QUESTIONNAIRE A STUDY ON THE IMPACT OF TELEVISION ADVERTISEMENTS ON PURCHASE DECISION OF CONSUMERS IN SALEM DISTRICT IN PERSONAL DETAILS: 1. Name: RESPECT OF DURABLE GOODS 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: