concept and the necessity of research into consumer’s
behavior.
The American Marketing Association, (2014) defines consumer behavior as the
dynamic interaction of affect and cognition, behavior, and the environment by which
human beings conduct the exchange aspects of their lives. In other words, consumer
behavior involves the thoughts and feelings people experience and the actions they
perform in consumption processes. It also includes all the things in the environment
that influence these thoughts, feelings, and actions. These include comments from
other consumers, advertisements, price information, packaging, product appearance,
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blogs, and many others (Peter and Olson., 2000). Marketing strategies are outcomes
of the constant relationships and interdependences between the consumers‟ affect and
cognition, their actions and their environment in the Wheel of Consumer Analysis
Model by the authors. As such, consumer behavior reflects the actions of the
consumer that prevail as a result of the consumers‟ knowledge and feelings as well as
the consumer’s environment.
2.4 Consumer Buying Decision Process
Consumer buying decision processes consists of a series of processes or steps,
beginning with a felt need or wants to arise from either internal or external services
and terminating with a confirmation of the decision. The need may be an urgent or
compelling one, demanding immediate satisfaction; or it may be one for which the
satisfaction can be delayed or postponed. In any event a tension is created which
sooner or later must be quit. In order to further understand the decision-making
process study has taken the consumer buying decision making process model from
(Jobber, 2007).
Need Recognition and Problem Awareness
Information Search
Evaluation of Alternatives
Purchase
Post-purchase Evaluation
Figure 2.1: Consumer Buying Decision Process (Jobber, 2007)
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Stage 1: Problem and Need Recognition
According to Jobber, (2007), the need recognition is essentially functional, and
recognition may take place over a period of time. This occurs whenever the consumer
sees a significant difference between his or her current state of affairs and some
desired or ideal state. The need can be triggered by internal stimuli or by external
stimuli. Internal stimuli can trigger a need when one of the individuals‟ normal needs
like hunger, thirst shelter raises to a level high enough to become a drive. From
previous experience, the individual has learnt how to cope with this drive and is
motivated towards objects that will satisfy the need. External stimuli can also trigger a
need. In this instance, the marketer needs to determine the factors and situations that
usually trigger consumer need recognition. The marketer should research consumers
to investigate what kind of need or problem arises and what brings a consumer to
prefer one brand over the other. In this stage of the consumer buying process the
consumer perceives there is a problem to be solved, which may be large or small,
simple or complex.
Stage 2: Information Search
The information search begins with the identification of alternatives ways of
gathering information about the product consumer intend to purchase (Jobber, 2007).
Is the process by which the consumer surveys his or her environment for appropriate
data to make a reasonable decision normally the amount of information searching
activities of a consumer depends on the type of product which either require high
involvement or low involvement. For a product that requires high involvement there
might be a significant difference between brands which require an immense effort or
insignificant differences between brands which leads to dissonance reducing buying
decisions.
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The consumer can acquire information regarding a particular product from various
sources. These sources include personal sources like family and friends, commercial
sources like advertising, salespeople or displays, public sources like mass media and
social networking sites and finally experiential source like handling, examining and
using of product. The relative influence of these information sources varies with the
product and the buyer.
Stage 3: Evaluation of Alternatives
Consumers evaluate or assess the various alternatives, using the information they have
at hand to come to a decision (Jobber, 2007) this process involves comparing the
information gained in the information search process for alternative products and
brands to the product–judging criteria or standards the consumer has developed. For
purchase decisions, the choice alternatives are the different product classes, product
forms, brands, or models the consumer considers buying (Peter and Olson, 2010).
However, given their limited time, energy, and cognitive capacity, consumers seldom
consider every possible choice alternative. Usually only a subset of all possible
alternatives, called the consideration set, is evaluated. Some brands in the
consideration set may be activated directly from memory; this group is called the
evoked set. For highly familiar decisions, consumers may not consider any brands
beyond those in the evoked set. If consumers are confident, they already know the
important choice alternatives, they are not likely to search for additional ones (Peter
and Olson, 2010). Consumers‟ evaluations of the choice alternatives in the
consideration set are based on their beliefs about the consequences of buying those
products or brands. The specific consequences used to evaluate and choose among
30
choice alternatives are called evaluation criteria. Evaluation criteria are the
dimensions used to judge the merits of competing brands (Gary, 2006).
Stage 4: Purchase Decision
A purchasing decision usually follows strong purchase intentions. In this stage the
consumer actually buys the product they have chosen. Generally, the consumer’s
purchase decision will be to buy the most preferred brand. A consumer’s decision to
change, postpone or avoid a purchase decision is influenced heavily by perceived risk.
Many purchases involve some risk and the amount of perceived risk varies with the
amount of money at stake, the amount of purchase uncertainty and the amount of
consumer self- confidence. A consumer takes certain actions to reduce risk, such as
avoiding purchase decisions, gathering more information and looking for national
brand names and product warranties.
Stage 5: Post Purchase Behavior
In this stage the consumers take further action after the purchase decision by
evaluating their satisfaction or dissatisfaction. Consumer satisfaction or dissatisfaction
is determined by the overall feelings, or attitude, a person has about a product after it
has been purchased. Consumers engage in a constant process of evaluating the things
they buy as they integrate these products into their daily consumption activities.
2.5 Fast Moving Consumer Goods
31
FMCG (Fast Moving Consumer Goods) are those goods which are purchased by the
consumers/ buyer for their use and purchased regularly. FMCG Products are non-
durable and perishable product. They have very short life time. Life time of FMCG
products may be less than one year. For example, some are- Dairy products, toilet
soap, packaged foodstuff, detergent, toothpaste, cosmetics, shaving products,
shampoo and household accessories and it may extend to certain electronic goods.
FMCG products are also known by “packed goods” and “Consumer packaged goods”
that are sold and consumed at regular and small duration. Buyers/consumers are
buying these products on daily basis or weekly basis in little quantity. The price of
such products per unit is low. FMCG products consumption is very high due to
requirement of everyone on regular basis and large in number of consumers. The
transformation of the retail market is likely to have a long- lasting impact on
wholesale trade and the distribution of FMCGs (Srinivasu, 2014).
Table 2.1: FMCGs Category and Products
Category Products
Food and Beverages Health Beverages. Soft drinks, Bakery products, Snack
foods, Chocolates, Ice creams, Tea, Coffee, Fruit,
Vegetable, Dairy products, Bottled water, Branded flour,
Branded rice, Branded
sugar, Juices, etc.
Household Care Fabric wash (Laundry soap and detergents), Household
32
cleaners (Dish cleaners, Floor cleaners, air fresheners,
Insecticides, Mosquito repellants), Metal and Furniture
polish, etc.
Personal Care Oral care, Health care, Skin care, Soap, Cosmetics,
Toiletries,
Deodorants, Perfumes, Paper products, Feminine
Hygiene, disposal diaper etc.
2.6 Celebrity Endorsement Models
2.6.1 Source Attractiveness Model
The source-attractiveness model has its origins in the social psychological research
and is a component of the "source valence" model by (McGuire, 2016). According to
Ohanian, (2015). In this model the attractiveness model contends that the
effectiveness of a message depends on source's "familiarity, likability, matchup and
attractiveness" to the respondent. Matchup is a supposed resemblance between the
source and the receiver of the message, while Familiarity refers to knowledge of the
source through exposure. Likability is affection for the source as a result of physical
appearance, behavior, or other personal traits (Belch and Belch, 2003).
Advertisers have chosen celebrity endorsers on the basis of their attractiveness to gain
from dual effects of celebrity status and physical appeal. In order to discern the
importance of attractiveness, one only has to watch television or look at print
advertisements. Most advertisements portray attractive people (Erdogan, 1999).
2.6.2 Ohanian’s Source Credibility Model
33
As Ohanian, (2015) discusses, both the source-credibility model of (Hovland, Janis,
and Kelley, 2015), and the attractiveness model of (McGuire, 2016) were used in
defining the dimensions of source valence. Expertise and trustworthiness as suggested
by (Hovland, Janis, and Kelley, 2015) (also as the credibility dimension of the
McGuire source-valence model), and attractiveness were used as hypothesized
dimensions of source attributes.
Trustworthiness: -according to Ohanian, (2015), trustworthiness is the listener's
degree of confidence in, and level of acceptance of, the speaker and the message. In
conclusion Ohanian, (2015) stated trustworthiness of the communicator (celebrity) is
an important construct in persuasion and attitude change research. Therefore, a
reliable measurement of this construct requires a series of items, rather than the
typical single item commonly used to measure the variable as a trustworthy-
untrustworthy dichotomy.
Trustworthiness Refers to the honesty, integrity and believability of an endorser. It
depends on target audience perceptions. Advertisers capitalize on the value of
trustworthiness by selecting endorsers who are widely regarded as honest believable,
and dependable (Shimp, 1997). (Friedman and Friedman, (2016) Reasoned that
trustworthiness is the major determinant of source credibility and then tried to
discover which source attributes are correlated with trust their findings showed that
likeability was the most important attribute of trust.
Expertise: - Sertoglu and Catli, (2014) define expertise as the degree to which the
endorser is perceived to have the adequate knowledge, experience or skills to promote
the product. An expert source exhibited more agreement with the advocated position
than did those exposed to a low-expertise source. Source expertise in persuasive
34
communication generally indicates that the sources perceived expertise has a positive
effect on attitude change.
Expertise is defined as the extent to which a communicator is perceived to be a source
of valid assertions. It refers to the knowledge, experience or skills possessed by an
