QUESTIONNAIRE

A STUDY ON THE IMPACT OF TELEVISION ADVERTISEMENTS ON

PURCHASE DECISION OF CONSUMERS IN SALEM DISTRICT IN
RESPECT OF DURABLE GOODS

PERSONAL DETAILS:

1. Name:

2. Name of the Division : Name of the Taluk :

3. Age (in years) :

a) Up to 20 ( ) b) 21  30 ( )
c) 31  40 ( ) d) Above 40 ( )

4. Sex: a) Male ( ) b) Female ( )

5. Educational Qualification:
a) No Formal Education ( ) b) Upto H.Sc ( )
c) Graduate ( ) d) Post Graduate ( )
e) Diploma ( ) f) Professional ( )

6. Occupation:
a) Agriculture ( ) b) Students ( )
c) Business ( ) d) Home-maker ( )
e) Employees ( ) f) Professionals ( )

7. Monthly Income:
a) Below ` 20,000 ( ) b) ` 20,001 – 40,000 ( )
c) ` 40,001 – 60,000 ( ) d) ` 60,001 – 80,000 ( )
e) Above ` 80,000 ( )

8. Marital Status : a) Unmarried ( ) b) Married ( )

9. Family Size:
a) Small ( ) b) Medium ( ) c) Large ( )

10. Residential Area:

a) Rural ( ) b) Semi Urban ( ) c) Urban ( )
11. Do you use the following durable goods in your home? (Please tick the
following Products)
S. No. Product Name
1. Mixie
2. Grinder
3. Washing Machine
4. Refrigerator
5. Television
6. Laptop / PC
7. Mobile Phones
8. Water Purifier
9. Microwave Oven
10. Air Conditioner

12. Have you been influenced by others Opinion? a) Yes ( ) b) No ( )

13. If Yes, Whose opinion influenced you in the purchase decision?

a) Spouse ( ) b) Family Members ( )
c) Friends ( ) d) Relatives ( )
e) Others ( )

14. Which feature influences you more to make a purchase?

(Please Rank 1 to 13)

S. No. Features Rank

1. Price
2. Quality
3. Brand Image
4. Colour
5. Shape/Size
6. Model & Design
7. After sales service
8. Guarantee Offered
9. Technical Features
10. Width & Depth of the Products
11. Offers & Discounts
12. Brand Preference
13. Others

15. What is your mode of Purchase?

a) Cash ( ) b) Credit Purchase ( )
c) Instalment purchase ( ) d) Discount Sale ( )
 e) As a Gift ( )

16. Which media gets your attention more? (Please Rank)

S. No. Media Rank

1. Print
2. Radio
3. Television
4. Hoardings & Banners
5. Displays/Exhibitions

AWARENESS ABOUT TELEVISION ADVERTISEMENTS :

17. Do you watch Television? a) Yes ( ) b) No ( )
18. If Yes, Specify the frequency of your habit.
a) Regularly ( ) b) Weekly ( )
c) Occasionally ( ) d) Others ( )
19. Which Channel you watch mostly?
a) Jaya TV ( ) b) Sun TV ( )
c) K TV ( ) d) Vijay TV ( )
e) Kalaignar TV ( ) f) News Channel ( )
20. With whom do you watch Television?
a) Alone ( ) b) Spouse ( ) c) Spouse and Children ( )
d) Friends ( ) e) Elders ( ) f) Neighbours ( )
21. Do you like watching Television advertisements? a) Yes ( ) b) No ( )
22. If Yes, When do you watch Television advertisements?
a) Watching Films ( ) b) Music Time ( )
c) Serials ( ) d) News Time ( )
e) Special Programmes ( ) f) Television Shows ( )
g) Health Programmes ( ) h) Others ( )
23. Which category of Television advertisements you like most?
(Please Rank 1to7)
S. No. Category Rank
1. Food Products Ads
2. Consumer Durables Ads
3. Automobile Ads
4. Cosmetics Ads
5. Costumes Ads
6. Jewelleries Ads
7. Others
24. Do you feel Television advertisements attract you to buy?
a) Yes ( ) b) No ( )
25. If Yes, Which aspects of Television advertisements attracts you the most?
(Please Rank)
S. No. Aspects Rank
1. Information Oriented
2. Star Models and their appearance
3. Presentation / Concept
4. Others
26. Based on the Features advertised in Television,
Please Tick the relevant Choice.
SA – Strongly Agree A – Agree N – Neutral
DA – Disagree SDA – Strongly Disagree
S. No. Features SA A N DA SDA
1. Message is Understandable
2. Believable
3. Educative
4. Product Benefits
5. Buy the product after viewing the
Advertisement
27. Can you assess (Judge) the quality of the consumer durable goods through
the Television advertisements? a) Yes ( ) b) No ( )
28. If Yes, How do you assess the quality of the consumer durable goods
through the Television advertisements?
a) Brand Reputation/Image ( ) b) Price level ( )
c) Brand Ambassador ( ) d) Others ( )
29. Which of the factors influence you to purchase the consumer durable goods
which are advertised through Television? (Please tick the relevant choice)
VI – Very Influential I – Influential MI – Moderate Influence
LSI – Less Influence LTI – Least Influence
S. No. Factors VI I MI LI LI
1. Repetitive Ads
2. Information
3. Product Demonstration
4. Easy Memory
5. Helps to eliminate the middlemen
6. Price Awareness
7. Market Position of Brand
8. Preference of the Public
9. Brand Ambassador
10. Durability
 11. Product Choice (Variety)
12. New Technology
30. How do you response after watching the Television advertisements?
a) Ignore it ( )
b) Remember it when you make a purchase ( )
c) Explore about the product ( ) d) others ( )
31. What type of advertisements you prefer? (Please Rank)
S. No. Types Rank
1. Descriptive
2. Informative
3. Technical
4. Attractive
5. Interesting
6. Funny
7. Others

