Professional Documents
Culture Documents
2.
3.
4.
5.
Kindly rank the various modes of advertising that affect your buying behaviour in
respect to Toiletries from 1-5 ranks where 1 carries more weight age in comparison to 5.
1. Newspaper, Magazines, etc
2. Hoardings and Banners
3. Internet
4. Audio Media including F.M. Radio, etc
5. Television
6.
During the course of exposure with your television, how much trustworthiness do you
attach to TV advertisements?
1. Very High
2. Moderately High
3. Neither High nor Low
4. Moderately Low
5. Very Low
7.
What percentage of population around you, do you feel gets influenced by the
television ads of toiletries?
1. 0-25%
2. 26-49%
3. 50-75%
4. 76 and above
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8.
Rate the following statements about perception of television advertising from 1-5 scale,
where 1 strongly agree , 2 agree, 3 neither agree nor disagree, 4 disagree, 5 strongly
disagree.
S. No.
1
2
3
4
5
6
7
8
9
10
11
12
Statements
Television advertising is necessary component of the
market place, which on an average raises the standard of
living.
Television advertising results in making the consumers
more brand conscious regarding the toiletries.
Television advertising is a source of information about
products, which in turn affects the social roles and
lifestyle imaginary
Advertisements on television encourage materialism and
corruption of societal values
Repeated advertisements on television make the attitude
more favorable about the product
Television advertisements induce impulsive buying in
majority of the consumers
Advertising on television creates a brands image about
the product in our minds , which in turn influences the
purchase of that brand
Advertisements differ in effectiveness primarily due to
variation in ads creative cues
Campaigns using Television media significantly
outperform other medias of advertising
Television Advertising is a need creating process.
TV Advertisements based on village life are true
representative of Indian culture and traditions.
Majority of people living in the villages can judge the
factual societal, political and economic impacts of
advertising
SA
9. How many times do you buy a toiletry watching an advertisement, without actually
needing the same?
1. Often
2. Rarely
3. Never
iii
SD
10. Please tick the brands of various Toiletries that you have used or are using in your daily
routine?
S.No
Name of the
Toiletry
Bathing Soap
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Cinthol
Fair Glow
Lifebuoy
Lux
Hamam
Breeze
Godrej
no.1
Washing Soap/
Wheel
powder
3
Shampoo
Velvette
Rin
Super
Surf
Shakti
501
Excel
Pantene
Sunsilk
Chik
Nirma
Ghari
Henko
Vatika
Clinic all
Rejoice
Clear
4
Talcum Powder
Toothpaste
Ponds
Close up
Spinz
Colgate
Emami
Ayur
Dabur
Breeze
Axe
Lifebuoy
Denim
active
Promise
Babool
Pepsodent
Cibaca
Charmis
Boro
Nivea
Ayur
Lal
6
Creams
Ponds
Fair and
Fairever
Lovely
plus
Blue
Ujala
Robin
Hair Oil
Parachute
Shanti
Medikar
Navrattan
Keo
Almond
karpin
oil
Amla
iv
Vatika
Others
11. Please fill the following Information about the effect of advertising on the usage of various
toiletries. Mark (1) for use of original choice of brand, Mark (2) for use of advertised brand and
Mark (3) for new product/ brand
Sr.
product
Use of original
Use of advertised
no.
description
impact of
to advertised brand)
advertisements)
Bathing Soap
Washing Soap/
powder
Shampoo
Talcum Powder
Toothpaste
Creams
Blue
Hair Oil
12. Kindly rate your views regarding the effect of TV advertisements of Toiletries on rural buying
behaviour:
Sr. No
Statements
SA A N D SD
10
11
12
13
14
15
vi
13. Upon whose advice have you been using your brand of Toiletry? Rank the options from 1-5.
1 being the most important attribute.
1. Friends
2. Television ads
3. Radio
4. Hoardings
5. Own Experience
14. What do you feel should be the advertisement appeal for different products in Toiletry range of
FMCGs? Kindly give the ranks from 1-5. 1 carrying more weightage.
1. Humorous
2. Rational
3. Emotional
4. Fear
5. Depends on product type
15. What are the factors evolving your preference of the usage of a particular brand of Toiletry? Rank
in accordance of your preference. Rank 1 carries more weightage.
1. Quality
2. Economical
3. Specific Design
4. Packaging
5. Colour
6. Availability
7. Celebrity Advertisement
8. Discount offers
9. Promotional Schemes
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16.
Which of the following role you play in your family while making buying decisions?
1. Initiator
2. Influencer
3. Decider
4. Buyer
5. User
17. Do you feel that the products advertised on TV are priced higher than the products that are
not advertised?
1. Yes
2. No
3. Cant Say
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18. Rank the following parameters according to the importance each one holds, to convey the role of
television advertisements for the various brands of Toiletries. (Rank no. 1 - the most important).
Parameters
Ranking
Promotional schemes like buy one get one free or discount offers
Product differentiation
10
19. Today, most of the firms are advertising their brand of toiletries with the claim of giving a
number of prizes and gift vouchers if one purchases that particular brand. How much do you
believe in such types of claims made by the firms?
1. 0-25%
2. 26-49%
3. 50-75%
4. 76 and above
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20. Rate the following statements about the role of TV advertisements in transforming the way of
life of rural consumers from 1-5 scale, where 1 strongly agree , 2 agree, 3 neither agree nor
disagree, 4 disagree, 5 strongly disagree.
Sr. Statements
SA
No
1
The TV ads have made the consumers aware and confident about the
product, which in turn has reduced the impact of opinion leaders in
purchase of toiletries
10
advertisements
Advertisements close to the religious sentiments are more authentic
and genuine
11
12
13
SD
21. Rank the following elements of promotion mix, from 1-5 in accordance to their significance in
increasing the sales of a company?
1. Advertising
2. Sales Promotion
3. Direct Marketing
4. Personal Selling
5. Public Relations
22. Kindly rank the relevant reasons for the consideration of the most significant element of the
promotion mix in the above question
1. Good for building awareness
2. Repetition of main brand and product positioning helps build customer trust
3. Valuable at getting customers to make a final purchasing decision
4. Effective at reaching a wide audience
5. Highly interactive - lots of communication between the buyer and seller
Excellent for communicating complex / detailed product information and features
Cheap way of reaching the rural consumers
Stimulates quick increases in sales by targeting promotional incentives on particular
product
23. Rank the following factors according to the importance each one holds, in deciding the optimal
promotion mix. (Consider Rank no. 1 to be Most important).Kindly Rank the following factors
helpful in accordance to their importance.
Available budget
Promotional message
Complexity of product or service
Market size and location
Distribution channel
Product life cycle stage
Strategies of the competetitors
Government Regulations
Ethical issues involved with the product
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Personal Information:
Name:
Village Name:
Age in Years
Educational Qualification
Income/ Salary
Occupation
14-24
Below Matriculation
NIL
Housewife
25-34
Matriculation
<5000
Farmer
35-44
Higher secondary
6000-10000
Businessman
45-60
Graduate
11000-15000
Student
Post graduate
>15000
serviceman
xii