QUESTIONNAIRE

Respected Sir/Madam,
This study on “Impact of advertisements on consumer
buying behaviour: A Comparative Study of Cosmetics Market in Haryana” is a
part of my Ph.D. program. Kindly spare a few minutes of your valuable time in
answering the questions. Please give your frank and truthful opinion to all
questions. Please do not leave any question unanswered until and unless it
does not relate to you. Your answers will be kept confidential and your identity
will not be revealed. The response will be used for purely academic purpose.
1. Name:
___________________________________________________________
____
2. Locality
a. Urban b. Semi-Urban b. Rural
3. Highest Qualification
a. Matriculation or below b.10+2 c. Graduate d. Post-
Graduate
4. Age
a. below 20 b. 20 yrs. – 40yrs c. 40 yrs. –
60 yrs.
d. Above 60 yrs.
5. Marital Status
a. Married b. Unmarried
6. Type of Family
a. Joint Family b. Nuclear Family
7. Annual Family Income
a. below Rs 5, 00,000 b. Rs 5, 00,000 – Rs 10,
00,000
c. Above Rs 10, 00,000
8. Which of the following cosmetic products do you use regularly?
Sr. No Items Tick
Skin Care Products
1. Moisturizer
2. Anti-Aging Cream
3. Sun Screen

1
 Sr. No Items Tick
4. Body Wash
5. Facial Wash
Hair Care Products
6. Shampoo
7. Conditioner
8. Hair Colour
9. Protein Packs
10. Styling Gels
Colour Cosmetics
11. Foundation
12. Lipstick
13. Eyeliner
14. Mascara
15. Nail Polish
Fragrances
16. Perfumes
17. Cologne Talc
18. Body Splashes
19. Deo Sprays
20. Deo Sticks

9. How often do you buy the following cosmetic products:

Twice in Once in a Once in As per

a Month Month Two Need
Months
Skin care
Hair care
Colour cosmetics
Fragrances

10. How do you rate yourself for money spent on buying cosmetic
products?
Heavy Moderate Average Don’t
Spender Spender Spender Spend at
all
Skin care
Hair care
Colour cosmetics
Fragrances

11. Please tick the frequency of usage of the following cosmetic

products:
Daily Frequently Occasionally Rarely
Skin care
Hair care

2
 Colour cosmetics
Fragrances

12. Please tick the level of overall satisfaction from the following
cosmetic products:
Highly Somewhat Somewhat Highly
Satisfied Satisfied Dissatisfied Dissatisfied
Skin care
Hair care
Colour cosmetics
Fragrances

13. How do you select the brand of cosmetic products you are using:
a. Self b. Recommended by Family
Members
c. Recommended by Friends d. Others
14. Please tick the usefulness of sources of information about the
cosmetic products:

Sr. No Source of information Most Useful Less Least

Useful Useful Useful
1 Television Ads
2 Newspaper
3 Magazines
4 Radio
5 Friends and Relatives
6 Beauticians
7 Shopkeepers
8 Any Other

15. Please tick the frequency of exposure to these sources of

information about cosmetic products:

Sr. No Source of Daily Frequently Once in Never

information Week
1 Television Ads
2 Newspaper
3 Magazines
4 Radio
5 Friends and
Relatives
6 Beauticians
7 Shopkeepers
8 Any Other

16. What factors do you consider while buying the cosmetic product,
please assign score to them (1 to 4) by assigning 4 as most
important and 1 as least important:

3
 Sr. No. Factors Score
1 Advertisements
2 Cost
3 Overall effect on skin
4 Overall effect on complexion
5 Availability of the product
6 Usage of the product

17. Do advertisements help you in making decisions for purchase of

cosmetic products:
Yes/ No
18. What features of the advertisements in different media appeal to
you? Please go through the features and indicate the response
against each feature:
A. Audio Visual Ads (Radio/T.V/Internet)
Sr. No Features Always Often Sometimes Rarely Never
1 The Music
2 The Song
3 The
Composition
4 The Colour and
Focus of the
Product
5 The Attributes of
the Product
Highlighted
6 The
Free/Special
Offers
7 The Theme And
Story Of The Ad
8 The Celebrity
Endorsing the
Product

