Sir/Madam I request your help in filling up the...

184

“Celebrity and Non-celebrity Endorsements in Advertisements: Bhavesh Parmar

A Comparative Study of Selected Product Categories”

Questionnaire

Sir/Madam

I request your help in filling up the questionnaire. I assure you that the information

provided by you will be used for academic purpose only. Please contact me at

“[email protected]” or 94273 70555 for further interaction.

1. Where do you usually get information about products / services?

(Please put tick mark (√) in appropriate box. Multiple tick marks can be made)

TV ads Magazines Newspapers

Hoardings Internet In-store displays

Radio Ads. Neighbours Friends/Relatives

Colleagues Direct mail Social media

Any Other: _______________________ (Please specify)

2. Which of the following product categories are known to you as being endorsed by celebrities

like popular film stars, sport persons etc.? (Please put tick mark (√) in appropriate box.)

FMCG Category Product category Yes No

Household Care Detergent Powder/Soap

Home cleaning (tiles/utensil/glass cleaners)

Personal Care

Oral Care (Toothpaste, Mouthwash etc.)

Skin Care (Fairness cream, lotion etc)

Hair Care (Hair oil, Shampoo etc)

Foods

Bakery products (Biscuits, bread etc.)

Snack food (Wafer, Namkeen etc)

Chocolates

Beverages Tea

Soft drinks

Insurance Life Insurance

3. Which of the following categories of products are known to you as being endorsed by Non-celebrities

(By some unknown / less popular persons)? (Please put tick mark (√) in appropriate column.)

FMCG Category Product category Yes No

Household Care Detergent Powder/Soap

Home cleaning (tiles/utensil/glass cleaners)

Personal Care




Foods

Bakery products (Biscuits, bread etc.)


Chocolates

Beverages Tea

Soft drinks

Insurance Life Insurance

185

4. Following table shows advertisements of different product categories. Among these pairs of

advertisements, which one did you like more compared to the other one?

(Tick (√) only one advertisement from each product category)

Product

category Advertisement 1 Tick Advertisement 2 Tick

Fabric wash

Home

cleaning

Oral Care

Skin Care

Hair Care

Bakery

products

186

Snack food

Chocolates

Tea

Soft drinks

Life

Insurance

Mobile

Handset

187

5. (a) Please circle the number that best reflects your feelings towards the following questions

pertaining to how suitable the celebrities are for endorsing the product in advertisement.

(On a scale of 1 to 7)

PHYSICAL ATTRACTIVENESS of the celebrities

1. Beautiful 1 2 3 4 5 6 7 Not Beautiful

2. Elegant 1 2 3 4 5 6 7 Plain

3. Sexy 1 2 3 4 5 6 7 Not Sexy

4. Pleasant 1 2 3 4 5 6 7 Not Pleasant

TRUSTWORTHINESS of the celebrities

1. Dependable 1 2 3 4 5 6 7 Undependable

2. Honest 1 2 3 4 5 6 7 Dishonest

3. Reliable 1 2 3 4 5 6 7 Unreliable

4. Sincere 1 2 3 4 5 6 7 Insincere

5. Believable 1 2 3 4 5 6 7 Not believable

6. Having Good 1 2 3 4 5 6 7 Not having good

Reputation Reputation

EXPERTISE of the celebrities

1. Experienced 1 2 3 4 5 6 7 Inexperienced

2. Knowledgeable 1 2 3 4 5 6 7 Unknowledgeable

3. Qualified 1 2 3 4 5 6 7 Unqualified

4. Skilled 1 2 3 4 5 6 7 Unskilled

5. Professional 1 2 3 4 5 6 7 Unprofessional

LIKABILITY of the celebrities.

1. Familiar 1 2 3 4 5 6 7 Unfamiliar

2. Similar 1 2 3 4 5 6 7 Dissimilar

3. I can relate 1 2 3 4 5 6 7 I cannot relate

4. Appropriate 1 2 3 4 5 6 7 Not appropriate

5. Logical 1 2 3 4 5 6 7 Illogical

188

5. (b) Please circle the number that best reflects your feelings towards the following questions

Pertaining to how suitable of Non celebrity in this advertisement is for endorsing products.

