Questionnaire on founder endorsement

OBJECTIVES:
1)To know opinion of people on the advertisements
especially on gold
2)To check what kind of promotions draw their
attention
3)How is the Influence of brand positioning
4)To assess the consumer behavior and intensions
5)To know on what basis they select the jewellery store
6)Impact of CO-VID19 on consumer buying.

Conclusions :
(Section-A) Respondents Characteristics
1) Majority of people age between 14-25 (95%)
2) Responses from male are high (80%)
3) Monthly household income people are earning less
than 10,000 (40%)
4) Among the responses 100% people are single
5) Occupation major is students (70%),employed are
15% and remaining 15% are business
 6) Highest level of graduation they attained is
graduation (65%)
*7) Factors they consider in selecting a jewelry shop is
quality (80%) so majority of people give preference to
quality and then price

SECTION-B “ FOUNDER
ENDORSEMENT”
1) Majority of people are aware about founders promoting
products in advt
2) Film stars (40%) and founders who are common man
(40%) attracts consumers for buying gold
3) People spend most of their time on INTERNET (85%)

ATTRACTIVENESS/PERSUASION:
 People are neutral to buy a product which is endorsed
by a founder
 Most agree that founders advt are effective
 Yes, founder advt grab more attention
 In gold industry founder endorsement influence
brand positioning is neutral
 TRUST WORTHINESS:
 People don’t feel much trust worthy by the
message delivered by the celebrities.
 Most of them agree that they check credibility of
celebrity
 They are neutral regarding the trust about the
founder is honest about the claims made in advt

Celebrity expertise:
 People agree that endorsers used in ads should have
adequate knowledge, especially for valuables like
gold
 They buy product because the founder has adequate
experience in business

IMPACT OF CO-VID19 ON CONSUMER BUYING

INTENTIONS.
1) They avoid shopping at crowded places.
2) People usually wait for gold prices to get reduced
3) Recommendations are done to buy gold when prices
are low
A.V.SIVAKUMAR
221923601022
MBA-A