Dear Participant,

I am a student of Daffodil International University. I’m conducting research titled “Factors

Influencing Purchase Intention of Sunsilk Shampoo: A Study on Students of Daffodil
International University” for my Marketing Research (MKT-407) Course and the current
questionnaire is designed for data collection purposes. I am kindly inviting you to participate in
this research study by completing the attached questionnaire.

Your participation is on a voluntary basis, and if you do not want to participate, please discard
the questionnaire. However, I really appreciate your help in filling in this questionnaire. It will
take approximately only 10 minutes to complete. Please note that there is no right or wrong
answer for the questionnaire questions.

Thank you for your cooperation, and for any queries or further information about this study,
please do not hesitate to contact me.

Kind Regards,

Naimul Islam Naeem

Student ID: 202-11-1185
Batch: 56-A
Contact: 01716795513
Email: naeem11-1185@diu.edu.bd
INSTRUCTION: PLEASE SELECT YOUR ANSWER FOR THE FOLLOWING
QUESTIONS
Section 1: General Question

Instruction: To answer the questions if your answer is “Yes”, please continue.

If your answer is “No”, Please discard this questionnaire. Thank you!

Have you ever used Sunsilk Shampoo? [Q- 1 Yes

1] 2 No

Section 2: Information about Yourself

Instruction: Please place a mark in the category that best describes you – or fill in the blank.
Your responses are for research purposes only. They will be kept confidential and reported as
aggregate data only.

1 Male
Gender [Q-2] 2 Female
3 Others
1 First Year
2 Second Year
Educational Status [Q-3] 3 Third Year
4 Fourth Year
5 Masters
1 Below 20,000
2 20,001-40,000
3 40,001-60,000
Household Income (per month in BDT) [Q-4]
4 60,001-80,000
5 80,001-100,000
6 100,001-Above
1 Below to18
2 19-20
Age [Q-5] 3 21-22
4 23 - Above

Section 3: The information about the products, which are shared by Consumers in User
Generated Content:

About Sunsilk Shampoo:

Sunsilk is a well-known hair care brand by Unilever, offering a variety of shampoos tailored to
different hair types. In Bangladesh, Sunsilk products are designed to address specific hair care
needs. The brand is recognized for providing effective solutions for various hair concerns.

Instruction: This section asks questions which use rating scales. Please select the number that
best describes your opinion from this following scale:
 Strongly Agre Strongly
Disagree Neutral
Construct Question Disagree e Agree
1 2 3 4 5
Sunsilk Shampoo influences my
decision when purchasing hair
care products.
Sunsilk Shampoo is available in
Availability the size and variant I prefer.

A [1-4] Sunsilk Shampoo is easily

accessible in the stores.
The accessibility of Sunsilk
Shampoo in rural areas of
Bangladesh is satisfactory.
Sunsilk Shampoo provides good
value for money based on its
price and performance.
Price The price of Sunsilk Shampoo in
Bangladesh is reasonable.
P [1-3]
The packaging size and price
options of Sunsilk Shampoo
cater well to customers' budgets.
Sunsilk is a trustworthy brand
for hair care.
I believe Sunsilk products are of
Brand Image high quality
Sunsilk is known for improving
BI [1-4] hair health.
How satisfied are you with the
results of Sunsilk on your hair
health?
I often seek opinions from others
about their experiences with
Sunsilk Shampoo before making
a purchase.
I am willing to recommend
Sunsilk Shampoo to others
Purchase
Intention The affordability of Sunsilk
Shampoo compared to other
PI [1-4] brands is a key consideration
for me.
I believe that Sunsilk
Shampoo's association with a
celebrity enhances the
product's credibility.
*Thank you for taking the time to complete the questionnaire. Your information is very valuable and greatly
appreciated*

Conceptual Framework

Brand Image

Availability Price

Purchase
Intention