Adnan-final Year Project Report

8/19/2019 Adnan-final Year Project Report

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The Effects of Graphical Health Warning

Labels towards Smoking Behavior

Submitted by

Adnan Saleh Bhutto

(07-0261)

Supervised by

Mr. Hasan Javid

!rogram

Bachelors of Business "dministration #BB"$

SPRING 2011

FAST- School of Business National University of Computer & Emerging Science

Karachi Campus

%"ST S&H''L '% B(S)*ESS+ ,"-"&H)

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ecommen!ation for E"ternal E"amination

This final year pro#ect$ hereto attache!$ title!$ %Effects of graphical health arning la'els toar!

smo(ing Behavior )$ prepare! an! su'mitte! 'y %A!nan Saleh Bhutto)$ in partial fulfillment of the

re*uirements for the !egree of Bachelors of Business A!ministration +BBA,$ is here'y forar!e! for

appropriate action

.r /asan 0avi!

A!visor

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%"ST S&H''L '% B(S)*ESS+ ,"-"&H)

Certificate of Completion

This final year pro#ect title!$ %Effects of graphical health arning la'els toar! smo(ing

Behavior)$ prepare! an! su'mitte! 'y %A!nan Saleh Bhutto)$ in partial fulfillment of the

re*uirements for the !egree of Bachelors of Business A!ministration +BBA,$ has 'een accepte!

an! approve!

.r /asan 0avi! A!visor

1r Na!eem A Sye!

/ea! of .anagement Science 1epartment

"&,*'WLE.GE/E*TS

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Behind every task is a vision and in order to complete a successful task we

must have a determination to complete that vision. I would like to thanks my

Almighty Allah who gave me enough strength to work on this research

project. I would like to say the words of appreciation to my advisor Mr. asan

!avid for his kind guidance and support throughout the research.

"his report could not have #een accomplished without the splendid support

and cooperation of $r. %adeem A &yed '($) and my respected facility

mem#ers* who throughout my research helped me in guiding and sharing

their knowledge.

It has #een really knowledge seeking e+perience to do this research. And

,nally* I o-er my regards and #lessings to all of those who supported me inany respect during the completion of the research report.


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Table of Contents'i) "itle

page////////////////////////////////////////

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'ii)

0erti,cates////////////////////////////////////

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'ii)

Acknowledgement/////////////////////////////////

//////////////iv

'iii) "a#le of

contents//////////////////////////////////////

/////////.v

'iv) +ecutive

&ummary/////////////////////////////////////

//////...//vii

01 )*T-'.(&T)'*1111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111112

2 2 BACK34UN1 AN1 0UST5F5CAT54N.......................................................................................

1.1.1 Overview of the area under study:...............................................................................................................8

1.1.1.1 Role of Government...................................................................................................................................

26 T78ES 4F S.4KES UN1E STU17 +B7 C53AETTE C4NSU.8T54N,.............................................1

29 T78ES 4F C53AETTE BAN1S UN1E STU17.......................................................................11

2: 84B;E.....................................................................................................................12

2< ESEAC/ 4B0ECT5=E....................................................................................................12

2> ;5.5TAT54NS................................................................................................................12

2? SC48E........................................................................................................................13

31 L)TE-"T(-E -E4)EW111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111105

62 8ACKA35N3 AN1 ;ABE;5N3 4F T4BACC4 841UCTS...............................................................1

66 /EA;T/ 5SK ASS4C5ATE1 @5T/ S.4K5N3...........................................................................14

69 /EA;T/ .ESSA3ES 4N 8ACKA35N3....................................................................................15

!.".1. #ur$ose of health warnin% la&elin%......................................................................................................1'

!.".! (m$ortan)e of health warnin%s...................................................................................................................18

2. " 6(7 (8 9( 86AM9(6: 0(%;%"I(% (% "(BA00( 0(%"6(7 '80"0)........................1

2.4. 880"I;%&& (8


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61 -ESE"-&H /ETH'.'L'G7111111111111111111111111111111111111111111111111111111111111111111111111111111111111111133

92 ESEAC/ 1ES53N........................................................................................................ 23

96 848U;AT54N................................................................................................................23

99 SA.8;E AN1 SA.8;5N3 .ET/41.....................................................................................23

9: .EASUE.ENT5 NSTU.ENT SE;ECT54N............................................................................23

9 .41E;.....................................................................................................................23

9? /784T/ES5S................................................................................................................2

51 E/!)-)&"L ."T"111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111138

81 "*"L7S)S1111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111156


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01 )ntroduction

01 0 Background and =ustification

For most consumer pro!ucts$ pac(aging in one of the most important component of overall

mar(eting strategies The importance of pac(aging is seen as it performs many sales tas(s$

such as gaining attention$ !escri'ing the pro!uct$ an! helping to ma(e the sale an! is an

important factor for consumer impulse 'uying 5nfact e can say that in current competitive

mar(eting environment %pac(aging sells first) 5t esta'lishes the 'ran! i!entity an! serves as

an effective form of promotion 'oth at the point of purchase an! hile the pro!uct is 'eing

use! Although in all consumer pro!ucts the manufacturers freely uses creativity$ art an!

