Analysis of Demographic Information of the Respondents

The chapter is a presentation of the data gathered from the survey as well as its analysis with regards to the study questions and the review of the literature. The first section of the chapter will address the response rate of the study population, the second segment highlights the demographic information of the respondents, and the third section is the presentation of the responses that answered the research question and objectives.

4.1 The Response Rate

In order to guarantee a significant amount of replies, the study allowed the respondents sufficient time so that they can respond to the questions asked. Out of the 100 respondents reached, the researcher achieved 100% return rate as shown in table 1. This response rate is an improvement as compared to earlier studies (Chan, Leung Ng and Luk, 2013; Dwivedi, Johnson and McDonald, 2015), and as noted by Pradhan, Duraipandian and Sethi (2016), this rate is commendable.

Table 1: Response rate

Item Description

Number

Percentage %

Contact Respondents

100

100.00

Collaborative Respondents

100

100.00

Total

100

100.00

Source: Author, 2018.

4.2 Bio Data Information

Bio data is the biographical information of the study population which can help the researcher to establish whether the people being studied can represent the general population (Schmidt and Hunter, 2014). It includes the age, gender, occupation, and income levels of the respondents. The analysis is significant in understanding the nature and classification of the people being studied.

4.2.1 The gender of the respondents

Out of the total 100 respondents, figure a shows that 39 were male (representing 39% of the total population) and 60 female (representing 60% of the total population). However, 1% chose not to disclose their gender. Gender analysis was necessary mainly due to the different consumption behaviours that were shown by different genders (Voyer and Voyer, 2014).

Table 2: Gender distribution

Gender

Frequency

Percentage (%)

Cumulative Percentage (%)

Male

39

39.00

39.00

Female

60

60.00

99.00

Other

1

1.00

100.00

Total

100

100.00

100.00

Source: Author, 2018.

4.2.2 Age of the respondents

The study noted that 10 people were below 18 years of age, 67 respondents were found between 18 to 30 years, 17 respondents were recorded to be in the 31 to 45 age bracket, and 6 people belonged to the age bracket of between 46 and 60 years. Figure 3 shows that no respondent was found to be above 60 years. The analysis of age was important as different age groups show different consumption behaviours as well as different celebrity preferences.

Table 3: Analysis of age

Age bracket

Frequency

Percentage (%)

Cumulative Percentage (%)

Below 18 years

10

10.00

10.00

18 to 30

67

67.00

77.00

31 to 45

17

17.00

94.00

46 to 60

6

6.00

100.00

Above 60 years

0

0.00

100.00

Total

100

100.00

100.00

Source: Author, 2018.

4.2.3 The level of education

According to the findings, there were barely any respondents without high school certification. It was established that out of the surveyed individuals, 22 had attained college qualifications, 40 had reached the university level, 28 had attained post-graduate degrees, and 2 had achieved their doctorate certifications as seen in table 4 below.

Table 4. Education levels of the respondents

Education

Frequency

Percentage %

Cumulative Percentage (%)

Primary Level

0

0.00

0.00

Secondary Level

8

8.00

8.00

College/Sixth Form

22

22.00

30.00

Undergraduate University

40

40.00

70.00

Post-Graduate University

28

28.00

98.00

Doctorate

2

2.00

100.00

Total

100

100.00

100.00

Source: Author, 2018.

4.2.4 Employment

The researcher also sought to establish whether the respondents were in any form of employment. According to the findings, 71respondents were employed and 29 were not employed. The data obtained in this category is represented in table 5 and figure 1 below.

Table 5: Employment

Employment

Frequency

Percentage (%)

Cumulative Percentage (%)

Employed

71

71.00

71.00

Not Employed

29

29.00

100.00

Total

100

100.00

100.00

Source: Author, 2018.

Figure 1: Professional designation

Source: Author, 2018.

4.2.5 Occupational categories

The researcher aimed to establish the different occupations that the respondents represented. Figure 2 and table 6 shows that majority of the respondents were students (representing 38% followed by 20 in the public sector). Civil service had the least number, with only 3 people (representing 3% of the total population).

