CHAPTER ONE INTRODUCTION

1.1 BACKGROUND OF STUDY Marketers spend a lot of money annually on celebrity endorsement contracts based on the belief that celebrities are effective spokespeople for their products or brands (Katyal, 2007). Celebrity endorsement however, is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (McCraken, 1989). Celebrity are very famous and in some cases act as role models who influence the consumers attention by creating and differentiating the products image and also by generating sales and profits.

Celebrity endorsements are increasingly being employed across various industries regardless of the product type in Ghana. For instance as their penetration strategy in Ghana, Globacom Telecommunications Limited, operators of Glo Mobile in July 2009 signed on 17 Ghanaian celebrities ranging from musicians, movie stars and soccer stars as its brand ambassadors. Movie actors like Nadia Buari, Van Vicker and Jackie Appiah, as well as Junior Agogo (Footballer), Gyedu Blay Ambolley, Reggie Rockstone, VIP, Kwabena Kwabena, Becca etc. (all musicians) reportedly signed between GH50, 000 and GH 100,000 for the one year contract that has become the biggest of its kind in Ghana (Osafo-Nkansah, 2010).

This focus has brought to light celebrities abilities to connect with consumers and the general public, causing businesses to capitalize on this recognition as a means of reaching
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target groups of products (Ayuk and Nyaseda, 2008). Celebrity endorsements are meant to play the role of a signaling strategy (Mustafa, 2005). Also According to Reynolds (2000) celebrity endorsement can give a brand a touch of glamour. In spite of the above advantages, marketers and brand strategists always have to weigh the potential risks versus the potential rewards as celebrity endorsements are always a high-risk, highreward situation and there is always a human element that you might not know about (Miller 1994).

1.2 PROBLEM STATEMENT Celebrities in Ghana are selected for promoting a particular brand because of their potential to create brand awareness amongst consumers and also increase sales of the product endorsed. In spite of the numerous challenges associated with this mode of marketing, celebrities have helped promote products globally; the question is will it work in Ghana? Would celebrities in Ghana have the same influence as those in other parts of the world? What makes this research interesting is that it enables us to understand the celebrity endorsement process from a Ghanaian consumers point of view. Considering the fact that, not much work has been done about celebrities in Ghana.

1.3 SIGNIFICANCE OF THE RESEARCH Various companies are signing deals with celebrities with the hope that by using celebrities they can accomplish a unique and relevant position for their brands in the minds of the consumer (Temperly and Tangen, 2006). Celebrity endorsement is viewed as a multi-million dollar industry in todays era (Kambitsis, 2001), as companies and marketers spend enormous amount of money on celebrity brand endorsement in their advertising and brand promotions yearly. This concept of celebrity brand/product
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endorsement is heavily documented in academic literature, but what makes this research interesting is that it enables us to understand the celebrity endorsement process from a Ghanaian consumers point of view and its effect on the Ghanaian consumers purchase decision. Not much work has been seen in the Ghanaian light despite the fact of it being perceived as a potential market for celebrity endorsed products in the Sub Sahara Africa. Thus, this research undertaken on celebrity endorsement will be useful to both academic and professional platform, as it looks into the effect of celebrity brand endorsement on consumers in Ghana, providing theory for scholarly and directives for managers and professionals.

1.4 OBJECTIVES To determine whether consumers acknowledge the presence of celebrity endorsement in the consumer brands in Ghana To determine how consumers associate with celebrities in Ghana To determine whether consumers in Ghana buy a product because celebrity has endorsed it To determine what consumers think should influence the choice of a celebrity for a product in Ghana

1.5 RESEARCH QUESTION 1. Do consumers acknowledge the presence of celebrity endorsement in the consumer brands in Ghana? 2. How do consumers associate with celebrities in Ghana? 3. Do consumers in Ghana buy a product because celebrity has endorsed it? 4. What do consumers think should influence the choice of a celebrity for a product in Ghana?

1.6 SYNOPSIS OF THE CHAPTERS The framework of this piece of study has been structured to gain insights into the above purpose and thus includes Five (5) chapters namely the Literature review, Methodology, Analysis and Discussion, Conclusion, Limitations, Managerial implications and Future research. A brief outline of each of them is given below:

Chapter two (2) looked at the literature review which relates to the study of the previous secondary data available on this topic. This chapter primarily includes what celebrity endorsement is all about; the merits and demerits associated with it, the effectiveness of celebrity versus non-celebrity endorsements, multiple celebrity endorsements and the four most important models pertaining to choosing the right celebrity which constitute the central part of this research.

Chapter three (3) establishes the method to be adopted to carry out this study and thus it talks about the appropriateness of quantitative research as compared to the usage of qualitative approach for this particular research. Also the use of survey has been reasoned in this chapter. Apart from this the criterion for the selection of the sample size is disclosed.

Chapter four (4) reveals the analysis and interpretation of the responses which were collected during the interviews. A wide range of sub-topics under this theme has been touched upon; some of the results are consistent with the literature review and some opposing.

Chapter five (5) relates to the recommendation and final conclusion where all the findings from the research have been summarized.

CHAPTER TWO LITERATURE REVIEW

2.1

INTRODUCTION

Various companies are signing deals with celebrities in the hope that by using celebrities they can accomplish a unique and relevant position in the minds of the consumers. (Temperley and Tangen, 2006). Traditional celebrity endorsements are as well established as the concept of celebrity itself (Anonymous, 2007). Celebrities influence on consumers appears to be larger than ever before (Alperstein 1991). When used effectively celebrity endorsers have the potential of serving a valuable role in enhancing a brands competitive position and developing brand equity (Till, 1998). Schikel (1985) highlights the subtle yet intense impact of celebrities on everyday thinking and living. Defined as intimacy at a distance, it is seen that individuals have a tendency to form illusions of an interpersonal relationship with celebrities (Horton and Wohl, 1956). McCraken, (1989) defined celebrity endorsement as a person who enjoys public recognition from a large share of a certain group of people and uses this recognition on behalf of a consumer good by appearing with it in advertisements. They are usually known to the public for their accomplishments in areas other than the product endorsed by them (Friedman and Friedman, 1979). This stands true for classic forms of celebrities

such as actors like Angelina Jolie for UNICEF, Sports athletes like Usain Bolts for Nike etc. In countries like India, it is not difficult to find motives for the increasing use of celebrities in advertisements as Indians have always been in awe of the stars of the celluloid world. Unlike the foreign counterparts, they have always consecrated them and placed a halo behind their heads implying that their celebrities could do no wrong (Anonymous, 2001). Indeed, some people are seen to admire, imitate, and become besotted with their favorite celebrities, which forms the crux for the celebrity endorsement being quite a sought after advertisement technique (McCutcheon et. al 2003). Today celebrity endorsement is being seen more and more as an integral part in an integrated marketing communication strategy. Hamish and Pringle (2004) suggest 3 macro factors present in the market today that in principal justifies the validity of celebrity endorsement as a promotional strategy. The first factor is the increasing opportunity for interactivity between brands and their consumers. Second is the era of consent situation present today where consumers have more control over the messages they receive. And lastly is the increasing media fragmentation and commercial communication clutter (Temperley and Tangen, 2006). Pappas (1999) examined the value of star power in an endorsement and pointed towards how a well-designed advertising helped celebrities convert their star power into brand equity.

2.2 CELEBRITIES AS A FORM OF INSPIRATIONAL REFERENCE GROUP From a theoretical perspective, celebrities are considered to be effective endorsers because of the presence of their symbolic desirable reference group alliance (Soloman
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and Assael, 1987). Assael (1984) suggests that the effectiveness of the celebrity endorsement is present because of its ability to tap into the consumers symbolic union with its inspirational reference group. Reference groups among consumers are viewed as being a critical source of brand meanings as it helps them to evaluate their beliefs about the world particularly with others who share the same beliefs or are similar on relevant dimensions. Consumers form associations between reference groups and the brands they use and transfer this meaning from brand to self and one of the most reliable form of reference group is Celebrity Endorsers (Escalas and Bettman 2005) Celebrities are deemed to be referents by consumers, which refers to imaginary or actual individuals envisioned to have significant bearing on the consumers evaluations, aspirations and behaviour. The power of the celebrities lies in these influences that they exert on consumers, even though they themselves are physically and socially distant from an average consumer (Choi and Rifon, 2007). Consumers have a tendency to form an attachment to any object that reinforces ones self identity or desired image, renders feelings of connectedness to a group or to any object that elicit nostalgia, and perhaps the most vivid example of this form of attachment maybe found in the consumers preoccupation with the celebrities (OMahony and Meenaghan, 1998).

