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Document Structure Analysis

The document is a questionnaire designed to gather demographic information and consumer perceptions regarding celebrity endorsements. It includes questions about age, gender, profession, and attitudes towards celebrity advertisements, their effectiveness, and influence on purchase decisions. The questionnaire aims to assess how various factors, including celebrity trustworthiness and expertise, impact consumer behavior.

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Puneet Mehta
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14 views2 pages

Document Structure Analysis

The document is a questionnaire designed to gather demographic information and consumer perceptions regarding celebrity endorsements. It includes questions about age, gender, profession, and attitudes towards celebrity advertisements, their effectiveness, and influence on purchase decisions. The questionnaire aims to assess how various factors, including celebrity trustworthiness and expertise, impact consumer behavior.

Uploaded by

Puneet Mehta
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Appendix 3: Questionnaire

Questionnaire Demographic Profile 1. What is your age? a. Less than 18 years b. 18-30 c. 30 and above 2. What is your gender? a. Male b. Female 3. What is your profession a. Student b. Professional/Business c. Unemployed d. Others (Please Specify) Consumer Perception and Celebrity Endorsements 4. Which of the following medium do you think is more likely to convey celebrity endorsed advertisements? a. TV advertisements b. Magazines c. Internet d. Radio e. Newspapers 5. How frequently do you come across advertisements using celebrity endorsements? a. Often b. Occasionally c. Rarely d. Never 6. What attracts you more: celebrity endorsed advertisements or non-celebrity advertisements? a. Celebrity endorsed advertisements b. Non celebrity advertisements 7. What type of celebrities do you think is more influential as endorsers? a. Actors or Actresses from movies b. Sport stars including cricketers c. Politicians d. Business persons e. Others (Please specify) 8. Does the presence of celebrities in the advertisements help you recognise and recall product more promptly? a. Agree b. Slightly agree c. Not sure d. Slightly disagree e. Disagree 9. Do you think celebrities really use the product endorsed by them in real life? a. Agree b. Slightly agree c. Not sure d. Slightly disagree e. Disagree 10. How do you perceive celebrity endorsements? a. Very effective b. Effective c. Somewhat effective

d. Not at all effective 11. How influential do you think is celebrity endorsements? a. Very influential b. Influential c. Somewhat influential d. Not at all influential 12. Please rate these factors according to their importance and effectiveness in order to influence your purchase decision. (1 being the lowest and 5 being the highest) a. Expertise 1 2 3 4 5 b. Trustworthiness 1 2 3 4 5 c. Similarity 1 2 3 4 5 d. Likeability 1 2 3 4 5 e. Product-celebrity match 1 2 3 4 5 f. Meaning transfer 1 2 3 4 5 13. Which of the below given factors influence you the most to buy a product or service endorsed by a celebrity? a. Expertise of the celebrity in the given field/ product endorsed. b. Trustworthiness of the celebrity c. Similarity between the celebrity endorser and yourself. d. Likeability of the celebrity e. Match between the Product and the celebrity. Celebrity Endorsements and Purchase Intention 14. Do you feel that Negative Publicity about a celebrity endorser can influence your purchase decision? (For example Salman Khan is facing trial in 3 cases for killing black bucks and chinkaras and illegal possession of arms.) a. Yes b. No c. Sometimes d. Can t say 15. I m likely to purchase products or services that have been endorsed by celebrities. a. Agree b. Slightly agree c. Not sure d. Slightly disagree e. Disagree

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