Table 6: Occupational category

Occupation

Frequency

Percentage (%)

Cumulative Percentage (%)

Civil Service

3

3.00

3.00

Self-Employment

6

6.00

9.00

Public Sector

20

20.00

29.00

Private Sector Employment

12

12.00

41.00

Employee for a Business/Company

18

18.00

59.00

Student

38

38.00

97.00

Other

3

3.00

100.00

Total

100

100.00

100.00

Source: Author, 2018.

Figure 2: Occupational categories

Source: Author, 2018.

4.2.6 Income levels

In this section of the survey, the researcher asked the respondents to select the income levels that they fit. The range included: less than £20,000, £20,000 - £34,999, £35,000 - £49,999, £50,000 - £74,999, £75,000 - £99,999, and £100,000 or more. The majority of the respondents were found to be earning less than £20,000 while none earned more than £100,000. The analysis is included in table 7 and figure 3.

Table 7: Income level

Income Level

Frequency

Percentage (%)

Cumulative Percentage (%)

Less than 20,000

53

53.00

53.00

20,000 to 34,000

30

30.00

83.00

35,000 to 49,000

13

13.00

96.00

50,000 to 74,000

2

2.00

98.00

75,000 to 99,000

2

2.00

100.00

100,000 or more 0

0

0.00

100.00

Total

100

100.00

100.00

Source: Author, 2018.

Figure 3: Income categories

Source: Author, 2018.

4.3 Factors Influencing Product Choice

The questionnaire sought to establish the relationship between brand endorsement and consumer behaviour through a set of questions: the questions and results are illustrated below. The responses obtained demonstrated that celebrity endorsements were a major factor in influencing attachment to particular brands. The first question intended to establish the extent to which sporting celebrity endorsers’ positive and negative attributes influence the perception of consumers towards brands, how sporting celebrity endorsers influence the buying intentions of consumers, and how sporting celebrity endorsers enhance the profile of both celebrities and brands.

4.3.1 Positive factors

The study developed a question to identify the factors that consumers thought were most compelling or rather the factors that positively influenced their purchasing behaviours. These factors included price, product quality, brand name, celebrity endorsements, non-celebrity endorsements, and a choice for none of the above. Out of 100 responses, figure 4 shows that the majority of the respondents (87 people) looked at the quality of the products while 63 respondents considered the price of commodities and services when making purchasing decisions. 17 people selected celebrity endorsements (representing 7.9%). This finding is an important point to note and confirms that celebrities indeed have a role to play in the purchasing decisions of consumers.

Figure 4: Positive influencers of consumer purchasing behaviour

Source: Author, 2018.

4.3.1.2 Negative influences

Similarly to the positive influence, it is important to establish the factors that consumers felt influenced their purchasing decisions negatively. Figure 5 illustrates that price was the factor that had the most negative influence on consumers’ choices. This choice was selected in 63 responses (representing 37.7%). Product quality (represented 24.6%) was noted by 41 people. Brand-name was recorded in 28 responses (represented 16.8%), celebrity endorsement was selected by 19 respondents (represented 11.4%), 7 people chose non-celebrity endorsements (representing 4.3% of the total population). Finally, 9 people preferred none of the above (representing 5.4% of the total population). The illustration is shown in figure 5 below.

Figure 5: Negative influences on consumer choice

Source: Author, 2018.

4.3.2 Different celebrity category and consumer preference

The study sought to develop the classes of celebrities that were more popular and asked the respondents to select the type of celebrities that their most favourite celebrity/celebrities belong to. Figure 6 shows that both music and film categories received the highest number of rating with 57 responses in each case (this represented 25.1% of the total pupulation). Pointedly, 45 (representing 19.8% of the total population) respondents recorded sports as the third most popular category.

Figure 6: Category of favourite celebrities

Source: Author, 2018.

4.3.3 Type of celebrity that was most appealing

The researcher asked the respondents to select the celebrity that was most appealing to them, particularly when used for endorsement. 38 respondents noted that non-sporting celebrities are the most appealing to them. Figure 7 shows that 34 respondents (representing 34% of the total population) reported that sporting celebrity was more appealing, and finally, 28 respondents (representing 28% of the total population) noted that they would prefer no celebrity at all.

Figure 7: Type of celebrities

Source: Author, 2018.