2.3 CELEBRITY VERSUS NONCELEBRITY ENDORSEMENT EFFECTIVENESS The prevalent utilization of celebrity endorsement in marketing program is not an accident. Research has found that as compared to the other genre of endorsers such as the
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company manager, typical consumer and the professional expert, by far the celebrities are the most effective (Seno and Lukas, 2007). According to Tom et al (1992) results endorsers were more effective in creating a link to the product than celebrity endorsers based on the classical conditioning paradigm. This argument was based on the fact that companies had more controlling power over created endorsers and they build these characters in such a manner that they are fitting with the brand and target audience and also that these characters were not allowed to endorse more than one brand. The celebrity endorsers on the other hand had created a persona of their own over time and the company lacked control over them. Differences were found in the cognitive responses, but there was no statistically significant difference in attitudes towards advertising and the intention to purchase the endorsed brand in the celebrity and non-celebrity endorsed situations (Mehta 1994). On the contrary Atkin and Block (1983) and Petty et al (1983) found that as compared to the non-celebrity endorsers, the celebrity endorsers produced more positive attitudes towards advertising and greater purchase intentions. McCraken (1989) found that the use of celebrity endorsers stand for an effective way of transferring meaning to brands as it is believed that celebrity endorsers bring their own emblematic meaning to the endorsement process and that this cultural meaning residing in the celebrity is passed on to the product which in turn is passed on to the consumer. McCraken argued there lays a difference between celebrities and anonymous person as it is assumed by him that celebrities have the capability of delivering meanings of extra depth, power and subtlety and also offers a range of lifestyle and personality which cannot be matched by anonymous people. In the similar vein he continues to prove that most heavily stereotyped celebrity produces not just single meanings but also
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interconnected multiple meanings indicating that celebrity endorsers are far more effective than non-celebrity endorsers. In the light of company reports and academic writing it is safe to argue that celebrity endorsers are more effective than non-celebrity endorsers in generating desirable income (Erdogan 1999). 2.4 PROS OF CELEBRITY ADVERTISEMENT Academic researchers have conducted sufficient empirical research to express the benefits of product endorsement, in addition to the intuitive arguments that rationalize this practice (Till and Shimp, 1998). It is observed that the presence of a renowned persona helps in solving the problem of over communication that is becoming more and more prevalent these days (Kulkarni and Gaulankar, 2005). The increased consumer power over programmed advertisement has made advertising more challenging. To ease this threat and to help create and maintain consumer attention to advertisements celebrity endorsement strategy is seen to be advantageous. Celebrities have the potential of helping the advertisements stand out from the surrounding clutter, guiding towards an improved communicative ability by cutting through excess noise in a communication process (Sherman, 1985). Also one probable solution in the face of tarnished company image is the hiring of a celebrity to restore it. Celebrity Endorsement assists in the image polishing of the companys image (Erdogan, 1999). A stream of studies identifies the attributes such as trustworthiness, similarity, likableness, expertise that cause a celebrity to stand as a persuasive source which in turn creates a sense of certainty, (Mustafa 2005). It is shown by research and experience that consumers are highly ready to spend, and are more comfortable, when products that relate to their desired image is endorsed by celebrities as it helps them to take more notice of celebrity endorsements and improve their level of product recall, (Bowman 2002).
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Another reason for the use of celebrity endorsement is because it has a strong impact on the learning style and memory which is critical to marketing communication success. This is because most consumers are not in a purchasing situation when they come into contact with the brand message. Marketers make use of celebrity endorsements as they lead to better information storage in the minds of the consumers which can be readily retrieved when the purchasing situation does arise, (Schultz and Barnes, 1995). All these lead to the conclusion that celebrity endorsements are likely to have a positive effect on product choice behaviour (Goldsmith et al, 2000; Mathur et al, 1997).

2.5 CONS OF CELEBRITY ENDORSEMENT The very first downside of celebrity endorsement is the term Lazy Advertising used to address the extreme usage of celebrities to endorse products, which poses a question on the validation of success of celebrity endorsement as a prevalent marketing communication activity (Kulkarni and Gaulankar, 2005). It is believed that using celebrities can turn out to be an unnecessary risk, unless there appears to be a very logical relation between the endorser and the product (Beverage Industry, 1989; USA Today, 1995). Celebrity endorsers may now and then become a liability to the brand they endorse (Till and Shimp, 1998). Negative information and publicity regarding the celebrity is

one risk associated with the use of celebrity endorsers. If the celebrity is strongly associated with the brand then the impact of the negative publicity will brim over to the product (Till, 1996). Many companies have been badly affected by the negative publicity accruing from the celebritys misdeeds. One very prominent example is Pepsi which suffered with three tarnished celebrities - Mike Tyson, Madonna, and Michael Jackson (Katyal, 2007). Furthermore, those who choose to use celebrities have no control over the celebritys future behaviour (Till and Shimp, 1998).
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Clutter in brand endorsement is very high up these days (Kulkarni and Gaulankar, 2005). This is due to celebrity greed which leads to a celebrity endorsing many diverse products (Erdogan, 1999). Overexposure is a common occurrence between highly recognized and well-liked endorsers and highly competing brands and leads to making the consumer confused and unable to recall correctly which brand the celebrity stands for (Tripp et.al., 1994). This not only compromises the value of the celebrity in the eyes of the stars fans but also brings to the customers notice the true nature of endorsements which is more compensation inclined and not so brand or product inclined (Cooper, 1984; Tripp et al. 1994; Graham, 1989). This has been referred to by Solomon et al. (2002) as the hired gun problem, where the spokesperson is perceived as endorsing the product only for the motive of money. A review by King (1989) found that especially among young people the perceived credibility of celebrity endorsers has fallen drastically, with 64% believing that celebrities appeared in the ads only for money. As Cooper (1984) articulates the product, not the celebrity, must be the star. Overshadowing or better known as the vampire effect occurs when the celebrity endorser occurs in the presence of multiple other stimuli which all competes to form a link with the celebrity endorser (Till, 1996). It is a fairly familiar problem that tends to water out the image and association present between the celebrity and the brand being endorsed and one that leads to lack of clarity for the consumer (Evans, 1998). A universal concern here is that consumers will fail to notice the brand being promoted because they are focusing their attention on the celebrity (Erdogan, 1999). Two new shortcomings can be seen these days what marketers call Celebrity Trap and Celebrity Credibility. Celebrity trap is when the task to find substitutes becomes more and more difficult and thus celebrity becomes an addiction for the marketing team leading to surfeit of celebrities. Celebrity credibility refers to skepticism by the consumers regarding
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the celebrities, because of which brand is bound to be affected, especially when there is anything negative regarding the celebrity associated with the brand in the news (Kulkarni and Gaulankar, 2005). Agrawal and Kamakura (1995) recommend that there are decreasing returns associated with celebrities in advertising. Also some consumers have termed celebrities to be a puppet used by companies implying that they perceive the celebrities to be lying, when endorsing certain products (Temperley and Tangen, 2006).

2.6 SELECTING THE RIGHT CELEBRITY Shimp (2000) put forward five factors in order of decreasing importance namely, the celebrity credibility, celebrity and audience match-up, celebrity and brand match up, celebrity attractiveness, and miscellaneous considerations, which were considered by advertising executives while making their celebrity-selection decisions. Models and concepts were constructed by scholars to draw the liaison between celebrities, the brand they endorsed and the perception of the people related to the two (Khatri, 2006). One of the earliest models was the Source Credibility Model by Hovland et al. (1953). Apart from this there were three additional models recognised by Erdogan (1999) which were the Match-up Hypothesis by Forkan (1980), the Source Attractiveness Model by McGuire (1985) and the Meaning Transfer Model by McCraken (1989). The following part will take a closer look at the stated considerations and the associated models.

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2.6.1 THE SOURCE CREDIBILITY MODEL The effectiveness of a communication is commonly assumed to depend on the one who delivers the message thus according to Hovland et al., (1953). The expression source credibility is used commonly to entail the communicators positive attributes that affect the recipients acceptance of a message (Ohanian, 1990). Furthermore, the source needs to be trustworthy, in the nous of believability, honesty and ethics (Belch and Belch, 2001). Information from a credible source such as a celebrity has the power to influence the opinions, belief, attitude and behaviour through a process called internalisation based on the assumption that the information from the source is accurate (Belch and Belch, 2001). Internalisation occurs when source influence is accepted by the receiver in terms of their personal attitude and value structures (Erdogan, 1999). Source credibility refers to the perception of the sources expertise, objectivity and trustworthiness (Ratneshwar and Chaiken, 1991). Over the past 30 years the research conducted by psychologists demonstrates that a source which is distinguished as highly credible is likely to be more persuasive than a low credibility sender (Aaker et al. 1992; Erdogan, 1999; Atkin and Block, 1983). The same is reflected in the source credibility model, which contends that the effectiveness of a message displayed depends on perceived level of trustworthiness and expertise in an endorser (Dholakia and Sternthal 1977; Erdogan 1999; Ohanian, 1991; Solomon et al. 1999) Hovland et al., (1953) partitioned source credibility into expertise and trustworthiness. Expertise is the extent to which a communicator is perceived to be a source of valid assertions and consists of knowledge, special experience and skills (Shank, 2004). Expertise of the source should relate to the product that he/she is endorsing (Till and Busler, 1998). Speck, Schumann and Thompson (1998) found that as compared to non-

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experts, expert celebrities produced higher recall of product information, but the difference was not statistically significant (Erdogan, 1999). Trustworthiness is the degree of confidence in the communicators intent to communicate the assertions he considers most valid and consists of honesty, integrity and believability ( Hovland et al, 1953). The advertisers by selecting endorsers, who are widely regarded as honest, believable and dependable, can capitalize on the value of trustworthiness (Erdogan, 1999). Ohanian, (1990) stated that the message will be more effective and the receiver more integrated, when the celebrity is perceived to be more trustworthy. As source credibility research looks upon the celebrity endorsement process as unidimensional, it fails to provide a well-grounded explanation of important factors. Even though source credibility is a vital factor in the celebrity selection process, as credibility has been proved to have direct and significant effect on attitude and behavioral intentions, it should not be the only criteria that should be taken into consideration while selecting celebrity endorsers (Erdogan, 1999).