(On a scale of 1 to 7)

PHYSICAL ATTRACTIVENESS of the non-celebrities

1. Beautiful 1 2 3 4 5 6 7 Not Beautiful

2. Elegant 1 2 3 4 5 6 7 Plain

3. Sexy 1 2 3 4 5 6 7 Not Sexy

4. Pleasant 1 2 3 4 5 6 7 Not Pleasant

TRUSTWORTHINESS of the non-celebrities

1. Dependable 1 2 3 4 5 6 7 Undependable

2. Honest 1 2 3 4 5 6 7 Dishonest

3. Reliable 1 2 3 4 5 6 7 Unreliable

4. Sincere 1 2 3 4 5 6 7 Insincere

5. Believable 1 2 3 4 5 6 7 Not believable

6. Having Good 1 2 3 4 5 6 7 Not having good

Reputation Reputation

EXPERTISE of the non-celebrities.

1. Experienced 1 2 3 4 5 6 7 Inexperienced

2. Knowledgeable 1 2 3 4 5 6 7 Unknowledgeable

3. Qualified 1 2 3 4 5 6 7 Unqualified

4. Skilled 1 2 3 4 5 6 7 Unskilled

5. Professional 1 2 3 4 5 6 7 Unprofessional

LIKABILITY of the non-celebrities.

1. Familiar 1 2 3 4 5 6 7 Unfamiliar

2. Similar 1 2 3 4 5 6 7 Dissimilar

3. I can relate 1 2 3 4 5 6 7 I cannot relate

4. Appropriate 1 2 3 4 5 6 7 Not appropriate

5. Logical 1 2 3 4 5 6 7 Illogical

189

6. How do you consider buying the following products / services when they are endorsed by celebrities?

(Please put tick mark (√) in appropriate column.)

Product Category Definitely

buy

Probably

buy

probably

not buy

Definitely not

buy

Detergent Powder/Soap

Home cleaning (tiles/utensil/glass cleaners etc.)




Bakery products- Biscuits, bread etc.


Chocolates

Tea

Soft drinks

Insurance (Life insurance)

7. Read following statements and tick mark (√) in appropriate box.

Strongly agree strongly disagree

1. Celebrity endorsement of product just creates

awareness, I don’t trust product before using it.

2. I can easily associate the endorsing celebrity with

the product.

3.

I often gather information and do some research

about products before I buy it, though it is endorsed

by celebrity.

4. I think celebrity endorsement is good because it

helps me to get to know a product better.

5. I will never switch to another product just because it

is endorsed by celebrity.

6. I like the products if celebrity endorsing it is more

trustworthy.

7. I like the products if celebrity endorsing it is more

credible.

8. I like the product though it is not endorsed by any

celebrity.

9. I like the products if it matches expertise of

celebrity.

10. I like to recommend friends or relatives to buy products

which are endorsed by my favourite celebrities.

11. Celebrity helps me to only remember a product, but

it will not induce me to buy it.

12.

I do not prefer to buy those products that are

endorsed by celebrities, who endorse multiple

products. (on celebrity endorsing multiple product)

13.

I prefer not to buy those products that are endorsed

by a celebrity who does not have related expertise.

(For ex. Detergent powder endorsed by sport person)

14. Non-celebrity endorsement is good for promoting

product if product is of good quality.

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

190

Personal Details:

[1] Name: ______________________________ (Optional) City: ____________________

[2] Gender: Male Female

[3] Age (in completed years): 12-18 19-25 26-35 36-50

Above 50

[4] Education: up to HSC Graduate Post Graduate

Other (please Specify.___________________)

[5] Occupation: Business Service Professional Student HW

Other (please Specify.___________________)

[6] Annual family income:

Below Rs. 1 lac 1 lac to 3 lac 3 lac to 7 lac 7 lac to 12 lac More than 12 lac

Thank you Very much.

