S

Adoption of celebrity endorsement as a marketing strategy in Kenya: The case of harpic toilet cleaners

Show simple item record

dc.contributor.author Kittony, Jackline
dc.date.accessioned 2015-05-05T12:15:50Z
dc.date.available 2015-05-05T12:15:50Z
dc.date.issued 2014-08-30
dc.identifier.uri http://erepo.usiu.ac.ke/11732/76
dc.description A Project Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Master of Business Administration (MBA) en_US
dc.description.abstract The purpose of the study was to establish the effect of adoption of celebrity endorsement on the marketing of Harpic toilet cleaners. The study was led by the following research questions: What is the relationship between celebrity endorsement and the brand loyalty? What are the effects of the celebrity endorsements on product usage? And lastly, what is the effect of celebrity endorsement on attracting new customers? The study involved random sampling of shoppers from various key chain supermarkets in Nairobi that is, Nakumatt, Tuskys, Naivas and Uchumi. Descriptive research design was used. The study involved the use of questionnaires which had both open ended and closed ended questions to gather data from shoppers at the point of purchase. The study used stratified random sampling technique to gather the data; this method was selected so as to capture different members of the target population. Data cleaning was then done in order to correct any errors, after which coding and analysis was conducted with the aid of Statistical Package for Social Sciences (SPSS) and spread sheets. Correlation analysis was employed to establish the relationship between the independent variables and the dependent variable; the analysis also adopted T- test analysis. The results were then presented using frequency, tables and figures. The major findings showed that celebrity endorsement of Harpic influenced its usage amongst consumers, there exist a causal relationship between celebrity endorsement and brand loyalty and finally celebrity endorsement of a product determines whether the product will be able to attract new customers. In conclusion, the study has sufficiently shown a greater inclination towards brand loyalty, brand preference and brand switching due to celebrity endorsement hence it is worth deducing that celebrity endorsement determines brand loyalty, brand preference and brand switching which ultimately impacts on purchasing decision. The research has demonstrated the fact that celebrity endorsement of Harpic influences its usage by the consumers and that apart from Harpic being known to be a toilet cleaner it has alternative functions like cleaning sinks and urinals. The survey has confirmed that the ability of a product to attract new customers all depend on celebrity endorsement. The study recommended that Harpic being a strong brand with many users should maintain quality that the consumers normally identify it with and encourage the use of other promotional materials that would create a lasting image in the minds of the consumers. Moreover, Harpic being the market leader in toilet cleaners should continuously package its brand so as to beat competition. The market for toilet cleaners is flooded and therefore the existence of substitute products such as Jeyes bloo, Hurricane and Kiwi Clean poses a threat to its market share. Companies should continue to employ the use of celebrities so as to boost their revenue. In most cases majority find models, artists, actors and actresses more appealing. This research was designed to establish the effect of adoption of celebrity endorsement on the marketing of Harpic toilet cleaners which is by no means conclusive. After reviewing the varied responses, a number of gaps which were outside the scope of this research have emerged. This research was only focused on Harpic toilet cleaners hence locking out other toilet cleaners. One would evaluate whether other toilet cleaners such as Kiwi clean, hurricane and Jeyes bloo would exhibit similar ideas or stand as far the responses were concerned. This research being more descriptive on finding existence, it would add to the body of knowledge if one studied the causes of the divergence within the population. en_US
dc.publisher United States International University - Africa en_US
dc.subject Celebrity Endorsement en_US
dc.title Adoption of celebrity endorsement as a marketing strategy in Kenya: The case of harpic toilet cleaners en_US
dc.type Thesis en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search Repository


Browse

My Account

Context