IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BEHAVIOR AND SALES VOLUME IN HUGGIES DIAPERS, ABUJA
Osima Elo, Nurudeen Jimoh and Halima Shuibu
Volume 8 Issue 1
Abstract
This study examined the impact of celebrity endorsement on customer behavior and sales volume using in Huggies Diapers, Abuja. The study focused on Primary source of data collection. Structured questionnaires were administered to 65 respondents who are the population of the study. Census sampling technique was adopted. The study employed chi-square for the analyses. The results revealed that the celebrity endorsement has significant impact on customers buying behaviour. It also shows that relationship existed between celebrity endorsement and sales volume of the organisation. The study therefore recommends that the organization should intensify the use of celebrities to promote their products as it significantly impact their sales volume. Also, personality of celebrities should be critically assessed as it significantly influences the behaviours of consumers. Keywords: Consumer Behaviour, Celebrity Endorsement, Sales Volume, Huggies Diaper
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