Questionnaire Survey
Dear respondent”, I am Student of MA degree of Business management, at KB international Business
and Technology Collage. As partial fulfillment of the program, I am undertaking a research on the
topic of Customers Attitude towards Advertising the case of Hibret Bank S.C. The research result
could be used as an input for decision makers, professionals, academician and other interested groups
to play their respective role for the achievement of project objectives.
It is believed that your participation in this research will contribute in achieving the objectives of the
research. Thus, the quality of your response towards the question items determines the quality of the
research results. Therefore, please answer the questions as thoroughly, objectively and honestly as
possible according to the instructions contained in the body of the questionnaire. Finally, I want to
assure you that all information provided in this survey will be treated with strict confidentiality and
allowed to serve only for the purpose of the research under consideration.
Interested participant of this study will be given feedback on the overall research results after the
completion of the research work.
Thank You in Advance for your cooperation!!
Part 1: Demographic Profile of respondents.
A) Please encircle only one that represents you most appropriately.
1. Gender: A, Male B, Female
2, Marital status: A, Single B, Married C, Separated D, Divorced E, Widowed
3, What is your highest Educational Level?
A) Illiterate B) 1-12 C, Diploma and TVET D, First degree E, Master’s degree and above
4, Please indicate your Occupation. A, Unemployed B, Employee C, Retired
D, Business Owner E, Student
5, Monthly income birr,
A, 3,000 or below B, 3001-6,000 C, 6,001--9,000 D, 9,001 and Above
6, what is your Age?
A, 18—30 B, 31—45 C, 45—60 D, above 61+
7. Which Hibret bank advertisement media is your main source of information to make you purchase
decision of the bank services?
A. TV advertisement B. Radio advertisement
C. Print advertisement D. Other promotion methods
Part 2: Overall attitude of Hibret bank advertisement
Instruction: Below are lists of statements pertaining to customer’s attitude towards bank
advertisement. Please indicate whether you agree or disagree with each statement by ticking (√) on
the spaces that specify your choice from the options that range from 1= strongly disagree to 5=
strongly agree. Each choice is identified by numbers ranged from 1 to 5.
Where; 1= strongly Agree 2= Agree 3= Neutral 4= disagree
5= strongly disagree
Attitude of customers towards Hibret bank advertisement 1 2 3 4 5
1 I think TV, Radio and Print Advertising which is better than the traditional ways of
advertising.
2 Hibret Bank TV advertisement quality is good
3 Hibret Bank radio advertisement quality is good
4 Hibret Bank print advertisement quality is good
5 Over all, the advertisement quality of Hibret Bank is good
Part 3: Customer perception about specific media advertisement of Hibret bank.
B, Instruction: Below are lists of statements pertaining to customer’s attitude towards bank
advertisement. Please indicate whether you agree or disagree with each statement by ticking (√) on
the spaces that specify your choice from the options that range from 1= strongly disagree to 5=
strongly agree. Each choice is identified by numbers ranged from 1 to 5.
1, Personal belief dimensions
Personal belief dimensions 1 2 3 4 5
I IN FORMATIVENESS
1 TV advertising of Hibret Bank clearly displays the information that I need
2 Radio advertising of Hibret Bank gives me up to date information about the bank service
3 Print advertising of Hibret Bank is a good source for timely information
4 Hibret Bank advertisements always provide the information I need.
5 Hibret Bank advertising always can help me keep up-to date about products or service.
6 Through advertising via Hibret Bank, I receive exclusive information
II FALSITY
1 I use TV advert of Hibret Bank as a reference for purchasing bank products/services.
2 Hibret Bank TV advertisement promote its service by exaggeration the real fact
3 I use radio advert of Hibret Bank as a reference for purchasing bank products/services.
4 Hibret Bank radio advertisement lies about its service
5 I use print advert of Hibret Bank as a reference for purchasing bank products/services.
6 Hibret Bank print advertisement consists falsified information
III HEDONIC/ PLEASURE
1 TV advertisement of Hibert bank is enjoyable
2 I take pleasure in thinking about what I heard in Hibert bank radio advertisements
3 Hibert bank print advertisement is amusing
4 Enjoy ability & Entertain ability of Hibert bank advertisement
I INCENTIVE
V
1 I would accept Hibret Bank TV, Radio Print and mobile advertising messages if I was given
financial incentives
2 I am impressed by the Hibret Bank TV, Radio Print and mobile advertisements if they will provide
incentive to me
3 I'd accept Hibret bank if I was given financial incentives
4 I am satisfied with Hibret Bank TV, Radio Print and mobile advertising.
5 Hibret bank provide incentive to me
2, Macro Belief Dimensions
Macro Belief Dimensions 1 2 3 4 5
I ENTERTAINMENT
1 I feel that receiving Hibret Bank TV, Radio and Print advertisements are enjoyable and
entertaining
2 I feel that receiving Hibret Bank TV, Radio and Print advertisements are pleasant.
3 Positive Entertaining Service is positive
5 I feel that the form-designs of mobile advertisements are various.
6 I feel that receiving Hibret Bank TV, Radio and Print advertisements are enjoyable and
entertaining
II CREDIBILITY
1 Hibret bank advertisement is credible
2 I use TV, Radio and Print advertising as a reference for purchasing.
3 I think the content provided by TV, Radio and Print advertising is credible.
4 I am impressed by the TV, Radio and Print advertisements.
III SOCIAL IMAGE
1 Media advertisement of Hibret bank promote its product/service by consider the norms of the
society
2 I like Hibret bank media advertising because it never offends any part of society
3 Hibret bank advertising gives me advice what I like to purchase
IV GOOD FOR ECONOMY
1 Hibret bank media advertising reduce cost of searching information about bank service
2 Hibret bank media advertising give me sufficient information about economic issues
3 Hibret bank advertising is wasteful of its economic resources
V MATERIALISM
1 Hibret bank media advertisement is useful to promote newest technology
2 Hibret bank media advertising making me a materialistic society- overly interested in owning
things