15. I prefer to purchase products based on sales discount

schemes instead of celebrity endorsed product.

16.

It is not necessary to use celebrities in

advertisement, because I will buy a product

recommended by an unknown actor in the

advertisement.

17.

I never purchase those products, for which more

focus is given to celebrity than product in

advertisement.

18. I never purchase the product endorsed by those

celebrities which are from another regions.

19.

I stopped to buy products which are endorsed by

celebrities who land in controversy/ negatively

affected.

20. I rarely take chances by buying unfamiliar products

even if it is endorsed by celebrities.

21. I would buy a product regardless whether a celebrity

or non-celebrity endorses that product.

22. I switch to other product, if I experience a problem with a

company’s product endorsed by my favorite celebrity.

23.

I will continue to purchase certain products even if prices

go up if that product which are endorse by my favorite

celebrities.

24. I would buy only products which are promoted by

famous celebrities.

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

191

Questionnaire developed for respondents who filled information through online link

196

Sample of data generation after filled questionnaire by respondents through online link.

197

Appendix 2

ADVERTISEMENTS OF SELECTED PRODUCT CATEGORIES

ENDORSED BY CELEBRITY AND NON-CELEBRITY.

Product: Detergent powder / Soap

Product: Home cleaning

No Name of Celebrity Brand/Company Non celebrity

(Male/Female) Brand/Company

1 Priyanka Chopra Xpert Utensil

cleaner

Female-Nurse Lyzol

2 Ram Kapoor Vim -Liquid Female Dettol dish water

3 Shakshi Tanvar Vim -Bar Female Dettol Handwash

4 Husain Harpic

5 Karishma Kapoor Saini fresh

Product: Oral care



1 Shahrukh Khan Pepsodent Male Colgate - No cavity

2 Kajol Anchor toothpaste Couple Close-up

3 Priyanka Chopra Colgate – Salt Female-Dentist Sensodyne

4 Kajol Oral B toothpaste Male-Dentist Colgate sensitive



1 Salman Khan Wheel - HUL Female Ghari detergent

2 Kareena Kapoor Vivel Male character Tide

3 Saif Ali Khan Santoor Two female/kid Surf Excel

4 Aishwarya Rai Lux Female Godrej No-1 soap

5 Yuvraj Singh Lifebuoy Female Vivel Soap

6 Shabana Azmi Surf Excel Female Godrej Fabric care

7 Sonali Bendre Nirma Kids RIN-Power

8 Sachin Tendulkar Ujala Female Godrej No-1

9 Ketrina Kaif Lux Female Arial super powder

10 Perachi Desai Wheel Active Male-Doctor Lifebouy

198

Product: Skin care

Product: Hair care



1 Priyanka Chopra Dabur - Vatika Female Almond drop hair oil

2 Vidya Balan Nihar- Shanti Amla Male Beylcreme

3 Aishwaria Rai Lo'real Child & mom Jhon. & Jhonsons

4 Deepika Padukone Parachute Female Sunsilk

5 Kareena Kapoor Head & Shoulders Female Color mate

6 Juhi Chavla Kesh king

7 Saif Ali Khan Head & Shoulders

8 Shilpa Shetty Pentene

9 Pareeneti Chopra Hair&care/Pentene

10 Malaika Arora

Khan

Strex-hair color

Product: Bakery products



1 Yami Gautam Corneto Male character- Dog ITC-Dark fantecy

2 Amitabh Bachchan Parle Goldstar Child & father Orio-Biscuit

3 Salman Khan Britannia Tiger

4 Ranbeer Kapoor Oreo biscuit



1 Karina Kapoor Lux Deo sprey Female Dove Whitining deo

