Consumer behaviour: Why do consumers purchase celebrity chef endorsed food products?
Sharland, Gemma Leigh
Cardiff Metropolitan University
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The recent growth of celebrity chef endorsements and their impact on the eating habits of British consumers is an ever increasing issue. Celebrity chefs are no longer just cooks. They act as ambassadors for change in the industry, focusing on what is good and beneficial for the consumer, although without a doubt reaping the rewards. During a recent recession and changes in society, consumers shopping habits and lifestyles have changed; celebrity chefs have observed and reacted to this. The research project investigates a number of issues surrounding consumer behaviour, the effectiveness of celebrity endorsements and celebrity chefs of past and present. Both primary and secondary research was conducted throughout the process. Secondary research consisted of current literature already written surrounding the chosen topic and led the author to undertake primary research using a quantitative questionnaire, interviewing fifty participants on their purchasing behaviour and attitudes towards celebrity chef endorsements. The research was critically evaluated and the views of consumers were analysed. It was concluded that celebrity chef endorsements do have impact on consumers purchasing behaviour, however motivational factors behind why participants of this research make that final purchase decision is due to promotion, advertising and price. The results indicate that the celebrity chef phenomenon makes them an influential celebrity endorsement and that there is a future for chefs to continue championing for change within the industry.
BA (Hons) Hospitality Management
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