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Objective: To analyse the impact of advertisement
on buying habit of consumer in Detergent Industry

Appendix # 1
Category -A
Demographic Profile:

Age --
Sex -- M F
Occupation --
Family members --
Annual Salary (Aprx) --
Education --

Category – B
General

1. From where do you purchase grocery?

(Tick one)
Nearby Kirana Store
Shopping Mall
Wholesaler
Any Other – Please specify __________________

2 Who in the family purchase Grocery?

Specify ______________________

3 Do you watch television?

Yes No

4 Time of watching Television

(Tick your choices)
Time Response
8-12 am
12 afternoon – 4 pm
4 pm – 8 pm
8 pm – 12 pm
Late night
 5. Do you skip commercials break on television?
(Tick one)
Regularly
Sometimes
No

6 Which type of commercials do you like to see?

(Tick your choices)
Animated
Having Celebrity/stars
Emotional
Comedy
Serious

Appendix # 2
Category -A
General Attitude

1. Which Detergent do you use?

Specify ______________________

• Why do you prefer the above Brand?

Which factor influence your buying habit more rank them
According to most influencing (1), influencing (2), don’t influence (3)

Factor Response
Brand name
Quality
Quantity
Price factor
Due to mouth publicity by neighbours &
Friends
By viewing Advertisements( television,
hoardings, radio etc)
By demand of maid and servant
2. When looking at an advertisement, which types of advertising messages do you
prefer?

Please tick mark the respective box which represents your degree of agreement with
each of the items in the tables below.

ITEMS Very Somewhat Not Not

Suitable Suitable quite Suitable
Suitable At all
Using Celebrity
Present product features & functions clearly
Present professional test
Showing social life and relationship
Showing creative design
More suitable for localized advertising style
More suitable to remain foreign style

3. Which kind of media do you consider are more believable for FMCG
products?

Please tick as many as you want as long as you believe it is a trustable source for this
particular product categories.

Category Response
(Tick )
Television
Newspaper
Magazine
Radio
Internet
Mouth publicity (Friends and Family)

Category - B
Agreement Questions
3. How do you agree to these statements which describe advertising nowadays?

Please tick the box to indicate your degree of agreement for each statement below.

Statement Strongly Agree Disagree Strongly

Agree Disagree
Do you think advertisement makes a
strong perception about that product
in your mind?
 Do you think the attributes about a
product shown in advertisement are
true
Do you think use of Celebrities in the
commercials effect your buying
decision

Category - C (Ranking)

Buying Behaviour
On the next stage you will be asked to complete 9 sentences. Each has four endings. Please
rank the endings for each sentence according to how well you think each one fits with you.
For example, if ask "when I learn, I learn by: thinking (2), watching (3), feeling(4),
doing(1)." That indicates when I learn, I learn by doing at most of time, and rarely by feeling.
Try to recall some recent situations where you had to learn something new, for instance, learn
knowledge in the class, or know a new product from advertisement.

1. When I learn
I like to think about ideas
I like to be doing things
I like to watch and listen
I like to deal with my feelings

2. I learn best when

I rely on logical thinking
I work hard to get things done
I trust my hunches and feelings
I listen and watch carefully

3. When I am learning
I like to ask why
I like to find answers by myself
I have strong feeling and reactions
I am quiet and reserved

4. When I see an advertisement

I get involved
I like to observe
I like to be active
I evaluate things

5. When I am watching an
advertisement
I am a responsible person
I am a reserved person
I am a rational person
I am an accepting person

6. I believe an advertisement when

I feel personally involved and like it
I believe the idea it tells theoretically
I will try things out for myself
I like to see results from my research

7. when I buy
I am open to new experiences
I always try new things when
available
I look at all sides of issues
I like to analysis the reasons, break
them down into their parts

8. When I am making buying decision

I am an intuitive person, I trust my
first sight
I am an observing person, I like to
walk around
I am an active person, I will just buy
what I want
I am a logical person, I seldom
believe others saying about the
product

9. I believe it is a good product when

By viewing Advertisements
Observation of others using this
product
Friends or family tell me it is a good
product