2 Miss India-2013 Ponds skin creame Female Dove Body lotion

3 Yami Gautam Fair & Lovely Female Itchgard-Paras

4 Ranbeer Kapoor Ponds Kids Lifebouy handwash

5 Shakshi Tanvar Suthol-Boroline Female Veseline

6 Sonakshi Sinha Fem-Bleach Mom & daughter Pears soap

7 Shahrukh khan Fair & Hendsome Female Bio oil

8 Ketrina Kaif Lux soap/Veet Female Dove face wash

9 Kajol Olay Female Pond’s face powder

10 John Abraham Garnier men

11 Anushka Sharma Nivea White

12 John Abraham Garnier Men’s

199

Product: Snack food

Product: Chocolate



1 Ketrina kaif Choco-on Two Male 5 Star chocolate

2 Virat Kohli Nestle Munch Old age people Gems

3 Rekha Snickers Children Kinder joy

4 Arjun Rampal Galaxy

Product: Beverages/Tea



1 Virendra Sehvag Rasna fruit plus Family Red Lable

2 Madhuri Tajmahal tea Male 7-up

3 Saif Ali Khan Tajmahal tea Female Bournvita pro

4 Aamir Khan Coca-cola Female Parivar tea

5 Parineeti Chopra Mazza

6 Salman Khan Thums up

7 Katrina Slice

8 Kareena Kapoor Limca



1 Shaskhi Tanvar Kellogs Child Bournvita

2 Saif Ali Khan Lays chips Male char actor Bingo

3 Pariniti Chopra Kurkure Male Bingo mad angle

4 Juhi Chavla Kurkure

5 Amitabh Bachchan Maggie

6 Prachi Desai Nutrogena

7 Vikas Sheth Suffola masala oats

200

Product: Life Insurance



1 Sachin AVIVA Family LIC

2 Yuvaraj Biral sunlife Lady (Non celebrity) LIC-Jivan Bharti

3 Abhijit-Singer LIC Family HDFC life

Product: General catagory



1 Salman Khan Revital / Suzuki Male character LG Optimus mobile

2 Shahrukh Khan V-Jhon /Dish TV Male/Female FOGG Deo.

3 Virat Kohli Red & Chef Shoe Female Dabur-Gulabari jal

4 Ranbeer Axe / Panasonic Couple Air wick freshener

5 Axay Kumar Dollar west Female Pure it

6 Imran Khan Bru coffee Female Ambipur

7 Aishwarya Kalyan-jawellers Female Ashirwad Aata

8 Hritik Roshan Joyalukkas Female Treaseme split end

9 Saifali Khan Oxemberg

10 Ranbeer Lenovo

11 Priyanka Nikon

12 Ranbeer Panasonic

13 Karina i-ball mobile

14 Sachin Tendulkar Luminous

15 Hema Malini Kent RO

16 Aamir Khan Samsung

17 Kareena/Hrithik Sony Ericsson

18 Amitabh Bachchan Zen - Mobile

19 Arjun Rampal Green Ply

20 Shilpa shetty Prega news

21 Sanjeev Kapoor Sugar free

22 Virat Kohli Vicks

23 Karishma Kapoor Garnier color

24 Faran Akhtar Pure it

25 Ketrina kaif Burger paint

201

Appendix 3

Forbes India Celebrity 100 Rank (Year-2013)

Rank Celebrity name Earnings in ₹.

Cr.

1 Shah Rukh Khan 220.5

2 Mahendra Singh Dhoni 155.32

3 Salman Khan 157.5

4 Sachin Tendulkar 94.32

5 Amitabh Bachchan 147.5

6 Akshay Kumar 118.13

7 Virat Kohli 57.31

8 Ranbir Kapoor 68.58

9 Katrina Kaif 63.75

10 Hrithik Roshan 62.5

11 Deepika Padukone 39.5

12 Priyanka Chopra 36.57

13 Kareena Kapoor 56.92

14 Aamir Khan 32.38

15 Virender Sehwag 25.64

16 AR Rahman 50.75

17 Saif Ali Khan 59.63

18 Ajay Devgn 58.38

19 Gautam Gambhir 20.78

20 Yuvraj Singh 21.6

21 John Abraham 36.55

22 Rohit Sharma 16.88

23 Karan Johar 19.1

24 Harbhajan Singh 9.06

25 Sonakshi Sinha 24.42

26 Pawan Kalyan 57

27 Suresh Raina 16.16

28 Ravindra Jadeja 16.58

29 Pritam 53.5

30 Rahul Dravid 7.66

31 Anushka Sharma 25.71

32 Imran Khan 17.42

33 Suriya 48.5

34 Sanjay Dutt 14

202

Rank Celebrity name Earnings in ₹

Cr.

