Questionnaire

This questionnaire is being exclusively used for the research

purpose; all the information provided by the respondents would
be kept confidential. Your co-operation would be highly
appreciated.

Personal Info:
Name: _______________________________________ Age: ___________
Education:
_________________________________________________________
Marital status: ____________________________
Gender: M / F

Section A
I: Celebrity traits

Endorsed celebritys credibility

depends upon the competence
of the celebrity in providing
information about the product
and its rival products.
A trustworthy source generates a
positive change in attitude in
consumers buying decisions and

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induces them to switch brands.

Familiarity of a celebrity creates
an impact on consumers and a
popular face tends to attract a
larger segment.
The effectiveness of an endorser
decreases if a celebrity fails to
fall in the acceptability zone of
consumers.
The advertising/transferred
message will have a greater
impact on consumers, if the
consumers identify the endorsed
celebrity as likable.
Fictional celebrities (Fido Dido for
7up) create a less impact on
consumers minds than human
celebrities.
The consumers and celebritys
knowledge and expertise relating
to product will add up to the
effectiveness of an
advertisement.
A well performing and high flier
celebrity in society and media is
more likely to impact the
purchase decision of consumers.
A celebrity who is physically
attractive is more likely to
influence a viewer than a
professional celebrity like
athletes.
A product mix between celebrity
and the product means that how
well they complement each
other; A high celebrity product
mix will produce greater
believability.
Celebritys ethnicity is an
important factor when judging
the effectiveness of an

advertisement since the

subcontinent is more likely to be
influenced by their local bodies
than foreign or Hollywood actors.

II: Type of Endorsements

If a celebrity is involved in
multiple endorsements, it will
decrease the credibility of the
celebrity.
Different celebrities endorsing a
single product creates confusion
in consumers mind as to which
celebrity represents which
product.
The reliability of an endorsement
is affected by the availability of
negative information in the
society about the celebrity
endorser.

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III: Advertisements

Repetition o of the same ad

increases the influence of the
message that is being
transferred.
The credibility of an endorser
decreases if he/she appears too

often in different
advertisements.
The distribution pattern of an ad
is of vital importance in
evaluating the success of an
advertisement.
Timing of an advertisement plays
a vital role in attracting
consumers since the population
is mostly influenced when they
face that need. E.g.
Advertisements of mosquito
repellents during dengue
breakout grabs the greatest
attention.
Exciting images and stories in
advertisements keep the
consumers intact and waiting.
Radio or print adverts have a
less impact on consumers than
television adverts.

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IV: Brand Connection

If a consumer already has a

positive association with the
brand, a very little
encouragement is required to
change this need into a
purchase.
If a consumer already has a
positive association with the
celebrity, endorsement will
positively impact the consumer.
Since the consumers desire to
imitate celebrities, thus it is

important to find out the type of

association a consumer has with
the celebrity.
If the celebrity traits and the
brand image do not complement
each other, the advertisement
will not be effective.

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VI: Product Attributes

The purchase of a consumer

depends upon the product type
being offered.
If the product is perceived to be
of high quality, purchase
intentions will be greater.
A distinct product and a unique
celebrity endorsement generate
a wealthier response for the
company.
A product with a convenient
outlook or appearance will
encourage more purchases.
If the brand has a higher selfesteem, the response from the
potential customers is greater.

Section B
Consumer Buying Decision

When making a decision to buy

something, perceptions play a
major role.
Buying new products and
selecting a new brand can be
difficult as the consumer is
unaware about his purchase.
Uncertainty occurs when buying
a modified product (compared to
the previous one) and may make
the consumer to think about
his/her purchase.
Repurchasing a product triggers
less risk and requires little
persuasion.
Consumer choices are mostly
dependant of the actual needs
and the socio economic statues
of the consumer.
Consumer involvement level
shows the importance and
concerns the consumer places in
the purchase of that product.
Persuasion in form of advertising
is required to change family and
joint decisions, which are more
complex compared to individual
decisions.
Heavy product advertisement
creates an impact on the buyer
purchase decision.
Non endorsed products do not
persuade buyers decision

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compared to endorsed products.

The purchases pattern of
consumers follows their lifestyle
and way of living.