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Questionnaire “Effectiveness of Celebrity Endorsement on Brand (ITC)” Section: A- Personal Details Name: _______________________________________________________________________ _______________________________________ __________________________ ___________________ ________ Contact or E-mail ID: ________________________ Gender:
Male
Female
Age Group:
Below 18
18 - 24
Occupation:
Service
Business
25 - 30
30 - 35
Housewife
35 - 40
Student
40-45
Others: _______________ _______________
What is your annual income (in lakhs)? Less than 2, 00,000 More than 8, 00,000
200,001- 4, 00,000
4, 00,001- 6, 00,000
600,001- 800,000
Section: B- Consumer Behavior Q- Which media vehicle is used by you for getting information about the product? T.V.
Internet
Radio
Newspaper & Magazines
Q- What factor affects your buying behavior towards a purchase? Price
Opinion-leader
Celebrity endorser
Brand name
Q- Do you like to see any celebrity/Brand Ambassador endorsing your brand in media?
Yes
No
Can’t Say
Q- If yes, what features about the celebrity c elebrity do you consider? Popularity
Personnel Image
Field of Profession
Consistent Performance
Q- Out of the following celebrity personal, whom do you like the most? Bollywood Stars
Cricketers
Models
Q- Motivation factor for buying a?
a) Personnel Care Products Esteem b)
Brand
Price
Celebrity
Trends
Price
Celebrity
Lifestyle
Status
1
Common Face
c) Food Product Quality
Packaging
Brand Name
Celebrity
Q- Which Personal Care product of ITC are you most aware of? Fiama Di Wills
Vivel
Superia
Essenza Di Wills
Q- How many times you purchase the above products in a month? Once in a month
Twice in a month
More than twice in a month
Q- Which Food product of ITC are you most aware of? Aashirwaad Atta
Sun feast Biscuits
Bingo Chips
Kitchens of India
Q- How much quantity do you purchase? (Tick Appropriately) Products
Daily Basis
In Bulk
Aashirwaad Atta Sun feast Biscuits Bingo Chips Kitchens of India Q- Which Lifestyle product of ITC are you most aware of? Wills Lifestyle
John Players
Q- Where do you like to go for shopping? Local Kirana Stores
Departmental Stores
Supermarket Stores
e-shopping
Organized retail stores in malls Q- How you differentiate one brand from the other? Product Features
Color
Celebrity Endorsement
Brand Image
Q- Who is the Chief decision maker for following purchases? Products Lifestyle Food Products Personnel Care
Father
Mother
Both
Children
Section: C- Brand Awareness Q- Does the presence of celebrities in advertisements help you recognize and recall brands more promptly? Yes
No
2
Q- Identify the Celebrity based on product endorsed:
Brand Name
Brand Ambassador
Food Product
Shahrukh Khan
Saif Ali Khan
Akshay Kumar
Aamir Khan
Personnel Care
Kareena Kapoor
Deepika Padukone
Katrina Kaif
Tammana Bhatia
Hrithik Roshan
Ranbir Kapoor
John Abraham
Shahid Kapoor
Life Style
3
Section: D Brand Perception Rating scale answer choices as: 1-Strongly agree, 2- Agree, 3- Indiff erence, 4- Disagree, 5- Strongly disagree Questions Rating (1 to 5) “Celebrity endorsement is an effective tool of persuasion of buying a product”
1
2
3
4
5
“ In your opinion does the personality, age, gender, and lifestyle of the celebrity endorsers has a direct impact on the brand / product” 1
2
3
4
5
“The ads shown are relevant with the brand image of product as well as the Celebrity ” 1
2
3
4
5
“Celebrity endorsement hold the power to influence you personally ” 1
2
3
4
5
“ Attractiveness has a direct impact on the brand/product ” 1
2
3
4
5
“ Sometimes the popularity of the celebrity overshadows the product / brand ” 1
2
3
4
5
Q- How do you feel about celebrities who have negative publicity endorsing products?