35 Vidya Balan 11.13

36 Saina Nehwal 9.92

37 Madhuri Dixit 19.74

38 Sonu Nigam 17.99

39 Shikhar Dhawan 6.34

40 Cheteshwar Pujara 6.57

41 Ishant Sharma 5.66

42 Shreya Ghoshal 14.71

43 Emraan Hashmi 22.43

44 Abhishek Bachchan 12

45 Sonam Kapoor 7.61

46 Shahid Kapoor 11.78

47 Kamal Haasan 22.67

48 Zaheer Khan 7.35

49 Vijay 32.5

50 Farhan Akhtar 15

51 Aishwarya Rai 13.5

52 Shankar Ehsaan Loy (SEL) 30.63

53 Anurag Kashyap 1.8

54 Mahesh Babu 28.96

55 Arjun Rampal 16.8

56 Bipasha Basu 11.28

57 Kajol 20.25

58 Sunidhi Chauhan 17.66

59 Yo Yo Honey Singh 10.76

60 Rohit Shetty 17

61 Nagarjuna 20.5

62 Sudeep 13.5

63 Anil Kapoor 6.13

64 Amit Trivedi 21.58

65 Darshan 24

66 Ranveer Singh 1.69

67 Prakash Jha 10.33

68 Ravi Teja 13

69 Ram Charan 12.67

70 Ayushmann Khurrana 2.58

203

Rank Celebrity name Earnings in ₹

Cr.

71 Rishi Kapoor 9

72 Leander Paes 5.26

73 Sridevi 3.5

74 Mika Singh 16.23

75 Irrfan Khan 7.26

76 Sajid Khan 13.43

77 Parineeti Chopra 5.36

78 Vishal-Shekhar 14

79 Sukhwinder Singh 2.73

80 Chetan Bhagat 2.6

81 Navjot Singh Sidhu 5.75

82 Malaika Arora Khan 12.08

83 Mahesh Bhupathi 4.63

84 Sania Mirza 7.1

85 Shilpa Shetty 2.75

86 Vijender Singh 2.75

87 Jeev Milkha Singh 9.18

88 Shaan 2.58

89 Salim-Suleimaan 11.94

90 Prabhu Deva 8.5

91 Mithun Chakraborty 9

92 Remo DSouza 6.95

93 Kapil Sharma 4.5

94 Amish Tripathi 6.36

95 Vir Das 4.8

96 Ram Kapoor 4.75

97 Ronit Roy 3.75

98 Sakshi Tanwar 4.5

99 Terence Lewis 1.88

100 Cyrus Broacha 1.83

Source: http://forbesindia.com/lists/2013-celebrity-100/1439/all (May-2014)