2.6.2 MATCH-UP HYPOTHESIS Spokesperson-brand congruence match-up entails that the highly relevant characteristics of the spokesperson are consistent with the highly relevant attributes of the brand (Misra and Beatty, 1990). According to Kamins (1990) there is a necessity for the existence of a meaningful relationship between the celebrity, the audience and the product. According to Evans (1988) in the absence of a distinct and specific relationship between the product and the celebrities, celebrities suck the life blood of the product dry, thus emphasize the danger of the vampire effect.

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According to Kahle and Homer (1985), the Match-up Hypothesis of endorser selection fits well with Social Adaptation theory which implies that the adaptive significance of the information will determine the impact. Research indicates that advertising a product via a celebrity leads to a greater celebrity and advertiser believability relative to advertisements portraying a less fitting product spokesperson image (Kamins and Gupta, 1994; Kotler P., 1997). Till and Busler, (1998) explained that even though Micheal Jordon is a an attractive endorser, his effectiveness as a celebrity endorser is likely to be greater when endorsing products related to his athletic deftness such as Gatorade or Nike, rather than products that are unrelated to his athletic performance such as WorldCom Communications. According to Katyal (2007), there are certain parameters that postulate compatibility between brand image and the celebrity, which are as follows: Celebrity physical attractiveness. Celebrity popularity. Celebrity credibility. Celebrity prior endorsements. Whether celebrity is a brand user. Celebrity profession Celebritys fit with the brand image. Celebrity-target audience match Celebrity associated values.
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Costs of acquiring the celebrity. Celebrity-Product matches. Celebrity controversy risk.

The extensive and persistent use of celebrities in advertising suggests that they are worth the costs associated with hiring them (Agrawal and Kamakura, 1995). A celebritys stamp of approval can create an emotional bond between the endorser and the consumer, if the fit is right (Bradley, 1996). A successful and popular endorser has the capability to increase consumers purchase intentions and preference towards brands either directly or indirectly (Lui et al, 2007). One can always match a celebrity with the wanted image of the brand but it will not be successful if the target audience does not perceive the fit (Temperley and Tangen, 2006). Newsom et al. (2000) take the view that there should be no conflict between any prior promotion campaign endorsed by a celebrity and the preferred image. During their careers, successful individuals are elevated to the celebrity status, and therefore regardless of their actual physical appearance their achieved recognition and popularity makes these celebrities look attractive to consumers. These celebrities accomplishments and fame transform in to credibility and power in the eye of the public (Choi , 2007). Solomon et al. (1999) refers to the credibility gap, where the lack of credibility is aggravated by incidences where celebrities endorse products that they do not really use, or in some cases do not believe in.

2.6.3 THE MEANING TRANSFER MODEL According to McCraken (1989), the previous models discussed above are not capable of capture the success factors of the endorsement process, hence he proposed the meaning
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transfer model as a rich and all-inclusive portrayal of the same, the central premise of which is that celebrities encodes unique sets of meanings which might be transferable to the endorsed product, provided the celebrity is used well. Celebrity Endorsement is a special example of the universal process of meaning transfer which witnesses a conventional movement of cultural meaning in consumer societies. Celebrities are known to be full of different meanings in terms of age, gender, personality and lifestyle. Celebrity endorsers bring their own symbolic meaning to the process of endorsement. Specially the cultural meanings residing in a celebrity go beyond the person itself and are passed on to the products. (McCraken, 1989; Brierley, 1995). The model exemplifies a three-stage process of meaning transfer which involves the creation of the celebrity image followed by the transfer of meaning from the celebrity to the brand which again in turn is followed by the transfer of brand image to the customers (Schlecht, 2003). In the first stage the meanings associated with the famous person moves from the endorser to the product or the brand, and this meaning is drawn by the celebrity from its public persona. In the second stage, the creation of product personality takes place as the meaning is transferred from the endorser to the consumer. This is based on the symbolic properties conveyed by the endorser. Finally in the last stage which is known as the consumption process, the brand meaning is attained by the consumer. The consumers who identify themselves with these symbolic properties the meanings are transferred to them thereby rendering the process of transfer of the meaning from the celebrity to the consumer complete. The third stage of the model overtly proves the importance of the consumers role in the process of endorsing brands with famous people (McCraken, 1989). Even though this approach is useful in certain rationales, but at the same time it prevents one from seeing the celebrities who are in fact highly individualized and complex bundles
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of cultural meanings (McCraken,1989). McCrakens model may first seem a merely theoretical concept, but in truth its applicability to real life was demonstrated by two studies. The meaning transfer model was found applicable in a study conducted by Mitchell and Boustani (1992), which tested the model on breakfast cereals. Also Langmeyer and Langmeyer (1993) rendered it legitimate through its study carried out on jeans and VCRs which included celebrities like Madonna.

2.7 MULTIPLE CELEBRITY ENDORSEMENTS One of the first enquiries into the phenomenon called celebrity endorsement was by Mowen and Brown (1981), where the results of their study underlined the importance of the advertiser launch an exclusive agreement with a celebrity. Save for exclusivity comes with a high price tag even though the traditional advertising literature advocates the importance of an exclusive product contract with a celebrity (Cronin, 2003). This high value ticket has led to a trend of c ompanies sharing stars. Earlier studies hint at the fact that in order to erode consumers acumen of endorsers trustworthiness, as well as advertisement and brand evaluation, by simply knowing that the celebrity is endorsing multiple products (Tripp et al, 1994). On the contrary, Hsu and Donald (2002) found that it might be beneficial to endorse a product with multiple celebrities as it leads to attracting and connecting to the different and diverse sets of target audience to the product. In fact this strategy of using an assortment of celebrities is quite high-flying among sports brands like Nike, Adidas and Reebok (Temperley and Tangen, 2006). Erdogan and Baker (1999) had interviewed several advertising agency managers and reported that the practitioners insight indicated that a brand has a wide range of
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consumers and sometimes the use of multiple celebrities is needed to cover the whole target audience, though it must be made sure that each celebritys values reflects core brand values (Hsu and Donald, 2002). By using multiple celebrities in collaboration one can more successfully endorse a specific product. This is evident in the marketing strategy used by the cosmetic manufacturer LOreal who matches its product line depending on the celebrities and the meanings associated with them (Redenbach, 2005). Additionally, the boredom which is caused by the presence of a single celebrity can be reduced with the help of multiple celebrities (Hsu and Donald, 2002).

However, it is also cautioned that multiple celebrities may lead to confusing consumers about the brands identity and that it should be assured that each and every celebrity possesses compatible meanings that are sought for brands (Erdogan and Baker, 1999). While surfing through the different channels of television one realises that several brands are being endorsed by some celebrities. For illustration, Amitabh Bachchan is seen to enact for Pepsi, Cadbury, Dabur, and Nerolac. On the other hand Pepsi has been endorsed by Sachin Tendulkar, Aamir Khan, Amitabh Bachchan and Rahul Dravid (Khatri, 2006).

2.8 UNDERSTANDING CONSUMER BEHAVIOUR Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, socio-psychology, anthropology and economics, (Vivek, J. and Supreet, A., 2008). It attempts to understand the buyer decision-making process, both individually and in groups. Belch and Belch (2001) defined consumer behaviour as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. They again said for many products and
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services, purchase decisions are a result of a long, detailed process that may include an extensive information search, brand comparisons and evaluations, and other activities.

The study and knowledge of consumer behaviour helps firms and organizations to improve their marketing strategies and product offerings. According to Vivek, J. and Supreet, A., (2008), the following are the important issues that have significant influence on consumer's psyche and their ability to take decisions: The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behaviour of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Their Age, Religion, Culture, Income, informal group and Referent Group.

Understanding these issues helps marketers adapt their strategies by taking the consumer into consideration.

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2.8.1 TRADITIONAL FACTORS AFFECTING CONSUMER DECISION MAKING There are several factors that affect consumer's decision to purchase a brand and a product. These factors though at time are not very much visible but they make an impact and affects sales of a product or brand up to a great extent. Consumer purchases are influenced strongly by four factors (Engel, 1986):

2.8.1.1 CULTURAL FACTORS The broadest and most abstract of the external factors that influence consumer behavior is culture, or the complexity of learned meanings, values, norms, and customs shared by members of a society (Belch and Belch, 2001). According to Engel, 1998, cultural factors are divided into three sub factors: (i) Culture, (ii) Sub Culture and (iii) Social Class.
(i) Culture: the set of basic values perceptions, wants, and behaviours and learned by

a member of society from family and other important institutions. Culture is the most basic cause of a persons wants and bahaviour. Every group or society has a culture, and cultural influences on buying behavior may vary greatly from country to country.
(ii) Sub Culture: a group of people with shared value systems based on common life

experiences and situations. Each culture contains smaller sub cultures a group of people with shared value system based on common life experiences and situations. Sub culture includes nationalities, religion racial group and geographic regions.
(iii) Social Class: almost every society has some form of social structure; social

classes are societys relatively permanent and ordered divisions whose members share similar values, interests and behavior.

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2.8.1.2 SOCIAL FACTORS A consumers behavior is also influenced by social factors, such as Groups, Family, Roles and status.

Groups: two or more people who interact to accomplish individual or mutual goals. A persons behavior is influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups. Some are primary groups and includes family, friends, neighbours and coworkers. Some are secondary groups, which are more formal and have less regular interaction. This includes organizations like religious groups, professional association and trade unions etc.

Family: family members can strongly influence buyer behavior. The family is the most important consumer buying organization society and it has been researched extensively. Marketers are interested in the roles, and influence of the husband,

wife and children on the purchase of different products and services.

Roles and Status: a person belongs to many groups, family, clubs, or organizations etc. the persons position in each group can be defined in terms of both role and status.

