EFFECT OF BRAND AMBASSADORS ON CONSUMER BUYING BEHAVIOUR: A STUDY OF DUFIL FOODS PLC ABUJA

Abstract

The increasing reliance on brand ambassadors as a strategic marketing tool has raised concerns about their actual effectiveness in influencing consumer behaviour within Nigeria’s competitive fast-moving consumer goods (FMCG) sector. This study examined the effect of brand ambassador attributes on consumer buying behaviour, focusing on Dufil Foods Plc in Abuja. Guided by source credibility theory, the study adopted explanatory and descriptive survey designs to capture both descriptive insights and causal relationships. The population consisted of 4,997 active customers across the six area councils of the Federal Capital Territory (FCT), with a sample size of 428 respondents determined using Krejcie and Morgan’s table and adjusted with a 20% margin for robustness. A cluster sampling technique was employed, and primary data were collected through a structured questionnaire. Reliability and validity were confirmed using Cronbach’s alpha (ranging from 0.861 to 0.884) and expert review, respectively. Data were analysed using regression analysis via SPSS version 27. Findings revealed that brand ambassador credibility significantly influenced purchase intention (R² = 0.590, p < 0.001), while attractiveness strongly affected brand loyalty (R² = 0.710, p < 0.001). The study concluded that credibility fosters consumer trust and purchase decisions, whereas attractiveness enhances emotional engagement and loyalty. It was recommended that Dufil Foods Plc invest in credible and visually appealing ambassadors who align with consumer aspirations to sustain competitiveness in Abuja’s FMCG market.