4.3.4 Celebrity Attributes

In this case, 69 respondents (representing 17.3% of the total population) noted that the reputation of the endorser was the most viewed as a positive behaviour. Concerns for social issues were selected in 63 responses. Social issues were followed by credibility with 58 responses, ethical stances at with 53 responses and the rest recorded less than 50 responses as shown in figure 8 below.

Figure 8: Positive attributes of celebrity endorsers

Source: Author, 2018.

4.3.4.1 Most important attributes

The researcher asked the respondents to select the attributes/behaviours of sporting-celebrity endorsers that they deem felt as the most important. Out of the 100 responses, Figure 9, shows that 56 people (representing 19.4% of the total population) people selected reputation, 9 people (representing 3.1%) chose race, sexuality was selected by 5 respondents (representing 1.7%), 51 people (representing 17.7%) chose credibility, 14 people (representing 4.9%) selected celebrity brand fit, 32 people (representing 11.1%) selected expertise, 20 people (representing 6.9%) selected celebrity motives. Ethical stance was selected by 42 respondents (representing 14.6%), and concerns for social issues by 44 people (representing 15.3% of the total population) respectively.

Figure 9: Important celebrity attributes

Source: Author, 2018.

4.3.4.2 Attributes and influence on consumer attitudes

The researcher asked the respondents to select the attributes/behaviours of sporting-celebrity endorsers that were likely to affect their attitude. This feature was evidenced by 64 responses that argue positively in this argument. Figure 10 shows that only 36 respondents (representing 36% of the total population) sought that the attributed did not play a role in influencing their attitudes.

Figure 10: Attributes and Influences on Consumer Choices

Source: Author, 2018.

4.3.5 Attributes and persuasion on purchasing behaviours

The study asked the respondents to select the attributes/behaviours of a given sporting-celebrity endorser that was likely to persuade them to buy into their particular brand. Figure 11 shows that 53 out of 100 responded positively while 47 out of the total respondents recorded a negative response.

Figure 11: Attributes and persuasion on purchasing behaviours

Source: Author, 2018.

4.3.6 Negative attributes

After establishing the positive attributes of the endorsers, the study sought to highlight the attributes that were viewed negatively by the respondents. The same attributes were used in this case as the one used to show positive perceptions. Figure 12 shows that celebrity-motives were noted in the majority of the responses 56 (representing 23.5% of the total population) as the attributes/behaviour that people viewed negatively.

Figure 12: negative celebrity attributes

Source: Author, 2018.

4.3.7 Attributes likely to deter purchases

Similarly, the study wanted to establish whether the attributes mentioned above were likely to prevent these consumers from purchasing particular brands. Figure 13 demonstrated that 58 responses (representing 58%) noted that some attributes could deter them from buying certain brands. 42 respondents (representing 42%) noted that the negative traits were unlikely to deter them from purchasing particular brands.

Figure 13: Attributes likely to deter purchases

Source: Author, 2018.

4.3.8 Celebrity endorsers profile enhancement

The study sought to establish whether sporting celebrity endorsers enhanced their profiles and those of the brands that they are representing. Figure 14 shows that 85 responses gave a positive reaction (representing 84.2%) and only 16 responses gave a negative reaction (represented by 15.8%).

Figure 14: Celebrity endorsers profile enhancement

Source: Author, 2018.

4.3.9 Overall knowledge and perception of celebrity endorsers

In this section of the survey, the researcher wanted the respondents to give the overall perception of their given sporting-celebrity endorser. Similarly, the survey presented a set of choices of possible intentions of sporting celebrity endorsers and asked the respondents to select what they thought was true: Figure 15 shows that “Sporting-celebrities want to become entrepreneurs” was selected by 25 respondents (representing 7.2%), and 54 respondents (representing 15.6% of the total population) selected “part of an overall marketing strategy of a given brand.” “Sporting-celebrities want to be affiliated with an established brand” was selected by 40 respondents (at a rate of 11.6%). 46 respondents selected “Sporting-celebrities create a brand, in order to fall back on something when they retire from their given sport” (at a rate of 13.3%). The statement that social media has changed the way in how sporting-celebrities deliver their own created brand through association with established brands was selected by 40 respondents (at a rate of 11.6%). 17 respondents selected traditional methods such as; radio, TV, print are still effective strategies to be used by sporting celebrities (at the rate of 4.9%). Figure 15 shows that the new methods such as; social media, online and interactive are the most effective method compared to traditional methods was selected in 51 responses (representing 14.7%) and only 5 respondents selected none of the above.

