Appendix: Name: Age

Role of celebrity endorsement in brand positioning; a study with personal care products special reference to PUTHANATHANI area
APPENDIX
Name:
Age:
a) up to 20 b) 21-24 c) 25-28 d) 29& Above
Marital status
a) Married b) Unmarried
Educational qualification
a) Graduated b) Post graduated c) Professional d)

Others
Occupation
a) Private company b) Government services c) Own business
d) Student e) Others
Monthly income
a) Up to 10000 b) 15001 to 20000 c) Above 20001
1) Which is your favourite TV channel?
a) ASIANET b) Surya c) Sun TV d) Others
2) Please rank the following programmes according to your preference. (1-for Highest Preference)
a) News …………………
b) Serials………………..
c) Sports…………………
d ) Cinema ……………….
e) Music …………………..
f) Others (please specify) ………………………..
CPA College of Global Studies,PUTHANATHANI

3) Amount of time spent on watching the TV programmes per day hours/ minutes.
a) 1 to 2 hours b) 2 to 4 hours c) 4 to 15 hours
d) Above 15 hours
4) In what ways TV advertisements are important to you?
(Please put a tick mark in appropriate places)
Elements Strongly Agree Neutral Disagree Strongly

Agree Disagree
For Gaining product Information
Just for fun and pastime
For enjoying the creativity
Due to compulsion
To watch the celebrities
5) Whenever there is an advertisement in TV, how frequently do you change the channels?
a) Very often b) Often c) Occasionally d) Rarely
e) Never
6) Please rank the following fields of celebrities according to your preference.
( for highest preference & 6 for lowest)
a) Cinema …………
b) Sports …………….
c) Doctors………….
d) Business people……………
e) Politicians ………………
f) Others (please specify)………….
7) Which gender of celebrities do you like the most?
a) Male b) Female c) Both

8) Please rank the expected qualities of a celebrity according to your views
(1 for Highest preference & 5 for lowest)

a) Credibility ……………….
b) Likeability ……………....
c) Physical Attractiveness ……………..
d) Recognition/Popularity …………..
e) Others (please specify) ……………
9)) According to your opinion, how far celebrity advertisement superior to Non-celebrity
Advertisement?
Elements Very high high Neutral low Very low
Reach of
Product
message
Motivation to
buy the
product
Attractiveness
of
advertisement
Reliability of
Information
Remembrance
10) Attitude towards celebrity advertisement
Elements Strongly Agree Neutral Disagree Strongly

agree disagree
Celebrity advertisement will
easily attract the audience
attention
Celebrity advertisement will
increase the awareness of
brand

When a celebrity endorses a

brand, the image of the
brand will increase
Celebrity ads are memorable
in nature
Celebrity increase my
positive attitude and
behaviour towards the ads
11) Rank the following factors that influence you while buying a personal care product.
(1 for Highest Preference)
a) Product Quality ……………….

b) Brand Name and Brand Image ……………..
c) Company Image ………………
d) Affordable price …………………
e) Easy availability ………………….
12) Please specify the level of importance given for the following sources of information while you buy
The personal care products. (Please put a tick mark in appropriate places)
Sources Very important neutral Not important Not very

important important
TV
Advertisement
Favourite
celebrity
Show room
display
Hoardings
(Outdoor
Advertising)
Friends &
Family
Members

Magazine and
News
Paper
advertisement
Others(Please
Specify)
13) Always take utmost care while purchasing any personal care product because it reflects My
personality.
a) Strongly Agree b) Agree c) Neutral d) Disagree
e) Strongly Disagree
14) Rank the celebrities according to your order of liking (1 for highest Preference & 7 for lowest)
a) PRIYANKA CHOPRA…………..
b) SHREYA……………
c) SHARUKHAN ………………
d) SURYA …………….
e) SAIF ALI KHAN…………….
f) ASIN…………...
g) SUSMITA SEN ……………
15) Are you using any Fairness cream? Yes / No If yes, Please name the brand……………
16) Reason for using that brand
a) Quality brand b) Due to TV advertisement
c) Friends are using d) To attract opposite sex

