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QUESTIONNAIRE

Effects of Advertising on Consumer Buying Behaviour of

Non-Durable Products

Personal or demographic features of the Respondent

B1. State Punjab 1 U.T. Chandigarh 2

B2.Respondent Name ________________________________

B3. Gender: 1. Male 2.

Female

Ph No: ________________________________

B4. Age

30 - 35 Yrs 1 36 – 40 Yrs 2

41 – 45 Yrs 3 46 – 50 Yrs 4

51 - 55 Yrs 5 56 Yrs & above 6

B5. Education of Respondent

B6. What is your average monthly household

income? (In Rs.)

Illiterate 1 Up to 10000 1

Secondary 2 10001- 25000 2

Higher Secondary 3 25001- 50000 3

Graduate 4 50001- 100000 4

Post Graduate 5 Above 100000 5

B7. Occupation of Respondent

Business

Agriculture

Service

Self-employed

Unskilled/Wage workers

House Wife

Others (Pls Specify)......………..

-

1 2 3 4

5 6 7

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Section 1: Buying Pattern/ Purchase Behaviour of Different commodities

1.1 How much do you spend in a month on food products,

Beverages, Apparels & Accessories? (Limited to the

following)

i. Food Products and Beverages (health foods, frozen

foods, pickles, tea, coffee & squash)

ii. Apparels and accessories (clothing, shoes, wrist

watches & sun glasses)

Food products &

Beverages

(In Rs.)

Apparels &

Accessories (Past 3

months in this case) (in

Rs.)

1.2

Approximately, how many purchases of the above food

products and accessories items do you usually make in a

month? (in Number)

1.3 Please rank your reasons for choosing the Food

Products/ Apparels?

Availability

Fresh / New Stock

Choice of preferred pack sizes

Choice of preferred variant

Better product quality

Comparable / Discounted Price

Freedom to choice

Choice of taking loose product

Bargain is possible

1.4 Is your shopping pattern influenced by the

advertisements and media publicity?

Yes 1

No 2

Don‟t Know/Can‟t Say 3

1.5 Do your family members/ friends/ acquaintances

etc. influence your shopping decisions?

Yes 1

No 2

Don‟t Know/Can‟t 3

1.6 How frequent is the influence? Always 1

Often 2

Sometimes 3

Never 4

Don‟t Know/Can‟t 5

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Section 2: Role of different means of media in influencing the purchasing behavior of the

consumer.

2.1 Please rank the following media according to the

attention they get the most so far as advertisements

are concerned.

Television

Newspapers

Radio

Magazines

Internet

Word of mouth

2.2 Which media according to you provides most

reliable information?

Television 1

Newspapers 2

Radio 3

Magazines 4

Internet 5

Other 6

Don‟t know/Don‟t want to answer 7

2.3 Please rank the following media which according to

you has most irritating advertisements?

Television

Radio

Magazines

Newspapers

Internet

2.4 Which feature among the following attracts you in a

TV advertisement?

Model 1

Theme 2

Background 3

Photography 4

Caption 5

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Please give your opinion for the following

statements ( Circle any one)

Strongly

Disagree

Disagree Indifferent Agree Strongly

Agree

2.5 I compare the information received from

different sources regarding a particular

Product.

1 2 3 4 5

2.6 I inquire about the quality of the product when

I go for shopping. 1 2 3 4 5

2.7 I straightway buy any product believing the

advertisements/ marketing communications. 1 2 3 4 5

2.8 I believe on the comments in newspaper when

making buying decisions.

1 2 3 4 5

2.9 I pay attention to commercials shown on radio

and other media.

1 2 3 4 5

2.10 I try to gather information from TV and other

media channels regarding a particular product.

1 2 3 4 5

2.11 I don‟t believe in online shopping/Tele-

marketing.

1 2 3 4 5

2.12 I find the same type of product as shown in

advertisements of different media channels. 1 2 3 4 5

Section 3: Perception about role of advertisements in forming and preventing cognitive

dissonance (difference of Opinion) about a product of the consumer.

3.1 Generally, what is the reason for

preferring a particular brand by you?

Product range 1

Product quality 2

Designing 3

Price range 4

Word to mouth praise 5

3.2 You follow brands for: Food Products and Beverages (health foods, frozen

foods, pickles, tea, coffee, squash)

1

Apparels and accessories (clothing, shoes, wrist

watches, sun glasses)

2

3.3 You buy particular brand because of

its Quality 1

Price fits in your budget 2

Your friends also use that brand 3

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3.4 If a new brand is seen in advertisement You give it a trial 1

You try to gather more information about it 2

You wait till it secures a good repute 3

3.5 Before buying a product sometimes

you feel confused because

Advice from friends or colleagues influences my

choice of goods and brands

1

Family members influence my choice of goods and

brands

2

Advice from sales people influences my choice of

goods.

3

Please give your opinion for the following

statements ( Circle any one)

Strongly

Disagree

Disagree Indifferent Agree Strongly

Agree

3.6 Too many of today‟s advertisements attempt

to create imaginary difference between

products that are actually identical or very

similar in composition.

1 2 3 4 5

3.7 Brand name (e.g. „Ray ban‟, Hide sign, Tag

Heuer, Tommy Hilfiger etc.) offers a specific

value proposition to me as a consumer. 1 2 3 4 5

3.8 No need to watch the advertisements of

Branded shoes (e.g. Hush Puppies, D & G,

Jimmy Choo, Liberty etc.) because they are

strong enough to keep consumers coming

back for more.

1 2 3 4 5

3.9 Use of International brands of Health foods

(Amway, Herb life, etc.) give me the

satisfaction for quality

1 2 3 4 5

3.10 Quality of international brands of frozen foods

is so good that advertisements of Indian foods

do not have any effect on consumers

1 2 3 4 5

3.11 The advertisements of similar type of Health

foods (Bournvita, Complain, Dabur

Chyawanprash etc.) make switchover from

one brand to another.

1 2 3 4 5

3.12 When a promotion is over, I go back to my

regular brand. 1 2 3 4 5

3.13 I don‟t enjoy sampling different brands for

the sake of comparison. 1 2 3 4 5

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3.14 Even if I like a brand, by watching an

advertisements of other brand I switch to try

something different.

1 2 3 4 5

3.15 I refer to my friends/family when I see the

advertisement of a new brand. 1 2 3 4 5

Section 4: Relationship with Advertisement & Spontaneous (Impulsive) Purchase Decision

Please give your opinion for the following statements

(Circle any one)

Strongly

Disagree

Disagree Indifferent Agree Strongly

Agree

4.1 When I see an advertisement, I am excited

and I buy something new.

1 2 3 4 5

4.2 I decide what I want to buy while I am

looking around an advertisement in a store.

1 2 3 4 5

4.3 I never make a list for shopping. 1 2 3 4 5

4.4

I always take time to consider and weigh all

aspects, including price before making a

purchase.

1 2 3 4 5

4.5 I am conscious about my economic condition

when making buying decision.

1 2 3 4 5

4.6 I always buy goods that are useful to me and

are of reasonable price.

1 2 3 4 5

4.7 I buy goods with the best value for money

even if advertisements are too good.

1 2 3 4 5

4.8

I keep an eye on advertisements because

Buying is a way of reducing stress or to make

myself feel better.

1 2 3 4 5

4.9 I feel pleasure when I buy impulsively on

watching an advertisement

1 2 3 4 5

4.10 When I go shopping, I don‟t buy things on

looking at an advertisement in the store

1 2 3 4 5

4.11 I buy things when I see some celebrity using

them in an advertisement

1 2 3 4 5

4.12

I purchase trendy products promoted in an

advertisement even though I know they may

not be useful.

1 2 3 4 5

4.13 Advertising often persuades people to buy

things that they really don't need.

1 2 3 4 5

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Section 5: Opinion about impact of advertisements on different demographic groups

(especially the children and women).

5.1 According to you whether advertisements in

today‟s life have changed Social values? Yes 1

No 2

Don‟t Know/Can‟t Say 3

5.2 Do you think that advertisements have increased

the trend of unreasoned shopping among children? Yes 1

No 2

Don‟t Know/Can‟t Say 3

5.3 How much time you spend watching media.

(Includes mobiles/Personal digital assistant

(PDAs) count as well as the Internet, TV and

radio)?

Heavy – at least three hours a day 1

Medium – an hour to an hour and a half per

day

2

Light – half an hour or less 3

5.4 How often do you spend time as a family away

from the computer or TV? Often – at least a couple of days a week 1

About once a week 2

About once a month 3

5.5 Do you watch TV with your children?

All the time 1

Sometimes 2

Never 3

5.6 What is your reaction when your child is watching

commercials? Turn off TV 1

Switch to a channel that broadcast fewer

commercials

2

Go on changing the channels so that he/she

is not be able to watch TV ads at all

3

Let your child watch TV without

interfering

4

Please give your opinion for the following statements

(Circle any one)

Strongly

Disagree

Disagree Indifferent Agree Strongly

Agree

5.7 After watching advertisements my child wants

immediate purchase of products which is of no

use.

1 2 3 4 5

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5.8 My child can give his/her opinion about

products and brands.

1 2 3 4 5

5.9 I respect his/her expertise on products while

watching advertisements

1 2 3 4 5

5.10 I consider his/her preferences while making

purchases.

1 2 3 4 5

5.11 My child can decide when I make purchases

for my family.

1 2 3 4 5

5.12 I simply ignore these aspects thinking he is a

kid and need not be given undue importance

over trivial matter of family purchases.

1 2 3 4 5

5.13 I don‟t consider advertisements to be

responsible for inducing up materialism and

arrogance in children.

1 2 3 4 5

5.14 I am not comfortable with the portrayal of

women in the advertisements related to men‟s

stuff.

1 2 3 4 5

5.15 In my opinion, advertisements are resulting in

bringing change in the role of women from a

subordinate to a decision maker in Family

purchase decision making process.

1 2 3 4 5

5.16 You tell your child that advertising depicts

products as better than they really are.

1 2 3 4 5

5.17 Advertising does not always tell the truth. 1 2 3 4 5

5.18 The purpose of advertising is to sell products. 1 2 3 4 5

5.19 Some of the advertised products are not good

for children.

1 2 3 4 5

Section 6: Opinion about how different tools/methods of advertisements influence the

purchase decisions of the consumer.

Please give your opinion for the following

statements (Circle any one)

Strongly

Disagree

Disagree Indifferent Agree Strongly

Agree

6.1 I enjoy buying a brand that comes with a free

gift, regardless of the value of the free gift.

1 2 3 4 5

6.2 Even if I have favorite brands but if I see a “2

for 1” offer for any brand, I buy it.

1 2 3 4 5

6.3 Coupons make me buy products which I

normally would not buy.

1 2 3 4 5

6.4 I don‟t enjoy clipping coupons out of

newspapers or magazines.

1 2 3 4 5

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6.5 A part from saving money on products with

„Rs. off‟ promotions, it gives me a sense of

joy.

