THE EFFECT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR: THE CASE OF FAST MOVING CONSUMER GOODS (FMCGs) IN ADDIS ABABA

Abstract

The principal objective of this study was to investigate the effect of celebrity endorsement on consumer buying behavior; this study was directed at the fast-moving consumer goods (FMCGs) segment. This study tried to probe the buying behavior of consumers in five FMCG products. Selection of the products was made through consideration of the major sub-categories in FMCGs, which are: home care, food and beverage and personal care products. The research employed, explanatory design, depended upon a quantitative data collected through a self-administered questionnaire. The survey was done on 351 respondents drawn through convenience sampling method, directly from among those shopping FMCGs. The study made use of the Ohanian source credibility model and Product match-up hypothesis, to formulate the conceptual framework, the conceptual model contains four independent variables. It was hypothesized in this study that, perceived celebrity attractiveness, perceived celebrity trustworthiness and perceived celebrity/product matchup, significantly influences the buying behavior of consumers in Addis Ababa. Data was collected through questionnaires, from shoppers and consumers of the products under investigation, to put the conceptual model into the empirical test. The study used SPSS Version 23 for data analysis and descriptive and inferential statistical techniques were used to analyze the data to arrive at the findings put forward. The all independent variables, with expertise being the exception, (attractiveness, trustworthiness and product/celebrity matchup) support the hypothesized significant and positive contribution on consumers' buying behavior in FMCGs. As for expertise, its influence on consumer buying behavior of FMCGs was found to be positive, but insignificant