Appendix. Part-I: QUESTIONNAIRE FOR CHILDREN

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1 Appendix Part-I: QUESTIONNAIRE FOR CHILDREN (A) 1) How often do you watch TV? a) Always/Everyday b) Sometimes/3-5 days 2) On an average, how many hours, a day you watch TV? a) 4 to 6 hrs b) Less than 2 hrs 3) Generally with whom do you watch TV? a) Parents b) Grandparents c) Alone 4) Why do you watch TV? a) For learning/ education b) To pass time c) For entertainment c) 2 to 4 hrs. c) Most often/5-6 days d) Occasionally/2-3 days e) Any other (Pls. Specify).. d) any other (Pls. Specify).. d) Elder brother/sister e) Others (Pls. Specify).. d) To relax e) To combat loneliness f) Family Routine/ As everyone one else is watching so I also join g) Any other (Pls. Specify).. 5) Which of the following programmes do you prefer to watch (Kindly rank 1, 2 & 3 in order of your preference) a) Cartoons/Animated programmes b) Children s shows/serials c) Knowledge based programmes d) TV Serials 6) Do you watch TV advertisements? Yes /No e) Music Channels f) Reality shows (Big Boss, Nach Baliye, Indian Idol etc.) g) Movies h) Any other (Pls. Specify). 7) Do you think TV ads are different from TV programmes? Yes/No i

2 8) If yes, tick two important differences between a TV advertisement & a TV programme? a. TV ads are shorter; programmes are of longer duration b. TV ads are mere persuasive efforts to sell products & fetch more customers whereas TV programmes are to entertain & educate c. TV ads are not part of the main show while programmes have a story, a theme and/or a moral. d. TV ads give product information & talk about real things available in the market where as TV programmes are both about fantasy & real situations e. TV ads are shown during breaks (before, after or between a programme) while programmes are in continuation f. Any other (Pls. Specify). 9) What is the purpose behind showing advertisements on TV? a) To give a break in the programme b) For entertainment c) To persuade the viewers to buy the product d) Any other (Pls. Specify) 10) What do you do during a commercial break? (Tick one) a) Leave the room, do some work b) Switch channels during TV ads. c) Watch TV ads as I don t want to miss the main show. d) Watch TV ads with interest as they inform & entertain. e) Any other (Pls. Specify). e) To provide product information f) To inform about various offers, free things that are available with products (premium offers, free things, incentives etc.) 11) Do your parents discuss about TV advertisements with you? a) Often b) Sometimes c) Only if I ask them d) Never / Seldom e) Any other (Pls. Specify). 12) Your purchase requests are motivated by (Rank 1,2,&3 in order of your preference) a) TV advertisements b) Attractive display at the stores c) Real needs d) Social / Peer group (friends, siblings, cousins) e) Any other (Pl. specify).. 13) If my product purchase is influenced by a TV ad, it is because of a) New or innovated product b) the premium offers/incentives offered ii

3 c) the product quality and attributes shown/validity of the claims for the product d) any other (Pls. Specify).. 14) When you buy a product by seeing a TV ad, you buy it because the TV ad conveys a) fun and happiness b) adventure and thrill c) dream and fantasy d) health and nutrition e) any other (Pls. Specify).. 15) What kind of products you buy after watching an ad on TV? a) Toys, Games e) Soft drinks, Health Beverages b) Clothes/Footwear f) Toiletries (Soaps, Shampoos, Toothpastes, Cosmetics, Creams) c) Eatables, Food products g) Any other (Pls. Specify).. d) Stationary, Books, CDs etc. 16) What type of appeal in an advertisement influences you to buy a product? (Rank 1, 2 & 3 in order of your preference) a) Informative/Utility (It should tell about various uses of the product, how the product will help me or my family. It compares the product with competitors and show how the product is to be used). b) Emotional (It should show relations amongst family, friends; how the product leads to happy relations with brother / sister / friend / mother etc., shows people caring for each other, animals or environment) c) Exhibit/Vanity (It should convince that the product should be bought for boosting self esteem, to become popular and impress others) d) Entertainment (It should be funny, having interesting & entertaining story line.). e) Celebrity (Showing celebrities endorsing the product) f) Innovative/Unique (It should be different, show new ideas, new way of doing things, new product, new trends etc.) g) Brand (The value and pride that is associated with the name of the product or the manufacturer ) 17) Which TV advertisement does you like the most? (Specify the brand & the ad). 18) You like the above advertisement because of? a) Product itself (The product advertised is good) b) Slogans/one liners c) Models d) Music/songs/jingles e) Picturization/filming f) Animation/Cartoon characters g) Storyline/theme iii

