Beruflich Dokumente
Kultur Dokumente
REPORT
ON
Consumer
Perception
Related to
Smoking
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Table of Contents
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Description
Preface
Acknowledgement
Students Declaration
Synopsis
Introduction to the topic
Objectives of the study
Scope of the study
Literature Review
Research Methodology
Data Analysis and Interpretation
Major Findings
Conclusion
Limitations of the study
Scope for Further Research
Bibliography
Appendix
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Page
No.
Preface
In the broadest sense, a project report is necessary to make the students of
the business school familiar with the external environment prevailing in the
world. To be competitive and work aggressively, students need to know the
policies, procedures and the trends going on in the present industrial world.
The purpose and objective of this term paper is to find out the perception of
the consumers related to smoking and in the process, find out alternatives to
smoking, the issues related to the ban of cigarettes, and how this perception
can be used as a tool for analysis in the tobacco industry.
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Acknowledgement
I am highly indebted to the faculty of J.D. Birla Institute of Management for
allowing me the opportunity to work on this term paper.
I would like to take the opportunity to thank my term paper mentor Prof S.
Lal, for her indispensable help and support throughout the preparation of
this term paper. Her suggestions and guidance have played a great hand in
the making of this term paper.
This term paper would not have been possible without the help of multiple
other people as well. I would like to thank everyone who had taken the
survey made, as it plays a crucial role in understanding the general
perception, and without which I would not have been able to arrive at any
conclusion whatsoever.
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Students Declaration
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Synopsis
Title:
Consumer Perception related to Smoking
Objective:
To see how all the above information helps the industry in a positive or
negative manner
Rationale:
These days, anti-smoking campaigns are being implemented aggressively
and the general population is now aware of the ill effects caused by smoking
actively or passively. However, it is strange enough to find that the sales of
cigarettes are not taking a drastic downfall despite of all this. It is therefore
important to understand the consumers perception related to smoking as
this would be the most efficient tool to devise the future demands for such
products as well as help the company take counter acting measures to deal
with the issues that the industry faces.
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Introduction
Cigarettes carry serious health risks, which are more prevalent than
other tobacco products. Nicotine, the primary psychoactive chemical in
tobacco and therefore cigarettes, is addictive. About half of cigarette
smokers die of tobacco related diseases and lose on average 14 years
of life.
Second hand smoke has been shown to be injurious to bystanders,
which has led to legislation that has prohibited smoking in many
workplaces and public areas.
Smoking causes more than four in five cases of lung cancer. Lung
cancer has one of the lowest survival rates of all cancers. As of a
survey taken in late 2014 by The Times of India, more people are
smoking in India now, 110 million, as compared to a mere 74.5 million
over three decades back, despite smoking being recognized as the
third biggest health risk for Indians and despite all the anti-tobacco
and smoke free laws.
Despite strong awareness among people as to how harmful smoking
cigarettes are, it is baffling that the industry has only gone from
strength to strength in terms of rapidly increasing consumers.
India became a Party to the WHO Framework Convention on Tobacco
Control on February 27, 2005.
Smoking is completely banned in many public places and workplaces
such as healthcare, educational, and government facilities and on
public transport.
Advertising through many forms of mass media is prohibited, but
tobacco companies still may advertise at the point of sale, subject to
some restrictions. There are some restrictions on tobacco sponsorship
and the publicity of such sponsorship.
Health warning labels are pictorial and text; cover 40 percent of the
front panel of the package parallel to the top edge; and are rotated
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Literature Review
Manju Rani In Her Article Tobacco use in India: prevalence and
predictors of smoking and chewing in a national cross sectional
household survey stated
There is a need for periodical surveys using more consistent definitions of
tobacco use and eliciting information on different types of tobacco
consumed. The study also suggests a need to adjust the prevalence
estimates based on household informants.
In India, tobacco consumption is responsible for half of all the cancers in men
and a quarter of all cancers in women, in addition to being a risk factor for
cardiovascular diseases and chronic obstructive pulmonary diseases.
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Research Methodology
Research Design
Exploratory Method or Consumer Survey Method was used.
Data Collection
Source: Primary Data as well as Secondary Data.
Method: Data collection has been done through surveys.
Instrument: These surveys have been collected by way of structured
questionnaires with the help of online google forms.
Sample
Size: 71 respondents for the first 12 questions and 49 respondents for the
last three questions of the survey.
Sampling Area: The majority of the responses have come in from
Kolkata, but since the survey was shared on a social networking
websites and platforms, some of the responses are from other cities
such as Mumbai, Hyderabad and Pune.
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Sampling Method
Convenience sampling technique has been followed.
1)
Demographic Profile
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Males
38
53.5%
Females
33
46.5%
2)
Age Group
Below 18
5.6%
Between 18
and 30
56
78.9%
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Above 30
11
15.5%
3) Do You Smoke?
Yes
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27
38%
No
44
62%
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Yes
66
93%
No
2.8%
Not Completely 3
4.2%
Strongly Agree 23
32.4%
Agree
14.1%
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10
Neutral
18
25.4%
Disagree
12.7%
Strongly
Disagree
11
15.5%
Preference
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1st
2nd
3rd
16
14
22.5%
19.7%
2.8%
Strong
Preference
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1st
2nd
3rd
13
18.3%
12.7%
9.9%
Mint
Preference 1st
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2nd
3rd
17
4.2%
12.7%
23.9%
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Yes
29
40.8%
No
25
35.2%
Not Sure
17
23.9%
There were 27 respondents who smoke. This means there are 2 non-smokers
who also feel smoking may be the key to relieve one of stress
Habit
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8.5%
High Stress
12
16.9%
Both
17
23.9%
Strongly Agree
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14
19.7%
Agree
10
14.1%
Neutral
17
23.9%
Disagree
11
15.5%
Strongly
Disagree
19
26.8%
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Yes
40
56.3%
No
31
43.7%
Yes
12
16.9%
No
13
18.3%
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9.9%
17
23.9%
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Yes
13
18.3%
Not Really
31
43.7%
Unsure
7%
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Yes
13
18.3%
I am unaware as to what 9
they are doing
12.7%
38%
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22
31%
11.3%
26.8%
The respondents are aware of passive smoking, and feel that smoking is
comparatively more harmful as even someone who does not smoke may be
prone to risks due to passive smoking. An almost equally strong percentage
of the respondents feel that alcohol and cigarettes consumption are both
equally bad, and strict measures should be taken against both of them.
