Appendix

CONSUMER SURVEY

Dear Sir/Madam

Thank you very much for accepting my invitation to participate in this

survey. The purpose for this survey is to evaluate the opinion of consumers
regarding the media advertisements. This is required for the successful
completion of my research project and I assure you that the results will be
used for research purpose only.

PART A

This portion relates to personal details. Please put ‘X’ mark in the relevant
column.

1. Sex:
Male 
Female 

2. Age:
Less than
25 years 
26- 35 years 
36-45years 
46-55yearrs 
Above 55years 

3. Marital Status:
Single/Never married 
Married 
Widowed 
Separated/Divorced 
Not disclosed 
4. Education:
Plus two/Equivalent 
Graduate 
Post Graduation 
Professional Degree holder 
Any other 
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5. Occupation:…………………………………………………..
Unemployed/House wife/Retired 
Higher Executives/proprietors / major professionals
Managers/ proprietors of medium-
sized business and lesser professionals /Lecturers 
School teachers 
Administrative personnel /officers/owners of
small businesses and minor professionals 
Clerical staff /sales workers/technicians 
Skilled manual employees 
Machine operators and semiskilled employees 
Others: Specify 

6. Religion:
Hindu 
Muslim 
Christian 
SC/ST 
Others 

7. Family stage:
Single 
Married, no children 
Married, with children below 10 years 
Married, with teenagers 
Married, with college going children 
Married ,with married children. 
Married, with children staying away 

8. Family Structure:
Nuclear Family 
Nuclear family with elders 
Joint family 

9. Total number of persons living in your house: ………………

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10. Total Monthly Household Income

Up to 10.000 
10,001-15,000 
15,001-20,000 
20,001-30,000 
30,001-40,000 
40,001-50,000 
Above 50,000 

11.Expenditure pattern:

What is your Average Monthly Household Expenditure?

Item of Expenditure Amount

Rs.
Cereals
Gram
Cereal substitutes
Pulses &products
Milk &Products
Edible Oil
Egg, fish &meat
Vegetables
Fruits &Nuts
Sugar
Salt &spices
Beverages
Pan, tobacco&Intoxicants
Fuel & light
Clothing
Foot wear
Education
Medical-Institutional
Medical-non institutional
Entertainment
Goods for personal care &effects
Toilet articles
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Sundry articles
Consumer services
Conveyance
Rent
Taxes
Miscellaneous Consumer-
goods &Services
_____________
Total
Household appliances purchased
during last 12 months
_____________

12. Consumption Pattern:

Which of the following items are owned by you?

Product- Brand- Reason for- How old - Estimated

Category Name brand preference the asset is. Present value

Radio ---------- ------------------- -------------- ---------------

T.V ---------- ------------------- -------------- ---------------
Washing Machine ---------- ------------------- -------------- ---------------
Vacuum cleaner ---------- ------------------- -------------- ---------------
Microwave Oven ---------- ------------------- -------------- ---------------
Cooking range ---------- ------------------- -------------- ---------------
Music System ---------- ------------------- -------------- ---------------
Personal Computer ---------- ------------------- -------------- ---------------
Passenger Car ---------- ------------------- -------------- ---------------
Two wheeler ---------- ------------------- -------------- ---------------
Sports Equipment ---------- ------------------- -------------- ---------------
Artwork ---------- ------------------- -------------- ---------------
Any Other ---------- ------------------- -------------- ---------------

For the following set of questions express your opinion, attitudes,

feelings and reactions spontaneously i.e., without any help or aids.
Please mark your response in the appropriate column.
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13. Do you listen to/watch the advertisements which come in media like
radio, newspapers, magazines, T.V., posters etc.?

Very often Often Some times Rarely Never 

14. How important are the following Advertising Media to you? Please
rank in the order of importance.

Advertising Media Not so Very

important important
Radio 1 2 3 4 5
Television 1 2 3 4 5
Newspaper 1 2 3 4 5
Magazines 1 2 3 4 5
Posters, hoardings/billboard etc. 1 2 3 4 5
Internet 1 2 3 4 5
Pamphlets, brochures notices etc. 1 2 3 4 5
Others:(specify if any) 1 2 3 4 5

15. While watching an advertisement, do you

A. ignore the entire ad 

B. just glance at the picture 
C. listen to/read some part of it 
D. listen to/read most part of it 
E. listen to /read the entire advertisement. 

16. Do you consider advertisements as a source of information?

Always  At times Never 

17. On an average , brands that are advertised are better in quality than
brands that are not advertised.

Strongly Disagree Disagree Undecided Agree Strongly Agree

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18. What is your overall attitude towards advertisement?

Very much Unfavourable 

Unfavourable 
Undecided 
Favourable 
Very much Favourable 

19. Can you mention some brands and the related advertisements for
commonly used home appliances which have impressed you.

Brand name Ad.

message/story/picture/characters

a…………………………
b…………………………
c…………………………
d…………………………

20. Can you name the particular brand and the related advertisement which
attracted you most?

Brand name Advt.

message/story/picture/characters etc.
…………………… ……….
………………………………….