2.8.1.3 PERSONAL FACTORS: This includes Age and Life cycle stage, Occupation, Economic situation, Life style, personality and Self concept.

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 Age and Life cycle stage: people change the goods and services they buy over their

lifetime. Taste in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle.
Occupation: a persons occupation affects the goods and services bought. Blue

collar workers tend to buy more rugged work clothes, whereas white collar workers buy more business suits. A company can even specialize in making products needed by a given occupational group. Thus, computer software companies will design different products for managers, accountants, engineers, lawyers and doctors etc.
Economic situation: a persons economic situation will affect product choice. Life Style: this is a persons pattern of living, understanding these forces involve

measuring consumers major AIO dimensions i.e. Activities (work, hobbies, shopping, support etc.), Interest (food, fashion, family, recreation etc.) and Opinions (about themselves, business, products etc.).
Personality and Self concept: each persons distinct personality influences his or

her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to ones own environment.

2.8.1.4 PSYCHOLOGICAL FACTORS: The psychological factors include Motivation, Perception, Learning, Beliefs and Attitudes.

Motivation: motive drives a need that is sufficiently pressing to direct the person to seek satisfaction of the need.

Perception: The processes by which people select, organize, and interpret information to form a meaningful picture of the world.
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Learning: changes in an individuals behavior arising from experience. Beliefs: beliefs are a descriptive thought that a person holds about something. Attitude: a persons consistently favourable or unfavourable evaluations, feeling and tendencies towards an object or idea.

2.8.2 STAGES OF CONSUMER BUYING PROCESS

The consumers purchase decision process is generally viewed as consisting of stages through which a buyer passes in purchasing a product or service (Belch and Belch, 2001). The given process is very complicated though on first sight it does not look so (Vivek, J. and Supreet, A., 2008). The consumer decision making model process opines that the decision making involves a number of internal psychological processes. Motivation, perception, attitude formation, integration, and learning are important to promotional planners, since they influence the general decision-making process of the consumer (Belch and Belch, 2001).

The process starts with problem recognition or with an unsatisfied need - something that a consumer would like to have or purchase in order to attain satisfaction. This need can be Psychological, attitudinal or Physiological but yes it should have the capacity to be fulfilled by consuming a particular product or service (Vivek, J. and Supreet, A., 2008). The problem recognition is caused by a difference between the consumers ideal state and actual state. Deficit in assortment of products; hunger food, hunger stimulates your need to eat (Engel, 1986). The second stage is the information search. Belch and Belch (2001) has observed that when consumers perceive a problem or need that can be satisfied by the purchase of a

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product or service, they begin to search for information needed to make a purchase decision. The initial search effort often consists of an attempt to scan information stored in memory to recall past experiences and /or knowledge regarding various purchase alternatives. This information retrieval, according to them, is referred to internal search. If the internal search does not yield enough information, the consumer will seek additional information by engaging in external search. External sources include personal sources e.g. from friends, relatives, or co-workers; marketer controlled sources such as information from advertisement, sales people, or point-of-sale displays and on the internet; public sources such as articles in magazines or news papers and reports on TV; personal experience such as actually handling, examining, or testing the product.

The third stage is the evaluation of alternatives: at this stage the consumer compares the various brands or products and services identified as being capable of solving the consumption problem and satisfying the needs or motives that initiated the decision process (Belch and Belch). Marketers try to influence this stage by framing alternatives (Engel, 1986).

Purchase decision and Purchase is the fourth stage. At some point in the buying process, the consumer must stop searching for and evaluating information about alternative brands and makes a purchase decision. A purchase decision is not the same as an actual purchase (Belch and Belch, 2001). As an outcome of the alternative evaluation stage, the consumer may develop a purchase intention to buy a certain brand. This is generally based on a matching of purchase motives with attributes or characteristics of brands under consideration. Once a consumer chooses which brand to buy, he/she must still implement the decision and make the actual purchase. Often there is a time delay between the
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formation of a purchase intention or decision and the actual purchase. This is particularly the case when purchasing is highly involved and complex such as the purchase of automobiles, personal computers, and consumer durables.

The last stage in the process is the post purchase evaluation. The consumer decision process does not end with the purchase. After using a product or service, the consumer compares the level of performance with expectations and is either satisfied or dissatisfied. Satisfaction occurs when the consumers expectations are either met or exceeded; dissatisfaction results when performance is below expectations. A possible outcome of purchase is cognitive dissonance, a feeling of psychological tension or post-purchase doubt that a consumer experiences after making a difficult purchase choice. This can be reduced by warranties, after sales communication etc. (Belch and Belch, 2001).

2.8.3 IMPACT OF A BRAND ON CONSUMER PURCHASE DECISION

Research studies have proven that known products and names are sold more than unknown ones. Therefore, a known brand or an optimally exposed brand will find more recognition and purchase in the market in comparison to completely unknown or unexposed brand. Recognition of brand and its significance along with the traditional factors plays a very significant role in consumer decision-making process.

More or less every consumer has a brand preference and given the affordability and societal norms, each buyer would like to buy and consume one of the highly acceptable, recognizable, and reputed brands.

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Figure 2.1: A diagramme showing the effect of brand preference on the consumer buying process.

Source: Vivek, J. and Supreet, A., 2008.

The above given model explains the important role that a brand plays in three different stages of consumer's purchase decision making. A consumer start collecting data or information about his favourite brand than he keeps his favourite as one of the alternatives and he evaluate his selected brand against all available options and on finding it suitable or best among all options based upon a qualitative and quantitative evaluation he will ultimately purchase the selected or favourite brand.

2.9 CONSUMERS PERSPECTIVE The heterogeneity in consumers responses to emotional appeals in advertising is well documented in the behavioural literature, (Moore, Harris and Chen, 1995). McCraken (1989) goes on to describe a consumer as a self that constantly detracts into their lives the symbolic properties from consumer products in order to construct aspects of themselves and the world. The results of the study conducted by OMahony and

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Meenaghan (1998) designate that a consumer holds by and large a positive attitude towards celebrity endorsements. Research confirms that the celebrity endorsement can have an impact on the consumers recall evaluations, attention and purchase intentions. At the same time it needs to be taken into consideration that although consumers might have a favourable disposition towards celebrities, this does not necessarily always translates into purchase intentions (OMahony and Meenaghan, 1998). Consumers perception begins with their self-image and lifestyle (Busler, 2003). Daneshvary and Schwer (2000) formulated an estimated equation on the purchase intention of the consumers which is based on the literature that points to the fact that purchase intention in an environment of endorsements depends on consumers identifying with the association and its consequent purpose on their socioeconomic profile. The equation goes as follows: PURCHASE INTENTION = f (often, income, gender, occupation, age, education) It is often seen that the understanding of the bond between the endorsed product and the product itself is difficult for the consumer to judge and thus this is critical to understand while discussing celebrity endorsement (Hsu and Donald, 2002). Using the internationalisation process, Friedman and Friedman (1979) posited that consumers were more likely to purchase expensive and/or complex products which were endorsed by expert celebrities rather than typical customers. Using the same theory, Lafferty and Goldsmith (1999) also suggested that consumers are more likely to purchase a product when the perception of corporate credibility is high and when the purchase intention, when endorser credibility which maybe a celebrity, is again perceived to be high. But it is seen that once the consumer has the product in his or her hands, however, the design, quality, and price of the product are what consummates the sale, not the association with
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a celebrity, which enlighten us with the verity that celebrities get consumers to try products, not to necessarily buy products." (Anonymous, 2007).

Daneshvary and Schwer (2000) refer to individuals with higher levels of education might be less influenced by any form of advertising than those with less education, because education provides individuals with analytical skills allowing them to decipher information from several sources prior to making a purchasing decision, making them less likely to purchase a product based on one source. The celebrities are often looked upon by the young as their role model. (Choi and Rifon, 2007). It is seen that celebrity endorsement specially encourages the young to embrace their individuality by celebrating their contemporary icons and heroes (Temperley and Tangen, 2006).

2.10 COUNTRY CONTEXT: GHANA Brand endorsements by celebrities are a widespread phenomenon in Ghana and worldwide. In recent years, the celebrities present in the Ghanaian films have provided lifestyle cues to youth. Given the popularity, size and reach of the celebrities present in the film industry have the power to influence the attitude and behavior of millions of people, particularly the youth in Ghana. The result of several discussions between strategic media work and WHO, after consulting with media experts, sociologists, films and television professionals and academics as well as scanned media reports, determines the impact of films and its consequent impact of celebrities on the youth. (Anonymous, 2003)

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Consumers expectations and demands are continuously rising in todays dynamic and competitive environment forcing marketers to adopt more creative advertising efforts such as celebrity endorsements to influence consumer brand choice and behaviour (Alsmadi, 2006). Hence, there is a novelty of the celebrity brand endorsement which has proliferated to have become a multi-million dollar industry in the world today (Malhotra, 2005). Furthermore the celebrities in Ghana like elsewhere, live a very public life, hence several aspects of their lives are exposed to the general public such as where they shop, where they holiday, their favorite food and so on and thus receive extensive coverage from the media. However, a few of the brands have, no doubt, been established without celebrity endorsement (Kulkarni and Gaulkar, 2005). Guinness Ghana promoted its Stone Beer brand in Ghana with ordinary men in their advertisement with a slogan Youve earned it which has worked well. Considering their target group for that brand young corporate workers and middle class are more prone to identify with their kind than a celebrity. A few more examples that can be given are Lifebuoy, Close Up etc. Peculiar to brand endorsement in Ghana and other African countries are the use of celebrities for billboards and others without their consent.

