PERCEIVED INFLUENCE OF CELEBRITY ENDORSEMENT ON THE BUYING DECISION OF DANO MILK; A STUDY OF AJAYI CROWTHER UNIVERSITY UNDERGRADUATES

ABSTRACT This study investigates the perceived influence of celebrity endorsements on the buying decisions of Dano Milk customers among undergraduates of Ajayi Crowther University, Oyo. The research is motivated by the increasing use of celebrity figures in advertising and the need to assess their effectiveness in shaping consumer behaviour , particularly in the Nigerian dairy industry. The study aimed to examine how students perceive celebrity endorsements related to Dano Milk, evaluate the extent to which these endorsements influence their purchasing decisions, and identify other key factors that affect consumer choice. A survey research design was adopted, with structured questionnaires administered to 400 randomly selected undergraduates. Data were analysed using descriptive statistics, including frequency tables and percentages. Findings revealed that a significant number of respondents were aware of Dano Milk’s celebrity endorsements and believed such endorsements positively influenced brand recognition and appeal. However, despite increased awareness, many respondents indicated that factors such as product price, nutritional value, and taste had a greater influence on their final buying decisions. The study concludes that while celebrity endorsements are useful in attracting attention and shaping brand image, they are not the primary drivers of consumer purchases. It recommends that Dano Milk integrate endorsements with strong product quality and pricing strategies to ensure customer satisfaction and brand loyalty