Appendix - 1

Effectiveness of Television Advertisements for Fast Moving Consumer Goods:

A Study of Rural Market
QUESTIONNAIRE
1.

How many Television sets do you have?

1. One
2. Two
3. More than two

2.

How many hours do you spend in a day watching TV?

1. <2 Hrs
2. 2-4 Hrs
3. More than 4 hrs

3.

How many channels do you approximately view?

1. 2-6
2. 7-11
3. 12-16
4. >16

4.

Kindly rank the following channels in accordance to your favorite channels?

1. Zee TV
2. Star Plus
3. Colors
4. National
5. Music channels
6. Sony
7. Set Max
8. ETC Punjabi
9. Movie Channels
10. Sports Channels

11. Religious Channels

12. Infotainment Channels
13. News Channels

5.

Kindly rank the various modes of advertising that affect your buying behaviour in
respect to Toiletries from 1-5 ranks where 1 carries more weight age in comparison to 5.
1. Newspaper, Magazines, etc
2. Hoardings and Banners
3. Internet
4. Audio Media including F.M. Radio, etc
5. Television

6.

During the course of exposure with your television, how much trustworthiness do you
attach to TV advertisements?
1. Very High
2. Moderately High
3. Neither High nor Low
4. Moderately Low
5. Very Low

7.

What percentage of population around you, do you feel gets influenced by the
television ads of toiletries?
1. 0-25%
2. 26-49%
3. 50-75%
4. 76 and above

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8.

Rate the following statements about perception of television advertising from 1-5 scale,
where 1 strongly agree , 2 agree, 3 neither agree nor disagree, 4 disagree, 5 strongly
disagree.

S. No.
1

2
3

4
5
6
7

8
9
10
11
12

Statements
Television advertising is necessary component of the
market place, which on an average raises the standard of
living.
Television advertising results in making the consumers
more brand conscious regarding the toiletries.
Television advertising is a source of information about
products, which in turn affects the social roles and
lifestyle imaginary
Advertisements on television encourage materialism and
corruption of societal values
Repeated advertisements on television make the attitude
more favorable about the product
Television advertisements induce impulsive buying in
majority of the consumers
Advertising on television creates a brands image about
the product in our minds , which in turn influences the
purchase of that brand
Advertisements differ in effectiveness primarily due to
variation in ads creative cues
Campaigns using Television media significantly
outperform other medias of advertising
Television Advertising is a need creating process.
TV Advertisements based on village life are true
representative of Indian culture and traditions.
Majority of people living in the villages can judge the
factual societal, political and economic impacts of
advertising

SA

9. How many times do you buy a toiletry watching an advertisement, without actually
needing the same?
1. Often
2. Rarely
3. Never

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SD

10. Please tick the brands of various Toiletries that you have used or are using in your daily
routine?
S.No

Name of the
Toiletry

Bathing Soap

Brand

Brand

Brand

Brand

Brand

Brand

Brand

Cinthol

Fair Glow

Lifebuoy

Lux

Hamam

Breeze

Godrej
no.1

Washing Soap/

Wheel

powder
3

Shampoo

Velvette

Rin

Super

Surf

Shakti

501

Excel

Pantene

Sunsilk

Chik

Nirma

Ghari

Henko

Vatika

Clinic all

Rejoice

Clear
4

Talcum Powder

Toothpaste

Ponds

Close up

Spinz

Colgate

Emami

Ayur

Dabur

Breeze

Axe

Lifebuoy

Denim

active

Promise

Babool

Pepsodent

Cibaca

Charmis

Boro

Nivea

Ayur

Lal
6

Creams

Ponds

Fair and

Fairever

Lovely

plus

Blue

Ujala

Robin

Hair Oil

Parachute

Shanti

Medikar

Navrattan

Keo

Almond

karpin

oil

Amla

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Vatika

Others

11. Please fill the following Information about the effect of advertising on the usage of various
toiletries. Mark (1) for use of original choice of brand, Mark (2) for use of advertised brand and
Mark (3) for new product/ brand

Sr.

product

Use of original

Use of advertised

use of new product that has

no.

description

brand only (No

brand ( switch over

not been used originally and

impact of

to advertised brand)

not being advertised also

advertisements)

Bathing Soap

Washing Soap/
powder

Shampoo

Talcum Powder

Toothpaste

Creams

Blue

Hair Oil

12. Kindly rate your views regarding the effect of TV advertisements of Toiletries on rural buying
behaviour:
Sr. No

Statements

SA A N D SD

Advertisements have brought a drastic change in my

buying behaviour

The benefits of toiletries described in the television

Advertisements are believable

The television Advertisements of Toiletries create a stimuli

to buy the product

The Advertisement message shown on the television is

Trustworthy

Advertising of Toiletries on the television creates a need

for the product

Advertising saves time in comparison to visiting the stores

Products advertised on TV are priced higher than the

products that are not being advertised

Advertisement by a celebrity on the television affect my

purchase behaviour more than an unidentified source

Change in advertisement media brings an attitudinal

10

change in my buying behaviour

Product knowledge is important before purchasing the
Toiletries rather than relying on the television
advertisements