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2.10 EXAMPLES OF VARIOUS CELEBRITIES AND THE BRANDS THEY REPRESENT Figure 2.2: An advertisement showing Yaw Ampofo Ankrah (Journalist) as a brand ambassador for rLG communication.

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Figure 2.3: An advertisement showing Michael Essien (Footballer) as a brand ambassador for MTN.

Figure 2.4: An advertisement showing Stephen Appiah and Michael Essien (Footballers) as a brand ambassadors for MTN.

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Figure 2.5: An advertisement showing Asamoah Gyan (Footballer) as a brand ambassador for Glo Mobile Ghana.

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CHAPTER THREE METHODOLOGY

3.1 INTRODUCTION Methodology is the answer to the why and how the research was carried out in the first place. This increases the possibility of receiving appropriate answers to the research questions and derives valuable insights into the topic at hand. The choice of research approach is the first topic discussed in this chapter, followed by data collection, sample selection and data analysis.

3.2 CHOICE OF RESEARCH METHODS Research means different things to different people (Amartunga et al, 2002) and the intention behind it are to investigate innumerable data, theories, experiences, concepts and law. The two broad and distinct approaches to social research cover the Quantitative and Qualitative methods of enquiry.

The purpose of this study is to create a picture of the effects celebrity endorsement have on consumers in Ghana. To get a reliable result, it will be of great importance to collect a larger amount of data hence, quantitative method fits this study. Frechtling and Sharp (1997) characterized the common data collection techniques used in quantitative research as questionnaires, tests and existing literature.

3.3 RESEARCH DESIGN Research collect evidence when they are interested in someones opinion, then further attempts are made to determine the prevailing opinion within a particular group.
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A survey study was deemed appropriate for this research because of the following three reasons: Survey research involved data collection from a group, generalising the results of the study to predict the attitude of the population of interest. The survey questionnaire may be structured to elicit information from the population of interest in a systematic and unbiased manner. Survey allows the researcher to make statistical analysis of the data and generalise it to a larger population, hence a perfect choice for a consumer research.

3.4 RESEARCH INSTRUMENT Data for this research was collected through a questionnaire survey, which consisted of 20 questions some of which were open ended and closed format as well as Likart scale. The first part of the questionnaire collected demographic data of the respondents before the main questions.

Before the questionnaires were finally dispatched it was pre-tested in order to ensure that the best questionnaires were administered. The sample of the questionnaire could be seen at appendix one.

3.5 SAMPLING TECHNIQUE Celebrities are often looked upon by the young as their role model (Choi and Rifon, 2007). It is seen that celebrity endorsement specially encourages the young to embrace their individuality by celebrating their contemporary icons and heroes (Temperley, Tangen, 2006). Again, the youth (18 years 35years) in Ghana represent the future of

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every brand. Therefore measuring the effects of celebrity endorsement on the youth is most relevant. In this study, non-probability sampling technique called convenience sampling technique was used. When performing convenience sampling the researcher selects respondents that match the target sample (Saunders et al, 2000).

The sample was collected from three tertiary institutions in Accra, namely: University of Ghana - Legon, Institute of Professional Studies (IPS) and Sikkim Manipal University Accra Campus.

The only criteria used for this sample was the age 18-35, who are largely found in the universities hence the choice of those three institutions. Again, by conducting the study at those tertiary institutions the researcher decreased the variations in the population data since the age range there is 18-35 (Saunders, 2000).

3.7 DATA COLLECTION Three hundred (300) questionnaires were issued to three hundred respondents at random on the three tertiary institution campuses in Accra. All the three campuses namely; University of Ghana - Legon, Institute of Professional Studies (IPS) and Sikkim Manipal University Accra Campus had one hundred (100) questionnaires each.

Every tenth student who was willing to be a respondent on the various campuses was administered with the questionnaire. Two hundred and twenty (220) were returned, among that number, twenty answered questionnaires were not used due to incompleteness
37

and missing answers. The remaining two-hundred answered questionnaires were included in the final data analysis.

3.8 RESPONSE RATE Total number of questionnaires issued: 300 Gross total response: 220 Usable (Net) response: 200

Table 3.1 - A table showing the response rate of respondents NO. INSTITUTION QUESTIONNIRES NOT ISSUED LEGON 100 IPS 100 SMU 100 TOTAL 300 Source: Field Work 2011 RETURNED 30 27 23 80 SPOILT 2 7 11 20 GOOD RESPONSE 68 66 66 200

Response Rate = (200 / 300) * 100 = 66.7%

3.9 RESPONSES TO QUESTIONS Respondents were encouraged to answer the questions as clearly as possible; they were given enough time to answer the questions. Some filled in the questionnaire on the spot; others took it away and left behind their phone numbers from which follow ups were made.

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3.10 METHOD OF ANALYSIS Data analysis tool SPSS 17 for windows was used to analyse the data obtained. Frequency tables, tabulations and cross tabulations were done with results presentation in the chapter four and appendix two.

3.11 DIFFICULTIES AND PROBLEMS ENCOUNTERED Data collection was rather difficult especially with students as majority found the excuse of course work to avoid the researcher. Again, some attached little seriousness to answering the questionnaire because to them since the research was for academic purpose, it will end up in the shelves of school libraries like others hence, there was no need to waste precious time.

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CHAPTER FOUR PRESENTATION OF RESULTS AND DISCUSSIONS

4.1 INTRODUCTION This chapter will provide the presentation of empirical data findings. It will also provide the reader with a discussion and analysis of findings.

4.2 DESCRIPTIVE PRESENTATION OF SURVEY QUESTIONS This field survey was conducted from December, 2010 to January 2011. The survey utilized a questionnaire designed to collect data regarding celebrity endorsement of consumer brands and its effects on consumers in Ghana. All the questions on the questionnaires were designed specifically to respond to each objective.

4.3 OBJECTIVE ONE To determine whether consumers acknowledge the presence of celebrity endorsement in the consumer brands in Ghana.

Table 4.1 - A table showing responses to whether respondents are familiar with celebrity.

Frequency

Percent (%) 98.5 1.5 100.0

Valid Percent (%) 98.5 1.5 100.0

Cumulative Percent (%) 98.5 100.0

YES 197 NO 3 Total 200 Source: Field Work, 2011

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The table 4.1 above is showing responses to whether consumers know who a celebrity is or not. Out of the two hundred (200) consumer respondents asked, 98.5% said they know who a celebrity is. Only 1.5% percent said they dont know a celebrity.

Table 4.2 - A table showing responses to whether consumers agree/disagree that there is an increase in celebrity brand endorsement in Ghana. Frequency Percent Valid Percent Cumulative (%) 2.0 11.0 60.0 27.0 100.0 (%) 2.0 11.0 60.0 27.0 100.0 Percent (%) 2.0 13.0 73.0 100.0

STRONGLY DISAGREE DISAGREE AGREE STRONGLY AGREE Total Source: Field Work, 2011

4 22 120 54 200

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The table 4.2 above shows responses to whether consumers agree/disagree that there is an increase in celebrity brand endorsement in Ghana. From the table 4.2 above, majority of the respondents agree that there is an increase in celebrity endorsement in Ghana; 87% of the respondents agree or strongly agree to the statement that there is an increase in celebrity endorsement in Ghana, while only 13 percent strongly disagree or disagree with that same statement.

Figure 4.1: A pie chart showing the professions of celebrities used for brand endorsement in Ghana.

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Figure 4.1 shows a pie chart of various professionals who are used for brand endorsement by some consumer brands in Ghana, as rated by respondents. From the pie chart 36% of the respondents said that movie stars are used more often, 28% of the respondents said that musicians are rather used more frequently while 15%, 10.5% and 6.5% said that footballers, journalists and politician were the sorts of celebrities used in that respect. Only 4% said that other celebrities than stated were also used for brand endorsements.

Figure 4.2: A pie chart showing whether consumers use brands endorsed by celebrities.

Figure 4.2 shows a pie chart on whether respondents were already using a brand which is endorsed by celebrity. Approximately 98.5% of the Two hundred respondents said Yes, only 1.5% respondent negative to that question.

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4.3.1 ANALYSIS OF WHETHER CONSUMERS ACKNOWLEDGE THE PRESENCE OF CELEBRITY ENDORSEMENT IN THE CONSUMER BRANDS IN GHANA. Hamish and Pringle (2004) suggest 3 macro factors present in the market today that in principal justifies the validity of celebrity endorsement as a promotional strategy. The first factor is the increasing opportunity for interactivity between brands and their consumers. Second is the era of consent situation present today where consumers have more control over the messages they receive. And lastly is the increasing media fragmentation and commercial communication clutter. Gradually, Ghana is churning out a lot of celebrities through its vibrant music and movie industry. That is why a large number of respondents said that they know who a celebrity was. Many businesses are taking advantage of the presence of the celebrities to get their brands endorsed by them hence increase in celebrity endorsement. This is consistent with Friedman et al. (1976) who concluded that it was perhaps useful for a promoter to use an endorser for his product, rather than employ a comparable advertisement without an endorsement. The composition of celebrities includes; movie stars, musicians, footballers, journalist, politicians and others.

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From figure 4.2, most respondents said that they were using products or brands which had celebrity as an ambassador. Celebrity endorsement is a ubiquitous characteristic of modern marketing. Brands in Ghana have invested significant amounts of money to align themselves and their products with big name celebrities in the belief that they will draw attention to the endorsed products/services and transfer image values to these products/services by virtue of their celebrity profile and engaging attributes (Erdogan 1999). Moreover, Newsom et al. (2000) believe that celebrities can increase recognition and their presence almost guarantees publicity. 4.4 OBJECTIVE TWO To find out how consumers relate to celebrities in Ghana

Figure 4.3: A pie chart showing whether consumers in Ghana use celebrities to evaluate themselves.

