Consumer Perception on the Cigarette Package

This report analyses the consumer perception on cigarette packaging in different regions. It examines the factors that impact consumer perception and provides recommendations for policy implementation.

Running head: CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Consumer perception on the cigarette package
Name of the student:
Name of the University:
Author note

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

8CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
4. To provide recommendation for the Chinese government regarding the Chinese tobacco
companies and policy implementation consideration the consumer health
Research aim:
Research aim of the following research is as follows:
1. Showcasing the difference of the consumer perception regarding the packaging of
cigarette
2. Analyse the difference between the Chinese and European cigarette packaging
3. Tracing the factors which provide effect on the consumer perception on the cigarette
packaging
4. Providing recommendations to the Chinese government regarding the policy
implementation regarding the Chinese tobacco companies considering the consumer
health
Conclusion:
From the above analysis it can be seen that it is important to understand the consumer
perception regarding the cigarette packaging so as to produce such recommendations that
government can utilise to bring in effective framework to control the health hazard caused by
the smoking. Though there is considerable amount of presence of governmental effort to curb
the demand of the cigarette, yet most of the researches has failed to analyse the consumer
perception regarding the same. This report will consider the packaging of the cigarette in
order to determine the consumer perception regarding the cigarette package so as to
demonstrate effective governmental policy and determine how packaging impact the smoking
behaviour of the smokers at different region.
CHAPTER 4: ANALYSIS:
Introduction:
This section of the report will demonstrate the data analysis utilising the data that the

9CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
researcher has gained from the primary data collection method. Through graphical
presentation, Correlation and ANOVA, this section will try to analyse the consumer
perception on the cigarette packaging.
Data analysis:
Graphical presentation:
Figure 1: Figure 1 is more attractive than Figure 2 in design
Source: (Created by Author)
Figure 1 represents the attractiveness of the figure 1 in terms of design compared to
the figure 2. As per the 36% sample out of the total population agrees with the same,
1 = 1.disagree
completely
2 = 2.do not agree
3 = 3.not sure
4 = 4.more agree
5 = 5.fully agree

10CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
whereas, 3.45% people disagree the proposition. If the number of sample who are agreeing
with the proposition is considered, then it can be seen that more than 60% of the sample agree
with the given proposition.
Figure 2: Product contains in Figure 1 has a better quality than in Figure 2
Source: (Created by Author)
Figure 2 represents the quality comparisons of product contained in figure 2 and
figure 1 in. As per the sample survey it can be seen that most of the people are not sure about
the proposition, where as 28% of the people agree with the same. There are only 6.9% sample
who rejects the given proposition depicting that it is true that figure 1 gives a better
perception to the consumers regarding their product compared to the figure 2 perception.

11CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 3: Feel uncomfortable when I see the cigarette packaging in Figure 2
Source: (Created by Author)
As per the figure 3, the researcher has tried to trace the uncomforted feeling due to the
packaging in figure 2. As per the survey 39.6% people agree and 43.10% people strongly
agree with the proposition. Number of disagreement with the same is very low depicting most
people faces negative comfortability while seeing the packaging in figure 2.

12CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 4: It is necessary to use the cigarette packaging in Figure 2
Source: (Created by Author)
As per the figure 4, the researcher has tried to understand the perception regarding the
necessity to use cigarette packaging in figure 2 and it can be seen that 27.59% sample along
with 22.41% sample strongly agree and agree with the same proposition. In addition to this,
12.07% sample population rejects the proposition where as a large sample of 22.41% has
remained unanswered. Thus it can be seen that most people agree that it is important to
providing utilise necessity of cigarette packaging in figure 2.

13CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 5: Smoking frequency will reduce by seeing the pictures used in Figure 2
Source: (Created by Author)
Figure 5 depicts the impact on smoking frequency by seeing the pictures in figure 2.
As it can be seen from the pie chart, 39.66% and 27.59% of the sample population depicts
that they agree with the given proposition, where as 24.14% of the population has remained
unanswered. This depicts that, if the packaging in figure 2 can be utilised for the long time,
then it will reduce the smoking frequency of the smokers eventually.

14CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 6: Cigarette packaging of Figure 1 is likely to attract youths below 18 years old to try
Source: (Created by Author)
Figure 6 showcase the attraction of figure 1 towards the 18 years old and as per the
survey result it can be seen that 39.66% strongly agree, whereas 32.76% of the sample
population agree with the given proposition depicting the impact of figure 1 on the youth.
Sample population who are agreeing with the given proposition is as high as 72%, which
showcase that figure one enhance the customer demand to the brand and most of the youth
who are aged 18 years are attracted towards the same compared to figure 2.

15CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 7: Cigarette packaging of Figure 2 shows clearly the damages of cigarette to my health
Source: (Created by Author)
Figure 7 depicts the consumer perception regarding the health damage by figure 2 and
as per the sample survey it can be seen that 41.38% people fails to make any decision,
whereas, next largest section of the sample with 37.93% agrees with the same highlighting
the fact that packaging in figure 2 provides better health damage warning to the consumers.

16CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 8: Graphic health warning is noticeable on the cigarette packaging of Figure 2
Source: (Created by Author)
Figure 8 tries to showcase the consumer perception regarding the graphic health
warning through the figure 2. As it can be seen from the figure 8, 50% of the population
strongly agrees with the same, whereas 15.52% of the people fails to determine. With 29.31%
agreeing with the proposition and only 3.45% rejection it is true that consumer have higher
amount of graphic warning from the figure 2.

17CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 9: Graphic health of Figure 2 warning is ease of understanding on cigarette packaging
Source: (Created by Author)
Figure 9 depicts the consumer perception regarding the ease of understanding the
graphic health warning in figure 2. As per the sample survey 31.03% of the people strongly
agrees with the same and 48.28% of the population agrees lightly. With 1.72% of rejection, it
can be seen that most of the people agree that graphic health warning in figure 2 is prominent
in nature.

18CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 10: Quitting smoking is possible watching the graphic health warning in Figure 2 for
the long time
Source: (Created by Author)
As per the figure 2, researcher has tried to understand the consumer perception
regarding the impact on quitting smoking through the graphic health warning in figure 2 for
the long time and as per the survey, it can be seen that 31% people agree with the same
strongly and 41.38% people agree with the given proposition lightly. Contrary to this, it can
be seen that 10.34% rejects the given proposition, whereas 17.24% of the sample fails to
argue on the same. It highlights that most of the people consider that seeing the figure 2
graphic warning for the long time, people will quit smoking.

19CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 11: Government to strict regulate the cigarette packaging is necessary
Source: (Created by Author)
Figure 11 depicts the consumer perception regarding the necessity of cigarette
packaging and as per the survey, it can be seen that 36.21% of the sample population and
32.76% of the sample population strongly and agree lightly with the given proposition. With
rejection percentage as low as 6.90%, it can be seen that most of the consumer prefers
governmental intervention and policy implication regarding the smoking.

20CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 12: Support the government to use the cigarette packaging of Figure 2 than Figure 1
Source: (Created by Author)
Figure 12 depicts the consumer perception regarding the governmental support to
utilise the cigarette packaging of figure 2 compared to figure 1. As the figure 12 highlights,
most of the people argue that cigarette packaging as in figure 2 need to be utilised compared
to the figure 1. Previously it has been observed that figure 1 attract the consumers towards
them, whereas figure 2 provides a strong graphical warning of health hazard.

21CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Regression:
This section of the report will showcase the regression analysis result to trace the
relation between the different variables of consumer perception on the cigarette packaging.
Descriptive Statistics
Mean Std.
Deviation
N
Government
regulation
3.86 1.176 58
Gender 1.24 .432 58
Age 1.47 .731 58
Education 3.26 .807 58
Region 1.12 .329 58
Above table showcase as the selected variables for the regression government
regulation, gender, age, education and region has been chosen. With the standard deviation of
3.86, it can be seen that most of the respondent preferred strong governmental regulation in
order to control the tobacco consumption. Apart from this, most of the respondent has
education level of graduation with the age ranging from the 18 to 30 years. Region was one
of the important categorical variable in this model that showcase most of the respondent were
from the Chinese province.

22CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Correlations
Government
regulation
Gender Age Education
Pearson
Correlation
Government
regulation
1.000 .067 -.169 .001
Gender .067 1.000 .082 -.082
Age -.169 .082 1.000 -.178
Education .001 -.082 -.178 1.000
Region .089 -.209 -.165 .211
Sig. (1-tailed)
Government
regulation
. .309 .103 .496
Gender .309 . .269 .271
Age .103 .269 . .091
Education .496 .271 .091 .
Region .253 .058 .108 .056
N
Government
regulation
58 58 58 58
Gender 58 58 58 58
Age 58 58 58 58
Education 58 58 58 58
Region 58 58 58 58
Correlations
Region

23CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Pearson Correlation
Government regulation .089
Gender -.209
Age -.165
Education .211
Region 1.000
Sig. (1-tailed)
Government regulation .253
Gender .058
Age .108
Education .056
Region .
N
Government regulation 58
Gender 58
Age 58
Education 58
Region 58
Above table of correlation, showcase the significance of the chosen variables and the
level of association between the dependent and independent variables.
Variables Entered/Removeda

24CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Model Variables
Entered
Variables
Removed
Method
1
Region, Age,
Gender,
Educationb
. Enter
a. Dependent Variable: Government regulation
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .207a .043 -.029 1.194
a. Predictors: (Constant), Region, Age, Gender, Education
As per the above tables selected variables utilised for the regression analysis has been
mentioned, where government regulation is the dependent variable and age, education, region
and gender are the independent variable. R square value of .043 showcase that the model is
not the best fit model.
ANOVA table shown below highlights the F statistics and as per the same, it can be
seen that the model utilised is not the best model highlighting the lack of strong evidence to
determine how factors like age, gender, and region affect the governmental regulation.
ANOVAa

25CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 3.388 4 .847 .594 .668b
Residual 75.509 53 1.425
Total 78.897 57
a. Dependent Variable: Government regulation
b. Predictors: (Constant), Region, Age, Gender, Education
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 3.765 1.089 3.456 .001
Gender .262 .375 .096 .699 .488
Age -.272 .222 -.169 -1.226 .226
Education -.058 .203 -.040 -.287 .775
Region .322 .506 .090 .636 .528
a. Dependent Variable: Government regulation
Table 1: Tables of ANOVA of government regulation and other factors
Source: (Created by Author)
As per the table 1, it can be seen that there is no relation between the government
regulation with the Gender, Age, Education and Region. Government regulation is influenced
by the other factors than this.
Descriptive Statistics

26CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Mean Std.
Deviation
N
Figure 2 smoking quit
for long time
4.03 1.008 58
Impact of figure 2 3.84 .970 58
Necessity of figure 2 3.33 1.316 58
This regression tried to analyse the impact of the Figure 2 smoking quit for long time
with the Impact of figure 2 with Necessity of figure 2. With the mean of 4.03, most of the
respondent preferred to quit smoking if the figure has been highlighted for the long time.
Impact of figure 2 and necessity of figure 2 is also high as per the most of the respondent.
Correlations
Figure 2
smoking quit
for long time
Impact of
figure 2
Necessity of
figure 2
Pearson
Correlation
Figure 2 smoking quit
for long time
1.000 .454 .190
Impact of figure 2 .454 1.000 .522
Necessity of figure 2 .190 .522 1.000
Sig. (1-tailed)
Figure 2 smoking quit
for long time
. .000 .077
Impact of figure 2 .000 . .000
Necessity of figure 2 .077 .000 .
N Figure 2 smoking quit
for long time
58 58 58

27CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Impact of figure 2 58 58 58
Necessity of figure 2 58 58 58
As per the correlation table shown above, it can be seen that there is good amount of
relation between the long term impacts of figure 2 on the cigarette quitting possibility of the
consumer with the graphical content of the figure 2.
Variables Entered/Removeda
Model Variables Entered Variables Removed Method
1
Necessity of figure
2, Impact of figure
2b
. Enter
a. b. Dependent Variable: Figure 2 smoking quit for long time
c. b. All requested variables entered.
.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .458a .209 .181 .913
a. Predictors: (Constant), Necessity of figure 2, Impact of figure 2
As per the above table, it can be seen that the model is a good fit model. With the R
square value of .209 it signifies the relation between the dependent and independent variable
of the regression.
ANOVAa

28CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 12.129 2 6.064 7.282 .002b
Residual 45.802 55 .833
Total 57.931 57
a. Dependent Variable: Figure 2 smoking quit for long time
b. Predictors: (Constant), Necessity of figure 2, Impact of figure 2
As per the significance value of the regression, it can be seen that the regression of the
dependent and independent variable is significant.
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.249 .498 4.514 .000
Impact of figure 2 .507 .146 .488 3.473 .001
Necessity of figure
2
-.050 .108 -.065 -.462 .646
a. Dependent Variable: Figure 2 smoking quit for long time
Table 2: ANOVA of Figure 2 smoking quit for long time with the other factors
Source: (Created by Author)
As per the figure 2, there is a strong relationship between the impacts of figure 2 with
the quitting smoking. Once the consumer starts to see figure 2 and continues for the long
time, he or she prefers to quit smoking.

29CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Descriptive Statistics
Mean Std.
Deviation
N
Figure 2 warning
understanbility
3.98 .964 58
Figure 2 health damage 4.12 .860 58
Figure 2 health notice 4.02 .868 58
Figure 2 smoking quit
for long time
4.03 1.008 58
This regression model tried to analyse the impact of the figure 2 warning
understandability with the different variables as mentioned in the above table.
Correlations
Figure 2
warning
understanbilit
y
Figure 2
health
damage
Figure 2
health notice
Pearson
Correlation
Figure 2 warning
understanbility
1.000 .489 .482
Figure 2 health damage .489 1.000 .326
Figure 2 health notice .482 .326 1.000
Figure 2 smoking quit
for long time
.470 .562 .360
Sig. (1-tailed) Figure 2 warning
understanbility
. .000 .000

30CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 2 health damage .000 . .006
Figure 2 health notice .000 .006 .
Figure 2 smoking quit
for long time
.000 .000 .003
N
Figure 2 warning
understanbility
58 58 58
Figure 2 health damage 58 58 58
Figure 2 health notice 58 58 58
Figure 2 smoking quit
for long time
58 58 58
With the above correlation table, the regression model tried to find the level of
association among the different variables and from the above table it can be seen that figure 2
understanbility has significant amount of association with the chosen independent variables
of the regression model.
Correlations
Figure 2 smoking quit
for long time
Pearson Correlation
Figure 2 warning understanbility .470
Figure 2 health damage .562
Figure 2 health notice .360
Figure 2 smoking quit for long time 1.000
Sig. (1-tailed)
Figure 2 warning understanbility .000
Figure 2 health damage .000
Figure 2 health notice .003
Figure 2 smoking quit for long time .

31CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
N
Figure 2 warning understanbility 58
Figure 2 health damage 58
Figure 2 health notice 58
Figure 2 smoking quit for long time 58
Variables Entered/Removeda
Model Variables Entered Variables
Removed
Method
1
Figure 2 smoking
quit for long time,
Figure 2 health
notice, Figure 2
health damageb
. Enter
a.b. Dependent Variable: Figure 2 warning understanbility
c. b. All requested variables entered
.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .618a .382 .348 .778
a. Predictors: (Constant), Figure 2 smoking quit for long
time, Figure 2 health notice, Figure 2 health damage

32CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
As per the model summary table, it can be seen that the model is a good fit model
with the R square value of .382. Thus, it can be entailed that there is moderate amount of
relation between the dependent and independent variables chosen for this model.
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 20.264 3 6.755 11.148 .000b
Residual 32.719 54 .606
Total 52.983 57
a. Dependent Variable: Figure 2 warning understanbility
b. Predictors: (Constant), Figure 2 smoking quit for long time, Figure 2 health
notice, Figure 2 health damage
As per the above ANOVA table it can be seen that the model is significant
highlighting the fact that there is correlation between the chosen dependent and independent
variable.
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t
B Std. Error Beta
1
(Constant) .519 .612 .848
Figure 2 health damage .304 .147 .271 2.069
Figure 2 health notice .357 .129 .321 2.766
Figure 2 smoking quit
for long time
.193 .127 .202 1.523
a. Dependent Variable: Figure 2 warning understanbility
Table 3: Figure 2 warning sustainability and relation with other variables

33CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Source: (Created by Author)
As per the figure 3, it can be seen that there is no significance in case of the figure 2
warning understandability with the health damage, however the overall model highlights that
there is relation between the different variables. Thus it can be stated that, in case of
individual relation, there is lack of association, however, if all the variables are considered,
then it can be seen that figure 2 warning understandability provides moderate amount of
impact on the health choice and smoking quit probability for long time.
Descriptive Statistics
Mean Std.
Deviation
N
Cigarette packaging
importance
3.79 1.210 58
Figure 2 warning
understanbility
3.98 .964 58
Figure 2 health notice 4.02 .868 58
Figure 2 smoking quit
for long time
4.03 1.008 58
Correlations
Cigarette
packaging
importance
Figure 2
warning
understanbilit
y
Figure 2
health notice

34CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Pearson
Correlation
Cigarette packaging
importance
1.000 .553 .254
Figure 2 warning
understanbility
.553 1.000 .482
Figure 2 health notice .254 .482 1.000
Figure 2 smoking quit
for long time
.250 .470 .360
Sig. (1-tailed)
Cigarette packaging
importance
. .000 .027
Figure 2 warning
understanbility
.000 . .000
Figure 2 health notice .027 .000 .
Figure 2 smoking quit
for long time
.029 .000 .003
N
Cigarette packaging
importance
58 58 58
Figure 2 warning
understanbility
58 58 58
Figure 2 health notice 58 58 58
Figure 2 smoking quit
for long time
58 58 58
Correlations

35CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Figure 2 smoking quit
for long time
Pearson Correlation
Cigarette packaging importance .250
Figure 2 warning understanbility .470
Figure 2 health notice .360
Figure 2 smoking quit for long time 1.000
Sig. (1-tailed)
Cigarette packaging importance .029
Figure 2 warning understanbility .000
Figure 2 health notice .003
Figure 2 smoking quit for long time .
N
Cigarette packaging importance 58
Figure 2 warning understanbility 58
Figure 2 health notice 58
Figure 2 smoking quit for long time 58
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method

36CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
1
Figure 2
smoking quit for
long time, Figure
2 health notice,
Figure 2 warning
uderstabilityb
. Enter
a.b. Dependent Variable: Cigarette packaging importance
c. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .553a .306 .268 1.036
a. Predictors: (Constant), Figure 2 smoking quit for long time,
Figure 2 health notice, Figure 2 warning understanbility
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1 Regression 25.575 3 8.525 7.945 .000b
Residual 57.943 54 1.073

37CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Total 83.517 57
a. Dependent Variable: Cigarette packaging importance
b. Predictors: (Constant), Figure 2 smoking quit for long time, Figure 2 health
notice, Figure 2 warning understanbility
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t
B Std. Error Beta
1
(Constant) 1.100 .758 1.452
Figure 2 warning
understanbility
.709 .174 .565 4.069
Figure 2 health notice -.021 .183 -.015 -.116
Figure 2 smoking quit
for long time
-.012 .157 -.010 -.074
Coefficientsa
Model Sig.
1
(Constant) .152
Figure 2 warning understanbility .000
Figure 2 health notice .908
Figure 2 smoking quit for long time .941
a. Dependent Variable: Cigarette packaging importance
Table 4: ANOVA of cigarette packaging importance with other factors
Source: (Created by Author)

38CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
As per the table 4, it can be seen that there is a relationship between the cigarette
packaging importance and the figure 2 warning understanbility. Thus, as per the consumer
perception, it is important to bring in understandable graphical warning content so as to
reduce the smoking.
Descriptive Statistics
Mean Std.
Deviation
N
Figure 1
attraction
3.84 1.182 58
Age 1.47 .731 58
Education 3.26 .807 58
Region 1.12 .329 58
As per the present model it tried to analyse the figure 1 attraction depending upon the age,
education and region. Thus the dependent variable is figure 1 attraction and the independent
variables are age, education and region.
Correlations
Figure 1
attraction
Age Education Region
Pearson
Correlation
Figure 1
attraction
1.000 .004 .172 .049
Age .004 1.000 -.178 -.165
Education .172 -.178 1.000 .211
Region .049 -.165 .211 1.000

39CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Sig. (1-tailed)
Figure 1
attraction
. .489 .099 .357
Age .489 . .091 .108
Education .099 .091 . .056
Region .357 .108 .056 .
N
Figure 1
attraction
58 58 58 58
Age 58 58 58 58
Education 58 58 58 58
Region 58 58 58 58
As per the correlation table, it can be seen that there is good amount of relation
between the age and the attraction of the figure 1. In addition to this, region has moderate
amount of impact on the attraction of the figure 1.
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
Region, Age,
Educationb
. Enter
a.b. Dependent Variable: Figure 1 attraction
c. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .176a .031 -.023 1.195

40CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
a. Predictors: (Constant), Region, Age, Education
As per the model summary table, it can be seen that the R Square value is .031
highlighting the lack in the case of model selection.
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 2.467 3 .822 .576 .634b
Residual 77.137 54 1.428
Total 79.603 57
a. Dependent Variable: Figure 1 attraction
b. Predictors: (Constant), Region, Age, Education
Above table highlights the selected variables has moderate amount of
influence on the figure 1 attraction.
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.848 .923 3.084 .003
Age .061 .222 .038 .276 .783
Education .255 .203 .174 1.259 .214
Region .067 .497 .019 .134 .894
a. Dependent Variable: Figure 1 attraction
As per the above table, it can be seen that the level of significance is less in case of

41CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
different variables, however, there is certain amount of association between the attraction of
the figure 1 with the age, education and region.
Descriptive Statistics
Mean Std.
Deviation
N
cigarettes consumption 1.84 .819 57
Impact of figure 2 3.84 .978 57
Cigarette packaging
importance
3.77 1.210 57
Through this analysis, the researcher has tried to analyse the cigarette consumption
impact of figure 2 due to the cigarette packaging and importance of the same.
Correlations
cigarettes
consumption
Impact of
figure 2
Cigarette
packaging
importance
Pearson
Correlation
cigarettes consumption 1.000 -.054 -.145
Impact of figure 2 -.054 1.000 .482
Cigarette packaging
importance
-.145 .482 1.000
Sig. (1-tailed) cigarettes consumption . .345 .141
Impact of figure 2 .345 . .000

42CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Cigarette packaging
importance
.141 .000 .
N
cigarettes consumption 57 57 57
Impact of figure 2 57 57 57
Cigarette packaging
importance
57 57 57
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
Cigarette
packaging
importance,
Impact of
figure 2b
. Enter
a. Dependent Variable: cigarettes consumption
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .146a .021 -.015 .825
a. Predictors: (Constant), Cigarette packaging importance, Impact of figure 2

43CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression .803 2 .401 .589 .558b
Residual 36.776 54 .681
Total 37.579 56
a. Dependent Variable: cigarettes consumption
b. Predictors: (Constant), Cigarette packaging importance, Impact of figure 2
Above ANOVA table highlights that the model is significant in nature, however, the
level of significance is less depicting moderate amount of relation among the different
variables.
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t
B Std. Error Beta
1
(Constant) 2.171 .473 4.595
Impact of figure 2 .017 .129 .021 .135
Cigarette packaging
importance
-.105 .104 -.155 -1.009
Coefficientsa

44CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
Model Sig.
1
(Constant) .000
Impact of figure 2 .893
Cigarette packaging importance .317
a. Dependent Variable: cigarettes consumption
Table 5: ANOVA of cigarette consumption and figure 2 importance
Source: (Created by Author)
As per the figure 5, it can be seen that there is no relationship between the cigarette
consumption and the cigarette packing importance as per the survey conducted.
Correlations:
This section of the report will analyse the correlation between different variables of
the consumer perception on the cigarette packaging.
Correlations
Cigarette
packaging
importance
cigarettes
consumption
Region Necessity
of figure 2
Figure 2 warning
understandability
Figure 2
smoking
quit for
long time
Cigarette packaging
importance
Pearson
Correlation 1 -.145 -.024 .396** .553** .250
Sig. (2-tailed) .282 .856 .002 .000 .058
N 58 57 58 58 58 58
cigarettes
consumption
Pearson
Correlation -.145 1 .137 -.249 .038 .220
Sig. (2-tailed) .282 .309 .061 .778 .101
N 57 57 57 57 57 57
Region
Pearson
Correlation -.024 .137 1 -.174 -.049 .040
Sig. (2-tailed) .856 .309 .191 .717 .765
N 58 57 58 58 58 58
Necessity of figure 2 Pearson
Correlation .396** -.249 -.174 1 .322* .190
Sig. (2-tailed) .002 .061 .191 .014 .154

45CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
N 58 57 58 58 58 58
Figure 2 warning
understandability
Pearson
Correlation .553** .038 -.049 .322* 1 .470**
Sig. (2-tailed) .000 .778 .717 .014 .000
N 58 57 58 58 58 58
Figure 2 smoking
quit for long time
Pearson
Correlation .250 .220 .040 .190 .470** 1
Sig. (2-tailed) .058 .101 .765 .154 .000
N 58 57 58 58 58 58
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Table 6: Correlation of different factors of cigarette packaging
Source: (Created by Author)
Above table showcase the correlation between the different factors of the cigarette
smoking perception of the consumers and as per the above table it can be seen that there is a
positive relation between the Cigarette packaging importance with the Necessity of figure 2
and Figure 2 warning understandability. Next to this, above table showcase that strong
relationship is present between the Necessity of figure 2 and Cigarette packaging importance
and Figure 2 warning understandability that depicts the relationship between the cigarette
packaging and how good it is understandable by the consumers. Figure 2 warning
understandability is much higher and it depicts positive relationship if Cigarette packaging
importance, Necessity of figure 2 and Figure 2 smoking quit for long time is considered that
depicts with rise in the understandability of the graphical content in figure 2, other factors
will also rise. Figure 2 smoking quit for long time and Figure 2 warning understandability is
another perception that faces significant relationship between them which depicts with rise in
the figure 2 understanbility, there will be rise in the smoking quit as well.
Conclusion:
From the above analysis it can be seen that consumer perception regarding the figure
2 is not very good in terms of attractiveness, however, if the health hazard warning and
government rules are considered, then it can be seen that figure 2 influence both of them by a

46CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
large extent. Figure 1 of the cigarette packaging is good to attract consumers, however, they
can be considered as the possible reasons of the youth smokers because it attracts the youths
by a large extent.
CHAPTER 5: CONCLUSION AND RECOMMENDATION:
Introduction:
This chapter will summarise the finding of the research and showcase how consumer
perception regarding the cigarette package differ from each other depending upon the
different region. Additionally it will comment on the finding of the data analysis section in
order to showcase the impact of the consumer perception regarding the cigarette packaging
on their smoking habit. Moving forward, the report will portray the recommendation for the
cigarette packaging in order to bring in such a framework where the government can
introduce policies to curb the health hazard caused by smoking cigarette in different zone.
Findings:
The research work was amid to trace the consumer perception on the cigarette
package and additionally it tried to determine the factors that influence the cross cultural
factors of the cigarette packaging. Moreover, the aim of the research work was to determine
the recommendations for the Chinese government in order to reduce the tobacco
consumption. In order to perform the analysis, the report has utilised the different statistical
tool like correlation, regression and graphical presentation of the data in order to assess the
research objective. Through the utilisation of the statistical software SPSS and Excel, derived
data has been analysed and it has allowed the research to achieve the research objective. The
research analysis has been done through the utilisation of the data perceived from the primary
research.
As per the above finding it can be seen that consumer perception regarding the figure
2 of cigarette packaging is strong and it provides a good amount of benefit to the

47CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
governmental policies to be implemented. Strong graphical image provides a good warning to
the smokers related to health related issues and along with the same understanbility of the
figure 2 is much higher compared to the figure 1 that showcase the wide amount of youth
prefer to have figure 1 packaging. Consumer perception regarding the cigarette packaging is
clearly traceable from the above analysis and it showcase the different implication on the day
to day life of the smokers as well. Moreover, it can be found that the researcher has
performed the regression in order to determine the model that describe the consumer
perspective of the cigarette packaging. From the regression models, it can be found that the
factors like packaging of the second image provides better health hazard warning to the
tobacco consumers owing to the strong graphic content of the same. Apart from this factors
like the age, education and region does not show any resemblance with the governmental
regulation. In aadditon to this, it can also be seen that people who observed the figure 2 for
the long time showcase higher probability to quit their smoking habit in long run. One of the
important observation from the above research can be seen in terms of the importance of the
cigarette packaging. Most of the respondent in the research has showcased that people prefer
to have graphical warnining and packaging on the cigarette pack like figure 2. It showcase
strong warning to the consumers while highlighting the health hazard of the cigarette
consumption.
In addition to this, from the correlation between the different factors of the cigarette, it
can be seen that there is a positive relation between the Cigarette packaging importance with
the Necessity of figure 2 and Figure 2 warning understandability. Apart from this, there is a
strong relationship between the Necessity of figure 2 and Cigarette packaging importance and
Figure 2 warning understandability that depicts the relationship between the cigarette
packaging and how good it is understandable by the consumers. Figure 2 warning
understandability is much higher and it depicts positive relationship if Cigarette packaging

48CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
importance, Necessity of figure 2 and Figure 2 smoking quit for long time is considered that
depicts with rise in the understandability of the graphical content in figure 2, other factors
will also rise. Figure 2 smoking quit for long time and Figure 2 warning understandability is
another perception that faces significant relationship between them which depicts with rise in
the figure 2 understanbility, there will be rise in the smoking quit as well.
Analysis of the sample population showcase two distinctive thing:
1. Firstly government need to bring in strict policies, where the firms will be forced to
utilise strict statutory warning with strong graphical presentation of the impact of
tobacco consumption
2. Secondly, depending present research neglects the finding of the previous researches,
which argue that factors like age, education and region influence the perception
regarding the tobacco consumption.
3. Thirdly, the research work highlights that cross cultural perspective of the consumer
on the cigarette packaging remains same irrespective of the region.
Research gap:
Following research work has certain amount of gap. For instance, the researcher has
tried to trace the performance gap of the different economies depending upon the cigarette
consumption and it has failed to do so owing to the limited access to the different place of the
world. Under the budget constraint, the researcher has failed to analyse the broad perspective
of the cigarette consumers of different place around the world. In addition to this, the
researcher has failed to analyse the performance of the cigarette packaging in different and
the magnitude of the same to influence the consumer perception regarding the tobacco
consumption.
Recommendation:
Following recommendation can be done:

49CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
 In order to reduce the youth smoking government of China need to bring in such rule
that will force the producers to provide image warning regarding health hazard as
figure 2
 Government of china need to trace the policies to curb the demand of the cigarette in
order to reduce the smoking related issues
 It would be ideal for the Chinese government to bring in policies that will force the
producers to mandatorily use graphical content which is easily understandable
 Portion of graphic content need to be fixed in terms of percentage so as to enhance the
understanbility and graphical warning to the smokers

50CONSUMER PERCEPTION ON THE CIGARETTE PACKAGE
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