TESTIMONIAL ADVERTISING AND CONSUMER BEHAVIOUR OF CHIEF ZEBRUDAYA’S CELEBRITY ROLE IN "ELEPHANT BLUE DETERGENT"ADVERT
By
Author
Presented To
Department of Arts
ABSTRACT
The
study examined testimonial advertising and consumer behaviour of Chief
Zebrudaya advert as a frame for analysis. Documentary methods of data
collection as well as self -administered structured questionnaire were
used to elicit information from the respondents. From the descriptive
statistical techniques used it was observed that the majority of the
respondents at Chindit Junior Staff Depot BarracksZaria that use
detergent regularly aged between 26 – 30 years, which is the age bracket
of rigorous activities because of their strength and youthfulness.
Likewise, the majority of the respondents were females because female
respondents use detergent more than the male and female were more
willing to participate supporting the general notion that manual laundry
in our society is mostly done by female folk. The results established
four key factors as paramount and crucial and indeed relative to the
strengths and weaknesses of testimonial advertising. These are the
language the celebrity used, how the advert is packaged and what price
it will go for. The research findings thus support Ayuk and Nyaseda‘s
(2008: 9) assertion that a ―well-known and well-liked personality within
the society evoke likeness and good image towards a product or
services‖. The findings also buttressed the source credibility model
which explains that the acceptance and favourable response to an
advertisement message depends on the perception the audience have about
the expertise, trustworthiness and knowledge of the source. It is quite
noticeable that a good percentage of the respondents were influenced by
the package of the product and their purchasing power. It was also
deduced that respondents are more swayed to buying the Elephant Blue
Detergent in the following order; due to feelings they experienced from
watching advert overtime (36.%) and also from their experience of
watching Chief Zebrudaya in the New Masquerade play (40.7%). However,
13.3% were influenced by their family experience of usage of the product
while 10% of the respondents were emotionally motivated to buy this
product through other factors such as personal instinct, curiosity,
price indices of the product and mere need to just buy something for
use. It can be inferred from the findings of the research that the
acceptability of a product as a result of its commercial is due to
celebrity‘s endorsement of the product.
PLEASE NOTE:
That this Material is a Complete Project, Well Written and Contains 1 to 5 Chapters.
Click the download Button Below to Download the complete work. OR Call/WhatsApp Admin on: 09019904113 for Inquiry. Thank You