International Marketing Research Case Study: Australia and Singapore

This case study analyzes the international marketing research approaches employed in Australia and Singapore to combat smoking, particularly among young people. It examines Australia's 'Quit' campaign and Singapore's National Smoking Control Program, highlighting the differences in their strategies, such as Australia's focus on school-based awareness and Singapore's stringent regulations and public education initiatives. The study also considers the impact of cultural differences and language on market research outcomes. The analysis identifies the issues facing management in the marketing environment and provides recommendations aimed at overcoming these issues. The case study concludes that while both countries share the common goal of reducing smoking rates, their methods vary significantly, reflecting their unique cultural and regulatory landscapes.

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International Marketing Research
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Table of Contents
Answer 1.....................................................................................................................................................3
Answer 2.....................................................................................................................................................5
References...................................................................................................................................................9

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Answer 1
The Quit campaign is held in Australia for waking young children regarding the harmful effects
of smoking. In the survey, it is seen that the children in Australia spend $60 million per year on
cigarettes and almost 70000 teenagers are smoke addicted. The health report shows that 75% of
lung cancers are due to smoking and also some immediate health problems faced by teenagers
for smoking1. In the survey quit Victoria also found that most of the children are absent from
school because of health problems they faced due to smoking, or they are suspended from
school. To deal with the health issues, the quit Victoria started campaigns to reduce the habit of
smoking among the children. The research not only aware the teenagers regarding the health
issues related to smoking but also told them that purchasing cigarette is illegal to work2.
The approach made to reduce smoking-
The awareness market research will be the best way to develop and evaluate anti-smoking act or
quit campaign in Australia. In this research, the main role of the survey is to see the public
relation regarding their thoughts of quit smoking and how much they are aware of the health
problems related to smoking they may face in future or even now. Teenagers are made
continuously aware regarding the health effects on a body due to smoking and also discussing
method how to get relief from the habit of smoking through campaigns in the school and by
distributing pamphlets at school, college premises3. Some curative therapies are also made for
the teenagers who are interested in quit smoking so that they can receive help to get out from the
problem. Advertising campaigns are made regarding how to quit smoking and what health
1 Halim, Rizal Edy, and Faisal Muttaqin. "Warning Labels on Cigarette Packages: A Special Stimulus for
Moslem Smokers to Quit Smoking."
The East Asian Journal of Business Management (EAJBM) 5, no. 1
(2015): 5-11.
2 Hossain, Mohammad Shakhawat, Kypros Kypri, Bayzidur Rahman, Shahnaz Akter, and Abul Hasnat
Milton. "Health knowledge and smokeless tobacco quit attempts and intentions among married women in
rural B angladesh: Cross‐sectional survey."
Drug and alcohol review 35, no. 5 (2016): 514-522.
3 Cho, Yoo Jin, James F. Thrasher, Hua-Hie Yong, André Salem Szklo, Richard J. O'Connor, Maansi
Bansal-Travers, David Hammond, Geoffrey T. Fong, James Hardin, and Ron Borland. "Path analysis of
warning label effects on negative emotions and quit attempts: A longitudinal study of smokers in Australia,
Canada, Mexico, and the US."
Social Science & Medicine 197 (2018): 226-234.

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problems could occur due to smoking. The types of market research that are appropriate for
Australia quit campaign are exploratory, descriptive or cause research. With the help of these
approaches Australia has developed various campaigns based on market research. Government
evaluated the campaigns on a regular basis to determine their effectiveness. It is observed from
the case study that related to this quit campaign Singapore is also running the similar research.
In order to develop campaigns such as advertising campaigns that targets school children as well
as promotes sports both quantitative and qualitative research have been used by Australia. The
aim of the research is to enhance the young girls not to adopt the habit of smoking. The research
analyses the success of the campaigns both in attitudes to behavior and smoking. In New Zealand
evaluation research of smoking campaign has become significant4. The research has been started
from qualitative research that mainly focused towards the group of school going children
especially males. Also it focused upon the group of young girls. After focusing upon the groups
of school children it is decided to have quantitative research through which survey is conducted
for the school children. On the other hand Singapore will make use of secondary research in
order to gather information regarding the number of school children who are adopted the habit of
smoking. For this it will make use of data that is available on internet, collect results from the
market research, obtaining information’s from government, various associations and agencies.
The leading messages are telecasted through the advertisement in media such as:-
People will receive more benefits if they quit smoke.
 The stopping day of smoke marks the beginning day of body repairing.
 The slogan stop smoking and start repairing
 it never too to quit smoking
Through Special promotion, facilities are made in sports for teenagers who are no addicted to
smoking.
Attitude and awareness- Through the survey by group discussion and also by going door to door
it is seen that the victims tried to quit smoking but they are no sure in their capability of doing
4 Maksimovic, Lauren, Damien Shen, Mark Bandick, Kerry Ettridge, and Marion Eckert. "Evaluation of the
pilot phase of the ‘Give up smokes for good’social marketing campaign."
Health Promotion Journal of
Australia 26, no. 1 (2015): 16-23.