B. Print Ads (Newspaper/ Magazine)

Sr. Features Always Often Sometimes Rarely never
No
1 Colourful pictures
2 Model
3 Slogan
4 Message

4
 5 Special offers
6 Attributes

16. Indicate the extent to which you agree with the following
statements by using scale of 1 to 5 where 1 = strongly disagree and 5 =
Strongly Agree for the four categories of cosmetic products. Circle (O)
which best describes your opinion of the statement.

Fragrances
Sr. Statements

cosmetics
Skin care

Hair care
No

Colour
Social Factors
1 My self-esteem affects my buying decision on
cosmetic products
2 I buy cosmetic products on my thinking towards
the cosmetic product
3 My culture prohibits me from buying certain
cosmetic products
4 My religion plays a role in determining what
cosmetic products I purchase.
5 I usually look to my peers advice when buying
cosmetic products
6 I buy cosmetic products which are of my social
class.
7 My Spouse /boyfriend /girlfriend usually affect
the types of cosmetic products I purchase
8 I buy cosmetic products which my role models
use.
Economic factors
9 My family income affects my buying decision on
cosmetic products.
10 My personal income determines the cosmetic
products I buy.
11 My personality and lifestyle affects my purchase
of cosmetic products.
12 My age influences the cosmetic products I
purchase
13 My gender affects my buying behaviour of
cosmetic products
14 I usually look to my parents and family for the
best cosmetic
Market factors
15 I always consider the price of cosmetic products

5
 before I buy.
16 Promotion and ads of cosmetic products affect
my buying decisions.
17 I buy cosmetic products which can be delivered
to my doorstep.
18 I only buy cosmetic products which I consider
are of good/high quality.
19 I only buy cosmetic products which are of my
social standing.
20 I only buy cosmetic products with a good
image/image that I like.
21 I prefer certain cosmetic products to others.
22 I buy cosmetic products which are easy to get
and easy to use.
23 I only buy cosmetic products which have a
branded name

17. These are number of statements given to know your opinion

towards the advertisements of cosmetic products. Read them carefully
and reply in terms of your agreement or disagreement by ticking the
appropriate response. A – Always O – Often S – Sometimes R – Rarely
N – Never.

Fragrances
Sr. Statements

cosmetics
Skin care
No
Hair care
Colour
Information
1 Ads correctly represent the performance of the products.
2 Ads represent benefits of the product.
3 Ads inform consumers about the price of the product.
4 Ads make shopping easier by providing comparative
information
5 Ads inform the consumers about the quality of the
product
6 Ads inform the consumers about the usage of the product
Persuasion
7 Ads encourages consumers to spend beyond their
income
8 Ads tries to make people want everything they do not
need

6
 Fragrances
Sr. Statements

cosmetics
Skin care
No

Hair care
Colour
9 Ads creates confidence in the consumers for the product
10 Advertisements is the motivating force behind my choice
Perceived Negative Effects
11 Ads make exaggerated claims
12 Ads makes false claims
13 Consumers make unwise choice due to the
advertisement
14 Through advertisement inferior goods get selected
15 Advertisement add to the cost consumer pays for the
product
16 Ads persuade consumers to pay higher prices for one
brand over another even though products are identical.
Positive Vibes
17 The ad is of mesmerizing presentation
18 I tempted to buy any brand under the influence of ad
19 I remember and retain the information contained in ads
for a long time
20 I talk to other people in detail of the ad on cosmetic
products
21 I feel the information in the ad of cosmetic products as
believable
22 I eagerly await new ads for cosmetic products
23 I am into a fairyland when I think of the ad on a product I
use
24 I get carried away by the ad on cosmetic products
Thanks for sharing your precious time