Factors Influencing the Celebrity Advertising Endorsement in Consumer Purchase Decision on Beverage Goods in Tanzania

Abstract

The aim of the study will be to determine the factors influencing the celebrity advertising endorsement in consumer purchase decision in Tanzania, specifically on non-alcoholic beverages goods (carbonated soft drinks) at Kinondoni in Dar es salaam   Theory of Reasoned Action (TRA) was validated in answering the studied objectives. The study used the Survey strategy in data collection by administering the questionnaires. A sample of 400 respondents was taken from the population of under the study. Data were analyzed by using descriptive statistical analysis and multiple linear regression Analysis. Attitude and subjective norms is the determining significant factor on consumer’s purchasing decision through Celebrity Endorsement in Tanzania, while behavior intention is not a significant factor. Business stakeholders should consider these findings and incorporate them into their strategies to enhancing Consumer’s Purchasing decision through Celebrity Endorsement in Tanzania.