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this. Most victims came to know regarding the harmfulness and benefits of quitting. Recently
quitters had more views than the smokers particularly about the advantage of quitting regarding
the social disapproval of smoking in Australia, before and during pregnancy and following birth.
Through group discussion, it comes to know that the tendency of quitting is more relevant among
older people than, the younger ones who are intended to perceive low health benefit from
quitting. The teenagers who have left smoking perceive a more educational improvement in
school5. The teenagers also come to know that smoking not only causes health problems but also
affect their better future which they can receive through proper education.
Answer 2
Yes, there are differences in the market research program adopted by the two different countries
Australia and Singapore to quit smoking. The difference is that the awareness market research
adopted by Quit campaign does not mention the quit line help service and quit services provided
by any hospitals in Australia. But in Singapore, awareness market research adopted by National
Smoking Control Program annually mentioned two distinctive features such as quit line help
service and quit services provided by three hospitals in Singapore to help the young youths to get
rid of smoking for better educational and career future. It can be seen that cultural differences
puts a great impact on the survey responses and results. This is the major difference based on
market research in Australia and Singapore. Children from Australia are highly responsive while
the Singaporean children gives midpoint answers6. Thus, it is clear that different countries
responds in different way based on the same issue. This is due to the fact that every country has
different cultures that affects the market research that leads to variance in the survey results.
However, not only culture but also language also plays a significant difference in the market
research of both the countries Australia and Singapore. As the language of both the countries are
different that influences while conducting a quantitative research such as interview or survey.
5 Davis, Kevin C., Jennifer Duke, Paul Shafer, Deesha Patel, Robert Rodes, and Diane Beistle.
"Perceived effectiveness of antismoking ads and association with quit attempts among smokers: evidence
from the tips from former smoker’s campaign."
Health communication 32, no. 8 (2017): 931-938.
6 Davis, Kevin C., Deesha Patel, Paul Shafer, Jennifer Duke, Rebecca Glover-Kudon, William Ridgeway,
and Shanna Cox. "Association between media doses of the Tips from Former Smokers campaign and
cessation behaviors and intentions to quit among cigarette smokers, 2012-2015."
Health Education &
Behavior 45, no. 1 (2018): 52-60.

5
Thus, to overcome with this issue both the countries are making use of image-based data by
using the visual language that helps the market researchers to gather relevant information
without any difficulty. While organizing an advertising campaign religion plays a critical role in
the market research. These difference in religion puts an impact on the advertisers.
The market research adopted in Australia to quit smoking among the youths-
The awareness market research is chosen by the government in Australia to deliver personally
important information regarding the health impacts the smokers will face due to smoking and the
health benefits they will receive if they quit smoking7. The campaign focuses on the right
campaign method to choose for helping the smokers to become a free smoker. The Quit
campaign is held in Australia to take costly measures to quit smoking among the teenagers in
Australia. Special campaigns are held in schools and colleges for spreading awareness among the
youths regarding the health issues they will face due to smoking such as lung cancer, breathing
problem and many more. They are also aware the teenagers regarding the health benefits they
will face due to quitting smoking such as no breathing problem, gives more energy that means
they will become more active than before to take part easily in hard works, feel less stressed8.
In Singapore, the National Smoking Control Program has been developed. Market research in
Singapore is generally based on demographic trends and consumer, commercial industries and
consumer products. Based on the strategy of the Quit Campaign in Singapore and Australia it is
observed that it will affect the decision making the process of the customers to a great extent9. It
will also create a vast difference in the culture of both countries. It will generate a developmental
change that will increase the risk for the children that will initiate smoking as they become adult.
According to marketing research, it has been noticed that in Singapore annually campaign for
7 Duke, Jennifer C., Kevin C. Davis, Robert L. Alexander, Anna J. MacMonegle, Jami L. Fraze, Robert M.
Rodes, and Diane M. Beistle. "Impact of a US antismoking national media campaign on beliefs,
cognitions and quit intentions."
Health education research 30, no. 3 (2015): 466-483.
8 Nagelhout, Gera E., Amira Osman, Hua-Hie Yong, Li-Ling Huang, Ron Borland, and James F. Thrasher.
"Was the media campaign that supported Australia's new pictorial cigarette warning labels and plain
packaging policy associated with more attention to and talking about warning labels?."
Addictive
behaviors 49 (2015): 64-67.
9 Brown-Johnson, Cati G., and Judith J. Prochaska. "Shame-based appeals in a tobacco control public
health campaign: potential harms and benefits." (2015): 419-420.

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national smoking control is held to provide awareness regarding the harmful effects of smoking.
The campaign enhances the smokers to quit smoking by stating the fact that how health will be
affected by smoking10. Whereas, in Australia health campaign has been designed by Quit
Victoria that demonstrates the serious health issues that are associated with smoking among
children.
Both qualitative and quantitative study states the fact that the smoking rates in Singapore are less
as compared to Australia. It is because Singapore’s smoking control laws are determined to be
strict as per the international standards. To quit smoking Singapore is taking various measures
that involve public education, smoking cessation services, prohibition of smoking in public
places, control of cigarette advertising and sales and heavy taxation11. Whereas, Australia tend to
develop campaigns that targeted school children especially young males as well as
advertisements that encourage young girls not to adopt the habit of smoking. It is noticed that
Singapore is using de-marketing strategies to control smoking as it is determined to be the major
health issue among the young generation especially the school children. While Australia is
making use of the National Quit line services to provide information related to the dangers of
smoking. It is introduced as it reduces the risk of cancer among the young generation. It
encourages smokers to give up smoking as it is highly addictive12. In Australia, such types of
campaigns have been introduced based on market research that uses numerous approaches. The
campaigns are estimated on a regular basis by the government to determine their effectiveness.
10 Wright, Alyson. "Survey of Aboriginal smokers' and ex‐smokers’ knowledge, attitudes and behaviours in
Central Australia 2016–2017."
Australian Journal of Rural Health 26, no. 4 (2018): 251-257.
11 Khandaker, Shahriar, and Juwel Rana. "Effectiveness of antismoking campaigns using health shock
appeals among male university students in Western Australia."
Family Medicine & Primary Care Review 3
(2016): 253-261.
12 Chew, L., Tan, J., Lim, J., James, L., Heng, D. and Chew, S.K., 2016. Health Promotion—Our Journey.
In
SINGAPORE'S HEALTH CARE SYSTEM: What 50 Years Have Achieved (pp. 183-202).

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References
Brown-Johnson, Cati G., and Judith J. Prochaska. "Shame-based appeals in a tobacco control public
health campaign: potential harms and benefits." (2015): 419-420.
Chew, L., Tan, J., Lim, J., James, L., Heng, D. and Chew, S.K., 2016. Health Promotion—Our Journey.
In
SINGAPORE'S HEALTH CARE SYSTEM: What 50 Years Have Achieved (pp. 183-202).
Cho, Yoo Jin, James F. Thrasher, Hua-Hie Yong, André Salem Szklo, Richard J. O'Connor, Maansi
Bansal-Travers, David Hammond, Geoffrey T. Fong, James Hardin, and Ron Borland. "Path analysis of
warning label effects on negative emotions and quit attempts: A longitudinal study of smokers in Australia,
Canada, Mexico, and the US."
Social Science & Medicine 197 (2018): 226-234.
Davis, Kevin C., Deesha Patel, Paul Shafer, Jennifer Duke, Rebecca Glover-Kudon, William Ridgeway,
and Shanna Cox. "Association between media doses of the Tips from Former Smokers campaign and
cessation behaviors and intentions to quit among cigarette smokers, 2012-2015."
Health Education &
Behavior 45, no. 1 (2018): 52-60.
Davis, Kevin C., Jennifer Duke, Paul Shafer, Deesha Patel, Robert Rodes, and Diane Beistle. "Perceived
effectiveness of antismoking ads and association with quit attempts among smokers: evidence from the
tips from former smoker’s campaign."
Health communication 32, no. 8 (2017): 931-938.
Duke, Jennifer C., Kevin C. Davis, Robert L. Alexander, Anna J. MacMonegle, Jami L. Fraze, Robert M.
Rodes, and Diane M. Beistle. "Impact of a US antismoking national media campaign on beliefs,
cognitions and quit intentions."
Health education research 30, no. 3 (2015): 466-483.
Halim, Rizal Edy, and Faisal Muttaqin. "Warning Labels on Cigarette Packages: A Special Stimulus for
Moslem Smokers to Quit Smoking."
The East Asian Journal of Business Management (EAJBM) 5, no. 1
(2015): 5-11.
Hossain, Mohammad Shakhawat, Kypros Kypri, Bayzidur Rahman, Shahnaz Akter, and Abul Hasnat
Milton. "Health knowledge and smokeless tobacco quit attempts and intentions among married women in
rural B angladesh: Cross‐sectional survey."
Drug and alcohol review 35, no. 5 (2016): 514-522.
Khandaker, Shahriar, and Juwel Rana. "Effectiveness of antismoking campaigns using health shock
appeals among male university students in Western Australia."
Family Medicine & Primary Care Review 3
(2016): 253-261.
Maksimovic, Lauren, Damien Shen, Mark Bandick, Kerry Ettridge, and Marion Eckert. "Evaluation of the
pilot phase of the ‘Give up smokes for good’social marketing campaign."
Health Promotion Journal of
Australia 26, no. 1 (2015): 16-23.
Nagelhout, Gera E., Amira Osman, Hua-Hie Yong, Li-Ling Huang, Ron Borland, and James F. Thrasher.
"Was the media campaign that supported Australia's new pictorial cigarette warning labels and plain
packaging policy associated with more attention to and talking about warning labels?."
Addictive
behaviors 49 (2015): 64-67.
Wright, Alyson. "Survey of Aboriginal smokers' and ex‐smokers’ knowledge, attitudes and behaviours in
Central Australia 2016–2017."
Australian Journal of Rural Health 26, no. 4 (2018): 251-257.