An Analysis on the Impact of Celebrity Endorsement to the Buying Behavior of Senior Citizens of Taguig City

The use of celebrity endorsements has been so fruitful that it has become an industry unto itself. With that, marketers and advertising company uses celebrity endorsement on their product to become more appealing to potential customers and to attract more attention to the public. Indeed, famous celebrities can really be useful and a big help to the product or to the company it endorses. The Researchers provided a structured questionnaire where the main goal is to present to the respondents the questions on how they think about the celebrity endorsers. A Structured questionnaire is a quantitative research method commonly employed in survey research. The aim of this approach is to ensure that each interview is presented with exactly the same questions in the same order. The questionnaire made was structured to make it easy for the respondents to answer. This self-made questionnaire used closed-ended leading questions. In these types of questions, the respondents are given a list of predetermined responses from which they choose their answer. The researchers chose this to limit the answers that were collected from the respondents. The goal of this study is to know which celebrity is more likely to affect the buying behavior of senior citizens in Taguig City. The respondents were the registered senior citizens of each barangay namely; Brgy. Bambang, Brgy. Bagumbayan, Brgy. Hagonoy, Brgy. Lower Bicutan, and Brgy. Wawa. The result of the study derived from the various factors like their demographics, motivation to buy new products, and the impacts of celebrity on the buying behavior of the respondents.


Abrogar, Joe-Ian

Oli, Oliver Lorenz

Vege, Kichelle

Lorenzo, Rhandell Christian

Solano, Lovely Anne

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