Role Of Celebrities In Advertising And Its Effectiveness

Annexure I
CONSUMER’S SURVEY

We are the student of S.P.B. Patel Engg.. M.B.A College Linch, Mehsana. As per
the requirement of subject, MANAGEMENT RESEARCH PROJECT - II we are
conducting survey on topic: effects of use Celebrities in advertising on customers.
We assure you that this information will be used for our academic purpose only
so we kindly request you to fill this questionnaire.

Q-1. What are the main reasons due to that the use of celebrities in advertising is
Increasing?

1) Peoples attract toward celebrities ………….

2) Image of the celebrity…………………………………………………….
3) Increase competition leads use of celebrities ………..
4) Celebrities’ endorsement lead huge sells of product/services……….
5) Create good impression of product on customers’ minds………

Q-2 For the following questions A-L please circle the number which you think is the best
answer.

1 2 3 4 5
Strongly Disagree Disagree Uncertain Agree Strongly Agree

A.) Celebrity endorsers are the most persuasive advertising method.

1 2 3 4 5

B.) Do you think celebrity endorsements are ineffective?

1 2 3 4 5

C.) Celebrity endorsers affect the sale of the product with which they are associated.

1 2 3 4 5

D.) According today’s highly competitive world, to increase sales of product or to

sustain in the market, use of celebrities in advertising is necessary for the companies.
1 2 3 4 5

E.) A male celebrity endorser for a car will increase your likelihood to purchase the
product.
1 2 3 4 5

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 Role Of Celebrities In Advertising And Its Effectiveness

F.) A female celebrity endorser for a hair product will increase your likelihood to
purchase the product.

1 2 3 4 5

G.) You intentionally purchase certain products because of their association with the
celebrity.

1 2 3 4 5
H.) “You are attracted towards those products in which advertisement celebrities come
more frequently”

1 2 3 4 5
I.) “You purchase products more in which advertisement your favorite celebrities
comes”

1 2 3 4 5
J.) “Using those products in which advertisements celebrities comes creates good
impressions on the others (society)”

1 2 3 4 5

K.) “You purchased product by watching product endorsed by celebrities and then after
you realized that product having no good quality as endorsed by celebrities and you feel
cheated”

1 2 3 4 5

L.) “Advertisement in which celebrities come that advertisement is remembered by you

through longer period of time”

1 2 3 4 5

Q-3. How important do you consider each of the attributes mentioned to be of

importance when considering a Celebrity as a brand ambassador of a product?
(Please evaluate each attribute on the scale of 1 to 5)

a) Expertise (The Level of knowledge a celebrity has in a Particular Brand)

Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

b). Trustworthiness (How honest & believable a celebrity endorsing a

product is)
Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

c). Similarity (Sense of similarity a consumer feels with a celebrity)

Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

S.P.B. Patel Engg. College, Linch Mehsana. II

 Role Of Celebrities In Advertising And Its Effectiveness

d) Likeability (The level of a celebrity’s fame in public eye & his/her

popularity)
Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

e). Meaning Transfer (The meaning a celebrity brings to a brand)

Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

f) “Fit” Match (How well the fit between celebrity & the brand is)
Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important

Q-4.Hoe does presence of celebrity make you feel about Brand

a) More likely to look at

b) Improve perceptions

c) Make me Miss Trusts

d) Don’t know

e) Others

Q-5. Which product advertisement can you recall most with these Celebrities?

Sachin Tendulkar: a) Boost ( ) b) MRF ( ) c) Adidas ( ) d) Pepsi ( )

Amitabh Bachchan a) Dabur( )b) Red&Taylor( )c)TVS victor( )d)Cadbury( )

Aamir Khan: a) Titan ( )b) Samsung ( )c) Cocacola ( ) d) Smartchips ( )

Q-6. “Products advertisement in which celebrities comes more costly than other
products in same category?

Competitive rates ( ), Moderate ( ) Noncompetitive rates. ( )

Q-7. Please rate the following statements on a scale of 1-5.

a) You try a new brand if it is advertised by your favorite’s celebrity.

Strongly Disagree 1( ) 2( ) 3( ) 4( ) 5( ) Strongly Agree

b) You try an existing product if it is advertised by your favorite’s

celebrity.
Strongly Disagree 1( ) 2( ) 3( ) 4( ) 5( ) Strongly Agree

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 Role Of Celebrities In Advertising And Its Effectiveness

c) You don’t mind paying higher prices for products advertised by my

Favorite’s celebrity.
Strongly Disagree 1( ) 2( ) 3( ) 4( ) 5( ) Strongly Agree

e) Advertisement of a product by a celebrity can make that product

Successful.
Strongly Disagree 1( ) 2( ) 3( ) 4( ) 5( ) Strongly Agree

Q-8. The following list of feature are associated with celebrity endorsement, for
each feature, please record the one alternative that best express how important
or un important that features to you.

1. Extremely 2.somewhat 3.nither important 4.somewhat 5.not at all

Important Important nor unimportant unimportant important

------Higher degree of recall.

------Trustworthiness.
------Associates benefits.

Q-9. How much you satisfied with the product which is endorse by your favorite
celebrity?
1. Very satisfied.
2. Somewhat satisfied.
3. Neither satisfied nor dissatisfied.
4. Somewhat dissatisfied.
5. Very dissatisfied.

Q-10. Match the most attributes to the celebrities:

Sachin : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Amitabh : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Priyanka : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Akshay : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Ketrina : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Amirkhan : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Sahrukh khan :[ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Aishwarya : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

Dhoni : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,

S.P.B. Patel Engg. College, Linch Mehsana. IV

 Role Of Celebrities In Advertising And Its Effectiveness

Name: …………………………………………………………………………….

Address:

Category:……………………………………………………………………
(Student, housewife, Husband, Working person (Bachelor)

Age: …… Contact No………………………

S.P.B. Patel Engg. College, Linch Mehsana. V