دانلود رایگان مقاله دلسرد کردن مصرف سیگار از طریق استراتژی های بازاریابی

Abstract

Developing countries report high prevalence of smoking habits among youngsters. The transition from school to college is a critical phase where young people are more likely to adopt such unhealthy habits and life-style. It is necessary to understand the factors that lead youngsters to smoking and analyze the relationship of these factors with other socio-economic and demographic variables. The present study is a cross sectional empirical research based on multi-stage sampling process. Data analysis reveals some important relationships among the variables under study which have been suitably utilized in the formulation of de-marketing strategies for vulnerable age groups. These de-marketing strategies are based on the notion that consumption behavior among college students varies significantly which is also evident from factor analysis of data.

5.4. Promotion

Tobacco manufacturing companies invest a lot on advertising and they attach smoking to lifestyle. There should be a ban on cigarette advertising. Further, demarketing measures such as anti-smoking promotions should be carried out as they can be an effective form of counter advertising against the endorsement and appealing symbolisms advanced through tobacco advertising. Previous research also shows that campaigns against smoking decrease positive perceptions towards smoking leading to an increased negative effect on consumers’ attitude towards the habit (RoetsFurther these campaigns and anti-smoking advertising will display a negative image of smokers in the society. Since the disbelief that cigarette smoking improves social status found to be one of the main influencer in this study. The negative image of smokers as portrayed by media will break this disbelief and help in quitting the smoking. For achieving it Special informative messages can be made to inform residents about the negative health effect of smoking. These messages may be communicated through outdoor signs, Posters. Apart from the above suggested strategies, following interventions are recommended to prevent youngsters from smoking: 1. Positioning of cigarette smoking as a major social – evil using traditional and conventional mass media with government support. 2. Blanket ban on cigarette advertising including surrogate advertising. 3. Restraining celebrities smoking in movies and public places. 4. Making self-help groups in educational institutions with the support of teachers and parents. 5. Developing anti-smoking support services like nicotine replacement therapy centers, telephone quit lines and other information centers. 6. Public health care assistance program may link health care coverage to reduced tobacco consumption. Further, private insurance agencies may offer lower insurance protection rates to non-smokers.