This document is a questionnaire seeking responses to understand consumer perceptions of celebrity endorsements for the soft drink brand Thums Up in India. It contains 13 multiple choice and rating scale questions about topics like favorite celebrity endorsers of Thums Up, the impact of celebrity endorsements on purchase decisions, important qualities for a Thums Up celebrity endorser, and perceptions of current endorser Salman Khan's effectiveness. The questionnaire is part of research for a college project and responses will be kept confidential.

1. Dear Respondent,
This questionnaire seeks your response in the partial fulfillment of the
subject comprehensive project of semester IV of the course MBA. The
data shall be kept confidential and shall be used for research purpose
only.
“Questionnaire on Celebrity Endorser for Thums Up”
Personal Details:
Age: 15-25 26-35 36-45 46-55 55 and above
Gender: Male Female
Education: Under graduation Graduation
PostGraduation Others
Occupation: Student Service Business House wife others
1. In terms of soft drink, have you consumed Thums Up?
Yes No
2. If yes, how long you have been consuming it?
1year 2 year 5 year >5year
3. What comes to your mind aided or unaided for brand Thums Up?
Taste Colour Logo/Symbol Celebrity Advertisement

2. 4. Which celebrities you know have endorsed Thums Up?
Salman Khan Akshay Kumar Mahesh Babu Shahrukh Khan
5. Does celebrity endorser have impact on your purchase of this product?
Yes No
6. If yes, who was the most effective celebrity endorser for Thums Up?
Akshay Kumar Salman Khan Mahesh Babu
7. As endorser of brand Thums Up, what qualities are required in the celebrity?
Qualities Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
Knowledgeable
Expert
Qualified
Experienced
Well trained
Competent
Good Fit
Macho
Adventure
Beautiful
Popular
Health oriented

3. 8. Who according to you matches these qualities required for endorsing Thums
Up?
Akshay Kumar Salman Khan Mahesh Babu
9. Think of current endorser Salman Khan; examine his impact as a celebrity on
the buying decision for Thums Up?
Qualities Strongly
Disagree
Disagree Neutral Agree Strong
Agree
He has positive impact on
the brandHe has the qualities required
for endorsing the brandHe can relate to consumers
He suits the brand image
He generates curiosity for
the brandHe is an attractive person
He can raise sales for the
productHe helps in easy recall of
the brandDo you think he appeals all
the age groupHe is dependable
He is trustworthy
10. Rate the following in better recalling of cooldrinks (Thums up).
(a) Celebrities in ads.
(b) Good displays.
(c) Banners ads.
(d) Free samples.
(e) Music in ads.
(f) Other specify.________________________

4. 11. Rate the following for celebrity endorsement.
Qualities Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
C.E.is money-wasting
activity
Celebrities are earning and
no. benefits for customers
Celebrity lost their
importance as consumer are
more aware
Celebrities are not suitable
for the productbeing
endorsed
Celebrities are misleading
consumers
Government should make
strict regulations to monitor
celebrity endorsement
Celebrity should be fully
accountable for the brand
they endorsed
If brand fail to meet the
standards, celebrity should
be punished
C.E. increases the brand
image
C.E. increases demand for
the product& helps in “top
of mind” recall
C.E. should be brand

5. 12. Rank the following factors, brand on the input on purchasing decision. (1 to 6)
I) Price
II) Brand name
III) Quality
IV) Package
V) Celebrity endorsement
VI) Offers
13. Apart from salman khan, who else will be suitable for “thums up”?
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“THANK YOU”