QUESTIONNAIRE

Dear respondent kindly fill up the questionnaire for the study on The celebrity endorsement in brand building with special reference to face creams for my final year project in Journalism and Mass Communication programme. Thanking you Sreesanth K. 1. Age: 12 - 18 Above 40 yrs. 2. Gender: 3. Income (Family) pm: Male Female Up to 10000 20001 - 30000 40001 - 50000 4. Family type: 5. Education: Joint Up to 9th UG PhD Nuclear 10th +1 and +2 PG MPhil Any other specify _____________ 10001 - 20000 30001 - 40000 Above 50000 19 - 25 26 - 32 33 - 39

6.

Occupation :

Student Govt. Employee Private sector employee Self Employed Any other specify _____________________________

7. Do you use face creams? (If Yes specify the brand, if No specify why and go to question number 11.) Yes ____________________________ No Unaware Any other specify Used but no results _________________________

8. Which of the following face cream packet sizes do you prefer to purchase monthly. Sample Pack (10 gms) Ordinary Pack (60 gms) Family Pack (250 gms) Offer / Gift Pack

9. Which of the following medium(s) convinced you to purchase the face cream? (Can tick more than one medium) Television Radio Newspaper Magazine Internet Point of purchase Word of mouth Others specify _________________________________ 10. Which of the following face cream brands you have used? (Can tick more than one brand) Fair and lovely Fairever Garnier Fair and Handsome Loreal Olay Vaseline Ponds Emami naturally fair Others specify _________________________________________________________ a. How long have you been using the present brand? (Specify the brand and ambassador) Below 4 months More than 1 year 4 to 8 months 8 months to 1 year Brand _______________________________________ Ambassador __________________________________

b. What influenced you to select the present brand? (Can tick more than one option) Quality Availability Brand Point of purchase Package Celebrity Price Friends / Family Others specify_____________________

c. How often have you changed brands? Weekly Monthly Yearly Never

Previously used brands _________________________________________________ d. What influenced you to change the brand? Quality Availability Brand Point of purchase Package Celebrity Price Friends / Family Others specify ____________________

11. Through which of the following medium(s) did you come to know about face creams? (Can tick more than one medium) Television Radio Newspaper Magazine Internet Point of purchase Word of mouth Others specify______________

12. Tick the correct celebrity from the list for the brands that are listed below.

I.

Fair and Handsome Loreal

Shah Rukh Khan Yuvraj Singh Genelia Asin Asin Sonam Kapoor Asin Shahid Kapoor Salman Khan Preethi Zinta Genelia Asin Asin Virat Kohli Shahid Kapoor Yuvraj Singh Saif Ali Khan Salman Khan Sonali Bendre Katrina Kaif

Salman Khan Madhavan Preethi Zinta Aishwariya Rai Bachhan Priyanka Chopra Deepika Padukon John Abraham Aishwariya Rai Bachhan Deepika Padukon Saif Ali Khan Katrina Kaif Aishwariya Rai Bachhan Shah Rukh Khan Rohith Sharma Surya Shah Rukh Khan Priyanka Chopra Shah Rukh Khan Soha Ali Khan Asin

II.

III.

Fair Ever

IV.

Garnier

V.

Neutrogena

VI.

Olay

VII.

Fair and lovely

VIII.

Vaseline Men

IX.

Ponds

X.

Emami naturally fair

13. Specify your average media usage per day?

Media Below 15 min 16 min to 30 min 31 min to 45 min 46 min to 1 hour Above 1 hour

Television Newspaper Internet Magazine Radio

14. What is your opinion on the following statements? (SA- Strongly Agree, A-Agree, N-Neutral, D-Disagree, SD-Strongly Disagree)
S.No SA A N D SD

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

Celebrities can be trusted upon for selection of a fairness cream brand. Celebrity endorsement helps in choosing between brands. Celebrity endorsement can cause negative value among the consumer towards the brand. Endorsement by the celebrity makes consumer purchase the product. Celebrity endorsement creates confusion while brand selection. Celebrities in ads are reference groups for me. Celebrity endorsements change my negative attitude towards the brand. Celebrities do not use the same brand that they endorse. Celebrities are knowledgeable of the brands that they endorse. Celebrities words are trusted for purchase. Elegance of celebrity helps to make the purchase decision of face creams. Beauty of celebrity helps to recall the product. Societal fame of the celebrity is important for selecting the brand. Based on celebrity endorsement I choose a particular brand. Celebrity overshadows the brand. Gender of the celebrity is relevant to the brand that she / he endorse. I am willing to spend on the products that are endorsed by my favourite celebrity. Celebrity endorsement enhances the brands competition in the market. Non celebrity endorsed brands are effective than the celebrity endorsed brands. To maintain the consumers attention towards branded products celebrity endorsement is a must. Multiple celebrity endorsement for the same brand confuses me in retaining or remembering the brand. While purchasing it is easy to recall the brands that are endorsed by the celebrities.