!esign to shape their pro!uct pac(aging in a manner that oul! communicate an! attract

consumers at first sight$ 'ut in cigarette pac(aging there is an involvement of health

authorities to consi!era'le e"tent The manufacturer is !irecte! to print health arnings on

pac(ets$ hich might 'e a cause of !rastic change in !esign of cigarette pac(aging$ 'ut ith

pro!ucing a !esign to attract consumers to 'uy cigarettes$ pac(aging stan!s as an e*ually

important me!ium for communication of pu'lic health messages

This research focus on the effectiveness of health messages printe! on cigarette pac(s on

smo(ers 'ehavior +*uitting intentions,

1.1.1 Overview of the area under study

5n the case of cigarettes$ hich !o have a high !egree of social visi'ility$ pac(aging is

particularly important The nature of the pro!uct ten!s to ma(e smo(ers use the pac(aging

slightly !ifferent from many other pro!ucts Usually pac(aging is !iscar!e! after opening$

'ut in the case of cigarette smo(ers generally retain the cigarette pac( until the cigarettes are

use! an! (eep the pac( ith them or close 'y Thus$ cigarette pac(s are constantly 'eing

ta(en out an! opene!$ as ell as 'eing left on pu'lic !isplay !uring use

As a fact smo(ing is a proven (iller an! has 'een i!entifie! 'y the @orl! /ealth 4rganiation

as the lea!ing cause of !eath an! !isa'ility in the orl! 5f e tal( a'out 8a(istan$ the

to'acco relate! mortality is increasing rapi!ly an estimate! 2GG$GGG people !ie every year


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from To'acco relate! !iseases +AKU report$ 0anuary 92$ 6GGH 'y ismailimail$ IonlineJ

Availa'le httpismailimailor!presscom6GGHG292smo(ing-tren!s-in-pa(istan-a(u-

report, Smo(ing can rapi!ly pro!uce serious me!ical con!itions an! health conse*uences it

has numerous imme!iate health effects on the 'rain an! on the respiratory$ car!iovascular

system an! cause heart !isease$ lung cancer$ other cancers$ an! stro(es The use of cigarettes

hich (ills millions orl!i!e annually$ is perfectly legal an! the ris( that is associate! ith

smo(ing completely lie on smo(er No the *uestion arises that to hat e"tent smo(ers

un!erstan! the magnitu!e of these health ris(s 8ro'a'ly this might lea!s to (no their

smo(ing 'ehavior

0101010 -ole of Government

The government actions in !iscouraging to'acco inta(e an! informing the pu'lic a'out health

ris( plays very important role The .inistry of /ealth ta(e steps in or!er to re!uce health

ris($ li(e implementation of activities for to'acco control an! to provi!e strategic gui!elines

to the provincial governments for implementation of the National To'acco Control 8rogram

that ena'le to achieve o'ligations stipulate! in the Frameor( Convention for To'acco

Control +@orl! health 4rganiation 6GG9$ 6GG:$ 6GG


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6GGH$ pu'lishe! in the 3aette of 8a(istan !ate! 6: Novem'er 6GGH, The sie$ color an! the

placement of health arning !oes matter a lot 5t plays a (ey role in noticea'ility ecently on

.ay 92$ 6G2G 8a(istan government intro!uce! legislation that re*uires the implementation of

regulations for picture-'ase! health arnings Cigarette pac(s covering :GM of arning

la'els on 'oth the front an! 'ac( 9GM is covere! 'y the picture an! 2GM 'y the arning te"t

This means :GM of the overall pac(age space is appropriate! to health arnings +CT$ 6G2G$

8a(istan gets mouth cancer picture on cigarette pac(s Ipress releaseJ$ G? Septem'er$ 6G2G,

This step of 3overnment for implementing pictorial arning may meet the criteria for

ma"imum effectiveness No almost all 'ran!s manufacture! an! sol! in 8a(istan have te"t

an! graphical health arning shoing mouth cancer No the *uestion arise that !oes the

graphical arnings conveys message more effectively than te"t-only arning An! !oes the

e"posure of graphical arnings results in increase aareness of the ris( of smo(ing An!

