EFFECTIVENESS

OF

CIGARETTE PROMOTIONS

Executive summary
Smoking is very common amongst the people of all ages. Keeping in view this fact
that the smoking is hazardous to health, people dont care and keep on smoking.
This research elucidates that what makes an individual smoke and to stick to his
brand even when government has banned all the ATL (above the line) activities
which includes TVC, billboards and etc.
This report gives a holistic view of the problem definition, research objectives,
research design, and responses of respondents and analyses of data. Analyses are
mainly presented in the forms of bar graphs and pie charts. Sample size is selected
of 150 respondents based on the income level.
The data was analyzed through SPSS and thus prepared the graphical
representation which is easy to understand and analyze. Questionnaire was made in
English and Urdu (attached in appendix) for the upper and lower end consumers. It
was self-administered and person administered.
At the end of the report there is detailed conclusion which tells that promotional
activities have no impact on purchase behavior of consumers and that rejects our
hypothesis.

[Type text]

Problem statement
To study the effectiveness of the promotional activities carried out
by Tobacco companies after the government banned ATL
promotional activities for cigarettes

RESEARCH OBJECTIVES
To understand and anticipate that the promotional activities the
cigarette companies are actually doing , are helping in increasing
sales of cigarettes or not.

Do the promotions actually motivate consumers to buy their product?

What are the factors that are forcing consumers towards smoking?

How do the consumers get aware about the companys new products?

Do promotions help in brand switching?

Hypothesis
Ho: Promotional activities have an impact on purchase behavior
Ha: Promotional activities do NOT have an impact on purchase behavior

[Type text]

[Type text]