MR Project. Anti-Smoking Campaign Abhishek Ojha (ePGP-04B-003) Saurabh Kumar Singh (ePGP-04B-102)...

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


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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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



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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



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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.



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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?



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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



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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



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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



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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?



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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



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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



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Do not invite Euthanasia

Keep away from Mortality Salience

Data Analysis and Report

Survey in Nutshell



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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



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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.



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Derivation of the analysis to the

objectives



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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?



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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?



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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).



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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.



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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.



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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



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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.



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Conclusion



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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.



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Attachments: Graphs and Working

Sheet

MR AnalysisSheet.xlsx

Abhishek Ojha (ePGP-04B-003), Saurabh Kumar Singh (ePGP-04B-102), Toban Varghese

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)...