Focus Group Discussion Interview

Interview Guide: This interview is conducted as a part of my project analysis on Impact of celebrity endorsement on Pepsi advertisement campaign. The aim of the research is to understand consumer perception towards celebrity endorsement in cola market. The interview will assist me to examine your perception of celebrity endorsement. I would be really grateful if you assist me in my research by answering the following questions. Introduction: Introduction of myself. Brief outline of the research topic. Respondent Screening 1. Do you drink cola soft drink? If respondent say No then ask question-2 else say Thanks and terminate the interview. 2. Do you know what different brand of cola available in market? Demographic & Psychographic 3. Age: Below 19 20-30 Male +2 31-45 Female Graduation Post-Graduation and above Retired above 45

4. Sex: (Dont ask respondent) 5. Education Level: Matriculation 6. Occupation: 7. Marital Status: 8. Monthly Income: Student Single <=25K

Professional Married

Unemployed Divorced >50K Less

>25K & <=50K Moderate

9. Cola Consumer Type:

Frequent

10. Which of the following activities are you most interested in? (One or more) Sports Music Traveling Shopping Other: ________ 11. Personality: (One or more) Adventures Sporty

Fashionable

Simple

Other: ________

Cola Brand & Consumer Choice Behaviour

12. What comes to your mind when I say cola drink (Heart content (TOMA))? Coca-Cola Pepsi Other: ___________________

13. What cola-brand do you drink the most (Purchase)? Coca-Cola Pepsi Other: ____________________ 14. Which brand delivers their brand promise the most (Brand Trust)? Coke Pepsi Others: ________________ 15. Which brand do you prefer (Preference)? Coca-Cola Pepsi Other_________________ 16. Rank according to your opinion: 5 = Agree totally 4 = Agree 3 = Neither 2 = Agree partially 1 = Do not agree at all Why do you prefer cola drink? 5 Quality Price Design on the bottle Taste Availability Advertisement Brand name Lifestyle 4 3 2 1

Celebrity Endorsement Impact

17. What do you think of celebrities endorsing cola drink? Very Good Good Neither 18. How does this affect your view of the brand (Influence)? Positively Negatively Neither

Bad

Very Bad

19. Will you compromise on your current preference of cola if the competitor brings in ads featuring your favourite celebrity? (Power to influence) Yes No

Celebrity Endorsement Factors 20. Does the presence of celebrities in advertisements help you recognize and recall brands more promptly? (Presence) Yes No 21. Do you think that celebrity match the attributes of brand? (Attributes) Yes No 22. In your opinion, being familiar with a celebrity is enough for you to purchase celebrity endorsed product? Yes No 23. Do you support multiple celebrities endorsing a single product? Yes No

Pepsi Advertisement Factors 24. What do you think about Pepsi advertisement? (Pick one or more) Classy Refreshing Funny Stylish Bad

Offensive

25. Who has acted in the latest Pepsi advertisement? _________________________________________________________________________ 26. What is the latest Tagline of Pepsi advertisement? _________________________________________________________________________ Pepsi over Competitors 27. Which Ad is better? Pepsi

Coke

28. What would you prefer having? Pepsi with Ranbir

Coca Cola with Amir Khan

Pepsi lover but not Celebrity

Please ask this section questions only if the answer of que-17 is Bad/Very Bad and answer of que-18 is Negatively. 29. Would you prefer to buy Pepsi if it is not showing any Celebrity in its advertisement? Yes No 30. Do you think Pepsi should stop endorsing celebrity and come up with new AD without any Celebrity? Yes No

Thank You!!!