endorser. It does not really matter whether an endorser is an expert; all that matters is
how the target audience (Hovland, Janis, and Kelley, 2015): Ohanian, (1991)
perceives the endorser. Expert sources influence perceptions of the product's quality.
A source/celebrity that is more expert has been found to be more persuasive (Aaker,
Stayman, and Hagerty, 2016) and to generate more intentions to buy the brand.
2.6.3 The Product/Celebrity Match-up Hypothesis
The perfect congruence between endorser and product may lead to great endorser
believability through identification process and favorably influence consumer
attitudes toward ads and products as well as buying behavior. The “Celebrity-Product
Match-Up” proposition holds that in order to make an advertisement effective, there
must be congruence or fit between the product and the celebrity in terms of
characteristics such as image, expertise (Muda, Musa, and Putit, 2011). According to
(Rifon and Choi, (2012) some celebrity endorsements work better than others due to a
natural match between the celebrity and the product in terms of cultural meanings and
images.
2.7 Empirical Literature Review
This section covers all related topics written on books, journal articles and published
electronic data. According to (Friedman and Friedman, 1979), "Celebrities are people
who enjoy public recognition by a large share of a certain group of people. According
to Erdogan, (1999) “celebrity” refers to an individual who is known to the public
35
(actor, sports figure, entertainer, etc.) for his or her achievements in areas other than
that of the product class endorsed. McCracken, (1989) Defines celebrity endorser as
“any individual or person who enjoys public recognition and who uses this
recognition on behalf of a consumer good by appearing with it in an advertisement”.
According to Kurzman, (2007) “Celebrity is an omnipresent feature of society,
blazing lasting impressions in the memories of all who cross its path”. In word of
Stonkiene, Banyte, and Piligrimiene, (2011) celebrity endorsement is a prevailing
advertising technique. (McCracken, 1989) defined a celebrity endorser as, "any
individual who enjoys public recognition and who uses this recognition on behalf of a
consumer good by appearing with it in an advertisement, irrespective of the required
promotional role." Advertisers recognize the value of using celebrities and think; they
draw attention to advertising messages in a much-cluttered media environment. In the
United States, about 20% of adverts feature celebrities (Soloman, 2002).
Moreover, stock price has been shown to increase when companies announce
celebrity-endorsement contracts (Kotler and Keller, 2006). The use of celebrities in
marketing communication can be explained based on the following;
a. Celebrity endorsement increases the attention paid to an advert.
b. Celebrities are generally attractive, which helps persuasion when the product
is attractive-related.
c. Celebrities are often well-liked, possibly leading to identification and
consumer persuasion in an attempt to seek some type of relationship with the
celebrity.
Clinton, Holmes, and Strutton, (2008), in their paper on “Exploring the Relationship
Between Celebrity Endorser Effects and Advertising Effectiveness A Quantitative
36
Synthesis of Effect Size” they provide a quantitative summary of the relationship
between celebrity endorser source effects and effectiveness in advertising. The source
credibility model mix up of celebrity attractiveness, celebrity trustworthiness, and
celebrity expertise, appears to capture the three most influential source effects on
purchase intentions, brand attitudes and attitudes towards the advertisement. Results
suggest negative celebrity information can be extremely detrimental to an advertising
campaign.
The effectiveness of celebrity endorsements is subject to reduction by advertising
clutter, selective attention, and the time available to identify and evaluate the
advertisement. Kumar and Hunda, (2015) in their study on “Customer Perception
towards Celebrity Endorsement”, described about nine factors to explore customer
perception towards celebrity endorsement: attractiveness, trustworthiness, physical
appearance, popularity, image/goodwill, aspiration, reliability, negative role of
celebrity and brand for result. In their study, they find that consumer buying behavior
is positively affected by product as compare to celebrity endorsement. Authors also
concluded that attractiveness of a celebrity endorsing a particular product strongly
influence a customer perception. and this impact of products are more positive on the
customer buying decision.
As per the study of Shukre and Dugar, (2013) on “Effect of Celebrity Endorsements
on Consumers‟ Decision-Making Processes: A Study of Television Advertisements
for Selected FMCG Products”, today celebrity endorsement is one of the most popular
tactics of FMCG advertising. Marketers use celebrity endorsement to help in easy
brand recall especially at the time of consumers purchasing situations. Main purpose
of his study is to specify the impact of using celebrity endorsers in advertisements on
37
consumer buying behavior with special references to FMCG products. They
concluded from the study that celebrity endorsements are gaining more and more
popularity. Authors described some important factors of celebrity endorsement are
image, style, attitude, popularity, physical appearance, performance, suitability with
the product etc. Marketers should take care of the gender of the celebrities endorsing
the product as it is an important factor in regard to the consumer.
According to Randhawa and Khan, (2014), in their study on “Impact of Celebrity
Endorsement on Consumer Buying Behavior”, advertising is an effective marketing
tool available to marketers to create and promote awareness for their products. It also
helps to position their products differently among the minds of their customers.
Consumers come in contact with many advertisements every day. Every
advertisement is highlighting the features of the respective products. Now days,
advertisement is a tricky job, with involvement of huge risk, with the help of celebrity
endorsement advertisement plays gamble. In their study authors find that most of the
respondents believe that frequent changes in celebrity for advertising the product can
change the purchasing decision of customers. The purchase attitude is influenced by
the quality of the products rather than endorsement factors, price of the product,
discounts and offers etc. A large number of respondents believe that the quality of
Goods advertised by celebrities may be or may not be good in quality. Khan and
Lodhi (2016) conducted a study and findings revealed celebrity endorsed
advertisements to create brand awareness and recognition and also help capture target
audience.
In a similar study conducted by Friedman and Friedman (2016), findings revealed the
use of celebrities to lead to greater believability, favourable evaluation of a product
38
and a more positive purchase intention. Oyeniyi (2014) in his study on celebrity
endorsement and product performance revealed that trust level of expertise have
positive impact on product performance. However, attractiveness of the celebrity and
similarity between the celebrity and the receiver has little effect on product
performance. Kumar and Hunda (2015), in their study on “Customer Perception
towards Celebrity Endorsement”, celebrity endorsement has become very popular
element in the advertisement nowadays. The purpose of their research paper is to
explore customer perception towards celebrity endorsement. Authors described about
nine factors were manipulated in his research paper: attractiveness, trustworthiness,
physical appearance, popularity, image/goodwill, aspiration, reliability, negative role
of celebrity and brand for result. In their study, they find that consumer buying
behaviour is positively affected by product as compare to celebrity endorsement.
Authors also concluded that attractiveness of a celebrity endorsing a particular
product strongly influence a customer perception. and this impact of products are
more positive on the customer buying decision. Makwana, Pathak and Maheshkar
(2015), in their study on “Impact of Celebrity Endorsement on Branding of FMCG
Products in Indian Small Towns”, they described value of information explosion and
media power, the advertisement plays a major role in changing customer perception
about brands. It argued in the previous researches that FMCG companies did some
mistakes when they were entered in the rural market. These companies treated rural
market as an existing urban market. But the rural Indian consumers' demographic and
psychographic variables differ from those of urban consumers. The purpose their
study is to find out the impact of celebrity endorsement on branding of FMCG
products in Indian small towns. FMCGs are low involvement products, celebrities do
influence on consumers towards brand. Rural consumer is different from urban
39
consumers as- lifestyles and other kind of choices they made is also 76 different from
urban consumers. Therefore, same strategy of celebrity endorsement is not a
guarantee of success in both markets.
As per the study of Shukre and Dugar (2013), on “Effect of Celebrity Endorsements
on Consumers’ Decision-Making Processes: A Study of Television Advertisements for
Selected FMCG Products”, today celebrity endorsement is one of the most popular
tactics of FMCG advertising. Marketers use celebrity endorsement to help in easy
brand recall especially at the time of consumers purchasing situations. Main purpose
of his study is to specify the impact of using celebrity endorsers in advertisements on
purchase intentions of customers with special references to FMCG products. They
concluded from the study that celebrity endorsements are gaining more and more
popularity. Authors described some important factors of celebrity endorsement are
image, style, attitude, popularity, physical appearance, performance, suitability with
the product etc. Marketers should take care of the gender of the celebrities endorsing
the product as it is an important factor in regard to the consumer.
According to Randhawa and Khan (2014), in their study on “Impact of Celebrity
Endorsement on Consumer Buying Behaviour”, advertising is an effective marketing
tool available to marketers to create and promote awareness for their products. It also
helps to position their products differently among the minds of their customers.
Consumers come in contact with many advertisements every day. Every
advertisement is highlighting the features of the respective products.
Now days, advertisement is a tricky job, with involvement of huge risk, with the help
of celebrity endorsement advertisement plays gamble. In their study authors find that
most of the respondents believe that frequent changes in celebrity for advertising the
40
product can change the purchasing decision of customers. The purchase attitude is
influenced by the quality of the products rather than endorsement factors, price of the
product, discounts and offers etc. A large number of respondents believes that the
quality of Goods advertised by celebrities may not be good in quality (Ericsson and
Hakansson, 2005). Advertisers often use celebrities in advertising because of their
famous attributes (beauty, talent, athleticism, power, etc.) that often represents the
attractions desired for the brands they endorse.
2.8 Conceptual Framework
The main purpose of the study is to investigate the real effect of celebrity
endorsement on consumer buying behavior on fast moving consumer goods in Accra.
Based on the above review of related literature, the below conceptual framework was
developed.
Independent Variable (IV): Celebrity Endorsement Factors

