Celebrity Endorsement and Consumer Buying Behaviour of Sanitary Pads among Female Undergraduate Students in Lead City University, Ibadan, Oyo State
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Date
2024-12
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Lead City University, Ibadan
Abstract
Given the competitive nature of today’s business environment, understanding consumer buying behaviour is crucial in determining market trend. However, consumer buying
behaviour can be affected by several factors including celebrity endorsement. Celebrity endorsement often triggers heightened demand for products, thereby increasing its
popularity and sales volume. This study examines the effect of celebrity endorsement on consumer buying behaviour of sanitary pad among female undergraduate students of Lead City University, Ibadan, Oyo State. The study adopted a descriptive research design and the population of this study focused on all female undergraduate students of Lead City University, Ibadan, Oyo State, Nigeria. Multi-stage sampling procedure was used to ascertain the sample for the analysis. Descriptive and Inferential Statistics was used to analyze the collected data. The findings revealed that celebrity expertise, personality, attractiveness, and credibility significantly influence consumer buying behavior of sanitary pads among female undergraduate students of Lead City University, Ibadan, Oyo State. Specifically, the results showed that: Celebrity expertise has a significant influence on consumer buying behavior (β1= 0.749, R2=0.638, t-statistics=16.539>1.96, P-value =0.000 < 0.05); Celebrity personality has a significant effect on consumer buying behavior (β2= 0.522, R2=0.581, t-statistics=14.842>1.96, P-value =0.000 < 0.05); Celebrity attractiveness has a significant influence on consumer buying behavior (β3= 0.815, R2=0.745, t-statistics=16.639>1.96, P-value =0.000 < 0.05); and Celebrity credibility has a significant influence on consumer buying behavior (β4= 0.737, R2=0.845, T-statistics=7.832>1.96, P-value =0.000 < 0.05). Based on these findings, it was recommended among others that brands producing sanitary pads should carefully select celebrities who have relevant expertise in the field of feminine hygiene or women's health.
Keywords: Celebrity endorsement, Consumer buying behaviour, & Sanitary Pads
Word Count: 276
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Keywords
Celebrity endorsement, Consumer buying behaviour, & Sanitary Pads
Citation
Kate Turabia