11

I generally check for the available substitutes of the

product by viewing the Television advertisements

12

Television Advertising gives me the information about the

brands which have features I am looking for

13

Media is important as far as advertisement is concerned

14

I feel that advertising is a way to pollute the rural

atmosphere and our environment

15

Advertising is necessary for the consumers and the

economy as a whole

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13. Upon whose advice have you been using your brand of Toiletry? Rank the options from 1-5.
1 being the most important attribute.
1. Friends
2. Television ads
3. Radio
4. Hoardings
5. Own Experience

14. What do you feel should be the advertisement appeal for different products in Toiletry range of
FMCGs? Kindly give the ranks from 1-5. 1 carrying more weightage.
1. Humorous
2. Rational
3. Emotional
4. Fear
5. Depends on product type

15. What are the factors evolving your preference of the usage of a particular brand of Toiletry? Rank
in accordance of your preference. Rank 1 carries more weightage.
1. Quality
2. Economical
3. Specific Design
4. Packaging
5. Colour
6. Availability
7. Celebrity Advertisement
8. Discount offers
9. Promotional Schemes

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16.

Which of the following role you play in your family while making buying decisions?
1. Initiator
2. Influencer
3. Decider
4. Buyer
5. User

17. Do you feel that the products advertised on TV are priced higher than the products that are
not advertised?
1. Yes
2. No
3. Cant Say

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18. Rank the following parameters according to the importance each one holds, to convey the role of
television advertisements for the various brands of Toiletries. (Rank no. 1 - the most important).

Parameters

Ranking

Exposure and Awareness about the particular brand of Toiletry

Promotional schemes like buy one get one free or discount offers

Genuineness of the toiletry

Comparison of MRP of similar products of different brands

Availability of the toiletry

Clarity of the festival offers

New launches in the product category

Product differentiation

Awareness about the basic ingredients in the particular toiletry

10

Suitability of the toiletry viz. skin type etc.

19. Today, most of the firms are advertising their brand of toiletries with the claim of giving a
number of prizes and gift vouchers if one purchases that particular brand. How much do you
believe in such types of claims made by the firms?
1. 0-25%
2. 26-49%
3. 50-75%
4. 76 and above

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20. Rate the following statements about the role of TV advertisements in transforming the way of
life of rural consumers from 1-5 scale, where 1 strongly agree , 2 agree, 3 neither agree nor
disagree, 4 disagree, 5 strongly disagree.
Sr. Statements

SA

No
1

After watching the Television advertisements, we have become

variety seeking

Our buying behaviour has shifted from planned purchase to impulsive

purchasing after the viewership of TV ads

The TV ads have made the consumers aware and confident about the
product, which in turn has reduced the impact of opinion leaders in
purchase of toiletries

Consumers profile has changed and is catching up with urban

consumers due to TV advertisements

TV advertisements have brought about the change in concept of

quality, from useful and low cost maintenance products to high
technology products

TV ads have made the youth brand and trend conscious

TV ads have increased the spending habits among many

Consumers have become all the more materialistic, by TV ads, which

has increased the corruption rate in the economy

We have changed to stereotypes as portrayed in the TV

10

advertisements
Advertisements close to the religious sentiments are more authentic
and genuine

11

TV advertising persuades both the senses of sound and sight

12

The characters created in television advertising become as much a

part of life as other well known fictional characters

13

Television advertising is the dominant driving force which makes

consumers yearn for improvement in their lifestyles

SD

21. Rank the following elements of promotion mix, from 1-5 in accordance to their significance in
increasing the sales of a company?
1. Advertising
2. Sales Promotion
3. Direct Marketing
4. Personal Selling
5. Public Relations
22. Kindly rank the relevant reasons for the consideration of the most significant element of the
promotion mix in the above question
1. Good for building awareness
2. Repetition of main brand and product positioning helps build customer trust
3. Valuable at getting customers to make a final purchasing decision
4. Effective at reaching a wide audience
5. Highly interactive - lots of communication between the buyer and seller
Excellent for communicating complex / detailed product information and features
Cheap way of reaching the rural consumers
Stimulates quick increases in sales by targeting promotional incentives on particular
product
23. Rank the following factors according to the importance each one holds, in deciding the optimal
promotion mix. (Consider Rank no. 1 to be Most important).Kindly Rank the following factors
helpful in accordance to their importance.
Available budget
Promotional message
Complexity of product or service
Market size and location
Distribution channel
Product life cycle stage
Strategies of the competetitors
Government Regulations
Ethical issues involved with the product

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Personal Information:
Name:
Village Name:
Age in Years

Educational Qualification

Income/ Salary

Occupation

14-24

Below Matriculation

NIL

Housewife

25-34

Matriculation

<5000

Farmer

35-44

Higher secondary

6000-10000

Businessman

45-60

Graduate

11000-15000

Student

Post graduate

>15000

serviceman

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