Influence of celebrity brand endorsement on buying behavior of the indian soft drink consumers Acknowledgment

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Consumer demography

Name ___________________________________________________________________________
Contact numbers


Email address _______________________________________________________________

(Please tick one option)

Gender: Male   Female
Age: 13-19 20-30 30-40 40-50 50 and Above
Occupation: Service/Business Housewife
Student Others (Please Specify)_______________________________


Study specific Questions

Q. 1. which soft drink do you prefer?


Q. 2. How often you have soft drinks?

a. Daily b. Wealky

c. Once in a month d. On special occasions.

Q. 3. For you, having a soft drink is:

a. satisfying the quench b. status symbol

c. add on to food d. Alternate of water

Q. 4. What is your monthly spending on soft drink?

a. Less than Rs. 100 b. Rs. 100 to 500

c. Rs. 500 to 1000 d. More than 1000

Q. 5.  What is the most persuading factor for you to purchase a soft drink?

a. Taste b. Price
c. Brand name d. Celebrity endorsing the product

Q. 6. Do you think that the products particularly advertised by celebrities are of good quality?
a. Yes
b. No
c. 50%
d. Not sure

Q. 7. Do you believe that celebrity endorsements make the product costlier for the consumer?

a. Yes
b. No
c. 50%
d. Not sure

Q. 8. Companies invests large amount of money for celebrities endorsement; do you think it’s worth for increasing their revenue?

a. Yes

b. No

c. Don’t know

Q. 9. Do you feel encouraged for purchases due to the presence of celebrities like Shahrukh Khan, Amitabh Bachan or Aishwariya Rai in an advertisement?
a. Yes

b. No

c. Don’t know

Q. 10. Do you think the celebrities also use those products which they endorse?

a. Yes

b. No

c. Don’t know

Q. 11. What type of celebrity endorsement persuades you personally to purchase products?

a. Film star

b. Famous personalities

c. Cricketer
d. Politician

Q. 12. Does celebrity endorsement help in brand promotion?

a. Yes

b. No

c. Don’t know

Q. 13. What means of advertisements persuades you the most to purchase a product?

a. Television b. Radio

c. Newspaper d. Magazines

e. Internet

Q. 14. What do you think is the reason for the companies to choose celebrity endorsement for promoting their products?

a. Easy recognition of product

b. Creating brand image

c. To be able to increase sales and profit

d. To compete strongly

Q. 15. Rank the following endorsers of Coca-Cola on five point scale:



Amir khan

Aishwarya Ray

Hritik Roshan

Imran Khan

Kareena Kapoor

Akshay Kumar


Sachin Tendulkar

Q. 16. Please rank the following soft drinks as per your preference on a five point scale:

1 = poor; 2 = Fair; 3 = Good; 4 = Very good; 5 = Excellent

Soft Drink



Diet Coke

Thums Up





Maaza Milky Delite

Minute Maid Pulpy Orange

Minute Maid Nimbu Fresh


Kinley Water

Kinley Soda


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