MR Project. Anti-Smoking Campaign Abhishek Ojha (ePGP-04B-003) Saurabh Kumar Singh (ePGP-04B-102)...
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Transcript of MR Project. Anti-Smoking Campaign Abhishek Ojha (ePGP-04B-003) Saurabh Kumar Singh (ePGP-04B-102)...
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7/31/2019 MR Project. Anti-Smoking Campaign Abhishek Ojha (ePGP-04B-003) Saurabh Kumar Singh (ePGP-04B-102) Toban V
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Anti-Smoking Campaign
Marketing Research
Project
Anti-Smoking Campaign
Submitted ToDr. Joshy Joseph
Marketing Management
IIM Kozhikode
By
Abhishek Ojha (ePGP-04B- 003)
Saurabh Kumar Singh (ePGP-04B-102)
Toban Varghese (ePGP-04B-116)
Indian Institute of Management
Kozhikode
Contents
Marketing Research Project ................................................................................. 1
Anti-Smoking Campaign .................................................................................................... 1
Submitted To .................................................................................................................... 1
Dr. Joshy Joseph ................................................................................................................ 1
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Marketing Management .................................................................................................... 1
IIM Kozhikode .................................................................................................................... 1
By ..................................................................................................................................... 1
Abhishek Ojha (ePGP-04B-003) ......................................................................................... 1
Saurabh Kumar Singh (ePGP-04B-102) .............................................................................. 1
Toban Varghese (ePGP-04B-116) ....................................................................................... 1
Indian Institute of Management ........................................................................................ 1
Kozhikode ......................................................................................................................... 1
Contents ........................................................................................................................... 1
Preface .............................................................................................................................. 3
Context ............................................................................................................................. 5
The Research Problem and Aim ......................................................................................... 6
Survey Objective & Questionnaire ..................................................................................... 7
Data Analysis and Report ................................................................................................ 13
Derivation of the analysis to the objectives ..................................................................... 16
Data in Nutshell.............................................................................................................. 22
Conclusion ...................................................................................................................... 24
Attachments: Graphs and Working Sheet ........................................................................ 26
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
PrefaceAnti-Smoking Campaign (ASC) grew in many nations from the beginning of the
20th century, had very little success but the effort is continuous to better peoples
lives and make a GREEN Planet.
Most campaigns, including the ones by initiated by the government, tend to be
preachy. Preaching always backfires its not funny. Is smoking dangerous? But
make it seem ridiculous (particularly the youth) assume that it's not dangerous. We
need to state the facts in an understated manner, but be creative! Like "This is your
brain on drugs!
You Start Your Journey
Your beloveds lose you
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
There has been a drastic increase in heart attacks, cancers of the lung, head and
neck, due to increased consumption of smoking. While we are doing this survey we
also see an opposite effect in society as occurred, people who normally wouldnt
have started smoking are now smoking. How could this be?
A Consumer Behavior Focus:
Anti-Smoking marketing research is done with the effort to understand and or
predict consumer behavior. The objective is to derive the consumer acuities and
responses, which is complex and varying from individual to individual.
Knowing consumers perception is tough. Their perceptions, emotions, creeds, and
favourites are constantly changing as they steer numerous traditional, social,
mystical, physical, and cognitive environments. No degree of logic, expertise, or
experience can provide a magical portal into their hearts and minds. Only research
(Data Collection) can provide with the requisite information to ACT on it.
We are directing this hypothetical research, as an empirical project for NGOs and
other Anti-Smoking communities to understand different Is todays world wanting a
CHANGE from smoking habits or still continue to perceive and experience the
same Different age groups, demography, marital status, current profile of life view
smoking creates a negative impact in life and enhances ones conscious with
confidence to revive.
We are doing a questionnaire survey for feedback for thought leadership and derivecertain facts on Anti-Smoking Campaign. The types of data analysis used may vary
significantly from project to project depending on the research questions at hand.
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
ContextWe ePGP team members (Abhishek Ojha, Saurabh Kumar Singh and Toban
Varghese) from IIMK-04B, 2011 -2013 Batch have taken the Anti-smoking
Research Project to study & analyze through a survey of different demographys
and communities how do they perceive anti-smoking campaigns today and earlier?
1. Smoking was considered as stylish. It was acceptable in the society - givingmanly and you are grown up image to customers?
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
focusing on male & female gender of multiple age groups to diagnose and evaluate
the behavior and attitude for complete a real-time report assessment. We hope that
this project creates a sound base for understanding how these campaigns can have
a positive effect in reduce smoking and eventually quit.
Data Collection and Analysis:
Typically, the data collection methods will contain both the Offline and Online
and are measured accordingly. The data that is required for our marketing
research project includes various participant factors (e.g., demographics,
psychographics, individual differences).
Just as important, we are planning to do analysis based on the responses in
the right way, we may not be able to derive the perfect outcome or bring
change to consumer behavior.
We are working on the Anti-Smoking Campaign to get Data Collection by Direct
Consumer Survey and Online Feedback from three different demography which are;
1. Common Citizens ( General Public, Prime/Large Apartments, Social Gathering
(Clubs))
2. Corporates and their campus
3. Colleges and Youth Age
Sample population:
We are administering our questionnaires to people that are appropriate for
the study at hand. In most cases, a minimum of 300 to 360 respondents is
necessary to have a chance to extract insights. Some study designs may
necessitate a larger sample. If using online blogs chat groups, etc., the results
will be better and will be able to document them well and make sure they are
relevant.
Survey Objective & Questionnaire
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
We are students of IIM Kozhikode doing the executive Post Graduation Programme
are working on the Anti-Smoking Campaign. This empirical marketing research
project will gives us a sampling data for statistical Analysis and correlation about
peoples perceptions and perspective to build thought leadership on smoking
adversity and HELP PEOPLE - for a life without smoking. Looking forward tovalued responses and help make this campaign research successful.
Survey Questions:
1. Gender
Male
Female
2. Age Range
15-20
20-25
25-30
30-35
35-40
40-45
>45
3. Marital Status
Married
Spinster
Bachelor
Separated
4. Your Current Profile
Studying
Working
Entrepreneur
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Not Working
Home maker
5. Do you smoke?
Yes
No
6. Is Smoking considered to be stylish? Giving a manly and you are grown up
image to customers/friends?
Yes
No
7. How long have you been smoking?
Just Started
1 Year
2 to 5 Years
6 to 10 Years
10 Years Plus
Never
8. How did you build on smoking?
Stress
Urge
Temptations/Enjoyment
Machismo Feeling
Relaxation
NA
9. How often do you smoke? (1 Pack is 10 Cigarettes)
1 Pack a day
2 to 3 Packs a day
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
3 to 4 Cigarettes a day
1 after lunch and 1 after dinner
Passive
Non Smoker
10.The Organization where you are working or studying is strict on smoking
within the campus?
Yes
No
11.Have the Corporates or management taken huge initiative improving
employee /Student health by inducing Green Environment?
Yes
No
12. Has the Non Smoking Campus influenced or inspired you to make a
radical change?
Reduce Smoking
Quit Smoking
Not at all
13.The apartment/Community where you live do maintain a Non Smoking
Campus?
Yes
No
14.Are you touched by your beloveds when said Do not Smoke and Kill
yourself?
Yes
No
NA
15.Have you noticed any information regarding statutory warning & Anti-
smoking ADS on Cigarette Packs?
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Yes
No
Not Sure
16.Are you aware that Smoking is injurious to health?
Yes
No
17.Are you aware that Smoking leads to ill-effects like Heart
Attacks/Cancer/Infertility/Psychic disorder?
Yes
No
Not Sure
18.Are you aware about Smoking leads you to Mortality Salience
Unbearable/painful early death?
Yes
No
Not Sure
19.Have you been influenced by Anti-Smoking Campaign/Television ADS
/Messages help to quit smoking?
Yes
No
Not Sure
20.Do you think government regulations, messages, mandatory rules and
warning help to quit smoking?
Yes
No
Not Sure
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
21.Do you want to quit smoking?
Yes
No
Not Sure
NA
22.Did you ever try Anti Nicotine Patches and Gums to help quit smoking?
Yes
No
NA
23.Were you addictive to smoking/drugs and needed cure from de-addiction
center?
Yes
No
NA
24.If yes, would ever smoke again?
Yes
No
Dont Know
NA
25.If No, Would you be active participant for Anti-Smoking Campaigns?
Yes
No
Dont know
26. What would your message to the world?
Quit Smoking
Continue to smoke and enjoy
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Do not invite Euthanasia
Keep away from Mortality Salience
Data Analysis and Report
Survey in Nutshell
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Total number of participants in the survey was close to 300. Participants
represented varied communities which include colleges, schools, corporate house
and house wives. Utmost care was taken to include the voice of entire urbancommunity.
Target audiences for this survey were smokers as to gather the smoking trends and
behaviors. Data captured from smoking community will reflect the success or failure
of such anti smoking campaigns.
Gender & Age Based Analysis of the Sample.
For analysis entire population was broadly divided into male and female groups.Once the major demarcation was laid then the male and female group was further
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
divided into age based category. These divisions were made to tap the voices and
views of the two genders separately. Age plays an important role in determining
smoking habits and ones views towards smoking. The below two graphs show the
responses tapped in the surveys.
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Derivation of the analysis to the
objectives
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
1. Smoking was considered as stylish. It was acceptable in the society - giving
manly and you are grown up image to customers?
As per the above data, for males we can conclude that maximum number of
male respondents considering smoking to be stylish belong to the age group
of 15-25. This is juvenile stage of life where people tend to be gullible and
carried away by the fashion trends.
Analysis on female population show similar trends.
Is the image changing, with increased awareness of its ill-effects?
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
From the above data analysis we can observe that age group between 30-45,
who are supposedly more mature are aware of the ill-effects of smoking like
cancer, infertility etc. However, respondents of age group between 15-20 are
less aware of the consequences of smoking with respect to the senior
category.
Similar trend is observed for the female group.
Government policies, court orders and the statutory warnings on cigarette packsare an Impact or helping?
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Data analysis reflects that age group 30-45 is more aware of the initiatives
taken by government to curb smoking habits. It is evident that age group 15-
20 are least (12.77%) aware by the governments initiatives. So governments
anti-smoking campaigns should focus more towards adolescent age group.
Schools and colleges should be encouraged to develop a framework to
educate pupils about the ill-effects of smoking.
Similar trend is found for the female category (5% of respondents belonging
to age group 15-20 are aware of ill-effects).
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
How Media ADS and Anti-Smoking promotional programs have made any changes
in peoples life?
Not much of youth population is influenced by advertisements ( 17% male and 10%
females of age group 15-20). Government and Private firms should focus moretowards the awareness campaigns targeting youths.
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Have the Anti-Smoking (Nicotine) Patches and Tablets introduced by the Pharma
companies and prescription from the Doctors made any radical change in smoking
Habits?
This data analysis shows that people are not much aware of the nicotinepatches and tables. People do still not prefer to go to physicians to come out
of their smoking habits. Hence we can see that nicotine patches and tables
are still not popular among the respondents.
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Do people know whatMortality Salience is?
Note: (Mortality salience is a term which describes awareness of one's
eventual death.)
From the survey data it is clear that youth population (15-25) is not aware of
Mortality of Salience. Awareness of ill-effects of smoking is also minuscule in the
same age group (Concluded from above analysis).
Data in Nutshell
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Below bar chart shows the responses of male population. This graph summarizes
the responses of the male population . These responses were thoroughly analyzed
in previous sections.
Below bar chart shows the responses of female population. This graph summarizes
the responses of the male population . These responses were thoroughly analyzed
in previous sections.
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Conclusion
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Based on our research it is evident that younger generation (15-25) of the malesare considering smoking to be stylish (61.7% of 94 respondents). For femalessmoking as a style statement is observed till the age of 30 ( 15-20 , 70% : 20-25 ,37% : 25-30 52.38% of the females find smoking as stylish). So, complete ban onusage of cigarettes in electronic and print media will be a welcome move.
From our data it is clear that younger generation is not much aware about mortalityof salien. In both male and female category similar oblivion about mortality of saliencan be seen. Only 12% of males of the age group 15-20 were aware of mortality ofsalien. Meager 36% of the females among the age group of 15-25 were aware ofmortality of salien. Governments and NGOs efforts to eradicate smoking habitsshould hence focus more towards the youth. Substitutes like nicotine patches andnicotine gums are also not much popular among the people. People who are willingto give up smoking should be made aware of such substitutes.
Efficacy of the governments efforts to spread awareness of the illeffects of smokingis also questionable as 12% of male population belonging to age group of 15-20 and5% of female population belonging to age group of 15-20 considers governmentwarnings as impactful.At last we could see that willingness to quit smoking was seen in matured publicmore than the youth. With age comes the maturity, awareness and responsibility,which is the main reason as why people want to quit smoking. So governmentshould focus more towards anti-smoking awareness as people still dont have muchfaith in the awareness campaigns of governemnt.
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese(ePGP-04B-116)
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Anti-Smoking Campaign
Attachments: Graphs and Working
Sheet
MR AnalysisSheet.xlsx
Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese