research on awareness and impact of pictorial images on tobacco products
TRANSCRIPT
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8/2/2019 Research on Awareness and Impact of Pictorial Images on Tobacco Products
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RESEARCH ON
AWARENESS AND
IMPACT OF PICTORIAL
IMAGES ON TOBACCO
PRODUCTS
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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
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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.
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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
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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.
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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.
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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
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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
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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
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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
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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
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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%
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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.