Figure 15: Overall knowledge and perception of celebrity endorsers

Source: Author, 2018.

4.3.10 Analysis of campaigns endorsed by celebrities

The survey asked the respondents to think of one sporting-celebrity endorsed campaign over the past 12 months and input the name of the sporting-celebrity and the brand/product they were endorsing. This section helped the researcher to establish the level of understanding of sports celebrity and endorsements among the respondents. The study noted multiple selections of Pogba and David Beckam on the Adidas shoe campaign. Some people noted that the question was not applicable and some responses indicated celebrities but failed to point out the brand. Similarly, some respondents noted no celebrity in particular while a section of the responses noted music and film celebrities (such as Kanye West and Dwayne Johnson) that was completely out of the topic. Pointedly, some respondents mentioned the sports celebrities and the teams that they played in (such as Lidl of England football team).

The survey asked the respondents whether they made any purchases from particular brands as a result of the sporting-celebrity endorsed campaign. While it was earlier noted that celebrity endorsements influenced purchasing behaviours, figure 16 showed that many respondents (77 out of the total 100) did not make any purchases as a result of the campaign. In this case, only 23 respondents made the purchase (representing 23% of the total number of respondents).

Figure 16: Purchases from celebrity-endorsed campaign

4.3.11 Interests in celebrity endorsed against non-celebrity endorsed advertisements

The researcher sought to establish if the respondents were interested in advertisement endorsed by celebrities. 42 respondents noted that they were interested in advertisements involving celebrities. Figure 17, shows that advertisement involving non-celebrities recorded 21 responses (representing 21% of the total population) and those that had no opinion were 37 (representing 37% of the total population).

Figure 17: Celebrity endorsed against non-celebrity endorsed advertisements

Source: Author, 2018.

4.3.12. The medium of celebrity-endorsed campaigns

The researcher outlined different media channels and asked the respondents to select the method that they thought were the most effective for sporting-celebrity endorsements. The chart in figure 18 shows that social media is the most effective with 53 responses (representing 53%) and radio as the least effective medium with 0 responses.

Figure 18: The medium of celebrity endorsed campaigns

Source: Author, 2018.

4.3.13 Celebrities’ levels of entertainment

The study population was asked to respond whether they agreed or disagreed with the statement that sporting-celebrities make the advertisements in which they appear more entertaining. Figure 19 showed that the majority of people (represented by 27%) strongly agreed with the above statement while none (representing 0%) strongly disagreed.

Figure 19: Celebrities’ levels of entertainment

Source: Author, 2018.

4.3.14. The implication of physical attractiveness of celebrities

The survey asked the population to respond whether they agreed or disagreed with the statement that Physical attractiveness of sporting-celebrities persuades and affects my perception and attitude towards a particular brand endorsed, compared to those using unattractive sporting-celebrities. Figure 20 showed that 35 respondents (representing 35%) agreed with the statement while 4 people (representing 4%) strongly disagreed.

Figure 20: The implication of the physical attractiveness of celebrities

Source: Author, 2018.

4.3.15. Celebrities and memory enhancement

The respondents were asked to respond whether they agreed with the statement that the appearance of celebrities in advertisements helps me to remember the brand and advertisement. The chart in figure 21 shows that 19 respondents noted that they strongly agreed with the statement (representing 19%) while 2 respondents (representing 2%) noted that they strongly disagreed.

Figure 21: Celebrities and memory enhancement

Source: Author, 2018.

4.3.16. The effectiveness of celebrities in a product description

Respondents were asked to give their level of agreement with the statement that sporting-celebrity endorsers tell me which features products have, in their desired products. Figure 22 shows that 7 people responded that they strongly agreed with the statement (representing 7%), 31 respondents agreed (representing 31%), 31 respondents neither agreed nor disagreed, (representing 39%), 20 disagreed (representing 20%), and finally 3 people strongly disagreed, (representing 3% of the population).

