Effectiveness of cigarette promotions
Executive summary
Smoking is very common amongst the people of all ages. Keeping
in view this fact that the smoking is hazardous to health, people
dont care and keep on smoking. This research elucidates that what
makes an individual smoke and to stick to his brand even when
government has banned all the ATL (above the line) activities which
includes TVC, billboards and etc.This report gives a holistic view
of the problem definition, research objectives, research design,
and responses of respondents and analyses of data. Analyses are
mainly presented in the forms of bar graphs and pie charts. Sample
size is selected of 150 respondents based on the income level.The
data was analyzed through SPSS and thus prepared the graphical
representation which is easy to understand and analyze.
Questionnaire was made in English and Urdu (attached in appendix)
for the upper and lower end consumers. It was self-administered and
person administered. At the end of the report there is detailed
conclusion which tells that promotional activities have no impact
on purchase behavior of consumers and that rejects our
hypothesis.
Problem statement
To study the effectiveness of the promotional activities carried
out by Tobacco companies after the government banned ATL
promotional activities for cigarettes
Research OBJECTIVES
To understand and anticipate that the promotional activities the
cigarette companies are actually doing , are helping in increasing
sales of cigarettes or not.
Do the promotions actually motivate consumers to buy their
product?
What are the factors that are forcing consumers towards
smoking?
How do the consumers get aware about the companys new
products?
Do promotions help in brand switching?
Hypothesis Ho: Promotional activities have an impact on purchase
behaviorHa: Promotional activities do NOT have an impact on
purchase behavior
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