IMPACT OF ADVERTISING

ON CONSUMER PURCHASE DECISION MAKING

1. Respondents Profile:

Name:
Age: (a) 18-27 (b) 28-37 (c) 38-47 (d) 48-57 (e) >57
Sex: (a) Male (b) Female
Occupation:
Income:
Education:
Religion:

2. Respondents opinions:

2.1 Do you like to see advertisements: (a) Yes [ ] (b) No [ ]

2.2 When do you see advertisement? (Rank in Order)

(a) When I watch TV [ ]
(b) When I read Newspaper/Magazine/Journals [ ]
(c) When I listen to FM Radio [ ]
(d) When I come across attractive hoardings and posters [ ]
(e) When I have to purchase anything [ ]
(f) When I need to purchase costly products/ services [ ]
(g) When I do not know the products / services availability to an identified need [ ]
(h) When family members refer any advertisement [ ]
(i) Any other [ ]

2.3 What category of advertisements do you observe critically: (Rank in Order)

(a) Grocessories [ ] (b) Electricals [ ]
© Electronics [ ] (d) Clothing [ ]
(e) Home appliances [ ] (f) Furniture [ ]
(g) Jewellery [ ] (h) Banking [ ]
(j) Insurance [ ] (j) Hospitals [ ]
(k) Education [ ] (l) Transport [ ]
(m)Tourism [ ] (n) Hotels [ ]
(o) Fitness and Beauty Care [ ] (p) Others [ ]
2.4 What are the specific advantages do you identify in advertisements? (Rank in
Order)

(a) Recognition of new needs [ ]

(b) Identification of choices [ ]
(c) Evaluation of choices [ ]
(d) Knowledge of sources of availability [ ]
(e) Advance planning of purchasing [ ]
(f) Knowledge of prices [ ]
(g) Knowledge of product features and benefits [ ]
(h) Others [ ]

2.5 Do you think advertisements provide

Particulars Strongly Agree Neutral Disagree Strongly

Agree Disagree
correct
Information
Adequate
Information
Supportive
Information

2.6 Which type of advertisements influence you mostly? Rank in order.

(a) Celebrity Advertisements [ ]
(b) Testimonial Advertisements [ ]
(c) Slice of life Advertisements [ ]
(d) Musical Advertisements [ ]
(e) Technical Advertisements [ ]
(f) Cartoon Advertisements [ ]
(g) Personification Advertisements [ ]
(h) Comedy Advertisements [ ]
(i) Life style Advertisements [ ]
(j) Others [ ]
2.7 What is the influence of advertising on the purchase of the following:
Particulars Strongly Agree Neutral Disagree Strongly
Agree Disagree
Grocessories
Electricals
Electronics
Clothing
Home appliances
Furniture
Jewellery
Banking
Insurance
Hospitals
Education
Transport
Tourism
Hotels
Fitness and
Beauty Care

2.8 In which media advertisements influence you most? (Rank in Order)

(a) Newspapers [ ] (b) Magazines/Journals [ ]

© TV [ ] (d) Posters [ ]
(e) Hoardings [ ] (f) Pamphlets [ ]
(g) Radio [ ] (h) Cinema [ ]
(i) Personal channels [ ] (j) Internet [ ]

2.9 What is the impact of brand ambassador on your purchase decisions?

(a) Very Strong (b) Strong (c) Moderate (d) Low (e) Very Low

3.0 What is the impact of advertisements on the following:

Particulars Very High Moderate Low Very

High Low
Consumption of
goods and services
Consumption habits
Life style

Quality decision
making

3.1 What is your opinion on the quality of advertisements?

 (a) Very good (b) Good (c) Average (d) Poor (e) Very poor

3.2 What is your opinion on the influence of advertisements on the society?

(a) Highly positive (b) Positive (c) Neutral (d) Negative (e) Highly negative

3.3 What is your opinion on the use of sex in advertisements?

(a) Highly Negative exploited (b) Negatively exploited © Neutral

(d) Positively exploited (e) Highly positively exploited

3.4 What is your opinion on the quality of translation and voice dubbing in
advertisements to suit regional languages.

(a) Very good (b) Good (c) Average (d) Poor (e) Very poor

3.5 Please indicate the role of advertisements at various stages of your purchase decision
process

Particulars Very Hig Moderate Low Very

high h low
Problem recognition
Problem definition
Product information
search
Identification of
choices
Evaluation of choices
Vendor recognition
Vendor selection
Price negotiation
Negotiation of terms
and conditions
Buying process
Post purchase
evaluation
Grievances
Others

3.6 Please give opinion on the following criticisms on advertisements

Particulars Strongly Agree Neutral Disagree Strongly

Agree Disagree
Advertisements promotes
unnecessary consumption
Advertisements gives an
unnecessary cost on
consumers
Advertisements are mislead
Advertisements are trigger
in consumer emotions
Sex exploitation is high in
advertisements
Indian culture is effected by
advertisements