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Appendix

i

Dear Sir/Madam

CONSUMER

SURVEY

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 professionalsManagers/ 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- brand preference

How old - the asset is.

Estimated

Category

Name

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

----------

-------------------

--------------

---------------

express your opinion, attitudes,

feelings and reactions spontaneously i.e., without any help or aids. Please mark your response in the appropriate column.

For the following set of questions

v

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

important

Very

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

brands that are

not advertised.

are better in quality than

Strongly Disagree

DisagreeUndecidedAgreeStrongly 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 message/story/picture/characters

a…………………………

b…………………………

c…………………………

d…………………………

Ad.

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 WASHING MACHINE PERSONAL COMPUTE

MICROWAVE OVEN VACUUM CLEANER REFRIGERATOR

22. A Have you purchased any of these products during the last I2 months?

Yes

PASSENGER CAR TWO WHEELER MUSIC SYSTEM

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

Many

Some

None

these products ?

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

Brand name message/story/picture/characters etc.

Advt.

…………………………………………………………………………

viii

Is there anything special about this advertisement? …………………………………………………………………

Indicate how much you agree or disagree with the following

The items are agreement.

statements.

scaled from 1 to 5, with a higher number meaning stronger

1.

SD

Strongly Disagree

2.

D

Disagree

3. U

Undecided

4. A

Agree

5.

SA

Strongly Agree

26.What

is

your

opinion

Advertisements

about

the

personal

/

social

SD

D

1 2

In general, advertising presents a true picture of the product advertised

Advertising keeps me updated on products and services are available.

You can trust advertised brands than non-advertised ones

Advertisements helps me find products that match my personality and interests

Advertising help me know which brands have the features I am looking for.

Advertising results in better products For the public. 1 2

1 2

1 2

1 2

1 2

Advertising helps me buy the best brand for the price 1 2

am willing to pay advertised

I

more for a product that is

1 2

benefits

of

U

A

SA

3

4

5

3

4

5

3

4

5

3

4

5

3

4

5

3

4

5

3

4

5

3

4

5

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27.What is your opinion about advertising?

the deceptive /offensive aspects of

 

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 today’s advertising

1 2

 

3

4

5

Advertising

is

more

manipulative

than

1 2

 

3

4

5

informative

 

Advertising mostly tries to create imaginary difference between products that are very similar.

1 2

 

3

4

5

Advertising is upsetting to people because it sets goal for the average person that he/she cannot reach

1 2

 

3

4

5

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.

Television

 

Washing

Micro Wave

Refrigerator

Vacuum

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

     

Computer

Passenger Car

Two Wheeler

Music System

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

x

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.

xi

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 brand.

order, the factors you considered while deciding the

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)

xii

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
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

2 nd 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

xiii

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.

xiv

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.

--------------------------------------------------------

--------------------------------------------------------

xv

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 encouragement at all-

-

-

-

-

It gave me a lot 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

xvi

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. purchased this brand :

I

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.

xvii

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.