Influence of Celebrity Endorsement of A Fast-Moving Consumer Good (FMCG) on Customer Purchasing Behaviour among Residents of Onitsha, Anambra State – A Study of Vivaplus Detergent

Abstract

This study examined the influence of celebrity endorsement of a fast-moving consumer good on customer purchasing behaviour among residents of Onitsha, Anambra State, Nigeria, with particular focus on Viva detergent. The main objective of the study was to determine the extent to which celebrity endorsement influences consumers’ purchasing decisions. Specifically, the study examined the influence of celebrity credibility, celebrity attractiveness, and other factors affecting consumer purchasing behaviour. Anchored on Source Credibility theory and the Elaboration Likelihood Model, a survey research design was adopted for the study. A sample size of 400 respondents was selected from the population of 407,160 residents of Onitsha metropolis, using a convenience sampling technique. Data were collected using a structured questionnaire, and 375 completed questionnaires were returned and analyzed. The data were analyzed using frequency distribution and percentages. The findings of the study revealed that celebrity endorsement plays a significant role in creating awareness and influencing consumers’ perceptions of Viva detergent. The study also found that celebrity credibility and attractiveness positively influence consumers’ attitudes toward the product. However, the results further showed that factors such as product quality and price remain the most important determinants of purchasing decisions among consumers. Based on the findings, the study concluded that while celebrity endorsement is an effective marketing strategy for attracting consumer attention and promoting brand awareness, it should be combined with high product quality and competitive pricing to achieve maximum effectiveness. The study therefore recommends that companies carefully select credible celebrities with positive public images and also ensure that the quality of their products meets consumer expectations.