Consumers‟ Attitude towards Celebrity Endorsementshodhganga.inflibnet.ac.in/bitstream/10603/32342/13/13_appendix.pdf · you could fill up the questionnaire. The views conveyed by

Celebrity Endorsement

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Consumers‟ Attitude towards Celebrity Endorsement

Dear respondents,

I Pratik C Patel undertaking a study on ―Consumer Attitude towards Celebrity Endorsement‖ as my Ph.D work. I would be grateful if

you could fill up the questionnaire. The views conveyed by you will be used for my academic purpose only.

Part I

1. From where you came to know about Celebrity Endorsement (Multiple selection is allowed)

Television ( ) Radio ( ) Newspaper ( ) Magazine ( ) Movie (Product Placement) ( ) Friends ( )Website ( ) Social Network ( )

Other ( ) Specify ________________________________________

For the sentence given below give your opinion on the scale of 1 to 5; Where, 5=strongly Agree, 4= Agree, 3=Neutral,

2=Disagree, 1=Strongly Disagree

2. a. Generally I stick to a brand I usually buy than trying something I am not very sure of. 5 4 3 2 1

b. I prefer to purchase a well established brand then a total new product. 5 4 3 2 1

c. I prefer ad that stress product feature and personal benefit. 5 4 3 2 1

d. I avoid using product which everyone is using rather I always look for something new. 5 4 3 2 1

e. I keep on switching brands to experience new, different and better alternative. 5 4 3 2 1

f. I focus more on product information then model/celebrity used in ad 5 4 3 2 1

g. I admire people who own expensive homes, cars, clothes. 5 4 3 2 1

3. Celebrity Advertising is amusing and entertaining 5 4 3 2 1

4. Sometimes I take pleasure in thinking about what I saw or heard in Celebrity advertisements 5 4 3 2 1

5. Celebrity advertising contains a lot of excitement and surprises 5 4 3 2 1

6. Celebrity advertising is wasteful of economic resources 5 4 3 2 1

7. Celebrity advertising helps raise our standard of living. 5 4 3 2 1

8. Celebrity advertising tells me which brands have the features I am looking for 5 4 3 2 1

9. Celebrity advertisements tell me what people with lifestyles similar to mine are buying and using 5 4 3 2 1

10. Celebrity advertising helps me know which products will or will not reflect the sort of person I am 5 4 3 2 1

11. Celebrity advertising promotes undesirable values in our society 5 4 3 2 1

12. Most of the Celebrity advertising distorts the values of our youth 5 4 3 2 1

13. Some products/services promoted by Celebrity are bad for our society like cigarette, liquor etc 5 4 3 2 1

14. Because of Celebrity advertising, people buy a lot of things that they do not really need. 5 4 3 2 1

15. Celebrity advertising tends to make people live in a world of fantasy 5 4 3 2 1

16. Celebrity advertising is making us a materialistic society--overly interested in buying and owning things 5 4 3 2 1

17. Celebrity advertising makes people buy unaffordable products just to show off 5 4 3 2 1


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18. From Celebrity advertising, I learn about latest fashions/trend in market 5 4 3 2 1

19. People wear branded goods because of Celebrity advertising 5 4 3 2 1

20. I refer to Celebrity advertising because it helps me to enjoy the best deal out if the competing products

advertised

5 4 3 2 1

21. Celebrity advertising is misleading and does not give true picture about the product 5 4 3 2 1

22. Brand with celebrity endorser are more effective in delivering the message 5 4 3 2 1

23. Compare to other endorser I believe more what Celebrity says because they are more reliable. 5 4 3 2 1

24. When the products from two brands are similar, I prefer to buy one with celebrity endorsed brand. 5 4 3 2 1

25. I get bored when I see the same celebrity promoting more than one brand. 5 4 3 2 1

26. Price Comparison and information search becomes less necessary when a celebrity is endorsing the product 5 4 3 2 1

27. Brand having celebrity endorsing it comes to my mind before other brand while shopping 5 4 3 2 1

28. I continue buying a brand even if a celebrity endorsing it involves in a scandal 5 4 3 2 1

29. Celebrity Properties are transferred to the properties of the endorsed product/brand 5 4 3 2 1

30. Celebrity endorsement can be considered as an effective marketing device to transfer cultural meanings to

products.