├─ Physical Attractiveness
│
├─ Trustworthiness
│
├─ Celebrity Expertise
│
├─ Product-Celebrity Match-Up
│
Dependent Variable (DV): Purchase Intention of FMCGs
Figure 2.2 Conceptual Framework (Source: Developed by researcher)

Celebrity Endorsement
Trustworthiness
Physical
Attractiveness
41
Consumer
Buying
Celebrity
Behavior
Expertise
Dependent Variable: The dependent variable considered for this research study is
“Consumer Buying Behavior”.
Independent Variables: The independent variables are qualitative factors, such as
components of celebrity endorsement, attractiveness, trustworthiness; expertise and
celebrity/product match-up
2.9 Hypothesis of the Study
The following hypotheses are formulated after a critical examination of various
literatures had been performed. All mentioned hypotheses were tested in order to
achieve the targeted main and specific objectives of this study. In the hypothesis
celebrity endorsement measurements (attractiveness, trustworthiness,
celebrity/product matchup and expertise) are independent variable while consumer
buying behavior is the dependent variable.
H1: celebrity attractiveness has a significant and positive effect on consumer buying
detergents and feminine hygiene products) in Accra.
42
According to (Ohanian, 1991), “Beauty is a greater recommendation than any letter of
introduction". Celebrity endorser‟s Physical attractiveness got great social appraisal
and acceptability. It is a source to capture attention of audience both in print and
electronic media; Physical attractiveness has positive effect on consumer‟s behavior
toward the product and service while making comparison of product with the person
who is unattractive (Ohanian, 1991). A study finding about Razor reveals that
attractiveness of celebrity produces significant results as people are themselves
conscious about their own attractive looks Kahle and Homer, (1985).
H2: celebrity trustworthiness has a significant and positive effect on consumer buying
Trustworthiness refers to the “honesty, integrity and believability of an endorser”
(Erdogan and Tagg, 2001). Consumer has generally a consideration that celebrities are
trustworthy source of communicating information (Goldsmith, Lafferty, and Newell,
2000). It is general principle a person you trust upon is a source to easily convince
you to believe in unseen thing, that person is more believable than any other in
community. In addition, if such person is also an expert in the field for which he or
she is advocating is more persuasive. (Erdogan, 1999) argued that celebrity endorser’s
credibility is not a single source but a valuable source having cognitive and positive
effects on intent to purchase.
H3: celebrity/product match-up has a significant and positive effect on consumer
buying behavior of selected FMCGs (diapers, bottled waters, dairy products, soaps
and detergents and feminine hygiene products) in Accra.
43
Celebrity matchup principle with product is as important as all other attributes
pertains to celebrity for high social acceptability and strengthening the credibility of
celebrity (Kamins M., 1990) and (Kotler, 1997) product and celebrity association is
most important factor for generating positive feedback because people take it as
evidence that product is in reality used or consumed by celebrity. If logically audience
does not accept the celebrity as perfect match with what they are endorsing is nothing
but only unnecessary expenditure. “Moderately incongruent endorsers did not perform
better than extremely congruent ones” (Jagre, Watson, and Watson, 2001).
Match-up of source endorser gains is supported by the study of (Misra and Beatty,
1990) that product is easily “recall and affect” is improved by the similarity between
source endorser and brand. Brand celebrity matchup study supports congruence
principle and its effectiveness (Roy, 2006).
Another study for significant effect of celebrity congruence is being interconnected
between celebrity and the brand which creates strong perception for audience about
expertise (Ohanian, 1991). People desire to identify the product with source and so
congruity of source with product is much important (Kamins and Gupta, 1994).
H4: celebrity expertise has a significant and positive effect on consumer buying
Term expertise is defined as “the extent to which a communicator is perceived to be a
source of valid assertions” (Hovland, Janis, and Kelley, 2015). In order to persuade
recipients of information endorser’s expertise has encouraging effect on receivers
Ohanian, (2015). (Belch and Belch, 1994) said that information receivers have strong
44
belief upon the person who is practical having related knowledge, expertise in
advocating area. Endorser with high knowledge and skills has strong power of
recommendation as compare to the endorsers with low expertise Ohanian, (2015).
Celebrity expertise is one of the reasons in order to find out its influence on recipients
of information (Amos, Holmes, and Strutton, 2008). If the celebrity advocating the
product has strong knowledge and experience, then he/she will ultimately have
differential power to pursue due to strong believability.
CHAPTER THREE
METHODOLOGY
3.0 Introduction
45
This chapter describes the area of study and the methodological procedures followed
in the execution of fieldwork in accordance with the objectives of the study. The
topics covered include: research design, research approach, research design,
population of the study, sample technique and data analysis.
Research in the words of Asika (2008) is an organized enquiry that aims at providing
information for solving identified problems. Adler and Clark (2011) states that a
scientific research method is a way of conducting empirical research following rules
that specify objectivity, logic, and communication among a community of knowledge
seekers and the connection between research and theory. However, this impacts on the
influence and impact of a communication message. Tejumaiye (2017) says
communication research is the application of scientific methods to the study of the
process and effects of communication.
3.1 Research Design
As a plan and framework of a research project, the research design guides the data
collection and analysis procedures to ensure that the study will ultimately address the
relevant problem (Wiid and Diggines, 2009). The research design outlines the
approach used to collect data from respondents such as target population, main
variables from questionnaire administered as well as the limitations of the data
collection used as basis for inference and interpretation, for explanation
(Panneerselvam, 2017; Kumar, 2016). The research design used for a study can be
classified by means of the purpose for which the research is conducted (Cooper and
Schindler, 2016). The main classifications of research purposes are exploratory,
explanatory and descriptive (Saunders, Lewis and Thornhill, 2013).
46
This study adopted descriptive design (sampling from a large sample). The descriptive
design was used to understand the nature of celebrity endorsement on consumer
buying behavior. Descriptive design is basically used for current phenomena under
study such as celebrity endorsement. Moreover, research design is a framework or
blueprint for conducting research projects. It specifies the details of the procedures
necessary for obtaining the needed information to solve a research problem (Saunders,
Lewis and Thornhill, 2013). There are three types of research designs: exploratory
research design, descriptive research deigns and experimental/causal research design.
Exploratory research is usually conducted when the researcher does not know much
about the problem of study and wants to gain more background information.
Descriptive research is normally undertaken to describe phenomenon, events and
circumstances. It usually describes answers to questions of who, what, where, when
and how. Causal research is usually conducted to determine the cause-and-effect
relationship between variables. Furthermore, descriptive research presents a picture of
the specific details of a situation, social setting or relationship, it focuses on “how?”
and “who?” questions: “How did it happen?” “Who are involved?” descriptive
researchers use most data gathering techniques including surveys, field research,
content analysis and historical comparative research (Neuman, 2017).
3.2 Research Approach
This study primarily adopts a quantitative approach. It employed an extensive review
of the literature to develop the conceptual framework or model which was deployed
into the empirical test to attain the objective of the study. The quantitative approach
was used because it enables the researcher to critically examine the relationship
between independent variable of celebrity endorsement such as celebrity
47
attractiveness, celebrity trustworthiness, celebrity/product matchup and celebrity
expertise and the dependent variable consumer buying behavior of FMCGs.
Quantitative survey method was used to meet the purpose of this study. The
researcher focuses heavily on quantitative research because it is useful to quantify
opinions, attitudes and behavior and find out how the whole population feels about a
certain issue. By employing inferential statistics (correlation and regression analysis),
the effect of the independent variable (celebrity endorsement) on the dependent
variable (consumer buying behavior) was assesed.
Causal analyses between the dependent and independent variables were undertaken
for the FMCG products based on the primary data collected. This led to the
confirmation and rejection of the hypotheses and revealed a detailed analysis of the
relationships between buying behavior and the handful of the other underlying factors.
This analysis forms the core findings of the study attaining the primary objective of
distinguishing the key underlying factors.
3.3 Target Population
The target population of the study consist of all individual consumers who are
occasional and/or regular users of fast-moving consumer (diapers, bottled waters,
dairy products, soaps anddetergents and feminine hygiene products) which are men or
women aged 18 and more years old and have at least a foundation education. Accra
was the target location from where the respondents were obtained.
3.4 Sampling Design
48
Determining sample size is very complex as it depends on other factors such as
margins for errors, degree of certainty and statistical technique. Sample size is
therefore directly proportional to the desired confidence level of the estimate (z) and
to the variability of the phenomenon being investigated, and it is inversely
proportional to the error that the researcher is prepared to accept according to
(Corbetta, 2003). As cited by (Kassahun, 2014), when the size of population is
unknown and previous researches are unavailable to determine the variability of an
estimate over all possible samples, thus the sample size is calculated for the list
favorable case p = q = 0.5 (Corbetta, 2003) as cited by (Kassahun, 2014) Indeed, as
the variability is measured by √pq, it is easy to see that this index assumes its highest
value when p = q = 0.50.
Since the total population is unknown and previous studies are not available, with the
study title here in Ethiopia, to determine the estimate of p and q, this study used the
recommendation by (Corbetta, 2003) in determining the standard deviation, 95%
confidence interval and 5% sampling error in calculating the sample size
The sample size for this study was determined with the use of Top Man's formula as
presented below (Dillon, 1993).
n = 𝑧2 𝑝𝑥𝑞/𝑒2 Where:
n = required sample size
Z = Degree of confidence (i.e. 1.96)²
P = Probability of positive response (0.5) Q=Probability of negative response (0.5)
E = Tolerable error (0.05)²
n = (1.96)2 𝑥 0.5 𝑥 0.5 / (0.05)2
n= 3.8416 𝑥 0.5 𝑥 0.5/0.0025
n = 384.16 ≡384 𝑅𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡
49
Adopting non probability convenience sampling in which the population elements are
selected based on ease of access (Kothari, 2004), the researcher selected respondents
based on their availability for the survey. The researcher also coupled this sampling
method with the expert judgment that the respondents should be those who either
consume or purchase the products. The questionnaires prepared were distributed to be
filled in a self- administered manner. The 384 respondents were selected during or just
after an actual shopping activity. This has been useful in alleviating the memory bias
(Xu and Griffiths, 2008) as well as in improving the strength of the sample
representativeness as the sample selection was undertaken in kiosks/shopping centers
across all sub cities of Accra.
3.5 Sample technique
For this study both non-probability sampling techniques were used. The study adopted
the convenience sampling technique which is a non-probability sampling technique.
Moreover, convenience sampling method allows the researcher to select particular
participants needed for specific information based on the assess and reliability of the
participate to the researcher. For the study this approach was used to select shop
owners and customers.
3.6 Data Collection Techniques
One of the most important research instruments for collecting primary data is the
questionnaire, which was employed for the purpose of this study. Structured close-
ended questionnaires were distributed to consumers of FMCGs. The questionnaire
was carefully developed in a way that will measure the impact of the proposed
independent variables on the dependent variable. The type of questions, form,
wording and sequences were also considered carefully. It was translated into Amharic
50
to help ease comprehension and in order to extract accurate response of respondents.
The collection of primary data is carried out during or immediately after an actual
shopping of FMCGs by respondents.
The questionnaire was developed based on the hypotheses of the study. These items
are characterized by high reliability and validity in measuring the constructs they are
supposed to measure as demonstrated in earlier research studies. A five-point
structured Likert scale questionnaire was adopted from different previous studies
which provided customers with a greatest range of options starting from strongly
disagree to strongly agree. So, this was the instrument used to collect primary data in
the present day. This self-administered questionnaire developed with a five-point
Likert scale was distributed to the sample units by the researcher and some field
assistants.
3.7 Data analysis Techniques
The statistical tool employed for this study was the Statistical Package for Social
Science (SPSS) version 25 for the analysis of the primary data, descriptive and
inferential statistical analysis techniques. With regards to the descriptive analysis
percentages, means, standard deviations and frequencies were calculated. This
analysis revealed the demographic profile of FMCG shoppers and consumers in the
Accra Municipality. With regards to inferential statistics, correlation as well as a
regression analysis was used to investigate the most important questions and
objectives of this study and to arrive at the core findings of the study with regards to
the hypotheses forwarded. The correlation analysis reports on the magnitude and
direction of relationships between variables in the study.
51
These variables are the independent variables (celebrity endorsement) and the
dependent variable (consumer buying behavior). A liner multiple regression analysis
was employed in order to investigate the impact of the hypothesized factors on the
buying behavior or decision-making process of FMCG consumers that are endorsed
by celebrities in Accra Municipality. This has enabled hypotheses testing revealing
which of the hypothesized independent variables have a statistically significant
influences on the decision of the buyer in each of the products. The regression
analysis also reveals the amount of variance explained by the conceptual framework
forwarded.
3.8 Ethical Consideration
All the research participants that were included in this study were appropriately
informed about the purpose of the research and their willingness and consent was
secure before the commencement of distributing questionnaire. The Respondents were
informed of their full right to fill out the questions or to withdraw from the study at
any time, without any unfavorable consequences, and in case any harm comes to them
as a result of their participation or non-participation. Moreover, information was not
modified or changed, therefore information was presented as collected and all the
literatures collected for the purpose of this study will be acknowledged in the
reference list.
3.9 Reliability Analysis
The reliability of instruments measures the consistency of instruments. (Creswell,
2009) Considers the reliability of the instruments as the degree of consistency that the
instruments or procedure demonstrates. The reliability of a standardized test is usually
expressed as a correlation coefficient, which measures the strength of association
52
between variables. It represented as a number between 0 and 1. According to
(Zikmund, Babin, Carr, and Griffen, 2013) scales with coefficient alpha between 0.6
and 0.7 indicate fair reliability.
Thus, for this study, a Cronbach’s alpha score of .70 or higher is considered adequate
to determine reliability.
In this study each statement was rated on a 5 point likert response scale which
includes strongly agree, agree, neutrals, disagree and strongly disagree. Based on this
an internal consistency reliability test was conducted. The result of the Cronbach’s
alpha for this study’s instrument was found to be in the acceptance range i.e. >0.7 as
shown in table 3.1 below all the independent and dependent variable score greater
than 0.7 which is in the acceptable range.
Table 3.1: Reliability Analysis of Variable
Variables Cronbach’s alpha coefficient Number of item
Attractiveness 0.962 5
Trustworthiness 0.888 3
Expertise 0.883 4
Product/celebrity match-up 0.930 3
Consumer buying behavior 0.924 4
All Variables 0.928 19
Source: research’s survey data, 2023
3.10 Validity Analysis
The content-validity refers to ―the degree to which a measures items represent a
proper sample of the theoretical content domain of a construct. For the items to have
53
content- validity, they also need to be face-valid, which refers to the degree that
respondents or users judge that the items of an assessment instrument are appropriate
to the target construct and assessment objectives (Ebrahim, 2013). All the questioners
derived from relevant literature to ensure validity of the questionnaire. The
questioners will be adopting form previous research works that are related to this
research.
Accordingly for this study the questionnaire were sent to my advisor and the
comments were received, reviewed and correction were made. Furthermore, the
questionnaire were evaluated and commented by other people who believed to be
knowledgeable in the area. With these validity tests and confirmations, the researcher
is confident that the measuring instruments employed for the study are valid and have
resulted in precise measurements.
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CHAPTER FOUR
RESULTS AND DISCUSSION
4.0 Introduction
This chapter presents the findings of the research in accordance to the research
objectives. The analyses and interpretation of the data collected from the respondents
is presented. It began with a description of the demographic and general
characteristics of the participating respondents. Then, the results of Descriptive
Statistics and Inferential Statistics (correlation analysis and Regression analysis was
discussed. At last, summary of the findings will be presented.
4.1 Questionnaire Response Rate
As it is indicated in table, 4.1 below out of the 384 questionnaires prepared and
distributed, 369 (96%) questionnaires were collected back, during data analyzing
process the questionnaires were checked for errors and 18 incomplete questionnaires
were eliminated, finally leaving 351 (91%) questionnaires for analysis. So, the
response rate is excellent.
Table 4.1: Questionnaire Response Rate
Respondents
Correctly Filled and Returned Not Correctly filled Not Returned
Number 351 18 15
Percentage 91% 5% 4%
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respondents, results showed that 56.7% of the respondents have a bachelor’s degree
and 13.1% of the respondents Finished 12th Grade. 13.1% of the respondents have a
College Diploma. The rest 8.8% are not finishing 12th grade and 7.4% of the total
respondents has master’s degree and above. The above result shows that respondents
who have a bachelor’s degree are the major Consumers of FMCGs (diapers, bottled
waters, dairy products, soaps and detergents and feminine hygiene products) in
respect with other educational background.
Table 4.2: Profile of the respondents
No. Profile Description Frequency Percentage (%)

Female 201 57.3
Gender Male 150 42.7
Total 351 100
18-30 238 67.8
31-40 75 21.4
Age 41-50 37 10.5
>50 1 0.3
Total 351 100
Educational Basic Education 31 8.8
Background High School 49 14
Diploma 46 13.1
Bachelor Degree 199 56.7
Master’s degree and above 26 7.4
Total 351 100

Do you consume Yes 351 100
FMCG?
4.3 Descriptive Statistics
56
In order to analyze the respondent’s overall consumer buying behavior 19 questions
were grouped into the four level measurements of celebrity endorsement, which are
Attractiveness, Trustworthiness, Expertise and celebrity/Product match-up. In order to
compare the respondent’s feedback to celebrity endorsement, descriptive statistics of
mean and standard deviation is used. The mean indicates to what extent the sample
group averagely agrees or disagrees with the different statements. The higher the
mean the more the respondents agree with the statement while the lower the mean the
more the respondents disagree with the statement. In addition, standard deviation
shows the variability of an observed response. Below the results is discussed one by
one.
4.3.1 Attractiveness
Respondent perception about physical attractiveness of the celebrity endorsing
selected fast moving consumer goods toward consumer buying behavior the
researcher presented 5 question to measure the consumer attitude from the question
listed “I buy the product because the celebrities are attractive” scores 2,7977 which is
the highest this indicate that consumer of fast-moving consumer goods buy the
product because the celebrity endorsing the product is attractive and from the table
below the lowest mean score toward celebrity attractiveness is “I buy the product
because the celebrity endorsing the products are elegant” is 2.6353.
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Table 4.3: Attractiveness descriptive analysis
Variables Mean Std. Deviation

I buy the product because the celebrities are 2.7977 1.44581
attractive
I buy the product because the celebrity 2.6952 1.25855
endorsing the product creates a class
endorsing the products are beautiful
endorsing the products are elegant
I buy the product because the celebrities look 2.6553 1.25958
sexy
Attractiveness 2.7373 1.23369
4.3.2 Trustworthiness
From the table 4.4 shown below trustworthiness of the celebrity on consumer of
selected FMCGs (diapers, bottled waters, dairy products, soaps and detergents and
feminine hygiene products) buying behavior is more tends to buy because the
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celebrity endorsing the product is honest about the message is he/she is giving since
from the survey data mean score for this question is the highest, which is 3.0627.
Table 4.4: Trustworthiness descriptive analysis
I buy the product because the celebrity is 3.0627 1.30780
honest about the message he/she is giving
I buy the product because the message given by 2.9858 1.22932
the celebrity is reliable.
I buy the product because I trust the celebrity 2.9259 1.35021
regarding the product
Trustworthiness 2.9943 1.17675
4.3.3 Product/celebrity Match-up
Respondent perception about Product/celebrity matchup between the celebrity
endorsing the product and the selected fast moving consumer goods toward consumer
buying behavior the researcher presented 3 question to measure the consumer attitude
from the question listed “I buy the product because the celebrity has good fit with the
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product” scores 3.1823 which is the highest this indicate that consumer of fast moving
consumer goods buy the product because the celebrity endorsing the product and the
product itself has good fit from the table below the lowest mean score toward
Product/celebrity matchup is “I buy the product because the celebrity has good match
with the product” is 3.0570.
Table 4.5: Product /Celebrity descriptive analysis
I buy the product because the celebrity is 3.0855 1.22758
compatible with the product
I buy the product because the celebrity has 3.1823 1.30311
good fit with the product
good match with the product
Product /Celebrity 3.1045 1.19543
4.3.4 Expertise
As illustrated on Table 4.6 the variables “I buy the product because the celebrity has
enough experience to endorse the product “score relatively high with an overall mean
score of 3.5385. While the respondents gave the least score of 3.208 to the item, “I
60
buy the product because the celebrity has enough knowledge of the product he/she
endorsed”.
Table 4.6: Expertise descriptive analysis
enough expertise of the product he/she
endorsed
enough experience to endorse the product
enough knowledge of the product he/she
endorsed
enough qualification to endorse the product
Expertise 3.3583 0.97084
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4.3.5 Consumer Buying Behavior
As can be seen from Table 4.7, the respondents gave a highest mean score of 3.0855
to the item “I buy a product just because the celebrity are using it” implying that they
have an emotional attachment with the celebrity. The respondents gave a lower mean
score of 2.8604 to “I would buy any brand if my favorite celebrity is endorsing it”.
Table 4.7: Consumer buying behavior descriptive analysis
I buy a product which is endorsed by 2.9288 1.22267
celebrity
I will switch from my regular product to 3.0313 1.27016
new product endorsed by my favorite
celebrity
I buy a product just because the celebrity is 3.0855 1.29773
using it
I would buy any brand if my favorite 2.8604 1.29412
celebrity is endorsing it
Consumer buying 2.9765 1.14704
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The mean score value of the overall level of physical attractiveness is 2.74 and
trustworthiness of the celebrity is 2.99 which falls below the cut of point 3.00. This
means consumer of selected FMCGs (diapers, bottled waters, dairy products, soaps
and detergents and feminine hygiene products) exhibit neutral response on physical
attractiveness of the celebrity and perceived trustworthiness the celebrity.
4.4 Correlation Analysis
The correlation matrix with the dependent and independent variables allows assessing
the strength of the association between the variables of interest i.e. it allows to test the
hypotheses. The level of association as measured by Pearson’s correlation coefficient
(r) falls between -1.0 and +1.0, which indicates the strength and direction of
association between the two variables (Saunders, Lewis, and Thornhill, 2009).
If the correlation result of two variables lies between -1 and 0, the two variables are
negatively related, if the correlation result lies between 0 and 1, they are positively
related, and if the correlation is 0, this means that there is no relation between the two
variables (Marczyk, Dematteo, and Festinger, 2005). When r=+1, it implies that there
is a perfect direct relationship between the variables, when r=-1, it implies that there is
a perfect negative/inverse relationship between the variables, when r is in between
0.10-0.29, it implies that the variables have weak relationships, when the value of r is
in between 0.3- 0.49, it implies that the variables have moderate relationship, and
when the value of r becomes greater or equal to 0.5, it indicates that the relationship is
strong. Correlation is significant at the level 0.01 (1-tailed). The correlation matrix for
the overall sample is provided in the table below (Saunders, Lewis, and Thornhill,
2009).
63
Table 4.8: Correlation Analysis
Attractiv Trustwort Expertis Product/ Consumer

eness hiness e celebrity buying
match-up behavior
Attractiveness Pearson Corr. 1
Sig. 2-tailed
N 351
Trustworthiness Pearson Corr. .234** 1
Sig. 2-tailed .000
N 351 351
Expertise Pearson Corr. .304** .408** 1
Sig. 2-tailed .000 .000
N 351 351 351
Product/celebrity Pearson Corr. .554** .385** .466** 1
match-up
Sig. 2-tailed .000 .000 .000
N 351 351 351 351
Consumer Pearson Corr. .553** .357** .349** .525** 1
buying behavior Sig. 2-tailed .000 .000 .000 .000
N 351 351 351 351 351
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As per Table 4.8 above, the coefficients show that all of the four factors measuring
celebrity endorsement are positively related with the Consumer buying behavior
within the range of 0.349 to 0.553 all were significant at p<0.01.
Attractiveness, Trustworthiness, Product/celebrity match-up and Expertise show a
Strong positive relation (0.553, 0.357, 0.349and 0.525 respectively). From the
independent variable Attractiveness is the highest correlation with the dependent
variable.
4.5 Regression Analysis
In order to draw correct estimation, using regression model to analyze the data
requires certain assumptions to be fulfilled. Fulfillment of basic the assumptions are
tested before the regressions were run (Brooks, 2008). The five assumptions of
multiple regressions are presented. Normality assumption, linearity and
homoscedasticity, independence of residual tests for multi co-linearity, and tests for,
are presented on the study under this subsection.
4.5.1 Normality Test
Test for normality, its determining whether the data is well modeled by normal
distribution or not. Test for normal distribution could be checked by graphical
(Histogram or dot plot) method of tests. The normality assumption assumes a critical
role when the study is dealing with a small sample size, data less than 100
observations. (Gujarati, 2004).
Even though the normality assumption not a treat since the observation or sample size
of the study is larger enough, more than 100 observations, the researcher test is using
normal probability plot (NPP). The decision rule is, if the fitted line in the NPP is
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approximately a straight line, one can conclude that the variables of interest are
normally distributed (Gujarati, 2004).
Figure 4.1: Normal P-P Plot of Regression Standardized Residual
4.5.2 Independence of Residuals
The value of Durbin-Watson statistic ranges from 0 to 4. As a rule, the residuals are
independent (not correlated) if the Durbin-Watson statistic is approximately 2, and an
acceptable range is 1.50 to 2.50 (Babatunde, Oguntunde, A. O, andBalogun, 2014). In
this case, Durbin-Watson is 1.879 which is between the acceptable ranges.
Table 4.9: Independence of residual
Model Dubrin-watson
1 1.879
a. Predictors: (Constant), Attractiveness, Trustworthiness, Product/celebrity
match-up and Expertise
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b. Dependent Variable: consumer buying behavior
4.5.3 Linearity and Homoscedasticity
4.5.3.1 Linearity
The model that relates the response Y to the predictors X1,X2,X3….Xn, is assumed to
be linear in the regression parameters(Chatterjee and Hadi, 2012). This means that the
response variable is assumed to be a linear function of parameters (β1, β2, β3….. βn)
but not necessarily a linear function of the predictor variables X1,X2,X3…..Xn, as
cited by (Kassahun, 2014).
The result of this study also showed that, there is a linear relationship between the
independent variables of relationship celebrity endorsement and the response variable
consumer buying behavior. This means that for every increase in the independent
variable Attractiveness, Trustworthiness, Expertise and Product/celebrity match the
dependent variable consumer buying behavior will increase.
4.5.3.2 Homoscedasticity
The model errors are generally assumed to have an unknown but finite variance that is
constant across all levels of the predictor variables. This assumption is also known as
the homogeneity of variance assumption as cited by (Kassahun, 2014). It means
simply that, the variance of Y for each value of X is constant in the population. this
can be checked by visual examination of a plot of the standardized residuals (the
errors) by the regression standardized predicted value. The following scatter plot was
obtained from the average results of the dependent variable consumer buying
behavior and independent variable celebrity endorsement constructs to see whether
67
homoscedasticity is really a pressing problem of this particular study. Both
assumptions can be checked by the scatter plot diagram shown below.
Figure 4.2: Scatter Plot of variable BUY
4.5.4 Multicollinearity Assumptions
Multicollinearity refers to the situation in which the independent/predictor variables
are highly correlated. When independent variables are multicollinear, there is overlap
or sharing of predictive power (Dillon, 1993). This may lead to the paradoxical effect,
whereby the regression model fits the data well, but none of the predictor variables
has a significant impact in predicting the dependent variable (Robert, 2006). This is
because when the predictor variables are highly correlated, they share essentially the
same information. Thus, together, they may explain a great deal of the dependent
variable but may not individually contribute significantly to the model (Robert, 2006).
Thus, the impact of multicollinearity is to reduce any individual independent
variable’s predictive power by the extent to which it is associated with the other
68
independent variables. That is, none of the predictor variables may contribute
uniquely and significantly to the prediction model after the others is included.
The multicollinearity in this study was checked using the Tolerance and VIF value. As
it is showed in the table all independent variables have a Tolerance value greater than
0.1 and a VIF value less than 10. The VIF, which stands for variance inflation factor,
is computed as”-1/tolerance” and it is suggested that predictor variables whose VIF
values are greater than 10 may merit further investigation (Robert, 2006).
Table 4.10: Collinearity Statistics
Collinearity statistics
Model Tolerance VIF
Attractiveness 0.720 1.389
Trustworthiness 0.613 1.630
Expertise 0.391 2.588
Product/celebrity match- 0.358 2.793
up
4.6 Regression Analysis Results
To investigate whether the hypothesized independent variables have any influence on
the dependent variable - buying behavior of consumers in Accra and to estimate the
level or magnitude of their contribution, a multiple linear regression analysis was
employed. The Model Summary, the ANOVA test and the Beta coefficient were
conducted.
4.6.1 Model Summary Analysis
Table 4.11 Model Summery Analysis
69
Model R R Square Adjusted R Square Std. Error of the Estimate
1 0.636 0.404 0.397 0.89057
a. Predictors: (Constant), Attractiveness, Trustworthiness, Expertise,
Product/celebrity match-up
b. Dependent Variable: CONSUMER BUYING BEHAVIOR
The model in the above Table 4.12 shows how much of the variance in the
measurement of celebrity endorsement is explained by the model. Based on this,
model coefficient of determination or R² obtained indicates that 40.4% of the
variation in the measure function (consumer buying behavior) can be explained by
Attractiveness, Trustworthiness, Expertise, Product/celebrity match-up. The
remaining 59.6% of variations on selected FMCG (diaper, bottled water, dairy
product, soap and detergent and feminine hygiene) are explained by other variables
out of this model or variables which are not incorporated in this study.
4.6.2 ANOVA Analysis
ANOVA (Analysis of Variance), used to compare whether the mean of one dependent
variable differ significantly across the categories of another independent variables.
ANOVA provides, the result of test of significance for R and R2 using an F-statistic.
The F-test in the ANOVA table confirmed that the model developed is statistically
significant (F=58.652 with significance level of 0.000 and since the observed
significant is less than 0.05). This indicates that the variation explained by the model
is not due to chance. As it is stated earlier in this chapter, this study aims to identify
the most contributing independent variables in the prediction of the dependent
70
variable. Thus, the strength of each predictor (independent) variable influence on the
criterion (dependent) variable can be investigated via standardized Beta coefficient.
The regression coefficient explains the average amount of change in dependent
variable that is caused by a unit of change in the independent variable. The larger
value of Beta coefficient that an independent variable has, the more support to the
independent variable as the more important determinant in predicting the dependent
variable. i.e. consumer buying behavior.
Table 4.12: ANOVA Analysis
Sum of Df Mean F Sig.
Squares Square
Regression 186.073 4 46.518 58.652 .000b
Sum of 274.421 346 0.793
1 Squares
Total 460.494 350
a. Dependent Variable: consumer buying behavior
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b. Predictors: (Constant), product-celebrity match-up, attractiveness,
trustworthiness, expertise
4.6.3 Coefficient Analysis
Table 4.13: Coefficient Analysis
Unstandardized Coefficients
Model Coefficients Standardized T Sig.
B Std. Beta
Error
1 (Constant) .620 .189 3.284 .001
Attractiveness .343 .046 .369 7.377 .000
Trustworthiness .150 .046 .154 3.293 .001
Product/celebrity .216 .053 .225 4.089 .000
match-up
Expertise .88 .058 .075 1.521 .129
Among the four independent variables, multiple regression analysis revealed that
Attractiveness trustworthiness and Product/celebrity match-up were found a
significant predictor of consumer buying behavior of selected FMCGs (diapers,
bottled waters, dairy products, soaps and detergents and feminine hygiene products)
by the p- value (p=0.000, p=0.001. p=0.000) which is acceptable (p<0.05), while the
Expertise of the celebrity (p=0.129) which is >0.05 on consumer buying behavior of
selected FMCG was not found significant. The nature of relationship was positive for
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all independent variable (β=0.369) for Attractiveness, (β =0.154) for trustworthiness,
(β=0.225) and for Product/celebrity match-up, (β= 0.075) for expertise.
4.7 Hypothesis Testing and Discussion of Results
According to Lin, (2008) Companies usually expect consumers to become empathic
through the high popularity or attraction of a celebrity and then feel good about the
products being recommended, this is what we are seeing practically in most of
advertisement of our country. Present study is an attempt made to know the effect of
celebrity endorsement on consumers buying behavior with respect to FMCG products.
And to find the consumers views on celebrity endorsement. On the basis of all data
and hypothesis testing it is clear there is significant effect of in the three variables of
celebrity endorsement (attractiveness, trustworthiness and product/celebrity match-
up) on consumers buying behavior regarding to FMCG products but not in the
expertise of the celebrity.
As per this study, it founds that the celebrity endorsement is a very useful marketing
communication tool and also useful for creating new product information and brand
recall among consumers. In Ghana, many celebrities are involved in endorsing FMCG
products for example within the last one-year Wofa Dzokoto (Ena Pa Milk), Serwaa
Amihere (Flora tissue), Nana Ama McBrown (Bellpack tissues and Softcare feminine
hygiene products), Kojo Nkansah aka Lil Win (Special Ice Mineral water) and
Asamoah Gyan (Kleesoft washing soap) were engaged in endorsing FMCGs.
From the survey data collected and analyzed the hypothesis are accepted or rejected
Celebrity attractiveness has positive effect on consumer buying behavior to buy the
FMCG products and the regression standardized coefficients is 0.369. Thus,
hypothesis H1 is supported.
73
The result is consistent with previous studies done by other researchers Alem (2014);
Hovland, Janis, and Kelley, (1953); Ohanian, (1991) and Amos, Holmes, and Strutton
(2008).
Perceived Trustworthiness has positive effect on consumer buying behavior to buy the
FMCG products and the regression standardized coefficients is 0.154 and significance
value 0.001. Since the significances test reveals the significance of the coefficients,
the hypothesis H2 is supported.
The result is in consistent with previous studies done by other researchers Belch and
Belch, (1994); Friedman and Friedman (2016), Ohanian, (1990), Shimp, (1997).
Perceived Product/Celebrity Match haspositive effect consumer buying behavior to
buy the FMCG products and the regression standardized coefficients is 0.225 and
significance value 0.000 since the significance is less than 0.05 and beta is positive,
the hypothesis H3 is supported.
The result is consistent with previous studies done by other researchers Alem (2014),
Bahiru, (2015), Elias, (2016); Kamins (1990), Kotler, (1997), Jagre, Watson, and
Watson, (2001) Misra and Beatty, (1990); Roy, (2006), Ohanian, (1991) and Kamins
and Gupta, (1994).
Perceived Expertise has positive effect on consumer buying behavior to buy the
FMCG products and the regression standardized coefficients is 0.075 beta is positive
but very small and significance value 0.129 which is greater than 0.05 so, the
hypothesis H4 is not supported.
74
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATION
5.0 Introduction
In this chapter of the study, the researcher presents summary of major findings,
concluding remarks and also highlights recommendations that might be useful to
celebrity endorsement toward marketers of FMCGs and other researchers.
5.1 Summary of Findings
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This study was designed and carried out in order to identify the effect of celebrity
endorsement on consumer buying behavior on selected FMCGs (diapers, bottled
waters, dairy products, soaps and detergents and feminine hygiene products) in the
Accra Municipality.
The study revealed that the demographic profile of the respondents, the consumption
of FMCGs (diapers, bottled waters, dairy products, soaps and detergents and feminine
hygiene products) is highly differentiated. When looking into the gender profile of the
respondents, the consumption of FMCGs is dominated by female, as the data
collected indicates that out of the 351 respondents, 42.7% were male while the
remaining were the dominant FMCGs consumer gender group (female) at 57.3%. The
second parameter of the demographic profile of respondents in this survey reveals that
FMCGs consumption also concentrates within the younger population group. Those
between the ages of 18-30 years are the dominant consumers and they are closely
followed by the adult age category of 31-40 year. Finally, those above the age of 50
constituted the smallest percentage of the total population.
When looking into the respondent’s response to the questionnaire, although they gave
a more or less positive and neutral feedback for all the celebrity endorsement
measurements, items relating to celebrity/product matchup and expertise received the
highest mean scores while the lowest went to physical attractiveness.
This study was undertaken within the conceptual frame work which is adopted and
modified from Ohanian, (2015) model with perceived attractiveness, perceived
trustworthiness, perceived expertise and celebrity/product matchup as independent
variables influencing buying behavior. This model was empirically tested within the
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scientific selection of five products of FMCG. Consumers in Accra were taken as the
sampling frame and respondents were selected using convenience sampling method.
Descriptive and inferential statistical techniques were used to analyze the primary
data collected through structured questionnaires from shoppers and consumers of the
FMCG products under investigation. These analyses showed the significance and
importance of the four hypothesized variables in describing and influencing buying
behavior in selected FMCGs (diapers, bottled waters, dairy products, soaps and
detergents and feminine hygiene products).
All independent variables have a positive correlation with consumer buying behavior
as revealed from the Pearson’s Correlation Coefficient. The findings also indicate that
the highest relationship was found between product/celebrity match-up and
attractiveness, while the weakest was between trustworthiness and attractiveness. The
multiple regression results showed that the three independent variables (attractiveness,
trustworthiness and product/celebrity match-up) have a positive and significant effect
on the consumer buying behavior, while expertise has a positive but insignificant
effect on the consumer buying behavior.
5.2 Conclusion
Consumer behavior lies at the core of the marketing function. This study also proved
that celebrity endorsement is one of advertisement tools that influences buying
behavior in the Accra Municipality, with special focus on FMCGs. Some concluding
remarks were be made in this section based on the finding of this research. As laid out
in the summary of findings, most of the respondents in this study were female. This
means that the decision making of which products and brands to buy within the
category of FMCGs is mostly concentrates within this gender category. It was
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reported that almost all purchases are also found within the age group of 18-30 years.
Both this set out that there will always be a target market with specific demographic
and psychographic characteristics for the products.
The result of on celebrity endorsement, as measured by the four celebrity attributes,
positively affect consumers buying behavior on selected FMCGs (diapers, bottled
waters, dairy products, soaps and detergents and feminine hygiene products). All the
independent variables have positive correlation with consumer buying behavior as
revealed from the Pearson’s Correlation Coefficient. The finding also indicates that
the highest relationship was found between product/celebrity match-up and
attractiveness, while the weakest was between trustworthiness and attractiveness.
The multiple regression results show that the three independent variables
(attractiveness, trustworthiness and product/celebrity match-up) have positive and
significant effect on the consumer buying behavior, while expertise has a positive but
insignificant effect on the consumer buying behavior. Going back to the objectives of
this study, it can be concluded that this study has confirmed that the buying behavior
of selected FMCGs (diapers, bottled waters, dairy products, soaps and detergents and
feminine hygiene products) are influenced by the hypothesized variables.
5.3 Recommendation
Based on the conclusions drawn the following recommendations are forwarded to
FMCGs manufacturers and advertising agencies.
The findings of this study clearly show that consumers have positive attitude towards
the celebrity endorsed FMCGs advertisements. In addition, celebrity endorsements
(measured by the attributes of expertise, trustworthiness, and product/celebrity match)
78
have positive influence on the consumer buying behavior. The implication is that
marketers in the industry should consider the use of celebrities in their promotional
endeavors so as to grab consumer attention for their advertisements.
FMCGs marketers should also be wary of the specific target markets of their different
products and brands. This is because it has been found in this study that mostly
females have a significant amount of the decision with regards to such purchases. This
is an important shopper and consumer insight to marketers of such products.
identifying the target market of one's products, which include decision influencers,
shoppers and consumers, is an important first step in devising the right marketing
strategy for effectiveness. Hence, this study puts as recommendation for marketers of
FMCGs to focus on the identified target market while selecting celebrities who
endorse their products.
Even though the general finding of the study indicates that all the independent
variable positively affect buying behavior of FMCGs, manufacturers and advertising
agencies should give priority on the attractiveness of the celebrity, the matchup of the
celebrity with the product and trustworthiness of the celebrity respectively, since the
expertise is less significance than the other attributes of independent variable, which
manufacturers of FMCGs and advertising agencies should give less priority to.
5.4 Limitations and Directions for Further Studies
Every research has certain limitations therefore it is necessary to acknowledge them.
There is limitation with regard to sample area and sampling technique used. The
sampling was done only in Accra but in order to make the research more
representative, samples should be collected at least from the major cities of the
country. As the convenience sampling was used, bias may exist. If the random
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sampling was used, it would contribute for a higher credibility of the results. Since,
the majority of the respondents are well educated and youngsters (18-30),
generalization to other groups might not be applicable. The other limitation is that
only quantitative research method was used for this research. If qualitative research
method was also used the study would have been stronger. Although there are many
categories of FMCGs and other products all over the country, the study limited its self
to consumers of selected FMCGs (diapers, bottled waters, dairy products, soaps and
This study examined the effect of celebrity endorsement on customers buying
behavior by focusing only on the selected FMCGs (diapers, bottled waters, dairy
products, soaps and detergents and feminine hygiene products), so the effect of
celebrity endorsement on other products and on other sectors of the economy could be
studied. Similar studies could also be done by incorporating the influence of gender,
occupation, and other demographic variables on customers‟ attitude. Other area of
investigation could be the effect of celebrity and non-celebrity endorsement towards
customers buying behavior.
The research, however, has more rooms for improvement. Further research could be
conducted on a different product category, expanded to a larger sampling size or
geographical area so that the result may be reflective of the actual buying pattern of
consumers and to generate higher outcomes of the confidence level.
Gathering the data by using different qualitative methods such as in- depth interview
or focus group discussion is recommended to uncover other variables that might have
an impact.
80
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85
APPENDICES
A QUESTIONNAIRE ON CELEBRITY ENDORSEMENT
Dear Respondent,
This is a research study on “the effect celebrity endorsement on consumer buying
behavior: the case of fast moving consumer goods in Accra Municipality” for partial
fulfillment of M.B.A. degree in Marketing. You will be asked to read the
questionnaire and then give your views. In all, I expect your participation to give
answers.
86
Celebrity endorsement is a form of advertising campaign that involves well known
persons using their fame to help promote a product or services. Celebrity is defined as
a person who enjoys public recognition from a large share of a certain group of people
and uses this recognition on behalf of a consumer good by appearing with it in
advertisements. Celebrities are usually known to the public for their accomplishments
in areas other than the product endorsed by them e.g. actors, sport figures,
entertainers, and the like.
The information you provided will be used only for academic purpose and will be
kept confidential. I would like to thank you in advance for your honest, accurate, and
timely response. Should you have any inquiries, feel free to contact me through my E‐
mail: onetahiru1@gmail.com
Part one: General information about respondents
1. Gender: Male Female
2. Age: 18-30 31-40 41-50 above 50
3. Your educational background: Basic Education High School
Diploma Bachelor’s Degree Master’s Degree
4. Did you regularly consume FMCG (diaper, bottled water, diary product, soap
and detergent and feminine hygiene)
YES NO
87
If your answer to question number 4 is „No‟ then you don’t have to answer the
remaining question. You are done! I really appreciate your effort and time. Thank you
very much!
The statements below are designed to identify the level of celebrity endorsement of
the FMCG on consumer buying behavior.
88
The following questions refer fast moving consumer goods endorsed by celebrity you
have selected in question number 4.
Please circle that best reflect your best choice towards source of celebrity
endorsement.
As a consumer, do you consider following attributes that can influence your buying
behavior.
Celebrity attributes and Buying Strongly Disagree Neutral Agree Strongly