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Figure 4.3 above shows whether consumers in Ghana use celebrities to evaluate themselves. From the pie chart presentation, 42% of the respondents said they use celebrities to evaluate themselves whiles 58% of respondents said they dont use celebrities to evaluate themselves.

Table 4.3 - A table showing whether celebrities have the power to influence consumers in Ghana. Frequency Percent (%) 50.0 50.0 100.0 Valid Percent (%) 50.0 50.0 100.0 Cumulative Percent (%) 50.0 100.0

YES 100 NO 100 Total 200 Source: Field Work, 2011

Table 4.3 above shows whether celebrities have power to influence consumers in Ghana. Half (50%) of the respondents said Yes while the 50% said No.

Table 4.4 A table showing whether celebrities help consumers to recall endorsed brands easily. Frequency Percent (%) 89.5 10.5 100.0 Valid Percent (%) 89.5 10.5 100.0 Cumulative Percent (%) 89.5 100.0

YES 179 NO 21 Total 200 Source: Field Work, 2011

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Table 4.4 above shows whether celebrities help consumers to recall endorsed brands easily. Out of the two hundred (200) respondents, 89.5% said celebrities used for certain brands have aided in the recollection of those brands. However, 10.5% said those celebrities have not help in any way in their recollection of those brands.

4.4.1 ANALYSIS OF HOW CONSUMERS RELATE TO CELEBRITIES IN GHANA The celebrities are often looked upon by the young as their role model. (Choi and Rifon, 2007). Work done by Temperley and Tangen, (2006) concluded that celebrity endorsement specially encourages the young to embrace their individuality by celebrating their contemporary icons and heroes. However, less than half the respondents who were all in the age classified as the youth responded that they do not use celebrity to evaluate themselves. However, while fifty percent admitted that celebrities have the power to influence them another fifty responded that celebrities could not influence them in anyway. This was again consistent with work done by Daneshvary and Schwer (2000) who had refer to individuals with higher levels of education as consumer who are less likely to be influenced by any form of advertisement. This is because education provides individuals with analytical skills allowing them to decipher information from several sources prior to making a purchasing decision, making them less likely to be influenced by one source. With the increasing literacy rate in Ghana, it is however not surprising that many people would be likely influenced by celebrities in Ghana. Moreover, celebrities had aided brand recalls amongst consumers. This was reflected in table 4.4 above when approximately 89.5% said that celebrities associated with certain brands or products have help to recall those brands or products.

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4.5 OBJECTIVE THREE To determine whether consumers in Ghana buy a product because celebrity has endorsed it

Figure 4.4: A pie chart showing what motivate consumers to purchase a particular brand.

The figure 4.4 above shows what motivate consumers to purchase a particular consumer brand. 30% of the respondents said they purchase a brand based on how low the price is comparatively. 36% said their purchases are based on the quality of the brand while 22.5% said they consider the latest brand. 11.5% of the respondents said they purchase their consumer brand because it is endorsed by celebrity.

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Table 4.5 A table showing whether being familiar with celebrity could influence consumers to purchase a brand. Frequency Percent (%) 67.0 33.0 100.0 Valid Percent (%) 67.0 33.0 100.0 Cumulative Percent (%) 67.0 100.0

YES NO Total

134 66 200

Source: Field Work, 2011

The table 4.5 shows whether familiarity of celebrity could influence consumers to purchase a particular brand. Out of the 200 respondents, 67% said their familiarity with a celebrity could influence them to buy a particular brand. 33% of the respondents said their familiarity with celebrities could not influence them to buy a particular brand. Table 4.6 A table showing whether assurance of value-for-money by celebrity could influence consumers to purchase a brand. Cumulative Frequency Percent (%) YES 90 NO 110 Total 200 Source: Field Work, 2011 (%) 45.0 55.0 100.0 Valid Percent (%) 45.0 55.0 100.0 Percent (%) 45.0 100.0

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The table 4.6 shows whether assurance of value for money by celebrity could influence consumers to purchase a particular brand. Out of the 200 respondents, 45% said valuefor-money brand assurance by celebrity could influence them to buy a particular brand. While 55% of the respondents said value-for-money brand assurance by celebrities could not influence them to buy a particular brand.

4.5.1 ANALYSIS OF WHETHER CONSUMERS IN GHANA BUY A PRODUCT BECAUSE CELEBRITY HAS ENDORSED IT Consumers perception begins with their self-image and lifestyle (Busler, 2003). Daneshwar and Schwer (2000) formulated an estimated equation on the purchase intention of the consumers which is based on the literature that points to the fact that purchase intention in an environment of endorsements depends on consumers identifying with the association and its consequent purpose on their socioeconomic profile. Lafferty and Goldsmith (1999) found that consumers are more likely to purchase a product when the perception of corporate credibility is high and also when endorser credibility is perceived to be high. But it is seen that once the consumer has the product in his or her hands, however, the design, quality, and price of the product are what consummates the sale, not the association with a celebrity" (Anonymous, 2007). This was reflected in the research findings for instance the figure 4.4 above shows what motivate consumers to purchase a particular consumer brand. The results were as follows; 36% - quality of the brand 30% - comparative lower prices 22.5% - latest brand 11.5% - endorsed by celebrity However, majority of the respondent said familiarity with the celebrity could influence consumers to purchase a particular brand.
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4.5 OBJECTIVE FOUR To determine what consumers think should influence the choice of a celebrity for a product in Ghana

Figure 4.5: A bar chart showing the various professions of celebrities in Ghana and what consumers consider as appropriate factors for brand consideration.

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The figure 4.5 shows the various professions of celebrities in Ghana and what consumers consider as appropriate factors for brand consideration. Twenty-one (21) respondents representing 10.5% said the looks of the celebrity should be highly rated when choosing a celebrity for the brand especially if the considered celebrity is a musician. This is because, 28% of the 21 respondents said looks matter when considering a musician for a brand endorsement. Approximately, 19% said you only consider looks when you considering a footballer, movie star and journalist for a brand endorsement. Only 1% of the 21 respondents, who said looks matters, said you only consider looks in the other celebrities.

Secondly, 67 respondents representing 33.5% said the profession of the celebrity is an appropriate factor to consider for brand endorsement especially for movie stars. This is because, 31.3% of the 67 respondents said movie stars would be a good brand endorsers. Followed by musician, 25.4% of 67 respondents who said profession matters also said when the celebrity is a musician it is more appropriate. Approximately, 14.9% said footballers would be good brand endorser followed by 10.5% journalists, then 9% shared between politicians and others.

In addition, Twenty-one (42) respondents representing 21% said the personal values of the celebrity should be highly rated when choosing a celebrity for the brand especially if the considered celebrity is a movie star. This is because, 47% of the 42 respondents who said personal values matter, however said, personal values should more visible in the movie stars when considering them for a brand endorsement. Approximately, 11.9%, 14.3% and 4.8% respondents said you look for personal values when you considering a footballers, journalists and politicians respectively for a brand endorsement.
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Finally, Seventy (70) respondents representing 35% of the respondents said the combination of the three factors (Looks, Profession and Personal Values) should be highly rated when choosing a celebrity for the brand especially if the considered celebrity is a movie star. This is because, 38.6% of the 70 respondents who said that all the three mentioned factors must be considered more in movie stars when considering them for a brand endorsement. Approximately, 34.3% respondents said you look for all the three factors when you considering a musician for a brand endorsement. 15.7% of the respondents said that the combination of the three factors (Looks, Profession and Personal Values) must be present in a footballer celebrity endorser.

Figure 4.6: A bar chart showing how suitable or otherwise of Richard Kingston (footballer) as a celebrity endorsing Polytank Brand and how consumers rate him against the various factors for brand consideration.

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Figure 4.6 above shows how suitable or otherwise of Richard Kingston (footballer) as a celebrity endorsing Polytank brand and how consumers rate him against the various factors for brand consideration. About 54.5% of the 200 respondents said Richard was appropriate choice selected for the Polytank Brand as against 45.5% respondents who said that he was unsuitable. In spite of that, 35.8% of the total 109 respondents of those who answered suitable thought that Richard Kinston has all the three factors (Looks, Profession and Personal Values) needed for Polytank as a brand, while 34.1% of the 91 respondents who thought he was unsuitable for Polytank said he did not have all the three factors. 32.1% also said that he was very professional with 11% respondents saying that he (Richard Kinston) has the looks for the Polytank Brand that was why he was suitable. However, 21% of the respondents said he has a high personal value.

Figure 4.7: A bar chart showing how suitable or otherwise of VIP (Musical Group) as a celebrity endorsing Glo Mobile Ghana Brand and how consumers rate them against the various factors for brand consideration.

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Figure 4.7 above shows how suitable or otherwise of VIP (Musical Group) as a celebrity endorsing Glo Mobile Brand and how consumers rate them against the various factors for brand consideration. Ninety-seven respondents representing 48.5% of the 200 respondents said VIP were appropriate choice selected for the Glo Mobile Ghana Brand as against 51.5% respondents who said that they were unsuitable. Out of the 103 respondent who said that VIP were unsuitable for Glo Mobile, 33% chose unsuitable because they thought that VIP do not have all the three factors (Looks, Profession and Personal Values) needed for the brand, while 35% of the 103 respondents who thought they were unsuitable for Glo Mobile said they were not professionals. 22.3% also said that their unsuitability selection of VIP was based on their poor personal values.

