THE EFFECT OF ADVERTISING ENDORSEMENT ON CONSUMER PREFERENCE FOR NIGERIA PRODUCTS IN ABIA STATE

ABSTRACT

This study investigates the impact of advertising endorsement on consumer preference for Nigerian products in Abia State. Specifically, it examines the effects of cultural-celebrity, gender-celebrity, and professional-celebrity advertising endorsements on consumer preference.

Adopting a descriptive survey method, the study aims to provide insights into the preferences of consumers regarding various categories of celebrity endorsements. The population of Abia State, estimated at 2,855,390 by the National Population Commission (NPC, 2006), serves as the study's population.

A sample size of 400 is determined using the Taro Yamane formula. A purposive sampling technique is employed to select respondents that align with the research objectives.

Data analysis is conducted using multiple regression models to examine the effects of cultural-celebrity, gender-celebrity, and professional-celebrity advertising endorsements on consumer preference.

The findings reveal several significant insights: Cultural-celebrity endorsement positively influences consumer preference for Nigerian products; Gender-celebrity endorsement does not significantly impact consumer preference; Professional-celebrity endorsement significantly enhances consumer preference for Nigerian products.

The study concludes that celebrity endorsement plays a crucial role in shaping consumer preferences for Nigerian products. Consumers show a preference for endorsers who share their cultural background and are experts in their respective fields. This research contributes to the existing literature by categorizing celebrity endorsements and investigating their specific impacts on brand preference. While previous studies focused on celebrity endorsements without categorization, this study sheds light on the differential effects of cultural, gender, and professional endorsements.

Based on the findings, the study offers several recommendations: Marketers should prioritize the use of professional experts as endorsers to enhance product acceptability; Gender of the endorser is less significant compared to cultural relevance; Professional-celebrity endorsement emerges as the most effective strategy for enhancing consumer preference for Nigerian products.

In conclusion, this study underscores the importance of understanding the nuances of celebrity endorsements in shaping consumer preferences. By leveraging cultural relevance and expertise, marketers can effectively utilize advertising endorsements to promote Nigerian products and enhance consumer preference in Abia State and beyond.

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

1.1      Background the Study

1.2    Statement of Problems

1.3    Objective of the Study

1.4     Research Questions

1.5    Research Hypothesis

1.6   Significance of the Study

1.6    Scope of the Study

1.7    Limitations of the Study

CHAPTER TWO

REVIEW OF RELATED LITERETURE

2.1   Conceptual Review

2.1.1 The Concept of Celebrity Endorsement

2.1.2 Consumer Behaviour and Celebrity Endorsement

2.1.3 The concept of branding

2.1.4 Dimensions of Celebrity Endorsement 

2.4   Conceptual framework

2.2   Empirical review

2.3     Theoretical Review

2.3.1 The theory of Imitative Desire

CHAPTER THREE

RESEARCH METHODOLOGY

3.1     Research design

3.2     Area of the Study

3.3     Population of the Study

3.4     Sample Size Determination

3.5        Sources of Data Collection

3.5.1   Primary Sources of Data

3.5.2  Secondary Sources of Information

3.5.3   Sample Technique

3.6     Validity of the research instrument

3.7     Reliability of the research instrument

3.8     Method of Data Analysis

CHAPTER FOUR

DATA PRESENTATION AND ANALYSES

4.1   Introduction

4.2   Presentation of Data

4.3   Questionnaire Administration

4.6   Test of Hypothesis

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1      Summary of Findings

5.2      Conclusion

5.3     Recommendations

Reference

Appendix: Research Questionnaire

CHAPTER ONE

INTRODUCTION

1.1        Background the Study

Advertising in ancient and medieval times is crud when measured by present concept of advertising. Nevertheless, the basic reason for employing the technique is employed to effectively communicate information and ideas to group of people in order to change or re-enforce their attitude. In the world of marketing and in recent times it is not enough to produce a product, package, it attractively with an affordable price, distribute effectively and display it to adequately meet their want, you must also let the people know about the product existence, features, benefits, and how it can be obtained by its target market. Effective communication is part of company’s promotional activities which helps to persuade and fasten the sales of goods and services. Advertising consist of all the activities involve in presenting to a group a non-personal, oral or visual openly sponsored message regarding to a product or service and it is paid for by an identified sponsor.

