Research on Awareness and Impact of Pictorial Images on Tobacco Products

8/2/2019 Research on Awareness and Impact of Pictorial Images on Tobacco Products

1/13

RESEARCH ON

AWARENESS AND

IMPACT OF PICTORIAL

IMAGES ON TOBACCO

PRODUCTS


2/13

SR No Topic Page No.

1 Executive Summary

2 Problem Definition

3 Methodology

4 Research Design

5 Limitations

6 Analysis and Results

7 Conclusions and Recommendations

8 Annexure

9 Bibliography


3/13

Executive Summary

In India, at least 800,000 deaths every year are related to tobacco use, out of which 700,000

are related to smoking (Reddy and Gupta, 2004). About 10 million deaths annually are

expected around the world by 2030.The tobacco usage in highly complexes in India as

tobacco is consumed in a large number of ways in different parts of the country.

Warning labels on tobacco products are an effective way of communicating the consequences

of tobacco use and bring about behavioural changes like quitting and reducing the tobacco

consumption. Health warning labels on tobacco products constitute the most cost- effective

tool for educating smokers and non- smokers alike about the health risks of tobacco use.

We want to see the Awareness about warnings and the effect of the warnings on habit ofusing tobacco through face to face interview.

In India for smoke form products, a picture of X-ray of chest with an arrow mark pointing at

a lesion suggesting lung cancer is being used as a pictorial warning and the people who had

said picture depicts lung problems or lung cancer or injurious to health was taken as correct

response to that pictorial warning. Similarly for smokeless form, a picture of scorpion is

being used as a pictorial warning and the people who had said picture depicts injurious to

health or poison or danger to our body was taken as correct response for that pictorial

warning.


4/13

Problem Definition

Warning labels on tobacco products provide an effective way of communicating the

consequences of tobacco use. Research has shown that larger and colourful warnings placed

on packaging are more effective for informing consumers and general public. However,

primarily due to powerful lobbying by the industry, pictorial health warnings in India

experienced constant delay in introduction and dilution of content. The current warnings

appearing on tobacco products consist of drawing of a scorpion on smokeless forms of

tobacco and pictures and X- rays of diseased lungs for smoking forms.

It packaging is one of the effective means to entice a person buy a product, it can also be

effectively used to ensure that the person stop it. Many people already know that cigarettes

cause lung cancer, so how do pictorial warnings suddenly make smokers kick the habit?

The reason why pictorial warning issue was taken up was that graphic health warnings in

tobacco packages are an easy, inexpensive way to show the truth about tobacco consumption.

The warnings will thus reach all users and increase awareness about the risks of tobacco use.

Pictorial health warnings are essential in low- literacy, multilingual society to communicate

the risks of tobacco use to consumers. They are eye catching, informative, adds on as an

additional motivation to quit tobacco consumption. They are also legally, technically and

economically feasible. The need of the hour is to create social acceptability to abandon the

use of tobacco consumption by disseminating the fatal effects of its issue. Studies point that

fore warning tobacco users of the ill- effects of tobacco use through pictorial health warnings

is one of the most effective measures to control and prevent tobacco use and its

consequences.

Aim: The research study was aimed to investigate the awareness and impact of pictorial

warnings on tobacco products


5/13

Research Design

Research design is the framework for study in collecting the data. For the above research

topic we have taken the causal type of design because it directly related to the research topic.

For instance what is the effect of pictorial images on the tobacco products?

Primary data

Data collected from primary sources are in the form of questionnaire. We have covered 40

people and asked them different questions regarding the research topic. This questionnaire

and the research was only taken in the Malad (West) area.

Secondary Data

Secondary data is collected from the internet sources but again more reliance of the research

is on the primary data. We have also taken help of some magazines which contributes to our

research study.

Scaling Techniques

The scaling techniques which we have used are single category scale, and single response

scale.

Design Data Collection Forms

We have used a structured type of questionnaire consisting of 10 questions.


6/13

Limitations

There are various limitations under which the research was carried on. There were various

limitations of time, geography, sample size, cost etc..

Though the research is genuine but due to the geography and demography taken in the surveyis restricted to Malad (west), we as a whole cannot say imply that the results and analysis of

this survey can be implied to other places.


7/13

Analysis and Results

Q1) Have you seen any advertisements of the tobacco products?

Q2) Through which source have you seen the advertisements of the tobacco?

yes

82%

no

18%

Advertisements of tobacco products

0

5

10

15

20

25

30

35

TV Newspaper Radio


8/13

Q.3) What did you see in the advertisement?

Q.4 Which of this influence you most in the particular advertisement have you seen?

17%

3%

37%

26%

17%

Message

Tagline

Brand

Picture

Kind of product

0

5

10

15

20

25

30

Images Tagline


9/13

Q.5) Do you currently smoke tobacco on a daily basis, not on a daily basis, or not at all?

Q.6) Are you aware about the ill effects of smoking?

0

2

4

6

8

10

12

14

16

18

20

daily basis not on daily basis not at all

100%

Aware of ill effects


10/13

Q.7) How many cigarettes do you consume in a day?

Q.8) Are you aware about the presence of pictorial warning?

0

5

10

15

20

25

30


11/13

Q.9) Whether you can understand pictorial warning?

Q.10) Have you ever tried to quit the habit of smoking?

Yes

No

Understand pictorial warnings

97%

3%

Yes No


12/13

Q11) Does pictorial warning help to quit the habit?

Q.12) How can the ill effects of smoking be promoted more effectively? Particularly via

advertisement?

42%

58%

Yes No

Campaign

65%

Educational

forum

20%

facebook

7% others

8%


13/13

Recommendations and Conclusions

After our research we found that a large numbers of people are aware about the statutory

warnings and pictorial warnings however they are not making a major impact on the

consumer behaviour in consuming the tobacco products. From our study it can be concluded

that pictorial warnings are not that impactful as compared to statutory warnings. But however

we recommend that the pictorial health messages should be large and clear enough so that

people will read and understand as per the guidelines which may improve the readability and

perception of people.

Research on Awareness and Impact of Pictorial Images on Tobacco Products

Documents

Transcript of Research on Awareness and Impact of Pictorial Images on Tobacco Products