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APPENDIX - I
BLOCK - I GENERAL INFORMATION OF THE RESPONDENT
1.1. Area code: 1 category code: (1 1 .J.Name of the Household: - 1.4. Sex: ~ a l a ~ e r n a l e o
1.5 Marital status (Use codes) r) L I
1.6. Age:
1.7.Educational Qual~fications:
la. Occupation: 1- 1.9. Nature of Occupation: (Use t~ck marks)
Permanent 11 Temporary E3 1 I P I a of R e : - - -1 1.11. Monthly Income (in Rs.) C- -
BLOCK -11
OPINION OF RESPONDENTS REGARDING COMMERCIAL ADVERTISEMENTS
2.1. Are you an observer of Commercial Advertisement? n I u Yes
2.2.lf the answer is Yes, mention the media in which you observe advertisements quite
Frequently
l News Paper /Periodicals - ] Hoardings
I] Sign Boards All Media
2.3. If the Media is Newspaper/Periodical. mention the locatim of the Adverlisement in
the News Paper /Periodical which draws your attention significantly
a Front-page ] Middle pages
2.4. If the Media is T.V, mention the time slot of the Advertisement in the T.V, which drews your
Attention significantly
(Morning (10 am) [ Day time (loam -4.30~~1) u Early fringe(4.30~111- 8 pm)
[I Prime Time (8-1 1 p m ) [ I Late News (1 1-1 1.30 pm) 0 Late Fringe (ll.30prn- I am)
2.5. What factor influences you to observe an advertisement?
Theme E] Technical sophistication 0 Catchy words
Sense of humour 0 ContextslLocations 0 Way of presentation
Free offers c] ActorslAdr- 0 Duration of the advertisement
n Natural beauty E] Memorable events of 0 Others (specify) the past
2.6. Have you ever been influenced by the models in the advertisement?
Yes No
2.7.lf the answer is Yes, Which models appearing in advertisement influence you signifwntly?
a Babies EI1] Film stars I T.V. artists Sport stars [x Religious leade $11 Others (specify) ... ......
2.8. Is there any influence of religion on the advertisement of products?
yes No
2.9. If the answer is Yes, mention the typeofproduds, which have religious influence on consumers.
0 Food products Beverages Cosmetics
Health and hygiene Products 0 Products used for religiouslcemmonial
Occasions
2.10. Do you think that advertisements appearing in T.V. are undersbndaMe to majority of the
common mole?
2.1 1. What isyour opinion regarding the modem advertisements appearing in T.V.? ' '
Nn Opinion Rank
2.12. Do you feel that modem advertisements are tilled with sexual scenes ?
0 yes NO
2.13. If the answer is Yes, Mention the category of advertisements tilled with obscene events.
7-1 L- 1
2.14. Do you feel that some advertisements create a sort of nostalgia?
Yes
2.15. If the answer is Yes, Mention the category of advertisements creating nostalgia. r - I
I______ 2.16. Do you think that advertisements affect the moral values in life a Y= NO
If the answer is Yes. Mention the category of advertisements seen in T.V. and other media that affect the moral values of life?
1 Which category of advertisement you prefer to see frequently?
2.19 Do you th~nk that the viewers of advertisement in the media should be well inform4
about the after effects 1 s~de effects on the over consumption of the advertised products?
0 Highly Essential 0 Essential 0 Non Essential
2.20 Have you ever been deceived through advertisements?
U yes O NO
2.21 If the answer is Yes, mention the media through which you got deceived
Radio News paper I Periodicals
Hoardings Others (specify) ...... .......
2.22 Mentlon the type of advertised roducts / servlces in whichyougot deceived? - -. .-
- i%oduc ts , . -. . . - . - / . services - - . -. . . '-==cia1 . - Loss (Rs.) 1
BLOCK - Ill OPINION OF RESPONDENTS REGARDING COMMERCIAL ADVERTISEMENTS
OF TOILET SOAPS
3.1 Which media influence ou to purchase toilet soaps?
News paper d Magazine I Journals ~ o a r d i n ~ s o T.V Radio
3.2. When did you get the motivation to buy a particular brand of toilet soap?
On seeing the advertisement Incentives offered by dealers
Understanding the proven quality of the soap Seeing the attractiveness the
n Low price of the soap
wrapper of the soap
Attractive smell of the soap
3.3. Who is the influencing person to purchase a parbcular brand of toilet soap?
Husbandhife Fatherlrnother q Children
U Dealer 0 Friends Co-workers
e you ever about toilet soaps?
3.5. If the answer is yes, did you compare the quality of products with the quality as highlighted
in the advertisement? u yes U
3.6. If the answer is yes, what 1s your opinion regarding the quality when compared to what
has been advertised?
0 Verygood Good Satisfactory Poor Very poor
3.7. From where do you often purchase toilet soa~s?
Super market n Margin free market Maveli store
[I novisionai store [I stationery stores
3.8. What factor influences you in selecting a place of purchase?
Best quality Convenience
u Personal contact with retailers [? Availability of s e l e c t i o n Credit facilities -
3.9 Are you a regular purchaser of toilet soap fmm a particular shop?
n yes o NO
3.10 What is the frequency of your purchase?
U Once in a week Beginning of month a Once in two months
a Once in three months 0 Occasional
3.1 1 When did you prefer advert~sements to be shown?
0 ~efore the programmeu During the programme After the programme
3.12 Which part of advertisement influenced you to purchase a particular brand of toilet soap?
a Action of models E-] - Songs a Sceneries 5 Cartoons
C7 Comedies Cr] Reminiscences of the past
0 Highlighting of the natural ingredients
C7 Highlighting of hygiene consciousness
3.13 What is your opinion about the existing style of Advertisement?
[7 Excellent Gwd Satisfactory q Poor 0 Very poor -
3.14 Which type of Advertisement you prefer most to be exhibited in case of toilet soaps? n Sceneries Product ingredients Artistic
Sexual Old songs
[r] Modem songs u Sports stars Film Stars Model girls I beauties - U Medicinal plants
3.15 What is your opinion about the honest ness of Advertisement?
C7 Very high 0 High A v e r a g a L a Very low
3.16 Are you a regular brand of toilet soap?
3.17 If the answer is yes, what is the reason for purchase of same brand of toilet soaps?
0 Rich lather Pleasant perfume Retention of fragrance
0 L o n g p e of u 0 Attractive price Therapeutic value
0 Non allergic nature Pleasant body odour 3.18 Which type of toilet soapsdo you prefer? . .
n Medicated toilet soaps 0 Multi purpose toilet soaps
0 General purposes toilet soaps n Glyceroid toilet soaps
of et soap do you p r e u o s t ?
100 gm 150 gm
3.20 Advertisement for which of the following soaps impressed you most?
'3 LM ufebouy pears Hamam Rexona
Denim / Godrej C] ~ v e r ~
D Dettol Cinthol n Nirma Iedirnix Mysore Sandal
U ~ e e v a Chandrika Lexus Radhas Santhoor
U Neem Linl Palmolive Johnson's Baby , Gladis Others (Specify): . . . . . . ... .. . ... ... ... . . . . . . .. . ... ... ..
3.21 Did you face any problem associated with the advertisement and consequent purchase of
toilet soaps?
3.22 In your opinion wh~ch type of TV advertisement is more effective in the case of toilet soaps? ' Those shoving description regarding the ingredients, both natural and synthetic, used
0 Those showing description regarding the side effeds and precautionary measures to be
0 taken Those showing details regarding the Date of manufacture and date of expiry
Those showing pricels of prcductls along with the advertisement.
3.23 Which of the following values of advertisement has attracted you more in the case of
toilet soaps ?
[7 Attention value 0 Suggestive value a Sentimental value
n Educative value Conviction value Memorizing value
0 Instinctive value
3.24 What are your suggestions for a consumer-oriented advertisement with respect to
toilet soaps ? - -
____?
BLOCK - IV
OPINION OF RESPONDENTS REGARDING COMMERCIAL ADVERTISEMENTS OF
DETERGENTS
4.1 Which media influence you to purchase detergents?
News paper 0 Magazine I Journals 0 t i oa rd ingso T V Radio
4.2 When did you get the motivation to buy a particular brand of detergent?
On seeing the advertisement 0 Incentives offered by dealers
I3 Understanding the proven quality of the detergent Seeing the attractivenesthe
wrapper of the detergent
LOW price of the soap Attractive smell of the detergent
4.3 Who is the influencing person to purchase a particular brand of detergent?
0 Husbandhife a Fatherlmother a Children
0 Dealer 0 Friends 0 Cmwrkers
4.4 Have you ever about detergents?
Yes
4.5 If the answer is yes, did you compare the quality of products with the qualtiy as highlighted
in the advertisement?
C] yes CI NO
4.6 If the answer is yes, what is your opinion regarding the quality when compared to what
has been advertised?
0 Very good= Good El Satisfactory I Poor a Very poor
4.7 From where do you often urchase detergents?
0 Super market 0 Margirt free market C] Maveli store
Provisional store n Stationery Stores
4.8 What factor influences you in selecting a place of purchase?
C] LOW price n ~ e s t quality Personal contact with retailers
Convenience Availability of selection 0 Credit facilities
4.9 Are you a regular purchaser of detergents from a particular shop?
0 Yes E l No
4.10 What is the frequency of your purchase?
0 Once in a week a Beginning of month 0 Once in hnro months
Once in three mont)O Occasional
4.11 When did you prefer advertisements to be shown?
Before the programmen During the programme I After the programme
4.12 Which part of advertisement influence you purchase a particular brand of detergents?
Action of models Songs Sceneries
cartoons a Comedies Reminiscences of the past
Highlighting of the natural ingredients 0 Highlighting of hygiene consciousness
4.13 What is your opinion about the existing style of Advertisement
0 Excellent 0 Good [x Satisfactory 0 Poor 0 Very poor
4.14 Which type of Advertisement you prefer most in case of detergents?
C] sceneries 0 Product ingredients Artistic Sexual
0 old songs U Modem songs 0 Sports s t a r 0 Film Stars
C] Model girls I beautie 0 Medicinal plants
4.15 What is your opinion about the honesty of Advertisement?
n Very high n H~gh rl Average LOW very low U U U U U
4.16 Are you a regular purchaser of same brand of detergents?
0 Yes 0 No
4.17 If the answer is yes, what is the reason for purchase of same brand of detergent?
0 Rich lather 0 Pleasant perfume 0 Retention of fragrance
0 Longer period of u- Attractive price Therapeutic value
0 Non allergic nature
4.18 Which category of detergent do you prefer most?
C] 500 gm 0 lkg. [-I - 1.5kg. 3kg. 4kg,
4.19 Advertisement for which of the following detergents impressed you most ?
Henko Wheel [I] Ariel Surf Sunlight
U Ms Mary Rin i-J Mr.White Nirrna
Stadite Tide r] - Others (S, m... ...... 4.20 Did you face any problem associated with the advertisement and consequent purchase
Non removal of dirt fron Excessive use of chemicals/&
4.21 In your opinion which type of adverti is
of detergents?
= Those showing description regarding the ingredients, both natural and synthetic, used
0 Those showing description regarding the side effects and precautionery measures to be
taken
0 Those showing Priceis of produws along with the advertisement.
=Those showing the method of use of product, including the quantity to be used
Rank ...... ~ ~~ ~-
SI. NO.
1 2 1 3 4 5
~
Problems ~ . .- ~ ~~~~
Itching of skin -. Parching of skin -. -- . - -- .~~ ~. Fading of the colour of clothes Damages to clothes - - Burning sensations Excessive consumption of detergents than the recommended quantity in the
4.22 Which of the following values of advertisement has attracted you more in the case of
detergents?
0 Attention value [=I Suggestive value ( Educative value
Conviction v a l u a Sentimental value 0 Memorizing value
CZ] Instinctive value
4.23 What are your suggestions for a consumer-oriented advertisement with respect
detergents?
Suggestions: r BLOCK - V
OPINION OF RESPONDENTS REGARDING COMMERCIAL ADVERTISEMENTS OF
TOOTH PASTE
5.1 Which media influence you to purchase tooth paste?
~ e w s paper 0 Magazine l Journals 0 Hoardings
T.V 0 Radio
5.2 When did you get the motivation to buy a particular brand of tooth paste?
0 On seeing the advertisement[l] Incentives offered by dealers
0 Understanding the proven quality of the tooth paste
0 Seeing the attractiveness the package of tooth paste
0 Low price of the toothpaste a Attractive colour of the tooth paste
5.3 Who is the influecning person to purchase a particular brand of toothpaste?
[7 Husbandhife Fatherlrmher ~ h i l d e m o Dentist
Dealer Friends Co-workers
5.4 Have you ever observed advertisement about toothpastes?
5.5 If the answer is yes, did you compare the quality of products with the qualtiy as highlighted
in the advertisement? 0 Yes No
5.6 If the answer is yes, what is your openion regarding the quality when compared to what has
been advertised?
Very good ~ m d Satisfactory ] P m Very poor
5.7 From where do you often purchase toothpaste?
Super market 0 Margin free market Maveli store
Provisional store U Medical shop Stationery Stores
5.8 What factor influences you in selecting a place of purchase?
LOW price r: Best quality Convenience
Availability of selection U Credit facilitites Penonal contact with the retailer
5.9 Are ou a regular purchaser of tooth paste from a particular shop?
Yes No
5.10 What is the frequency of your purchase?
Fortnightly a Monthly Bimonthly
Quarterly [I ~ccasional
5.1 1 When did you prefer advertisements of toothpastes to be shown?
0 Before the programme During the programme After the programme
5.12Which part of advertisement influence you purchase a particular brand of toothpaste?
0 Action of models 0 Highlighting of the natural ingredients
a Songs 0 Highlighting of hygiene consciousness
Sceneries a Highlighting of beautiful teeth 8 smile
a Cartoons a Highlighting a feeling of protection of teeth
0 Comedies 0 Reminding of spurious family and friendly relations due to bad breath
0 Realistic life styles
5.13 What is your opinion about th existing style of Advertisement of toothpastes?
0 Excellent 0 Good C] Satisfactory Poor 0 Very poor
5.14 Which type of Advertisement you prefer most in case of toothpastes?
Sceneries [Zl Product ingredients Artistic u ~ e x u a l Old songs
Modern songs Model girls /Beauties Sports stars Film Stan
Medicinal plants
5.15 What is your opinion about the hqnest ness of Advertisement in the case of toothpastes? 0 Very high 0 High 0 Average a Low 0 Very low
5.16 Are you a regular user of same brand of toothpaste?
0 yes U NO
5.17 If the answer is yes, what is the reason beh~nd the use of same brand of toothpaste?
Seeking of Fresh breath E] Dental health consciousness
0 Calcium protection [I] Small quantity 1s needed
Attractive prtce [I] Therapeut~c value
0 Non allergic nature El Avoidance of foul odour for longer per~ods
5.18 Which type of toothpastes do you prefer? u Vegetarian E] Ayurvedic General purpose
0 Special purpose Gel hlpe
5.19 Which category of tooth paste do you prefer most?
Cr] Travel pack CX 25gm Cr] 50gm 0 u 75 gm
100 gm El 150gm 0 Family pack
5.20 Advertisement for which of the following toothpaste impressed you most?
Colgate Close up [x Nleswake Anchor
0 Neem Dabur [I] Babool 0 Pepsodent Forhans - - U Promise U Vicco
5.21 Did you face any problem associated with the advertisement and cosequent purchase of
toothpastes?
~~ - - ~- - -~
~~~
~ ~
5.22 Given a choice what colour would you prefer in the case of tooth paste ?
Red n Pink [I] Yellow 0 White
Green 0 Others (specify). ........ .. . . ... . . ....
5 . 2 3 a o u r opinion which type of N advertisement is more effective in the case of toothpastes?
U Those showing description regarding the ingredients, both natural and synthetic, used
0 Those showing description regarding the side effects and precautionery measures to be a taken Those showing details regarding the Date of manufacture and Date of expiry
0 Those showing Pricds of productls along with the advertisement.
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