17)If you are not using Fair and Handsome cream, how likely are you to buy the Fair and Handsome
Fairness cream in the future?
a) Very likely b) Somewhat likely
c) Not sure d) Somewhat unlikely
18) Please specify the level of satisfaction for Fair and Handsome Fairness cream TV advertisement
Elements Highly Satisfied Neutral Dissatisfied Highly

satisfied dissatisfied
Celebrity
Attractiveness
Product Message
Colourfulness of the
Advertisement
Celebrity – brand fit
19) Name the toothpaste brand you are using now ……………………….
20) Reason for using that brand
a) Quality b) Due to TV advertisement
c) My Family members are using brand d) Reasonable price
e) any other reasons please specify
21) If you are not using Colgate Max Fresh, How likely are you to buy the Colgate Max fresh in the
future?
a) Very likely b) Somewhat likely c) Not sure

d) Somewhat unlikely e) Very unlikely
22) Please specify the level of satisfaction for Colgate Max Fresh TV advertisement
Element Highly Satisfied Neutral Dissatisfied Highly

satisfied dissatisfied
Celebrity
Attractiveness
Product Message
Colourfulness of
the Advertisement
Celebrity – brand
fit
23) you believe that the celebrity is using the same brand for his/her use?
a) Yes
b) No

Appendix: Name: Age

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Role of celebrity endorsement in brand positioning; a study with personal care products special reference to PUTHANATHANI area

a) up to 20 b) 21-24 c) 25-28 d) 29& Above

a) Graduated b) Post graduated c) Professional d)

a) Private company b) Government services c) Own business

a) Up to 10000 b) 15001 to 20000 c) Above 20001

1) Which is your favourite TV channel?

a) ASIANET b) Surya c) Sun TV d) Others

f) Others (please specify) ………………………..

CPA College of Global Studies,PUTHANATHANI

a) 1 to 2 hours b) 2 to 4 hours c) 4 to 15 hours

4) In what ways TV advertisements are important to you?

(Please put a tick mark in appropriate places)

Elements Strongly Agree Neutral Disagree Strongly

For enjoying the creativity

To watch the celebrities

a) Very often b) Often c) Occasionally d) Rarely

6) Please rank the following fields of celebrities according to your preference.

( for highest preference & 6 for lowest)

f) Others (please specify)………….

7) Which gender of celebrities do you like the most?

a) Male b) Female c) Both

CPA College of Global Studies,PUTHANATHANI

8) Please rank the expected qualities of a celebrity according to your views

(1 for Highest preference & 5 for lowest)

Elements Very high high Neutral low Very low

10) Attitude towards celebrity advertisement

Elements Strongly Agree Neutral Disagree Strongly

CPA College of Global Studies,PUTHANATHANI

When a celebrity endorses a

(1 for Highest Preference)

a) Product Quality ……………….

Sources Very important neutral Not important Not very

CPA College of Global Studies,PUTHANATHANI

a) Strongly Agree b) Agree c) Neutral d) Disagree

e) SAIF ALI KHAN…………….

g) SUSMITA SEN ……………

16) Reason for using that brand

a) Quality brand b) Due to TV advertisement

c) Friends are using d) To attract opposite sex

CPA College of Global Studies,PUTHANATHANI

a) Very likely b) Somewhat likely

c) Not sure d) Somewhat unlikely

Elements Highly Satisfied Neutral Dissatisfied Highly

Celebrity – brand fit

20) Reason for using that brand

a) Quality b) Due to TV advertisement

c) My Family members are using brand d) Reasonable price

e) any other reasons please specify

a) Very likely b) Somewhat likely c) Not sure

CPA College of Global Studies,PUTHANATHANI

d) Somewhat unlikely e) Very unlikely

Element Highly Satisfied Neutral Dissatisfied Highly

CPA College of Global Studies,PUTHANATHANI

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