It's a research report on the consumers perception and response towards an advertisement. It'll be my pleasure if it become useful to you.
Celebrity Endorsements, Consumers
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QUESTIONNAIRE
Name : ____________________________ ___________________________ _ Gender :
Male
Female
Age Group :
Below 18 yrs
18-20
20-22
22 and above
Year :
First Year
Second Year
Third Year
1. What attracts you towards a brand?
Credibility and price of the product
Trustworthiness of the product
Attractiveness of the celebrity endorser
Others, please specify ______________
2. Do you get attracted to a product because of its celebrity endorser?
Yes No Sometimes
3. Do celebrities help you remember and recollect a brand?
Yes No Sometimes
4. If Product X is endorsed by your favorite celebrity, then on a scale of 1 to 5, encircle the number that best reflects your feelings towards the following questions pertaining to your intent to buy this product. Unlikely
Likely
How likely you are to purchase this product?
1
2
3
4
5
How likely are you to try this product if seen in a store? How likely are you to actively seek out this product in a store?
1
2
3
4
5
1
2
3
4
5
5. Do you think celebrities :
have a positive impact on the brand
facilitate the understanding of the brand
is just an attractive face of the brand
generates curiosity about the product
6. What kinds of celebrities influence your choices the most?
Bollywood Actors
TV Actors
Sportsmen
Others, please specify _______________
7. If a company’s image gets tarnished due to some reason, do you think the celebrity can help in fixing such a situation?
Yes No Sometimes
8. Would you buy a brand if the celebrity associated with it is involved in a scandal?
Yes No May be
9. What according to you are the risks associated with celebrity endorsements?
Celebrities make mistakes which can affect the brands the y endorse.
Overshadowing the brand which means that consumers may only give attention to the celebrity and fail to realise the brand
Consumers might get confused by using multiple celebrity endo rsement
Endorser’s effectiveness is reduced when there is a bad fit between the endorsing person and the product
10. On a scale of 1 to 5, encircle the number that best reflects your beliefs towards the following questions pertaining to advertisements Correct
Incorrect
Ads are misleading.
1
2
3
4
5
Ads are persuasive.
1
2
3
4
5
Ads are only a source of entertainment.
1
2
3
4
5
Non-celebrity commercials have a better impact on the choice of consumers.
1
2
3
4
5
11. Do you feel a brands success depends on the celebrity endorsing it?
Yes No May be
12. Do you believe the celebrities also use those products which they endorse?
Yes
No
Not sure
13. New brand can quickly achieve an ‘elite’ status by simply appointing top-notch celebrities.
Strongly agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree
14. Allot ranks from 1 to 4 in the order of celebrity’s importance to a brandCelebrity endorsement is a great brand awareness creation tool for new brands. Endorsement by celebrities helps to position and re-position existing brands. Celebrities generate extensive PR leverage, promotions and opportunities for brands. Celebrities are used to revive and revitalize staid brands.
15. According to you, who is the most successful celebrity endorser and why? _________________________________________________________________ _________________________________________________________________ _________________________________________________________________
