Assessing the impact of tobacco branding and tobacco marketing communication (advertising) on male teenager in urban Pakistan

Abstract

The research is based on factual data, personal observation and real experiences. The research has been done to determine the impact of tobacco marketing communications and tobacco branding on teenagers in Pakistan. The research shows that teenagers tend to get influenced by their self-concept and their surroundings. This impact has low intensity for some and high intensity for others. The first chapter constitutes the introduction of the problem. The idea was to assess the impact of the tools that advertisers (big tobacco firms) use to promote their products to create brand awareness and to stimulate buying decision of either to take up smoking or of switching of brands. The theoretical framework designed shows the relationship between the dependent. independent, moderating and the intervening variables. And show how the moderating variable facilitates the \-\'hole relationship with the affect of the intervening variables that vary from person to person. These varying intangible variables are the psychological needs of each individual which can be either their need for affiliation, or need for freedom or others esteem and many more. The hypotheses development would direct the study and reflect the objective of the study. The scope, limitations and significance of the study shall help the reader to get into the depths of the study. The definitions of technical terms will make it easy to understand for the end user of the research. The second chapter is comprised of literature review which is an in-depth insight into the past researches being conducted, the facts and figures shown are a support to this study and they lay foundations for the study. The industry status both internationally and locally is discussed to help the reader understand the current scenario. The third chapter is based on the research methodology which focuses on the type of study, the type of investigation, the research instruments that shall be used. respondents identified. the sampling procedure and the statistical tools tlrnt would lead to a factual and tested cone I usion. The fourth chapter gives an in-depth analysis of data interpretation and analysis. In this chapter the frequency is calculated for each response and is added to enable the reader understand the significance of the affect of the behavioral factors taken for the stu<.ly on the habit of smoking to find the future trends and to conclude and recommend to institutes directly related. the antismoking agencies and the tobacco firms. In the end References are quoted to justify every statement that is presented in the thesis