4 h) Any other (Pls. Specify).. 19) Which TV advertisement do you dislike the most? (Specify the brand & the ad).. iv

5 20) You disliked the above-mentioned advertisement because of? a) No catchy slogans, jingles b) The product advertised is not good, invalid claims c) Poor picturization, bad photography d) Wrong or unattractive models e) Mediocre music f) Weak storyline g) Animation not used/poorly used h) Any other (Pls. Specify) 21) How you get involved in the purchases that your parents make for themselves or for household? a) By simply telling them about the best product available, and let them choose on their own. b) Mostly by advising them on various options available. c) Deciding what is best suited to their requirement. d) I get involved only if they want my opinion otherwise I don t participate. e) Any other (Pl. Specify).. 22) Do you buy products or ask your parents for them, after seeing TV advertisements? Often / sometimes / rarely / never 23) What do you generally do to get what you want from your parents, after seeing an advertised product on TV? a. Simply ask, request Statements Always Often Can't say Rarely Never b Bargaining, offer to do something in return c. Demand, use threats, show tantrums d. Get the approval of older members of family, or seek help of people of close contact e. Pleading, Imploring or Nagging f. Emotionally motivate/black mail v

6 g. Sweet talk, unexpected nice behaviour, first get parents in good mood & then ask vi

7 24) If your parents refuse you to buy the product you saw on TV, what do you do? Statements Always Often Can't say a. I accept the situation, understand the denial & agree with parents point of view b. Keep on nagging, or requesting till they agree c. Get angry, show tantrums d. Keep on sulking for long or till parents agree e. Show silent resentment (by not doing things they want me to do) f. Make another request for an agreeable option g. Get depressed disappointed Rarely Never (B) Following are some statements. There is no right or wrong answer. Only your opinion matters. Against each statement, 5 alternatives are given, which you may tick. After reading each statement carefully, please tick the corresponding column as per your belief. Statements Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 1. I learn a lot from watching TV ads. 2. By seeing TV ads, I sometimes know more about the products than my parents do. 3. Most TV ads are amusing & vii

8 entertaining. 4. TV ads interrupt the show and are waste of time. 5. TV ads are not for entertainment, information or social awareness. 6. I ask my parents to buy those products which I find good in TV ads. 7. It s interesting to discuss TV ads with my friends. 8. Many TV ads contain little information and many other unnecessary things. 9. TV advertisements make misleading claims; do not deliver what they promise. 10. Many TV ads are to make fool of people and to catch them in their trap. 11. Many TV ads are better than TV programmes. 12. I like TV ads but don t buy things because of them. 13. TV ads persuade people to buy things they do not really need. 14. TV ads are an important source of product information. viii

9 15. If I go shopping on my own, while choosing things, I keep TV advertisements in mind. 16. I use ad jingles, one liners in my conversation. 17. TV ads make you try new products, improve life styles and raise standard of living. 18. I buy the products by their brand names and not on the basis of what TV ads say. 19. I ask my parents to buy those products whose TV ads tell about free gifts, premium offers etc. 20. TV ads tell only the nice things, hiding the bad about their products. 21. TV ads tell which brands have features that I am looking for. 22. I buy a product only if the ad convinces me of its benefits. 23. I like to follow the trends of clothes & footwear shown by TV ads. 24. I try mostly all chips /cookies/ candies/ chocolates/ cokes etc. that they show on TV 25. I generally want every toy/gadget/fashion accessories/stationary product that come on TV ix