5 4 3 2 1

31. The target audiences‘ positive feelings towards a chosen celebrity will transfer to the endorsed brand. 5 4 3 2 1

Part II

For the following Advertisements appearing celebrity give your opinion by tick marking (√) at appropriate place on the five point

semantic differential scale.

1. Amitabh Bachchan in Pulse Polio‟s advertisement

Dependable Undependable

Honest Dishonest

Reliable Unreliable

Sincere Insincere

Trustworthy Untrustworthy

Expert Not an Expert

Experienced Inexperienced

Knowledgeable Unknowledgeable

Qualified Unqualified

Skilled Unskilled

2. Amitabh Bachchan in Raid & Taylor‟s advertisement


Honest Dishonest

Reliable Unreliable

Sincere Insincere






Skilled Unskilled

3. Ranbir Kapoor in Tata Docomo‟s advertisement


Honest Dishonest

4. Ranbir Kapoor in Nissan Micra‟s advertisement


Honest Dishonest


3

Reliable Unreliable

Sincere Insincere






Skilled Unskilled

Reliable Unreliable

Sincere Insincere






Skilled Unskilled

5. Ajay Devgan in Bagpiper Soda‟s advertisement


Honest Dishonest

Reliable Unreliable

Sincere Insincere






Skilled Unskilled

6. Sachin Tendulkar in Toshiba‟s advertisement


Honest Dishonest

Reliable Unreliable

Sincere Insincere






Skilled Unskilled

7. Mahendra Singh Dhoni in Reebok Shoes‟ advertisement


Honest Dishonest

Reliable Unreliable

Sincere Insincere






Skilled Unskilled

8. Mahendra Singh Dhoni in Save Tiger Campaign


Honest Dishonest

Reliable Unreliable

Sincere Insincere






Skilled Unskilled

9. Mahendra Singh Dhoni in McDowell‟s No 1 Platinum 10. Mahendra Singh Dhoni in Pepsi Cola‟s advertisement


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Soda‟s advertisement


Honest Dishonest

Reliable Unreliable

Sincere Insincere






Skilled Unskilled


Honest Dishonest

Reliable Unreliable

Sincere Insincere






Skilled Unskilled

Please rate the following Celebrity - Brand combination on the given scale.

Excellent Good Average Poor Very Poor

1. Amitabh Bachchan for Pulse Polio Campaign

2. Amitabh Bachchan for Raid & Taylor

3. Ranbir Kapoor for Nissan Micra

4. Ranbir Kapoor for Tata Docomo

5. Ajay Devgan for Bagpiper Soda

6. M S Dhoni in McDowell‘s No 1 Platinum Soda‘s

advertisement

7. M S Dhoni in Save Tiger Campaign

8. M S Dhoni for Pepsi Cola

9. M S Dhoni for Reebok Shoes

10. Sachin Tendulkar for Toshiba

Part III (Personal Information: It is just for research purpose only so please give honest answer)

1. Gender Male ( ) Female ( )


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2. Age (Years) 16 – 20 ( ) 21 – 25 ( ) 26 – 30 ( ) Above 30 ( )

3. Education ___________________________

4. Total Family Income

(Annual)

Less than 150000 ( ) 150000 to 500000 ( ) 500000 to 1000000 More than 1000000 ( )

5. Occupation

Father

Job (Specify______________________) Professional (Specify______________________)

Self Employed (Specify_____________________) Other

(Specify_____________________)

Mother



(Specify_____________________)

Sibling



(Specify_____________________)

Documents

Consumers‟ Attitude towards Celebrity Endorsementshodhganga.inflibnet.ac.in/bitstream/10603/32342/13/13_appendix.pdf · you could fill up the questionnaire. The views conveyed by