Figure 4.8: A bar chart showing how suitable or otherwise of Batman Samini (Musician) as a celebrity endorsing MTN Ghana Brand and how consumers rate them against the various factors for brand consideration.

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Figure 4.8 above shows how suitable or otherwise of Samini Batman (Musician) as a celebrity endorsing MTN Brand and how consumers rate him against the various factors for brand consideration. 128 respondents out of the 200, which represents 64% said Samini was appropriate choice selected for the MTN Ghana Brand as against 72 respondents representing 36% who said that he was unsuitable. Out of those who said that Samini was suitable for MTN, 40% said they thought Samini was suitable because he has all the three factors (Looks, Profession and Personal Values) needed by MTN brand; while 27.3% said they thought Samini was suitable for MTN because he was professionals. 22.7% also said that their suitability selection of MTN was based on their personal values. On the other hand, out of the 72 respondents who said Samini was not suitable for MTN brand, 25.7% said he did not have all the three factors appropriate for brand consideration, hence their conclusion that he is unsuitable for the MTN. About 17% said Samini was not suitable for the MTN brand because he did have the looks. Majority of 44.4% concluded that Samini was unsuitable for MTN because he was not professional.

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Figure 4.9: A bar chart showing how suitable or otherwise of Yaw Ampofo-Ankrah (Broadcast Journalist) as a celebrity endorsing RLG communication Brand, and how consumers rate them against the various factors for brand consideration.

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Figure 4.9 above shows how suitable or otherwise of Yaw Ampofo-Ankrah (Broadcast Journalist) as a celebrity endorsing RLG Brand and how consumers rate him against the various factors for brand consideration. Only 78 respondents out of the 200, which represents 39% said Yaw Ampofo-Ankrah was suitable choice selected for the RLG Brand as against 122 respondents representing 61% who said that he was unsuitable. Out of those who said that Yaw Ampofo-Ankrah was unsuitable for MTN, 35.2% said they thought Yaw Ampofo-Ankrah was unsuitable because he did not have all the three factors (Looks, Profession and Personal Values) needed by RLG brand; while 30.3% said they thought Yaw Ampofo-Ankrah was unsuitable for RLG because he was not professionals. 23% also said that their unsuitability selection of Yaw Ampofo-Ankrah for RLG was

based on his lack for personal values. On the other hand, out of the 78 respondents who said Yaw Ampofo-Ankrah was suitable for RLG brand, 34% said he has all the three factors appropriate for brand consideration, hence their conclusion that he is suitable for the RLG. About 8% said Yaw Ampofo-Ankrah was suitable for the RLG brand because he has the looks. Majority of 38.5% concluded that Yaw Ampofo-Ankrah was suitable for RLG because he was professional.

Figure 4.10: A bar chart showing how suitable or otherwise of Michael Essien (Footballer) as a celebrity endorsing Fan Milk Ghana Brand and how consumers rate them against the various factors for brand consideration.

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Figure 4.10 above shows how suitable or otherwise of Yaw Michael Essien (Footballer) as a celebrity endorsing Fanmilk Ghana Brand and how consumers rate him against the various factors for brand consideration. About 150 respondents out of the 200, which represents 75% said Michael Essien was suitable choice selected for the Fanmilk Ghana Brand as against 50 respondents representing 25% who said that he was unsuitable. Out of those who said that Michael Essien was suitable for Fanmilk, 34.7% said they thought Michael Essien was suitable because he had all the three factors (Looks, Profession and Personal Values) needed by Fanmilk Ghana brand; while 32.7% said they thought Michael Essien was suitable for Fanmilk because he was a professional footballer. 21.3% also said that their suitability selection of Michael Essien for Fanmilk was based on his personal values. On the other hand, out of the 50 respondents who said Michael Essien was suitable for Fanmilk brand, 36% said he lacks the combination of all the three factors appropriate for brand consideration, hence their conclusion that he is unsuitable for the Fanmilk. About 8% said Michael Essien was unsuitable for the Fanmilk brand because he does not have good looks. Majority of 36% of the total respondents, who said Essien was unsuitable for Fanmilk, had their conclusions based on the fact that he was suitable for RLG because he was professional.

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Figure 4.11: A bar chart showing how suitable or otherwise of Jackie Appiah (Movie Stars) as a celebrity endorsing IPMC Brand and how consumers rate them against the various factors for brand consideration.

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Figure 4.11 above shows how suitable or otherwise of Jackie Appiah (Movie Star) as a celebrity endorsing IPMC Brand and how consumers rate her against the various factors for brand consideration. About 141 respondents out of the 200, which represents 70.5% said Jackie Appiah was suitable choice selected for the IPMC Brand as against 59 respondents representing 29.5% who said that she was unsuitable. Out of those who said that Jackie Appiah was suitable for IPMC, 34.8% said they thought Jackie Appiah was suitable because she had all the three factors (Looks, Profession and Personal Values) needed by IPMC brand; while 30.5% said they thought Jackie Appiah was suitable for IPMC because she was a professional movie star. About 22.7% also said that their suitability selection of Jackie Appiah for IPMC was based on her personal values. On the other hand, out of the 59 respondents who said Jackie Appiah was unsuitable for IPMC brand, 35.6% said she lacks the combination of all the three factors appropriate for brand consideration, hence their conclusion that she is unsuitable for the Fanmilk. About 8% said Jackie Appiah was unsuitable for the Fanmilk brand because she does not have good looks.

4.5.1 ANALYSIS OF WHAT CONSUMERS THINK SHOULD INFLUENCE THE CHOICE OF A CELEBRITY FOR A PRODUCT IN GHANA. Consumers in Ghana think that movies stars would make better brand ambassadors than musicians. From the figure 4.4 above, majority of the respondents said movie stars would be good brand endorsers. Movies stars are followed by musician, then footballers, journalists, before politicians and others tie in that order.

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The physical appearance of the celebrity (looks), how successful the celebrity is in his chosen career (profession) and the value of the individual (personal values) were what respondent thought should influence the selection of a celebrity to represent a brand or a product. The three factors are listed in order of increasing importance; Looks, Personal values, Profession and all the three factors combined. In a study conducted by shimp (2000) which considered an advertising executives while making their celebrity-selection decision put forward five factors in order of decreasing importance namely; the celebrity credibility, celebrity and audience match-up, celebrity and brand match up, celebrity attractiveness, and miscellaneous considerations. However, respondents in Ghana were very specific about what should be essential consideration for the selection of various categories of the celebrities; Movie Stars (Looks, Professionalism and Values) Musicians Values Footballers Professionalism and Values Journalists Looks Other Values and Looks

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CHAPTER FIVE RESEARCH CONCLUSIONS AND RECOMMENDATIONS

5.1 INTRODUCTION This chapter presents the conclusions of the study and recommendations made to address the main findings obtained from the analysis in the light of the objectives of the study. The objectives of this research were to determine whether consumers acknowledge the presence of celebrity endorsement in the consumer brands in Ghana. To determine how consumers associate with celebrities in Ghana, to determine whether consumers in Ghana buy a product because celebrity has endorsed it and finally, to determine what consumers think should influence the choice of a celebrity for a product in Ghana

5.2 SUMMARY OF FINDINGS

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A large number of respondents said they know who a celebrity is, agree or strongly agree that there is an increase in celebrity brand endorsement in Ghana, and have used brands endorsed by celebrities. The composition of profession of celebrities mostly used for brand endorsement in Ghana includes; movie stars, musicians, footballers, journalists, politicians and others.

More than half of the respondents said they do not use celebrities to evaluate themselves. However, half admitted that celebrities have the power to influence them whiles another half responded that celebrities could not influence them. Again respondents said celebrities association with certain brands had aided their recalls.

The motivation for consumers to purchase a brand is as follows, in order of decreasing importance; quality of brand, comparative lower priced brand, latest brand, celebrity endorsed brand. Though majority of respondents said familiarity with a celebrity could influence them to purchase a particular brand, more than half of respondents also said value-for-money brand assurance by celebrities could not influence them to buy a particular.

Finally, majority of respondents said movie stars would make good brand endorsers, followed by musicians, then footballers, journalists, before politicians and others tie in that order. The four factors respondents thought should influence the selection of a celebrity to represent a brand or a product are Looks, professionalism, personal values and the three factors combined.

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5.3 CONCLUSION This research found out that many businesses are taking advantage of the rising number of the celebrities in Ghana to draw attention to their brands by getting celebrities to endorse them. This has resulted in increasing celebrity endorsement in Ghana.

Very few consumers regarded celebrities in Ghana as their icons and heroes; hence celebrities in Ghana do not have much power to influence many consumers in Ghana. This could be attributed to an increase in literacy population. However, celebrities in brands or products had aided brand recalls amongst consumers. Although almost 8 out of every 10 say that the most prominent advertisement that they remember is the ones with celebrities in it, it doesnt influence their purchase pattern. It does not affect consumerbuying decision at any point of time. Nevertheless, what motivate consumers to purchase a particular consumer brand or product are as follows in order of decreasing importance; quality of the brand or product, comparative lower prices, newest brand and finally, endorsed by a celebrity. However, majority of the respondents said that familiarity with the celebrity could influence consumers to purchase a particular brand. Consumers in Ghana think that movies stars would make better brand ambassadors, followed by musicians, footballers, journalists, politicians and others follow in a tie.

