CELEBRITY ENDORSEMENT AND THE BUYING CULTURE OF YOUTHS

ABSTRACT

This study looks at the topic “Celebrity endorsement and the buying culture of youths in Benin City”. The objectives of this study are to find out the extend to which people are exposed to celebrity endorsed products, to know the opinion of youths towards the use of celebrities in product promotion, to know if celebrity endorsement encourage customers to take some actions and also to determine the influence of celebrities on the buying culture of youths in Benin City. This study made use of survey research method with questionnaire as instrument for collection of data with a sample of 400 residents in Benin City. It was discovered that most people are familiar with celebrity endorsed products, most youths are of the opinion that celebrities in product promotion is a good form of advertising, celebrity endorsement encourage people to take some actions and that celebrities influences the buying culture of youths in Benin city. This study however recommends that businesses should increase the use of celebrities in selling their products and also choose the most suitable celebrity endorser for their products since celebrity endorsement is a dynamic marketing tool in order to attract more attention and compel consumers to take some actions.