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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 perceptiontowards 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 31-45 above 45

4. Sex: (Dont ask respondent) Male Female

5. Education Level: Matriculation +2 Graduation Post-Graduation and above

6. Occupation: Student Professional Unemployed Retired

7. Marital Status: Single Married Divorced

8. Monthly Income: 25K & 50K

9. Cola Consumer Type: Frequent Moderate Less

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: ________

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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

4

3

2

1

Quality

Price

Design on the bottle

Taste

Availability

Advertisement

Brand name

Lifestyle

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Celebrity Endorsement Impact

17. What do you think of celebrities endorsing cola drink?

Very Good Good Neither Bad Very Bad

18. How does this affect your view of the brand (Influence)?

Positively Negatively Neither

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 endorsedproduct?

Yes No

23. Do you support multiple celebrities endorsing a single product?

Yes No

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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!!!