CELEBRITY ENDORSEMENTS ON TELEVISION AND THE BUYING HABITS OF GUINNESS CONSUMERS IN CALABAR METROPOLIS
Abstract
ABSTRACT
This study investigated the impact of Celebrity Endorsements on Television and the Buying Habits of Guinness Consumers in Calabar Metropolis, Nigeria. Using a survey research design with a sample of 350 participants, data were collected through structured questionnaire and analysed quantitatively. The findings revealed a strong positive correlation between celebrity endorsements and consumer purchasing behaviour, with 80% of respondents feeling assured in their purchase decisions after seeing endorsements, and 77.14% indicating that such endorsements significantly influence their buying habits. Nonetheless, 62.86% of participants reported they would purchase Guinness regardless of celebrity endorsements. The analysis also shows that male consumers are more influenced, making up 81.67% of the sample. The study recommends that Guinness Nigeria Limited should continue to leverage celebrity endorsements, especially with male celebrities, and consider integrating additional marketing strategies. This research offers valuable insights into the effectiveness of celebrity endorsements in the Nigerian beverage market, providing practical recommendations for Guinness Nigeria Limited and similar companies.
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