Figure 22: The effectiveness of celebrities in the product description

Source: Author, 2018.

4.3.17. Celebrities level of expertise in products

The respondents were asked to show whether they agreed with the following statement: Sporting brands that use sporting-celebrity endorsers are experts in the product field they are representing and the products are always representative of the sporting-celebrity endorsers’ quality. Figure 23 shows that the majority of the people disagreed with this statement while only 5 people (representing 5% of the total population) strongly agreed.

Figure 23: Celebrities level of expertise in products

Source: Author, 2018.

4.3.18. The level of product persuasion among celebrities

The study asked the respondents to give their level of agreement with the following statement: Sporting-celebrity endorsement is an effective tool for persuading consumers to purchase products from a particular brand. Figure 24 presented the findings and showed that the majority of the people agreed with the statement.

Figure 24: The level of product persuasion among celebrities

Source: Author, 2018.

4.3.19. Comparison of famous and non-famous celebrities in brand endorsements

The respondents were asked to show their levels of agreement with the following statement: Famous sporting-celebrity endorsers are more persuasive when they appear in brand-related advertisements, compared to non-famous individuals. Figure 25 shows that 52 people (representing 52%) of the respondents agreed with the statement while only one respondent (representing 1%) strongly disagreed with the statement.

Figure 25: Comparison of famous and non-famous celebrities in brand endorsements

Source: Author, 2018.

4.4 Summary of the Chapter

The current study has employed an objective methodology by giving consumers an opportunity to express their feelings in the study area. The study explored the interests of a significant amount of the concerned age groups although by chance majority of theme were youthful and had reasonably advanced in their academic. The study findings are in line with significant assertions from literature review confirming similarities and arguing discrepancies. The goals and objectives of the study, including study questions were satisfactorily answered affirming that independent variables (sporting celebrity endorsements) have a positive relationship with the dependent variables (consumer perceptions on brand image and purchase intention). However, it is worth noting that the study would have looked at some features which will be discussed in the limitations and recommendations. The section has vividly analysed the data from chapter 3 using tables and charts. Similarly, the analysis has been successful in presenting the findings that will be used in the analysis of findings in regards to the reviewed literature. The next section will look at the conclusions, limitations of the study and recommendations necessary to improve future explorations in the study area.

CHAPTER FIVE: DISCUSSION

5.0 Introduction

The previous chapter explored the existing literature in the study area. The section has shown a critical analysis of the study findings with regards to the study questions and objectives. From the findings of the current investigation, it is clear that celebrities have a positive impact on the image of particular sporting brands. The conclusion and discussion of the survey analyses will be made in this section, comparing the data collected and analysed in the previous chapter and the ones in the conceptual framework in the second chapter. The analyses will be laid out in a structure that is in line with the study findings which will then be used to draw conclusions in chapter five.

5.1 Discussion of Findings

The study has analysed the dynamics that have emerged in the recent past, exploring the implications of celebrity endorsements on consumers’ attitudes, brand image and purchasing behaviours. The current investigation has demonstrated the implication of celebrity endorsements and its implication on consumer perceptions of brand image and purchase intention with a focus on sporting celebrities. The results are in line with the study by Muda et al. (2014) who argued that the attractiveness of the endorser is significant in the effectiveness of the endorsements by that particular celebrity.

The analysis of age was equally important as different age groups show different consumption behaviours and also different celebrity preferences. In order to establish the influence of celebrity endorsement when making purchases. The study asked the respondents to point out the choices that best described them. They were needed to give either a yes or a no response to the question. The occupation of the respondents is an important element in the purchasing behaviour. In this regard, the study asked the respondents to select the occupational categories that best described them. The survey sought to establish the professional designations of the respondents hence this inquiry was meant to establish whether the respondents were employed or not employed. The questionnaire required the respondents to pick from a selection of options including service, self-employment, whether working in the public or private sectors, company or whether they were students. Similarly, income level is an important feature of any consumption behaviours and celebrity affiliations. The survey presented different categories of income levels and the respondents were asked to select the category that they fell in. Majority of the responses recorded income levels below 20,000 pounds. This implied that the majority of the population were in the low and middle-class categories.

