1.

) Age
2.) Gender
3.) What makes you notice a brand?
 Celebrity Endorsement
 Quality
 Price
 Past buying experience
4.) Have you ever bought a product only because it is advertised by your favorite celebrity?
 Yes
 No
5.) For how many of the following ads, do you remember the celebrities who endorsed them?
(Thums Up, Fair & Handsome, Head & Shoulders, Lux, Mountain Dew, Rapido, Fair & Lovely,
Myntra)
 25%
 50%
 75%
 100%
6.) Are you of the belief that the actor uses the product as well?
 Yes
 No
7.) Do you think that the products specifically advertised by celebrities are of good/better
quality?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
8.) Would you withdraw from buying a product if the celebrity endorsing it is involved in a
scandal?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
9.) What comes to your mind when you think of head and shoulders?
 The Jingle
 The bright blue color
 The Actor
 Others
10.) What comes to your mind when you think of head and shoulders?
 The Action Content
 The taste
 The actor
 Others
11.) Which one do you prefer?
 Statement 1: Buying a product of a famous brand but did not use your favorite
celebrity for the advertisement
 Statement 2: Buying a product with a less famous brand but use your favourite
celebrity to advertise
 Brand
Recall
Brand
Awareness

Brand
Retention

Purchase Behavior

3&4 – Brand awareness

7&8 should have high correlation-Brand Retention (5 also)

9&10 also should have actor as chosen option (max.)- Brand Recall