32. Does the Television advertisements influence your brand choice?

a) Yes ( ) b) No ( )
33. If Yes, To what extent?
a) Low ( ) b) Moderate ( ) c) Greater Extent ( )
34. Will you change your preference of a product by just seeing your celebrity
in Television advertisements?
a) Yes ( ) b) No ( ) c) Sometimes ( )
35. Do you purchase a product just because of your favourite celebrity is
endorsing it?
a) Yes ( ) b) No ( ) c) Sometimes ( )
36. Which attribute of television advertisements impacts you much?
(Please Rank)
S. No. Attributes Rank
1. Background
2. Theme
3. Punch line
4. Caption
5. Photography
6. Celebrity/Models
7. Slogan
8. Concept

37. Do you know that advertisements increase the price of the consumer
durable goods?
a) Yes ( ) b) No ( )
38. If advertisements increase the price of the consumer durable goods, state as
to what extent:
a) Low ( ) b) Moderate ( ) c) High ( )

39. If Yes, Which aspect of Television Advertisement increases the price of

the consumer durable goods? (Please Rank)

S. No. Aspects Rank

1. Brand Ambassador
2. Length of the Advertisements
3. Telecasting in many Channels
4. Many Times (Repetitive)
5. Others
40. What is the level of impact of Television Advertisements?
(Please tick the relevant Choice)
SA – Strongly Agree A – Agree N –Neutral
DA – Disagree SDA – Strongly Disagree

S. No. Variables SA A N DA SDA

1. I Like Television Advertisements
2. I often want consumer durable goods
seen in Television advertisements
3. Television advertisement increases the
frequency of purchase
4. I feel that exposure to Television
advertisements has enhanced my
involvement in purchasing
5. I mostly purchase durable goods shown
in Television advertisements
6. I feel Television advertisements make
the purchase of the durable goods easier
7. Due to Television advertisements I have
started experimenting new durable
goods
8. I engage in the process of buying
Television advertised durable goods
9. I feel my demand for durable goods
purchase is influenced by Television
advertisements
10. I feel good when I watch the
advertisements of the durable goods
I am already using
11. Television advertisements help me to
 S. No. Variables SA A N DA SDA
find the best durable goods
12. Television advertisements induce me to
buy durable goods for enjoyment even
though I do not require them
13. Due to Television advertisement
exposure, my family members
collectively decide durable goods to be
purchased
14. Quality of the consumer durable goods
is as good as expected from Television
advertisements
15. Television advertisements are necessary
for consumer to know about the durable
goods
16. Television advertisements are
unavoidable for consumer market
17. I feel Television advertisements are
adding the cost of the durable goods
18. I feel Television advertisement is more
useful to the manufacturers.
19. Television advertisement helps to
compare the durable goods
20. I feel Television advertisements
increase brand loyalty
21. Background music of Television
advertisement is an inspiring one
22. I feel Television advertisements change
the negative opinion
23. Attractive colour is required
24. Humourous advertisements are effective
one
25. I believe that the more frequency of
Television advertisements increase the
price of the consumer durable goods

41. State your Suggestions if any: ____________________________________