The study achieved its objective and aims through a set of sub-objectives and study questions. This research question was addressed in the following objectives. Additionally, it determined which attributes of sporting celebrity endorsers’ consumers view positively and also determined which attributes or behaviours of sporting celebrity endorser’s consumers’ view negatively. Further, it examined the extent to which positive attributes of sporting celebrity endorsers influence consumer attitudes to brands. Finally it examined the extent to which negative attributes and behaviours of sporting celebrity endorsers influence consumer attitudes to brands.

Celebrity attributes appeared to be a significant feature in sporting celebrity endorsements; hence, the researcher asked the respondents to select the attributes/behaviours of sporting-celebrity endorsers that they viewed positively. The study noted that consumers expected celebrities with positive and adorable attributes. It was equally significant to establish the most important attribute amongst sporting celebrities that acted as endorsers of particular products and services. In this regard, the study highlighted the attributes and the respondents were required to select the one that they thought was the most important. The study established that people preferred celebrities with positive reputation.

The study was also successful in establishing that the attributes and influence on consumer attitudes. The survey tested whether the attribute and behaviours of these celebrities influenced their attributes in regards to particular brands that they were endorsing. In this case, the study demonstrated that the attributes of these celebrities played important roles in influencing the attributes of the consumers.

The researcher wanted to know if the above-mentioned attributes and behaviours were likely to persuade the respondents to buy into the different brand. The study noted that indeed the attributed were significant in influencing purchasing behaviours. Similarly, the study established whether attributes were likely to deter purchasing behaviours. The researcher asked the respondents to select the attributes/behaviours of a given sporting-celebrity endorser that was likely to deter them from purchasing a specific brands. A significant number of the respondents noted that some attributes could deter them from buying certain brands. This response evidenced that negative attributes were drastic and could result to low sales of particular brands. This research question was addressed in with an objective to determine which positive attributes of sporting celebrity endorsers are most likely to positively affect the buying intentions of consumers; and to determine which negative attributes of sporting celebrity endorsers are most likely to deter consumers from purchasing branded products.

Since consumers were likely to have varying preferences on different celebrity categories, the researcher wanted to establish the different celebrity preferences among consumers. While music and film celebrities recorded the highest number of consumer preferences (representing 57% of the total population), sporting celebrities was also noted in 34 responses (representing 34 % of the total population) of the total responses. This implied that a significant number of consumers preferred sporting celebrity endorsements. Pointedly, different celebrities had different appeals. The study looked further into the role of celebrities in influencing the choice of particular brands the study noted that consumers expected celebrities to be entertaining and show some level of expertise in demonstrating key features of particular products that they were endorsing. Further, the study established that the name of the brand was an important factor when making purchasing products and services

In order to establish the Celebrity endorsers profile enhancement, the study asked the respondents to show whether they believed sporting-celebrity endorsers strengthened the profile of both themselves and the brands they are representing. The researcher established that indeed, sporting celebrity endorses enhanced the profiles of both themselves and that of the brands that they represented. Notably, the study noted that sporting-celebrities create a brand, in order to fall back on something when they retire from their given sport. Further, the study also sought to establish the medium that consumers preferred during celebrity endorsements. The researched noted that the new methods such as; social media, online and interactive are the most effective method compared to traditional methods.

5.2.1 The impact of using celebrity endorsers

In order to establish the implication of using a particular category of celebrity, the respondents were asked to point out whether celebrities impacted their attitude on particular brands, this is another way of establishing the perceived implication of celebrity endorsements on particular brands. The researcher asked the respondents to think of one sporting-celebrity endorsed campaign over the past 12 months and input the name of the sporting-celebrity and the brand/product they were endorsing. The survey asked the respondents whether they made any purchases from particular brands as a result of the sporting-celebrity endorsed campaign. In this regard, the researcher wanted to know if the respondent makes a purchase as a result of the particular sports celebrity-endorsed campaign.

Although it was earlier noted that celebrity endorsements influenced purchasing behaviours, the study showed that many respondents (77 out of the total 100) did not make any purchases as a result of the campaign. Similarly, the survey asked the respondents to choose what excited them more between advertisements involving celebrities and those involving non-celebrities. The study noted that the majority of the respondents were interested in advertisements involving celebrities. Further, the study sought to establish whether the physical attractiveness of sporting