Is there anything special

about this advertisement? …………………………….
……………..

21. Do you purchase a new home appliance before being used by others?

Very often  often Sometimes  Rarely Never 

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Names of some of the household durables are given below. Please

express your opinion regarding the one you have purchased and used.

TELEVISION MICROWAVE OVEN PASSENGER CAR

WASHING MACHINE VACUUM CLEANER TWO WHEELER
PERSONAL COMPUTE REFRIGERATOR MUSIC SYSTEM

22. A Have you purchased any of these

products during the last I2 months? Yes  No 

22.B Which all factors motivated you to buy this product? Tick your reason

1. Friends and relatives have it

2. Existing one damaged.
3. To reduce expenditure
4. Status symbol
5. To enjoy comfort and convenience

23. Have you seen or heard any advertisements for these products?

Many  Some  None 

24. When you think of these products what are the brand names coming to
your mind?

First mention:

Any other:

25. Can you recall the advertisements for these products ?

Many  Some  None

If yes, please describe the advertisement coming to your mind first:

Brand name Advt.

message/story/picture/characters etc.
…………………………………………………………………………..
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Is there anything special about this advertisement?

…………………………………………………………………..

Indicate how much you agree or disagree with the following statements.
The items are scaled from 1 to 5, with a higher number meaning stronger
agreement.

1. SD Strongly Disagree
2. D Disagree
3. U Undecided
4. A Agree
5. SA Strongly Agree

26.What is your opinion about the personal / social benefits of

Advertisements

SD D U A SA
In general, advertising presents a true picture of the 1 2 3 4 5
product advertised
Advertising keeps me updated on products and 1 2 3 4 5
services are available.
You can trust advertised brands than non-advertised 1 2 3 4 5
ones
Advertisements helps me find products that match my 1 2 3 4 5
personality and interests
Advertising help me know which brands have the 1 2 3 4 5
features I am looking for.
Advertising results in better products For the public. 1 2 3 4 5

Advertising helps me buy the best brand for the price 1 2 3 4 5

I am willing to pay more for a product that is 1 2 3 4 5

advertised
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27.What is your opinion about the deceptive /offensive aspects of

advertising?

SD D U A SA
Most ads try to work on people’s emotions 1 2 3 4 5
There is crucial need for more truth in 1 2 3 4 5
today’s advertising
Advertising is more manipulative than 1 2 3 4 5
informative
Advertising mostly tries to create 1 2 3 4 5
imaginary difference between products that
are very similar.
Advertising is upsetting to people because 1 2 3 4 5
it sets goal for the average person that
he/she cannot reach
Advertising is the main reason our society 1 2 3 4 5
is so concerned with buying and owning
things

Part B

Different brands of 9 household products are given win the table. Please
mark your responses for the statements related to the product
purchased by you.

Washing Micro Wave Vacuum

Television Refrigerator
Machine Oven Cleaner
1. BPL 6. WHIRL 11. LG 16. GODREJ 21.SANYO
2. SAMSUNG POOL 12. Philips 17. LG 22.EUREKHA
3.VIDEOCON 7. IFB 13. SAMSUNG 18. WHIRL 23.SAMSING
4. PHILIPS 8. VIDEOCON 14. BPL POOL 24.PHILIPS
5. ONIDA 9. SAMSUNG 15. IFB 19. AIWA 25.LG
10. BPL 20. VIDEOCON

Personal
Passenger Car Two Wheeler Music System
Computer
26.HP 31.INDICA 36.HONDA 41.PHILIPS
27.HCL 32.MARUTI 800 37.KAWASAKKI 42.AIWA
28.ZENITH 33.SANTRO 38.BAJAJ 43.PANASONIC
29. ACER 34.ALTO 39.SCOOTY 44.VIDEOCON
30.DELL 35.MATIZ 40.ACTIVA 45.KENWOOD
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28. Which all brands were your aware of before making the purchase?
…………………………………………………………………………………..

29. Which of these brands fit the quality ‘worth buying’

well?…………………………...

30. Which all brands of the above product categories are you using now?
………………………………………………………………………

31. In your opinion which are the most popular brands among these?
…………………………………………………………………………

32. Please mention the brands you purchased during the past 12
months?…………………………………………………..…………….

33. What were the other brands you had in mind?

1) ……………2)……………3)…..

34.What was the source of information for your brand purchase decision?
Please rank your response in the order of importance from 1, 2, 3…..

The opinion of friends, relatives, neighbours/co-workers. 

Professional information that is provided in pamphlets,
articles, books, direct mail, personal contacts etc. 
Direct experience with the product through inspection or trial 
Information presented in media advertisement. 
Sales people. 
Any other 

35. In your family who took the major decision to purchase the brand?

Husband  Husband & Children 

Wife  Wife &Children. 
Children  Husband ,wife &Children 
Husband &wife  Others. 
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36. In your family are you the one who:

Proposed the brand 

Recommended the brand 
Decided finally whether to purchase or-
not to purchase the brand 
Carried out the act of buying 
Actually uses the Brand. 