204

Appendix 4

Detail of Data coding on SPSS

Constructs Items Item code

Gender Gender Gender

Age Age Age

Education Education Education

Occupation Occupation Occupation

Income Family Annually Income Income

Household

care

Detergent Powder/Soap Q2HD

Home cleaning (tiles/utensil/glass cleaners) Q2HH

Personal Care

Oral Care (Toothpaste, Mouthwash etc.) Q2POC

Skin Care (Fairness cream, lotion etc) Q2PSC

Hair Care (Hair oil, Shampoo etc) Q2PHC

Foods

Bakery products (Biscuits, bread etc.) Q2FB

Snack food (Wafer, Namkeen etc) Q2FS

Chocolates Q2FC

Beverages Tea Q2BT

Soft drinks Q2BS

Insurance Life insurance Q2IL

Household

care

Detergent Powder/Soap Q3HD

Home cleaning (tiles/utensil/glass cleaners) Q3HH

Personal Care

Oral Care (Toothpaste, Mouthwash etc.) Q3POC

Skin Care (Fairness cream, lotion etc) Q3PSC

Hair Care (Hair oil, Shampoo etc) Q3PHC

Foods

Bakery products (Biscuits, bread etc.) Q3FB

Snack food (Wafer, Namkeen etc) Q3FS

Chocolates Q3FC

Beverages Tea Q3BT

Soft drinks Q3BS

Insurance Life insurance Q3IL

Fabric wash Pair of advertisement of celebrity and non-celebrity

for Fabric wash Q4FW

Home cleaning Pair of advertisement of celebrity and non-celebrity

for Home cleaning Q4HOC

Oral Care Pair of advertisement of celebrity and non-celebrity

for Oral Care Q4OC

Skin Care Pair of advertisement of celebrity and non-celebrity

for Skin Care Q4SC

Hair Care Pair of advertisement of celebrity and non-celebrity

for Hair Care Q4HC

Bakery

products

Pair of advertisement of celebrity and non-celebrity

for Bakery products Q4BK

205

Snack food Pair of advertisement of celebrity and non-celebrity

for Snack food Q4SN

Chocolates Pair of advertisement of celebrity and non-celebrity

for Chocolates Q4CHO

Tea Pair of advertisement of celebrity and non-celebrity

for Tea Q4TE

Soft drinks Pair of advertisement of celebrity and non-celebrity

for Soft drinks Q4SD

Life Insurance Pair of advertisement of celebrity and non-celebrity

for Life Insurance Q4LI

Mobile Handset Pair of advertisement of celebrity and non-celebrity

for Mobile Handset Q4MH

Celebrity’s

Physical

attractiveness

Beautiful – Not beautiful Q5CPA1

Elegant – Plain Q5CPA2

Sexy – Not sexy Q5CPA3

Pleasant – Not pleasant Q5CPA4

Celebrity’s

Trustworthiness

Dependable – Undependable Q5CTR1

Honest – Dishonest Q5CTR2

Reliable – Unreliable Q5CTR3

Sincere – Insincere Q5CTR4

Believable – Not believable Q5CTR5

Having good reputation – Not having good

reputation Q5CTR6

Celebrity’s

Expertise

Experienced – Inexperienced Q5CEXP1

Knowledgeable - Unknowledgeable Q5CEXP2

Qualified – Unqualified Q5CEXP3

Skilled – Unskilled Q5CEXP4

Professional - Unprofessional Q5CEXP5

Celebrity’s

Likability

Familiar - Unfamiliar Q5CLIK1

Similar – Dissimilar Q5CLIK2

I can relate – I cannot relate Q5CLIK3

Appropriate – Not appropriate Q5CLIK4

Logical - Illogical Q5CLIK5

Non-celebrity’s

Physical

attractiveness

Beautiful – Not beautiful Q5NCPA1

Elegant – Plain Q5NCPA2

Sexy – Not sexy Q5NCPA3

Pleasant – Not pleasant Q5NCPA4

Non-celebrity’s

Trustworthiness

Dependable – Undependable Q5NCTR1

Honest – Dishonest Q5NCTR2

Reliable – Unreliable Q5NCTR3

Sincere – Insincere Q5NCTR4

Believable – Not believable Q5NCTR5

Having good reputation – Not having good

reputation Q5NCTR6

206

Non-celebrity’s

Expertise

Experienced – Inexperienced Q5NCEXP1

Knowledgeable - Unknowledgeable Q5NCEXP2

Qualified – Unqualified Q5NCEXP3

Skilled – Unskilled Q5NCEXP4

Professional - Unprofessional Q5NCEXP5

Non-celebrity’s

Likability

Familiar - Unfamiliar Q5NCLIK1

Similar – Dissimilar Q5NCLIK2

I can relate – I cannot relate Q5NCLIK3

Appropriate – Not appropriate Q5NCLIK4

Logical - Illogical Q5NCLIK5

How do you

consider buying

the following

products /

services when

they are

endorsed by

celebrities?