According to Agonifor (1998) who defined advertising as controlled identifiable information and persuasion by means of mass communication media. Advertising for the purpose of this study is accepted as a non-personal form of marketing communication through the media such as (radio, television, direct mails, magazines, bill boards, etc) that is aimed for by an identified sponsor and which is aimed at informing and educating the audience or creating favorable reactions of a large number of potential buyers or users towards a particular product idea, opinion or services.

Advertising helps in many ways which include informing, educating, and persuading the consumers in the acquisition of any given product. It does not only broadcast original information on products or services but it also widens the market. Advert also creates the consumers' interest and loyalty.

In this research I am more concerned about television which is one of advertising media that exists. Okafor (1996) posited that television advertising is one of the newest but probably the fastest growing medium.eg N.T.A. In spite of all these, television advertising still remain the most attractive and glamorous medium because it consist both audio and visual elements.

1.2      Statement of Problems

The topic of celebrity endorsements and its elements is heavily documented in academic literature, but what makes this research interesting is that it investigated the impact of various categories of celebrity endorsement on brand preference. Previous researches in this area only investigated celebrity endorsement without categorising the celebrity endorsement.

This study is carried out to know the level of respondents’ awareness of celebrity endorsement, to know how celebrity endorsement influence consumers’ preference. Advertising aims to influence audiences by informing or reminding them of the existence of the brand or at a higher level, persuading or helping the target audience differentiate a brand from other competing brands in the marketplace. A strong theory of advertising propounds that advertising can persuade/influence someone to buy a product that they have never previously purchased. Also, it helps in sustaining a long-term purchase behavior. Advertising is also designed to be capable of improving people’s knowledge.  By and large, it is generally assumed that advertising works at a rational, logical and cognitive level. But that is possibly not true. Feelings and emotions do play an important role in advertising especially when advertising is used to build awareness levels and brand strength. It is also imperative that this should ultimately lead a consumer to purchase the said product. Advertising, for most part of it, is designed ultimately to lead a person towards purchase.

For many scholars (McLuhan, 1964), one of the more socially significant events of the 20th century has been the introduction and diffusion of television. Television has forever changed our families and the way we elect our leaders, set social policy, judge the accused and view ourselves in relation to others. This is probably because television has supplemented reading and interpersonal narrative as our primary means of story-telling and myth-delivery (Silverstone 1991) and has thus fundamentally changed our culture (McLuhan,1964). Across diverse theoretical formulations, television is widely acknowledged as a powerful agent of socialization. On this premise is this research reposes to investigate the effect of TV advertisement on consumer preference of made in Nigeria products.

1.3      Objective of the Study

The broad objective is to examine the effect of advertising endorsement on consumer preference for Nigeria products in Abia state. While the specific objectives include to:

1. Ascertain the effect of cultural-celebrity advertising endorsement on consumer preference.

2. Examine the effect of gender-celebrity advertisement endorsement on consumer preference

3. Examine the effect of professional-celebrity advertising endorsement on consumer preference

1.4     Research Questions

1. How does cultural-celebrity advertising endorsement affect consumer preference?

2. How does professional-celebrity advertising endorsement affect consumer   

3. How does gender-celebrity advertising endorsement affect consumer preference?

1.5      Research Hypothesis

h0_i: Cultural-celebrity advertising endorsement does not positively influence consumer Preference

H0₂: Professional-celebrity advertising endorsement does not lead to increase in consumer preference

h0₃: Gender-base celebrity advertising endorsement does not positively influence consumer preference

1.6     Significance of the Study

The business organization, government and the public (consumers) will benefit
from this study. To the business organization, it will remind them that it pays to advertise a product. Advertisement help to promotes their products and also assist to gain competitive edge helps these companies that engage in advertising as it will enable them know where, when and how consumer appreciate advertisements.

To government and the public (consumers):

It will help them understand that the role of advertising endorsement to consumer preference.

1.7       Scope of the Study

This research focuses more on the residents of Aba and Umuahia in Abia state. The researcher focused on the preference of the respondents towards Nigeria products in Abia state. It is also about the best strategy to apply while conveying the message through advertising endorsement in order to convince and influence the target audience.

1.8       Limitations of the Study

The following factors should limit the generalization of the result of this study. The research will made use of convenient sampling method which did not give all respondent equal chances of being selected. The research will be done in Abia state which is one out of 36 state of Nigeria. The study did not cover samples from every geo-political zones of the country.

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