37.Evaluation Criteria:

Please rank in order, the factors you considered while deciding the
brand.

Brand image/popularity 
Price of the brand 
Desired product features 
Store /dealer image 
Financial/ credit facilities 
Warranty 
Incentive Schem 
Exchange offer 
Supporting services 
Durability of the product 
Others(specify if any) 
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38. Source of information :

In the table given below mark the most important source of information
from which you could learn more about the evaluation factors

News Ma TV Intern Opinion Palmph Sales Direct Post

papers gaz et Of -lets/ people Experien ers
Radio ine Friend’s/ Brochu -ce
s Relatives res
Price of the
brand
Desired product
features
Store /Dealer
image
Financial/credit
facilities
Warranty
Exchange offer
Additional
benefits
Supporting
services
Durability the
product
Others

39.Where did you make your purchase?

Retail store  In-home 2nd Hand Exchange  Internet 

40.How many Appliance Stores did you visit in the process of buying?………

41. How did you buy it?

Cash On credit /with credit card  Installment Exchange

42.Who all in your house are using the product?

Husband  Wife  Children  Others  All 

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43.How often is the product used?

Very often Often  Sometimes  Rarely  Never

44. How satisfied are you in using this brand?

Extremely satisfied 

Somewhat satisfied 

Undecided 

Somewhat dissatisfied 

Extremely dissatisfied 

45.How satisfied are you in using this brand with respect to the purchase
criteria? Circle the relevant number

Dimensions Extremely Extremely

Dissatisfied -- -- -- -- Satisfied
Product Image 1 2 3 4 5
Shape /colour etc. 1 2 3 4 5
Cost related factors 1 2 3 4 5
Convenience 1 2 3 4 5
Technology factors 1 2 3 4 5
Incentive Schemes 1 2 3 4 5
Payment/Credit terms 1 2 3 4 5
Delivery of goods 1 2 3 4 5
After sales service 1 2 3 4 5

46. Will you buy the same brand, the next time you make a purchase ?

Definitely would buy the same brand 

Probably would buy the same brand 
Undecided 
Probably would not buy the same brand 
Definitely will not buy. 
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47. Will you recommend the same brand, to your friends and relatives?

Definitely would recommend 

Probably would recommend 
Undecided 
Probably would not recommend 
Definitely would not recommend 

48. How do you intend to dispose/replace it off after use?…………………

Re-sell 
Exchange 
Throw away 
Destroy 
Donate/Give away 

PART C

Please mark your response for the following set of questions regarding
the advertisement for the brand purchased by you .

49. Can you recall an advertisement seen/heard for the brand

purchased by you?

Very well  Somewhat Not at all 

50. Please mark the elements of the advertisement you can recall
Illustration 
Caption/slogan 
Message 
Pictures 
Characters 
Story 
Any other 

51. What was the main point/theme of the advertisement? Explain in your
own words what the ad told you.

--------------------------------------------------------
--------------------------------------------------------
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52. Where did you see that advertisement? (specify the medium)

1…………………
2…………………
3…………………

53. In your opinion what is the degree of influence of this advertisement on

your buying decision process?

Not at all influenced

Not influenced
Undecided
Somewhat Influenced
Very much influenced

Poor - - - - Excellent

1 2 3 4 5

54. How well did this ad encourage you to buy the brand?

It gave me no It gave me a lot

encouragement at all- - - - - of encouragement.
1 2 3 4 5

55. I believe that the brand I purchased has all the benefits claimed in the
advertisement.

Strongly Disagree 
Somewhat Disagree 
Neither disagree nor agree 
Somewhat agree 
Strongly Agree 
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56. Among the following statements mark the one which best describes
your feelings about the advertisement.

I liked it very much 

I liked it somewhat 
Neither liked nor disliked 
I disliked it somewhat 
I disliked it very much. 

57. I purchased this brand :

Before seeing the advertisement. 
After seeing the advertisement 
Don’t know. 

In connection with the advertisements for the brand purchased by you,

indicate how much you agree or disagree with the following statements.

1. SD Strongly Disagree
2. D Disagree
3. U Undecided
4. A Agree
5. SA Strongly Agree

56. I think the above mentioned advertisement is :

SD D U A SA
Informative 1 2 3 4 5
Interesting 1 2 3 4 5
Meaningful 1 2 3 4 5
Attractive 1 2 3 4 5
Relevant and believable 1 2 3 4 5
Imaginative and entertaining 1 2 3 4 5
57. The ad explained how to use the product 1 2 3 4 5
58. The ad made me aware of the exchange off 1 2 3 4 5
59. It helped me to evaluate the brands 1 2 3 4 5
60. I learned something from the 1 2 3 4 5
advertisement that I didn’t know before.
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61. The advertisement gave me a new idea. 1 2 3 4 5

62. Seeing the ad. I wanted to get more 1 2 3 4 5
information about the product
63 The ad. reminded me that I was 1 2 3 4 5
dissatisfied with what I was using earlier
and it was time to look for something
better.
64. The ad. gave me reassurance of the 1 2 3 4 5
purchase made by me

Thank you for your co-operation.