Consumer Perception on the Cigarette Package

Running head: CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Consumer perception on the cigarette package
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1CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Table of Contents
CHAPTER 1: INTRODUCTION:.............................................................................................4
Introduction:............................................................................................................................4
Research background:.............................................................................................................4
Research problem:..................................................................................................................6
Research question:..................................................................................................................7
Research objective:.................................................................................................................7
Research aim:..........................................................................................................................8
Conclusion:.............................................................................................................................8
CHAPTER 4: ANALYSIS:........................................................................................................8
Introduction:............................................................................................................................8
Data analysis:..........................................................................................................................9
Conclusion:...........................................................................................................................46
CHAPTER 5: CONCLUSION AND RECOMMENDATION:..............................................46
Introduction:..........................................................................................................................46
Findings:...............................................................................................................................47
Research gap:........................................................................................................................49
Recommendation:.................................................................................................................49
Reference:................................................................................................................................50

2CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Table of Figures
Figure 1: Figure 1 is more attractive than Figure 2 in design....................................................9
Figure 2: Product contains in Figure 1 has a better quality than in Figure 2...........................10
Figure 3: Feel uncomfortable when I see the cigarette packaging in Figure 2........................11
Figure 4: It is necessary to use the cigarette packaging in Figure 2........................................12
Figure 5: Smoking frequency will reduce by seeing the pictures used in Figure 2.................13
Figure 6: Cigarette packaging of Figure 1 is likely to attract youths below 18 years old to try
..................................................................................................................................................14
Figure 7: Cigarette packaging of Figure 2 shows clearly the damages of cigarette to my health
..................................................................................................................................................15
Figure 8: Graphic health warning is noticeable on the cigarette packaging of Figure 2.........16
Figure 9: Graphic health of Figure 2 warning is ease of understanding on cigarette packaging
..................................................................................................................................................17
Figure 10: Quitting smoking is possible watching the graphic health warning in Figure 2 for
the long time.............................................................................................................................18
Figure 11: Government to strict regulate the cigarette packaging is necessary.......................19
Figure 12: Support the government to use the cigarette packaging of Figure 2 than Figure 1 20

3CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Table of Tables
Table 1: Tables of ANOVA of government regulation and other factors................................25
Table 2: ANOVA of Figure 2 smoking quit for long time with the other factors...................28
Table 3: Figure 2 warning sustainability and relation with other variables.............................33
Table 4: ANOVA of cigarette packaging importance with other factors................................38
Table 5: ANOVA of cigarette consumption and figure 2 importance.....................................44
Table 6: Correlation of different factors of cigarette packaging..............................................45

4CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
CHAPTER 1: INTRODUCTION:
Introduction:
Cigarette packaging is one of the essential tools for the producers regarding the brand
growth and they deliberately utilise the channel in order to enhance their brand preference
(Alpert et al. 2018). As per the Global Framework Convention on Tobacco Control (FCTC),
tobacco promotion and advertising can be defined as the any form of recommendation,
commercial communication with the deliberate aim to impact the promotion of the tobacco
product through direct or indirect channel and it makes the brand imaging with statutory
health warning essential for the different brands of cigarette (White et al. 2015). As per the
Salloum et al. (2017), it can be seen that generic packaging of tobacco products is essential
for the brand image and enhance the performance of the firm. However, since 2007, there has
been large appropriation by the government to provide warning of health hazard by
consumption of the cigarettes, and however, most of the nations has ratified the same
(Thrasher et al. 2015). Apart from the New Zealand and Australia no nations has taken the
rule seriously regarding the cigarette packaging (Czoli and Hammond 2014). On the other
hand, it can be seen that government rules against the cigarette consumption and promotion
has impacted the performance of the firms that has made it one of the most debated issue that
whether cigarette consumption has impacted through the government campaign or not (Ford
et al. 2016). Under this situation, this report is aimed to analyse the consumer perception
regarding the cigarette packaging in different area depending upon the age, education, gender
and different other variables.
Research background:
Packaging is one of the essential tools for the brand promotions of the consumer
goods like cigarette (Skaczkowski et al. 2018). As per the marketing literature, it can be seen
that the marketing mix with effective packaging acts as the silent salesman for the firm and it

5CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
is the communication lifeblood of the product that attract prospect customers (White et al.
2015). When it comes to the cigarette packaging, then it can be seen that packaging of the
brand signifies the brand identity and through the logo, pictures, colours, packaging material
as well as the shape of the box determines the class of the brand (Brose et al. 2014). For
instance, one of the world’s popular brand, Marlboro, one can clearly identify the same with
the iconic red Chevron and when it comes to the yellow cane (Moodie et al. 2015). Whereas,
Chinese cigarette, then there is Kent, Hilton, Yunyan, Zhonghua and Ashima that can easily
be identified with their iconic red, and golden coloured packaging (Lee et al. 2017). Thus,
one can easily understand the importance of the cigarette packaging and utilise the same to
signify their brand among others (Kotnowski et al. 2015). However, under the recent policy
from the international body of the cigarette consumption, it can be seen that, producers need
to put warning contents in their packaging and this has significantly reduced the consumption
of the revenue for the respective firms (O’Connor et al. 2015). Under this scenario, it is of
much importance for the researchers to identify the consumer perception regarding the
cigarette packaging. From the research of the Yesmin and Islam (2017), it can be seen that
the Cigarette warning on their packaging is one of the widely used and oldest yet effecting
disclosure mandated by the federal agencies and the health institution through the policy
implementation. Under the effective policy utilization by the several bodies it can be said that
consumers has widely learned regarding the health hazard of the cigarette smoking, however,
it has failed to provide any positive impact on the same. Under the policy regime introduced
by the competing authority, only positive impact that can be seen in terms of rise in the tax
income. Apart from this, it can be seen that the number of consumers has enhanced by the
large extent and contrary to this, income of the manufacturing companies has failed to
increase in such a ratio that it was supposed to be. A large section of the income of the
producers goes to the government due to the policy implication and tax regime. However, the

6CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
problem of the smoking has remained unaltered. Additionally it can be seen that, with the
effective packaging though the number of the aged consumers has reduced, number of the
youth cigarette consumers has enhanced by a large extent over the years around the world. If
the case of the cigarette consumption can be analysed in terms of the developed and
developing nations, then it can be seen that developing nations face higher consequence of
the tobacco consumption. A large number of youth population in developing nation consume
cigarette by a large proportion compared to the developing nations that makes situation more
problematic. Though there is wide amount of the restriction and age bar on the consumption
of the tobacco contained products in the countries like China, Japan, India and other
developing nations, yet, over the years, the number of the consumer of the tobacco has been
rising. In addition to this, it can be seen that the performance of the economy has been
reducing under the poor health condition of the youth population.
Research problem:
As per the estimation china has more than 320 million of smokers and over the recent
years in spite of having import restriction on the cigarette products from the foreign firms by
a large extent, China has become largest market for the exporters of cigarette (Harris et al.
2017). On the other hand, number of smokers in EU has an estimated 1 billion people
smokers and the situation tends to worse considering the case of the US (Al-Hamdani and
Smith 2015). As per the estimation every 21 people out of 100 US citizen smokes and 16
millions of people are suffering from the tobacco related disease (Hughes et al. 2016). Under
this situation, it would be essential to bring in such framework that can reduce the tobacco
related disease in different region around the world (Minaker et al. 2018). From this scenario,
it can be seen that it is essential to analyse the consumer perception regarding the cigarette
packaging (Gallopel et al. 2018).
As per the findings of the Hoon and Lee (2018), it can be seen that, consumer

7CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
perspective regarding the warning on the cigarette packaging is taken lightly in the
developing due to the small portion of the packaging is covered with the statutory warning;,
whereas, if the case of the developed nation is considered, then it can be seen that they follow
a strict minimum ratio of packaging which need to be covered by the warning message
regarding the health hazard. Considering the case of the EU and US, it can be seen that,
government has established a framework regarding the health hazard message on the cigarette
packaging and the minimum level of the same is 30% depicting the amount of importance of
the packaging considered in the developed nations. In addition to this, it can be seen that
Boshoff and Toerien (2017) argues that, with the difference in the education level and the
various factors like age leads to the difference in the consumer perspective regarding the
cigarette packaging, however, most of the research has failed to provide any concrete
evidence regarding the cross country perspective regarding the consumer perspective of the
cigarette packaging. Under this situation, this research is aimed to find out the cross cultural
difference in the consumer perspective regarding the cigarette packaging. It will allow the
researcher to determine the factors which provide notable impact on the performance and the
perspective of the cigarette packaging in different economy around the world.
Research question:
Research question of the present research is as follows:
What is the consumer perception regarding the cigarette packaging in different region?
Research objective:
The research objective of the following research is as follows:
1. To demonstrate the difference of the consumer perception on the cigarette package
2. To examine the difference between the packaging between the European countries and
China.
3. To find out the factors that can impact the consumer perception of the cigarette package