"Assessment of consumers perception about the role of branding and packaging of Cigarettes"

Abstract

The topic chosen for the research is on the role of branding and packaging. of cigarette brands among university men students perception. Respondents are the university men students of Islamabad. Specifically five universities are targeted which are Bahria University, Muhammad Ali Jinnah University, COMSATS, Iqra University, and. Hamdard University. The respondents are asked about their preferences for various cigarette brands of Pakistan Tobacco Company (PTC), based on various attributes like branding, packaging, size, shape, color, taste, quality, image, self-satisfaction etc. The sample is equally distributed among the all five targeted universities of Islamabad. After the interpretation and analysis of the responses given by the students it can easily be concluded that branding and packaging do influence the students in their preferences for _various cigarettes of PTC. In this modem era of extensive competition the production firms cannot really compromise on quality. And after conducting the study it can easily be deduced that brand name represents the image of the manufacturing company. And brand name is recognized by its packaging and other product related attributes, which cannot be overlooked. The main conclusion of the study is that the role of branding and packaging of cigarette brands do influences the university men students buying preferences. And PTC is very well catering its target market requirements.