Influence of celebrity endorsement on the patronage of star radler in Nigeria. A study of consumers in owerri in owerri metropolis

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ABSTRACT

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This study assessed how celebrity endorsements influenced consumers’ behavior and other factors that predispose people to buy products and investigated and evaluated the roles and influences of endorsement on the patronage of Star Radler in Nigeria. A Study of Consumers in Owerri Metropolis. The overall objective of the study is to find out the Influence of celebrity endorsement on the patronage of star radler in Nigeria. The specifics objective of the study are establish the level of awareness consumers have on celebrity endorsements, determine the extent of perception of beer consumers on the use of celebrity for product endorsement in Nigeria, ascertain whether Star Radler endorsements by celebrities influence consumers to patronize the products and determine other factors that predisposed people to patronize products and services
The researcher found out that to a certain level, celebrity endorsement does influence consumers‟ behavior. It also found out that celebrities help with brand recall as well. The data shows that more half of the respondents agree that celebrities help them to recall products. The researcher also found out that celebrity endorsement is one of the major factor that Owerri Metropolis resident look out for before purchasing a product, also they consider the quality of the product, followed by the price, then the brand. With the use of multi-stage sampling technique from the population of 555,500 people, the researcher selected 405 sample. Questionnaire is use to collect data from people and the method of analysis use is chi-sqaure.

CHAPTER ONE

INTRODUCTION

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