behavior Disagree Agree
Attractiveness: 1 2 3 4 5
I buy the product because the 1 2 3 4 5

celebrities are attractive
I buy the product because the celebrity 1 2 3 4 5

endorsing the product creates a class

endorsing the products are beautiful

endorsing the products are elegant

celebrities look sexy
Trustworthiness: Strongly Disagree Neutral Agree Strongly

Disagree Agree

is honest about the message he/she is
giving
89
I buy the product because the message 1 2 3 4 5
given by the celebrity is reliable.
I buy the product because I trust the 1 2 3 4 5

celebrity regarding the product
Expertise: Strongly Disagree Neutral Agree Strongly

Disagree Agree

has enough expertise of the product
he/she endorsed

has enough experience to endorse the
product

has enough knowledge of
the product he/she endorsed

celebrity has enough
qualification to endorse the
product
Product/celebrity match up Strongly Disagree Neutral Agree Strongly
Disagree Agree
celebrity is compatible with
the product
celebrity has good fit with
the product
celebrity has good match
with the product
Consumer buying behavior Strongly Disagree Neutral Agree Strongly
Disagree Agree
I buy a product which is 1 2 3 4 5
90
endorsed by celebrity
I will switch from my regular 1 2 3 4 5
product to new product
endorsed by my favorite
celebrity
I buy a product just because 1 2 3 4 5
the celebrity are using it
I would buy any brand if my 1 2 3 4 5
favorite celebrity is
endorsing it
91

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UNIVERSITY OF EDUCATION, WINNEBA

THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING

BEHAVIOUR: A CASE OF FAST MOVING CONSUMER GOODS (FMCGs)

IN THE ACCRA MUNICIPALITY

TAHIRU SALIFU ALANDAH

THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING

BEHAVIOUR: A CASE OF FAST MOVING CONSUMER GOODS (FMCGs) IN

THE ACCRA MUNICIPALITY

TAHIRU SALIFU ALANDAH

DISSERTATION SUBMITTED TO THE DEPARTMENT OF MARKETING and

Name: TAHIRU SALIFU ALANDAH

Candidate's Signature: ………………..…………… Date:……………………..

supervised in accordance with the guidelines of supervision of dissertation laid down

by the University of Education, Winneba

Name: REXFORD OKYIREH

Supervisor's Signature: ……………………….…. Date:………………………..

I dedicate this work to my mother, Memunatu Gado.

many things he taught me along the way.

provide valuable information.

the Most Great. (Quran 1, 255)

LIST OF ABBREVIATIONS xii

CHAPTER ONE: INTRODUCTION 1

1.1 Background of the Study 1

1.2 Statement of the Problem 5

1.3 Research Questions 8

1.4 Objectives of the Study 9

1.5 Research Hypotheses 9

1.6 Significance of the Study 10

1.7 Scope of the Study 10

1.8 Organization of the Paper 11

CHAPTER TWO: REVIEW OF RELATED LITERATURE 12

2.1 Celebrity Endorsement 12

2.2 Concept of Celebrity 13

2.2.1 Celebrity Endorser 13

2.3 Consumer Buying Behavior 13

2.4 Consumer Buying Decision Process 14

2.5 Fast Moving Consumer Goods 18

2.6 Celebrity Endorsement Models 19

2.6.1 Source Attractiveness Model 19

2.6.2 Ohanian’s Source Credibility Model 20

2.6.3 The Product/Celebrity Match-up Hypothesis 21

2.7 Empirical Literature Review 22

2.8 Conceptual Framework 27

2.9 Hypothesis of the Study 28

CHAPTER THREE: METHODOLOGY 32

3.1 Research Design 32

3.2 Research Approach 33

3.3 Target Population 34

3.4 Sampling Design 35

3.5 Sample technique 36

3.6 Data Collection Techniques 36

3.7 Data analysis Techniques 37

3.8 Ethical Consideration 38

3.9 Reliability Analysis 38

3.10 Validity Analysis 39

4.1 Questionnaire Response Rate 41

4.2 Demographic Profile of Respondents 42

4.3 Descriptive Statistics 43