10 26. TV ads shows true picture of society. It portrays people, their ways, the way they actually are PERSONAL INFORMATION: My name is (if you want to disclose) I am a boy/girl I read in class I study in school My age is (8 to 10 years) / (10 to 12 years) / (12-14 years) / (14-16 years) I am eldest / youngest / middle / only child of my parents Part-II: QUESTIONNAIRE TO BE FILLED BY MOTHERS Following are some statements. There is no right or wrong answer. Only your opinion matters. Against each statement, 5 alternatives are given, which you may tick. After reading each statement carefully, please tick the corresponding column as per your belief. Statements Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 1. I am generally interested in watching TV advertisements. 2. TV is an educator for children, it complements formal school learning. 3. TV advertising has a progressive and educative influence on my children. 4. TV advertising shapes child s beliefs about the world around x

11 by the messages that cast deep impressions. 5. TV advertising make kids smarter than my generation. 6. TV advertising has a civilizing influence and lead to socially desirable behaviour amongst children (e.g. it shows cooperative & caring behaviour with friends, siblings, parents, society etc.) 7. TV advertising can explain children how to handle a fearful situation (e.g. first day at school, a visit to a dentist is not as terrible as expected). 8. Through TV ads, children are being urged just as we are, to live by the standards of rich. 9. TV advertisements are too persuasive for children. 10. Children are developing unhealthy eating habits because of TV advertisements. 11. TV advertising is responsible for making children materialistic. 12. TV advertising dictate carefree / careless attitude (as they reveal much of this world on a perpetual holiday, eating out, shopping endlessly, just having fun and nothing else to xi

12 do). 13. Children are negatively affected by adult advertisements which are for products not related to children. 14. I often feel hesitant / embarrassed in watching some advertisements with my children (e.g. advertisements involving adult subjects like family planning, aids etc., advertisements on sanitary napkins, condoms etc.) 15. There is too much of advertising on TV today which leads to waste of time and longer sedentary viewing. 16. TV advertising lead to unsafe behaviour, children are impressed by the dangerous activities shown in them. 17. TV advertising dictates that doing mature things at young age in allowable. (They show children as miniature adults doing shopping, cooking, dispensing medicines and going out with friends on their own) 18. TV ads lead children to pressurize parents to purchase those products which they would otherwise have ignored. xii

13 19. There is rise of conflict between parents and children because of children s ever increasing demands; due to TV advertisements. 20. I feel my children interfere in the products that I buy for myself/family because of TV advertisements. 21. The free gifts offered with products shown on TV, affects my child s purchase requests. 22. I have an overall good image of TV advertising. 23. If my children want to follow the clothes/footwear trends of TV advertisements; I see no harm in it 24. TV advertising leads to unnecessary desires amongst children and so the rising dissatisfaction amongst them 25. TV advertising has shortened children s attention span. (because of advertising s rapid fire editing style) 26. Exposure to TV ads make children memorize catchy jingles / one liners & use them in their conversation. 27. There should be a strict government control on TV advertising. xiii

14 28. TV ads aimed specifically for children or portraying children should be banned. 29. TV ads have potential to incite violence, aggression or tension amongst children. 30. There is lot of objectionable content in TV ads which leads to sexual awareness or an undesired curiosity at a young age 31. It is possible for parents to exercise restrictions regarding TV programmes but not regarding TV ads 32. TV advertisements many times show such things which contradict my family values PERSONAL INFORMATION:- Name (if you want disclose) Address: Occupation: Spouse s occupation: Family income group (Monthly) Below Rs. 35,000 Rs. 35,000 to Rs. 45,000 Rs. 55,000 to Rs. 65,000 Rs. 45,000 to Rs. 55,000 Above Rs. 65,000 Age group Up to 25 years years years Above 45 years Educational Qualification xiv

15 Which type of family do you live in? Joint family/nuclear family xv