Detergent Powder/Soap Q61

Home cleaning (tiles/utensil/glass cleaners etc.) Q62

Oral Care (Toothpaste, Mouthwash etc.) Q63

Skin Care (Fairness cream, lotion etc) Q64

Hair Care (Hair oil, Shampoo etc) Q65

Bakery products- Biscuits, bread etc. Q66

Snack food (Wafer, Namkeen etc) Q67

Chocolates Q68

Tea Q69

Soft drinks Q610

Insurance (Life insurance) Q611

Advertisement

effectiveness

of celebrity

and non-

celebrity

endorsment

Celebrity endorsement of product just creates

awareness, I don’t trust product before using it.

Q71

I can easily associate the endorsing celebrity with

the product.

Q72

I often gather information and do some research

about products before I buy it, though it is endorsed

by celebrity.

Q73

I think celebrity endorsement is good because it

helps me to get to know a product better.

Q74

I will never switch to another product just because it

is endorsed by celebrity.

Q75

I like the products if celebrity endorsing it is more

trustworthy.

Q76

I like the products if celebrity endorsing it is more

credible.

Q77

I like the product though it is not endorsed by any

celebrity.

Q78

I like the products if it matches expertise of

celebrity.

Q79

I like to recommend friends or relatives to buy products

which are endorsed by my favourite celebrities. Q710

Celebrity helps me to only remember a product, but

it will not induce me to buy it.

Q711

I do not prefer to buy those products that are

endorsed by celebrities, who endorse multiple

Q712

207

products. (on celebrity endorsing multiple product)

I prefer not to buy those products that are endorsed

by a celebrity who does not have related expertise.

(For ex. Detergent powder endorsed by sport person)

Q713

Non-celebrity endorsement is good for promoting

product if product is of good quality.

Q714

I prefer to purchase products based on sales discount

schemes instead of celebrity endorsed product. Q715

It is not necessary to use celebrities in

advertisement, because I will buy a product

recommended by an unknown actor in the

advertisement.

Q716

I never purchase those products, for which more

focus is given to celebrity than product in

advertisement.

Q717

I never purchase the product endorsed by those

celebrities which are from another regions. Q718

I stopped to buy products which are endorsed by

celebrities who land in controversy/ negatively

affected.

Q719

I rarely take chances by buying unfamiliar products

even if it is endorsed by celebrities.

Q720

I would buy a product regardless whether a celebrity

or non-celebrity endorses that product.

Q721

I switch to other product, if I experience a problem with a

company’s product endorsed by my favorite celebrity.

Q722

I will continue to purchase certain products even if prices

go up if that product which are endorse by my favorite

celebrities.

Q723

I would buy only products which are promoted by

famous celebrities.

Q724

208

Appendix 5

List of Paper Publications and Presentations during Ph.D

List of Paper Publications pertaining to doctoral research during Ph.D

1. Patel R.P, Parmar B.J., Kishore K. (2012), “Petro-Retailing on Shoulders of

Celebrities: A Study on Effectiveness of Celebrity Endorsements In Promoting

Petroleum Products In India.” International Conference on Energy &

Infrastructure, Excel India Publishers, New Delhi. First Impression:2012

Page:477, ISBN:978-93-81361-70-2

2. Parmar, B. J. and Patel, R. P. (2014). “A study on consumer perception for

celebrity & non celebrity endorsement in television commercials for fast

moving consumer goods.” Global Business and Economics Research Journal,

3(2): 1-11. ISSN: 2302-4593

3. Parmar B.J. and Patel R.P. (2015). “Fame versus No Name; Gauging the

impact of celebrities and non-celebrities endorsement on purchase.” African

Journal of Business Management, Vol. 9 (4), pp. 127-133. 28 Febuary 2015.

ISSN 1993-8233 DOI: 10.5897/AJBM2014.7589

List of Paper Publications not related to doctoral research during Ph.D

4. Bhatt N.H. and Parmar B.J. (2012). “A study on consumer’s criteria &

preference for purchasing their requirement from organized retail market in

Ahmadabad city.” Published in Paripex Indian Journal Of research Issue:

Feb.2012, ISSN: 2250-1991. Page: 107-110

5. Deliya M. and Parmar B.J. (2012). “Role of Packaging on Consumer Buying

Behavior – Patan District” Published in Global Journal of Management and

Business Research. Volume XII, Issue X, Version I, June 2012. ISSN: 0975-

5853 Page::48-67

209

6. Pandya B., Vyas Y. and Parmar B.J. (2013) “Unfolding attitude of youth

towards mobile handset brands: A study in North Gujarat region of India”

Published in Asian Journal of Research in Business Economics &

Management. Vol. III Issue-IV April 2013. ISSN 2250-1673 Page: 62-69

7. Chavda Virendra and Parmar B.J. (2013). “An empirical study to identify

factors influencing the purchase of FMCG products by rural consumers in

Visnagar” Synergy, Journal Of Management, Vol:15 No: 1&2, ISSN: 0973-

922X Page: 71-77

List of Paper Presentations during Ph.D

1. Patel R.P, Parmar B.J., Kishore K. (Jan.-2012), “Petro-Retailing on Shoulders

of Celebrities: A Study on Effectiveness of Celebrity Endorsements In

Promoting Petroleum Products In India.” was presented at International

Conference on Energy and Infrastructure (ICEI-2012) organized by School of

Petroleum Management, Pandit Deendayal Petroleum University,

Gandhinagar. on 3-4 jan. 2012.

2. Parmar B.J., Vyas Y.K. (Jan.-2012), “Combating Never Ending Queues at

CNG Refueling Stations by Unraveling Science of Chronology: A Conceptual

Model.” was presented at International Conference on Energy and

Infrastructure (ICEI-2012) organized by School of Petroleum Management,

Pandit Deendayal Petroleum University, Gandhinagar. on 3-4 jan. 2012.

3. Patel R.P, Parmar B.J. (Feb.-2012)“A study on Rural consumer’s Preference

and Usage pattern of FMCG Products” at National Seminar on Understanding

the Indian Rural Consumer, Sponsored by UGC-SAP-DRS-II, organized by

Postgraduate Department of Business Management, S.P.University, Vallabh

Vidyanagar. on 17-18 Feb. 2012.

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4. Parmar B.J., Patel C.R, Ranpura D,B. (Feb.-2012)“ Rural Banking through

Internet: A study on use of Internet Banking among Rural consumers” at

National Seminar on Understanding the Indian Rural Consumer, Sponsored by

UGC-SAP-DRS-II, organized by Postgraduate Department of Business

Management, S.P.University, Vallabh Vidyanagar. on 17-18 Feb. 2012.

5. Parmar B.J.,Chavda V.N. (Feb.-2013)A Comparison of Rural and Urban

Buying of Consumer Durables” at National Seminar on Understanding the

Indian Rural Consumer, Sponsored by UGC-SAP-DRS-II, organized by


Vidyanagar. on 2 Feb. 2013.

6. Parmar B.J.,Chavda V.N., (Feb.-2013)“Role & Effectiveness of promotion

mix in influencing rural consumers” at National Seminar on Understanding the

Indian Rural Consumer, Sponsored by UGC-SAP-DRS-II, organized by


Vidyanagar. on 2 Feb. 2013.

7. Parmar B.J.,Chavda V.N., (Jan.-2014) “An empirical study to identify factors

influencing the purchase of FMCG products by rural consumers in Visnagar”

at A National Seminar on “Consumer Research in Rural Areas” Sponsored by

UGC-SAP-DRS-II, organized by Postgraduate Department of Business

Management, S.P.University, Vallabh Vidyanagar. on 25th January 2014.

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