The Impact of Celebrity Endorsement and Customer Perception on Customer Buying Behaviour

This study adopted a positivist research paradigm (Descriptive quantitative design) to analyze the impact of celebrity endorsement and customer perception on customer buying behaviour in the Kumasi metropolis of Ghana in more inclusive way. Both primary and secondary data were gathered for the study. Structured questionnaires were randomly administered to 500 consumers of alcoholic beverages in the Kumasi Metropolis of Ghana. Cronbach's Alpha Test of validity was conducted to test the instrument used in gathering primary data. The data were analyzed using Predictive Analytic Software (PASW). The results were presented using regression, correlation and frequencies. The regression results showed that taking all factors in to account (customer perception and celebrity endorsement) constant at zero; customer buying behaviour will be 0.220 (22%). The results further shows that taking other independent variable (Celebrity Endorsement) at zero, a unite increase in customer perception will result in 0.348 (34.8%) increase in customer buying behaviour. The finding again shows that; a unite change in celebrity endorsement will lead to.0632 (63.2%) increase in customer buying behaviour. The correlation results further reveals that celebrity endorsement has a strong positive and significant relationship with on customer buying behaviour. Furtherance, 1% increase in celebrity endorsement brings 57.2% (0.7562)variance in the consumer buying behaviour. Moreover, customer perception has a significant but a weak positive relationship with customer buying behaviour. Thus 1% change in customer perception brings 46.9% (0.6852)variance in the customer buying behaviour. Hence, marketers must be very strategic when selecting any celebrity for a product or service endorsement. Beside, public perception on the celebrity must be considered. Moreover, marketers are advised to develop and sustain optimum customer perception as it gives the customers more confidence to patronize in the product or the service.