Institute of Business Administration

University of Dhaka, Bangladesh

Dear respondent, a very good day to you. We have been doing a research titled The impact of advertisement on
smartphone consumer. This research is a part of requirement of Master of Business Administration course under
Institute of Business Administration (IBA), University of Dhaka.

The aim of this project is to understand how advertisement influences a customer to buy a certain smartphone.

The information you provide will be used absolutely for academic purpose. Participation in this study is voluntary, and,
you are free to withdraw at any stage. Furthermore, all information you provide is confidential, and, in no way will
personally identifiable information be made available without your knowledge and consent.

If you have any questions regarding this research, please contact us by the under-mentioned phone numbers or our
supervisor, Md. Iftekharul Amin, Assistant Professor. Email: miamin@iba-du.edu

Thank you for your participation,

Md. Ashraful Islam Md. Ahshanuzzaman

Md. Md. Abdullah Al Forhad Suvro Shahriar

Aynul Bashar Amit

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Md. Ziauddin
1. You are Local Foreigner Foreigner Non- Bangladeshi Expatriate
Bangl living in outside Resident
adesh Bangladesh Bangladesh Bangladeshi
i (NRB)

2. Do you use a Yes No

smartphone ?
Below 18 to 24 25 to 30 31 to 35 35 to 40 Above
3. Age Group 18 40
Below 10k-15k 15k-20k 20k-25k 25k-40k Above
4. Estimated
10k
Monthly
Expenditure

5. Which Phone brand are you using now? Apple HTC

Samsung Blackberry

Nokia Sony

Motorola LG

Others (Please Specify): _________________

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6. Price of your current smartphone Below 5k 6k to 10k 10k to 20k 20k to 30k Above 30k
7. Why did you choose your current smartphone? (Please choose the 3 main reasons)

Price Ease of use

Operating System The phones reputation

Display Size and Quality Positive Experience with prior model

Speed Required to use phone for work

Product reviews I have limited choices

Availability of applications Others (Please Specify): ______________________

8. What would you consider when you buy a phone ? (Please choose the 3 main reasons)

Price Screen Size

Brand Applications

Operating System Specifications (Weight/Width/Length)

Color Features

Battery Life Capacity

Others (Please Specify) _____________________

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9. What features of the phone matters most to you ? (Please choose the 3 main reasons)
 Call Quality and Signal Reception Organizer Applications (Built-In apps like calendar, Alarm Clock etc.)

Display Keyboard, Messaging and Email

Camera and Multimedia Build Quality/Hand-Comfy

Memory Applications and Games

Web Browser Bluetooth

GPS Others (Please Specify) _____________________

10. In the scenario price of smart phone increases by BDT 5000, will you still purchase it ?

YES NO

11. In the scenario, price of other smart phone brands decrease by 20%, will you switch to cheaper price phone ?

YES NO

12. In the scenario your income increases as follow, will you consider to change your phone ?

Changes in your income Decision to purchase new phone

30% YES NO

50% YES NO

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What influences you the most to try a new product or service?
Advertisements

Recommendations from friends and

family

Seeing famous people use the product

or service

Personal experience

Expert advice

Other, please

specify:

How much influence do you feel advertisements have over your buying behaviour?

Large
influence

Medium
influence

Small
influence

Not sure

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3. Page 3

Advertising is beneficial to consumers because it provides important information about goods and services.

To what extent do you agree with this statement?

I agree

I
disagre
e

Not
sure

4. Page 4

Consumers can often become victims to advertising through the purchase of unnecessary items.

To what extent do you agree with this statement?

I agree

I
disagre
e

Not
sure

5. Page 5

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The more times an advertisement is viewed by a consumer, the more likely the consumer is to go and buy the product.
To what extent do you agree with this statement?

I agree

I
disagre
e

Not
sure

6. Page 6

What do you look out for in an advertisement?

Please select 3 answers.

A brand that I am familiar with and trust

Product information

Price information

Celebrities and famous people

Discounts and deals

Humour

A level of consumer interaction

Other, please

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specify:

7. Page 7
What types of advertisements are most influential over your buying behaviour?

Please select the 3 most influential methods and rank them 1 (most influential) to 3 (least influential).

Radio adverts

TV adverts

Newspaper and magazine adverts

Mail and post adverts

Email adverts

Online adverts (internet advertising)

Billboard adverts

Digital signage adverts

Other, please

specify:

8. Page 8

Do you pay attention to online advertising?

Yes

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No
 Sometim
es

Which methods of online advertising are most influential on your buying behaviour?

Please select the 3 most influential methods and rank them 1 (most influential) to 3 (least influential).

Google advertising methods

Facebook adverts

Twitter adverts

Tumblr adverts

Youtube adverts

Reddit adverts

Banner adverts (image-based ads that appear on the side, top, and bottom
sections of websites)

Flash adverts (interactive e.g. shoot the target and win an iPod)

Mobile and smartphone adverts

In-game adverts (exist within computer or video games)

Other, please specify:

10. Page 10

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What is your favourite company in terms of their advertising methods?

Please give one answer and briefly explain why.

11. Page 11

Do any advertising methods make you feel less inclined to buy a product from a brand?

Yes, please

specify:

No

12. Page 12

Shock advertising deliberately startles and offends its audience by violating norms for social values and personal ideals. Benetton showed a
naked anorexic model on a billboard in an attempt to raise awareness for the disease.

How do you feel about this sort of advertising?

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Name of the respondent:

Contact number: email:

THANK YOU

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