The research also established the four factors that are important for consideration when selecting a celebrity to endorse a particular brand, they are Looks, Personal values, Professionalism and all the three factors combined. However, respondents in Ghana were

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very specific about what should be essential consideration for the selection of various categories of the profession of celebrities;

Movie Stars (Looks, Professionalism and Values) Musicians Values Footballers Professionalism and Values Journalists Looks Other Values and Looks

5.3 RECOMMENDATIONS The overall research findings have established that celebrity endorsement is not as credible as it is in other parts of the world. Hence, the power of celebrity to influence actual purchase in Ghana is minimal if not questionable.

Due to the short period of the research, it was limited in many ways. The researcher therefore recommends the following for academic considerations; Consumer attitude towards multiple celebrity endorsements in Ghana The effect of celebrity endorsement on consumers in the other metropolis of Ghana. The effects of celebrity endorsement on the profitability of a brand in Ghana.

For industry practitioners, the decision to use celebrities in advertisement in Ghana needs careful thought. Critical to the decision is the brand or product and what it stands for, its desired personality and how the star can help it communicate its attributes. What the star

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stands for is equally critical: an image and personality fit is essential. No star can add value if intrinsically there is a mismatch to the brand.

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APPENDIX ONE QUESTIONNAIRE Research Topic: Celebrity Endorsement of Brands and its effects on consumers in the Accra Metropolis. This study is conducted as part of a graduate study at KNUST. It is my belief that you as my respondent would provide practical and convincing answers to the questions below to enable me present a good report on the topic above. Thank you in advance for your contribution to this research study. Please respond to the following by either writing in the blank space provided or ticking the appropriate box. Please Tick or Circle where appropriate. SEX Male Female 1. Do you know who a celebrity is? YES / NO 2. Would you agree that brands are increasingly using celebrities to endorse their products in Ghana? 1 Strongly Disagree 2 Disagree 3 Agree 4 Strongly Agree

3. Do you think celebrities hold the power to influence you personally? YES / NO 4. In your opinion do you think that consumers in Ghana readily use celebrities to evaluate themselves? YES / NO 5. Does the presence of celebrities in advertisements help you recognize and recall brands more promptly? YES / NO 6. In your opinion does the personality, age, gender, and lifestyle of the celebrity endorsers has a direct impact on the brand/product? YES / NO 7. Do you think that there should be something in common between the product/brand and the celebrity endorsing the product? YES / NO 8. I would like to now give you 6 examples of celebrity endorsed products from Ghanaian advertising; can you please tell me in your opinion whether looks or profession makes them appropriate or inappropriate for their endorsed brands.

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CELEBRITY 1. 2. 3. 4. 5. 6. JACKIE APPIAH MICHAEL ESSIEN BATMAN SAMINI YAW AMPOFO ANKRAH VIP RICHARD KINSTON

PROFESSION ACTRESS FOOTBALLE R MUSICIAN SPORTS JOURNALIST MUSICIANS FOOTBALLE R

BRAND / PRODUCT IPMC FAN MILK MTN RLG COMMUNICATIO N GLO MOBILE POLYTANK

Suitable/Unsuitab le

Profession/look s

9. Do you think attractiveness of the celebrity has a direct impact on the brand/product? YES / NO 10. In your opinion, being familiar with a celebrity is enough for you to purchase celebrity endorsed product? YES / NO 11. Does the assurance that the information about the brand is coming from a reliable source (celebrity) impact your purchase intentions? YES / NO 12. Do you think the Celebrity truly uses the products they endorse? YES / NO

13. Do you use a product which uses celebrity as an endorser? Yes No 14. If you decide to purchase a product what will be the motivating factor for your purchase? Lower-price brands Quality brands Latest brands Celebrity-endorsed brands.

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15. What is the purpose behind buying the following product Luxury Self Esteem Brand Name Celebrity

16. On a personal note what kinds of celebrity do you think are being used most? Footballer Politician Movie star Musicians Journalists Others

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APPENDIX TWO FREQUENCY TABLES

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KNOW CELEBRITY Frequency Percent Valid YES NO Total 197 3 200 98.5 1.5 100.0 Valid Percent 98.5 1.5 100.0 Cumulative Percent 98.5 100.0

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85

USE CELEB ENDORSED BRAND Frequency Percent Valid YES NO Total 197 3 200 98.5 1.5 100.0 Valid Percent 98.5 1.5 100.0 Cumulative Percent 98.5 100.0

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87

INCREASING CELEB ENDORSEMENT Frequency Percent Valid STRONGLY DISAGREE DISAGREE AGREE STRONGLY AGREE Total 4 22 120 54 200 2.0 11.0 60.0 27.0 100.0 Valid Percent 2.0 11.0 60.0 27.0 100.0 Cumulative Percent 2.0 13.0 73.0 100.0

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89

CELEBRITY POWER TO INFLUENCE Frequency Percent Valid YES NO Total 100 100 200 50.0 50.0 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0

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91

CONSUMER USE CELEBRITY TO EVALUATE THEMSELVES Frequency Percent Valid YES NO Total 84 116 200 42.0 58.0 100.0 Valid Percent 42.0 58.0 100.0 Cumulative Percent 42.0 100.0

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93

CELEBRITY HELPS BRAND RECALL Frequency Percent Valid YES NO Total 179 21 200 89.5 10.5 100.0 Valid Percent 89.5 10.5 100.0 Cumulative Percent 89.5 100.0

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95

PERSONALITIES IMPACT ON BRAND OR PRODUCT Frequency Percent Valid YES NO Total 167 33 200 83.5 16.5 100.0 Valid Percent 83.5 16.5 100.0 Cumulative Percent 83.5 100.0

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97

SOMETHING IN COMMON B/N CELEBRITY AND BRAND Frequency Percent Valid YES NO Total 158 42 200 79.0 21.0 100.0 Valid Percent 79.0 21.0 100.0 Cumulative Percent 79.0 100.0

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JACKIE APPIAH (actress) ENDORSED IPMC Frequenc y Percent Valid SUITABLE UNSUITABLE Total 141 59 200 70.5 29.5 100.0 Valid Percent 70.5 29.5 100.0 Cumulative Percent 70.5 100.0

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101

MICHAEL ESSIEN (footballer) ENDORSED FANICE Frequency Percent Valid SUITABLE UNSUITABLE Total 150 50 200 75.0 25.0 100.0 Valid Percent 75.0 25.0 100.0 Cumulative Percent 75.0 100.0

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YAW AMPOFO ANKRAH (Journalist) ENDORSED RLG

103

Frequency Percent Valid SUITABLE Total 78 200 39.0 61.0 100.0

Valid Cumulative Percent Percent 39.0 61.0 100.0 39.0 100.0

UNSUITABLE 122

104

105

BATMAN SAMINI (musician) ENDORSED MTN Frequency Percent Valid SUITABLE UNSUITABLE Total 128 72 200 64.0 36.0 100.0 Valid Percent 64.0 36.0 100.0 Cumulative Percent 64.0 100.0

106

107

VIP (musician) ENDORSED GLO MOBILE Frequency Percent Valid SUITABLE UNSUITABL E Total 97 103 200 48.5 51.5 100.0 Valid Percent 48.5 51.5 100.0 Cumulative Percent 48.5 100.0

108

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RICHARD KINSTON (footballer) ENDORSED POLYTANK Frequency Percent Valid SUITABLE UNSUITABLE Total 109 91 200 54.5 45.5 100.0 Valid Percent 54.5 45.5 100.0 Cumulative Percent 54.5 100.0

110

111

ATTRACTIVENESS OF CELEB ON BRAND Frequency Percent Valid YES NO Total 146 54 200 73.0 27.0 100.0 Valid Percent 73.0 27.0 100.0 Cumulative Percent 73.0 100.0

112

113

FARMILIARITY OF CELEB INFLUENCE PURCHASE Frequency Percent Valid YES NO Total 134 66 200 67.0 33.0 100.0 Valid Percent 67.0 33.0 100.0 Cumulative Percent 67.0 100.0

114

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ASSURANCE OF BRAND BY CELEB INFLUENCE PURCHASE Frequency Percent Valid YES NO Total 90 110 200 45.0 55.0 100.0 Valid Percent 45.0 55.0 100.0 Cumulative Percent 45.0 100.0

116

117

CELEB USE BRAND THEY ENDORSE Frequency Percent Valid YES NO Total 49 151 200 24.5 75.5 100.0 Valid Percent 24.5 75.5 100.0 Cumulative Percent 24.5 100.0

118

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MOTIVATING FACTORS IN PURCHASING Frequency Percent Valid LOW PRICED BRAND QUALITY BRAND LATEST BRAND CELEBRITY ENDORSED BRAND Total 60 72 45 23 200 30.0 36.0 22.5 11.5 100.0 Valid Percent 30.0 36.0 22.5 11.5 100.0 Cumulative Percent 30.0 66.0 88.5 100.0

120

KIND OF CELEB Frequency Percent Valid FOOTBALL ER MUSICIAN MOVIE STAR JOURNALIS T POLITICIAN OTHERS Total 30 56 72 21 13 8 200 15.0 28.0 36.0 10.5 6.5 4.0 100.0 Valid Percent 15.0 28.0 36.0 10.5 6.5 4.0 100.0 Cumulative Percent 15.0 43.0 79.0 89.5 96.0 100.0

APPROPRIATE FOR BRAND CONSIDERATION Frequency Percent Valid LOOKS PROFESSION PERSONAL VALUES ALL THREE Total 21 67 42 70 200 10.5 33.5 21.0 35.0 100.0 Valid Percent 10.5 33.5 21.0 35.0 100.0 Cumulative Percent 10.5 44.0 65.0 100.0

121