1 2 3 4 5

6.6 I am likely to buy a brand if it has a „Rs.-off‟ promotion on the Label.

1 2 3 4 5

6.7 I often purchase a product to complete a promotional gift set.

1 2 3 4 5

6.8 I enjoy using coupons regardless of the amount I save in doing so.

1 2 3 4 5

6.9 I enjoy buying a brand that offers a "buy-one-get-one-free promotion

1 2 3 4 5

6.10 Compared to most of the people, I buy more brands that come with free gifts.

1 2 3 4 5

6.11 I often purchase a product solely for the attached promotional gift.

1 2 3 4 5

6.12 Even if I have favorite brands, but if offered, I buy the brand that is connected with a contest.

1 2 3 4 5

6.13 I am usually motivated to respond to promotional offers on products.

1 2 3 4 5

6.14 When I buy products, I like to be sure that I am getting my money's worth.

1 2 3 4 5

6.15 I think the quality of a "promoted" brand is as good as the quality of a non-promoted brand.

1 2 3 4 5

6.16 I believe that "2 for 1" deals saves me much money.

1 2 3 4 5

6.17 I am concerned about low prices, but equally concerned about product quality.

1 2 3 4 5

6.18 When I shop, I compare the prices of different brands to be sure that I get the best value for the money.

1 2 3 4 5

6.19 When offered lower prices, I ensure that products should meet certain quality requirements before I buy them.

1 2 3 4 5

6.20 When I am indifferent between two brands, I purchase the one that has a contest associated to it.

1 2 3 4 5

6.21 I think the money I can save by taking advantage of promotional offers does not amount too much.

1 2 3 4 5

6.22 I think a promoted product is always of inferior quality.

1 2 3 4 5

6.23 If a product that I usually buy is being promoted, I increase the quantity of my purchases (i.e., stock up).

1 2 3 4 5

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Section 7: Opinion about mechanisms developed by different regulatory authorities to deal with

deceptive advertisements and to protect the consumer’s rights.

Please give your opinion for the following

statements (Circle any one)

Strongly

Disagree

Disagree Indifferent Agree Strongly

Agree

7.1 In my opinion the advertisements are generally

misleading or deceptive.

1 2 3 4 5

7.2 In my opinion the advertisements are generally

exaggerated.

1 2 3 4 5

7.3 In my opinion the advertisements are generally

False.

1 2 3 4 5

7.4 In my opinion, advertisements make claims

which in fact, they don‟t include in their

product.

1 2 3 4 5

7.5 The consumer courts can redress the

grievances of consumers.

1 2 3 4 5

7.6 If I receive a product which is not of the

quality shown in the advertisement, I ask the

shop keeper, to give the money back or to

replace it.

1 2 3 4 5

7.7 In my opinion going to consumer court with a

grievance is a good option.

1 2 3 4 5

7.8 Going to consumer court with a grievance is

wastage of time and involves a lot of money.

1 2 3 4 5

7.9 I will definitely file a case if this is the matter

of my Health, my child‟s health, Price.

1 2 3 4 5

7.10 The consumer forums procedure is very

technical.

1 2 3 4 5

Section 8: Opinion and Perception of the Consumer about Price & Quality of the product and their

accuracy

Please give your opinion for the following

statements (Circle any one)

Strongly

Disagree

Disagree Indifferent Agree Strongly

Agree

8.1 I am willing to pay higher prices to buy better

quality products.

1 2 3 4 5

8.2 I generally buy high priced branded goods and

their quality is good.

1 2 3 4 5

8.3 When I buy low priced local made goods, I find

that their quality is not good.

1 2 3 4 5

8.4 I am willing to pay a higher price for those

products that can improve my health.

1 2 3 4 5

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8.5 I am ready to pay more if I feel that I have earned

in terms of time saved.

1 2 3 4 5

8.6 I usually purchase Apparels and accessories

(clothing, shoes, wrist watches, sun glasses) from

reputable international clothing brands.

1 2 3 4 5

8.7 Fashionable styling with high price is very

important to me.

1 2 3 4 5

8.8 I usually have one or more Apparels and

accessories (clothing, shoes, wrist watches, sun

glasses) of the very newest or trendy styles.

1 2 3 4 5

8.9 I am not willing to go to extra effort to find lower

prices.

1 2 3 4 5

8.10 While shopping, I compare the prices of different

brands to be sure I get the best value for the

money.

1 2 3 4 5

8.11 The money saved by finding low prices is usually

worth the time and effort.

1 2 3 4 5

8.12 I use much time and effort to buy the best quality

Apparels and accessories.

1 2 3 4 5

8.13 My standards and expectations on the quality of

health food and beverages are always high.

1 2 3 4 5

8.14 I consider a quality of Apparels and accessories

with much thoughts and care.

1 2 3 4 5

8.15 The more well-known retailers are the higher is the

quality of the store brands.

1 2 3 4 5

8.16 Generally speaking, the higher the price of a

product, the higher the quality.

1 2 3 4 5

8.17 I am very concerned about low prices, but I am

equally concerned about product quality.

1 2 3 4 5

8.18 I will shop at more than one store to take

advantage of low prices.

1 2 3 4 5

8.19 I will only buy store brands from a retailer whom I

trust.

1 2 3 4 5