Questionnaire

DEMOGRAPHICS
Please check the appropriate responses
1. Name: _____________________________
2. Gender: __Male __Female
3. Marital status: __Single __Married __Divorced __Widoreseacherd
4. Income:
__Rs.25,000 or less __Rs.76 -100,000
__Rs.26-50,000 __Rs.101,000-Rs.125,000
__Rs.51-75,000 __Rs.126,000 or more
5. Age:
__18-29 _ _50-59
__30-39 _ _60-69
__40-49 _ _70 or above
6. Qualification:
__Below high school _ _Bachelor's Degree
__High school or equivalency _ _Graduate of professional degree
__Associate's Degree _Other: Please Specify ___________________
PHYSICAL ATTRACTIVENESS
On a scale of 1 to 7,
please circle the number that best reflects your feelings towards the celebrity's
PHYSICAL ATTRACTIVENESS.
1. Unattractive
2. Not Classy
3. Ugly
4. Plain

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Attractive
Classy
Beautiful
Elegant

Trustworthiness
On a scale of 1 to 7,
please circle the number that best reflects your feelings towards the celebrity's
TRUSTWORTHINESS.
1. Undependable
2. Dishonest
3. Unreliable
4. Insincere
5. Untrustworthy

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Dependable
Honest
Reliable
Sincere
Trustworthy
EXPERTISE

On a scale of 1 to 7,

please circle the number that best reflects your feelings towards the celebrity's
EXPERTISE of the brand they are having .
1. Not an Expert
2. Inexperienced
3. Unknowledgeable
4. Unqualified
5. Unskilled

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An Expert
Experienced
Knowledgeable
Qualified
Skilled

PRODUCT/BRAND CONGRUENCY
On a scale of 1 to 7,
please circle the number that best reflects your feelings towards the following
questions pertaining to the CONGRUENCY (harmony/compatibility)
BETRESEACHEREN THE CELEBRITY AND THE BRAND.
1. How familiar are you with the celebrity who appeared in the ad?
Unfamiliar
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Familiar
2. How congruent is the image of the celebrity with the brand they are endorsing?
Incongruent
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Congruent
3. Do you think this brand is a good fit for this celebrity to endorse?
Disagree
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Agree
4. How believable is this celebrity endorsing this brand?
Unbelievable
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Believable
5. Do you believe this celebrity would use this product?
Unbelievable
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Believable
BUYING BEHAVIOR
On a scale of 1 to 7, with 1 being "very unlikely" and 7 being "very likely", circle the
number that best reflects your feelings towards the following questions pertaining to
your INTENT TO PURCHASE THIS PRODUCT.
Very Unlikely Likely
1. How likely you are to 1 2 3 4 5 6 7 purchase this product?
2. How likely are you to try 1 2 3 4 5 6 7 this product if seen in a store?
3. How likely are you to actively 1 2 3 4 5 6 7 seek out this product in a store?

CELEBRITY ENDORSEMENT
Celebrity in an advertisement encourages to buy the product
1 strongly disagree
2 disagree
3 neutral
4 agree
5 strongly agree
Celebrities make difference to the image of the brand
1 strongly disagree
2 disagree
3 neutral
4 agree
5 strongly agree
Celebrities use the product they endorse
1 strongly disagree
2 disagree
3 neutral
4 agree
5 strongly agree
People purchase celebrity endorsed brands to improve social status
1 strongly disagree
2 disagree
3 neutral
4 agree
5 strongly agree