ABSTRACT:
Packaging plays key role in in marketing the product in present world of globalisation.[i] In spite on textual warnings on tobacco packs it’s still being neglected. Plain packaging is extremely valuable to break impact of packaging.[ii]No research has been conducted which includes the combination of self efficacy, effectiveness along with textual and visuals warnings on packs of cigarettes. Protection Motivation theory plays useful role in helping smokers to quit in context of fear in minds of people. Pictorial warnings visuals depicting health problems on it due to excessive smoking and intake of tobacco have been proved very effective to educate and create social awareness among youths in countries like Brazil, Canada, France and Australia. Previously research has been conducted on plain packaging and its warnings visuals on cigarettes packs in France which concludes that visual warnings on cigarette packs are more useful and effective than textual messages to spread social awareness among consumers[iii]. My research will be the combination of plain packaging, textual warning along with pictorial, visuals displays, self efficacy and cessation support which will be conducted in United Kingdom. This research will enabled to study how effective is this method to spread social awareness with the help of qualitative methodology which will conducted in focus group which will involve discussions and then taking opinions of 30 people between age group of 18-36 years. This study will also assist us to spread social messages and health warnings in future applications.
[i] .Shapiro SJ, Perreault WD, McCarthy EJ. Basic Marketing: A global managerial approach. McGraw-Hill.1999. Toronto.
Meyers H, Lubliner MJ. The marketer‘s guide to successful package design. Chicago, Illinois, USA: NTC Business Books, 1998.
[ii] Gallopel-Morvan K, et al, The use of visual warnings in social marketing: The case of tobacco, Journal of Business Research (2009), doi:10.1016/j.jbusres.2009.09.012
[iii] Gallopel-Morvan K, et al, The use of visual warnings in social marketing: The case of tobacco, Journal of Business Research (2009), doi:10.1016/j.jbusres.2009.09.012
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