Major Findings
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The ill-effects of smoking cigarettes are clearly known. There are very
few who have ill-equipped knowledge about it.
The survey clearly showed that the smokers themselves were well
aware of the harmful effects of smoking, yet they intentionally resort to
it.
As was shown previously, there are some smokers who feel neutral or
agree with the ban on sale of cigarettes. This clearly shows that
smokers may want to give up smoking, but the easy availability and
cheap prices may keep luring them to purchase the product.
Consumers mainly smoke not for the taste of the cigarettes, but due to
the nicotine contained. The consumers are more inclined to cigarettes
with higher level of nicotine. However, the higher the level, the more
harmful it is for the consumer.
The perception of the consumers (even the non-smokers) is that
smoking helps in relieving a person of stress.
Majority of the smokers smoke out of habit as well as to remove stress.
There are still quite a few people who are not well aware about ecigarettes.
The No Smoking ad campaigns are not very effective. As a matter of
fact, smoking scenes in films before were not particularly impactful.
But now, since the statutory warning has become mandatory, every
movie which has a smoking scene has become famous for it, which in a
way is promoting smoking, although in a negative way.
It was decided that till the time tobacco farmers are provided with an
alternative crop for their sustenance, the amendments will not be
brought about. Tobacco is a cash crop that generates Rs 6000 crore
annually only from exports as India is the second largest tobacco
growing country in the world, the health minister was told.
The ban of loose cigarettes was that the move could push tobacco
users towards chewable tobacco and bidi, which are more harmful.
"Without providing suitable alternative cash crops in tobacco and areca
nut-growing areas, farmers should not be penalized by introducing
drastic regulatory measures," was the feeling that emerged.
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E-Cigarettes
They are battery powered vaporizer that has a similar feel to tobacco
smoking. They do not contain tobacco, although they do use nicotine
from tobacco plants. The benefits and risks of using e-cigarettes are
still uncertain.
Their role in tobacco harm reduction as a substitute for tobacco
products is unclear. They may carry a risk of addiction in those who do
not already smoke. This form of cigarette has not been approved or
promoted by any government as a substitute to smoking.
The nicotine inside the cartridges of e-cigarettes is addictive. When
you stop using it, you can get withdrawal symptoms including feeling
irritable, depressed, restless and anxious. It can be dangerous for
people with heart problems.
So far, evidence suggests that e-cigarettes may be safer than regular
cigarettes. The biggest danger from tobacco is the smoke, and ecigarettes don't burn. Tests show the levels of dangerous chemicals
they give off are a fraction of what you'd get from a real cigarette. But
what's in them can vary.
E-cigarettes have triggered a fierce debate among health experts who
share the same goal -- reducing the disease and death caused by
tobacco. But they disagree about whether e-cigarettes make the
problem better or worse.
Majority of the people smoke as they feel it helps them face stress and
it makes them feel light and more confident. Smoking reduces a
persons appetite. So when a smoker quits smoking, his appetite
increases considerably. E-Cigarettes does not produce the same effect.
People are not relieved of their stress, and so e-cigarettes are not
considered as the best substitute.
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Conclusion
Indian Finance Minister Arun Jaitley proposed raising taxes on
cigarettes by at least 15%. Due to this, ITC plunged 8.2%, the biggest
drop since January 2008. Cigarette prices in India have more than
doubled since 2010, and this budget marks the fourth consecutive year
of excise duty increases.
Even as the government raises taxes on ITCs biggest profit-generating
product, investors continue to remain bullish, with 42 of the 47
brokerages recommending investors buy the stock. As smokers are
unlikely to be significantly deterred by higher prices, ITC remains one
of the top picks among consumer goods makers in India. ITC will pass
on these tax increases and consumers will still keep buying.
It may be easy to say that we should ban the sale of cigarettes.
However, India is one of the largest exporters of tobacco. Apart from
that, there are a lot of people in India who are employed due to the
tobacco industry.
Even if an alternative is found, it will not be easy to provide all those in
the tobacco industry with permanent jobs.
The ill-effects of smoking are known to everyone, yet people still
purchase cigarettes even if the prices are increased. The perception of
the consumers is clear-increasing the prices will not have much of an
effect on the consumers. The tobacco industry is one of the largest
industries of India.
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Appendix
The survey was taken in the form of a questionnaire.
*Required
Gender*
Male
Female
Age Group*
Less Than 18
18-30
More Than 30
Do You Smoke?*
Yes
No
Are You Aware of The Ill-Effects Of Smoking? *
Yes
No
Not Completely
Do You Think The Sale Of Cigarettes Should Be Banned?
1. Strongly Agree
2. Agree
3. Neutral
4. Disagree
5. Strongly Disagree
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Second
Third
Mild
Strong
Mint
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Bibliography
This term paper was done through the collection of both-primary and
secondary research. The secondary research was mainly collected from
websites such as:
http://timesofindia.indiatimes.com/
http://www.tobaccocontrollaws.org/
http://www.legacyforhealth.org/
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