IMPACT OF ADVERTISING

ON CONSUMER PURCHASE DECISION MAKING

1. Respondents Profile:
Name:
Age: (a) 18-27
Sex: (a) Male
Occupation:
Income:
Education:
Religion:

(b) 28-37
(b) Female

(c) 38-47

(d) 48-57

(e) >57

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)
(b)
(c)
(d)
(e)
(f)
(g)
(h)

Recognition of new needs

Identification of choices
Evaluation of choices
Knowledge of sources of availability
Advance planning of purchasing
Knowledge of prices
Knowledge of product features and benefits
Others

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2.5 Do you think advertisements provide

Particulars

Strongly
Agree

Agree

Neutral

Disagree

Strongly
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
TV
(e) Hoardings
(g) Radio
(i) Personal channels

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(b) Magazines/Journals
(d) Posters
(f) Pamphlets
(h) Cinema
(j) Internet

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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

High

Moderate

Low

Consumption of
goods and services
Consumption habits
Life style
Quality decision
making

3.1 What is your opinion on the quality of advertisements?

Very
Low

(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
high

High Moderate Low

Very
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

Agree Neutral Disagree Strongly

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