!oes it result in stronger 'ehavioral response an! increase interest in *uit smo(ing

3raphical health arnings are alrea!y 'een implemente! glo'ally an! particularly 'y those

that are signatories to the FCTC +Frameor( Convention on To'acco Control, .any

countries have intro!uce! larger$ har!-hitting health arning ta(ing into account the ris( of

smo(ing

013 Types of smokers under study #by cigarette consumption$

Smo(ers are generally characterie! 'y the amount of cigarettes they smo(e 1epen!ing on

the society the stan!ar! for classifying smo(ers 'ase! on consumption may !iffer The

stan!ar! use! for the research stu!y is given 'lo

• Heavy Smoker>&hain Smoker O non-stop smo(er ho lights his ne"t cigarette ith

the cigarette he is presently smo(ing +*uantity estimate! is more than 9 pac(s per !ay,

• /oderate Smoker O smo(es 'eteen 2-6 pac(s per !ay

• Light Smoker O smo(es 26 to 2 pac( per !ay

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016 Types of &igarette Brands under study

Cigarette may 'e classifie! 'y to'acco$ 'y flavor or 'y length 5n 8a(istan Cigarettes are

classifie! accor!ing to taste *uality an! length hich are as follos

!remium &lass

5t is the Cigarette pro!uce! 'y the 'est availa'le to'acco Folloing stu!y ill consi!er

• 3ol! ;eaf

• Benson & /e!ges

• .arl'oro

/iddle &lass

The to'acco of these cigarettes is little har! an! in this class folloing 'ran! ill 'e

consi!ere!

• e! & @hite

• .orven 3ol!

• Capston

• 3ol! Fla(e

Lower &lass

The taste of these Cigarette is very har! an! in this class folloing 'ran! ill 'e consi!ere!

• K-6

• Em'assy

• ;or!s

• oyal Filter

015 !roblem

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/ealth arnings ith !eath threat an! !iseases ill capture peoples attention 'ut ho they

impact 'ehavior is much more complicate! *uestion Consi!ering the ris( associate! ith

cigarette smo(ing government ta(e steps to re!uce health ris( an! one of the ma#or efforts to

effectively communicate the health ris( associate! ith smo(ing is of placing te"t-only an!

graphical health arning la'els on cigarette pac(s .oreover to insure the ma"imum

effectiveness of communication the government of 8a(istan recently on .ay 92$ 6G2G

intro!uce! legislation that re*uires the implementation of regulations for picture-'ase! health

arnings Cigarette pac(s covering :GM of arning la'els on 'oth the front an! 'ac( 9GM is

covere! 'y the picture an! 2GM 'y the arning te"t +To'acco ;a'eling resource centre$

IonlineJ$ availa'le$

httpto'accola'elscahealtharningimagescountrypa(istan

No the evaluation of the effectiveness of these health arnings on consumer 'ehavior can

lea! us to (no the *uitting intention of smo(er

018 -esearch 'b?ective

The o'#ective of the stu!y is to !etermine

• The e"tent to hich the graphical health arning is effective that may change

smo(ers 'ehavior lea!ing to re!uce! or *uit smo(ing

• The e"tent to hich the graphical health arning is effective in relation to

The aareness of health ris(

Believa'ility of health ris(

Smo(ers consumption level

The type of 'ran! the smo(er is using

019 Limitations

Fe limitations that ill hin!er this stu!y are

• less availa'le time

• Availa'ility of types of smo(er !efine! might not 'e convenient

• 5t ill 'e only applica'le in 8a(istani environment

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01; Scope

This stu!y ill focus on

• 3overnment efforts for communicating health ris( associate! ith smo(ing

• 8rovi!ing information of smo(ers 'ehavior lea!ing to re!uce or *uit smo(ing that

ill help government to change or mo!ify !ifferent type of effective health arnings

• esearch ill 'e con!ucte! only in Karachi

• The stu!y ill 'e !one on the smo(ers classifie! as

/eavy Smo(erChain Smo(er

.o!erate Smo(er

;ight Smo(er

Casual Smo(er

•

The stu!y ill 'e !one on the 'ran!s classifie! as

8remium Class

.i!!le Class

;oer Class

31 Literature review

310 !ackaging and labeling of tobacco products

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.ar(eting literature usually highlights the critical role playe! 'y pac( !esign in the overall

mar(eting mi"$ emphasiing that the /$rodu)t $a),a%e is the )ommuni)ation life0&lood of

the firm the silent salesman that rea)hes out to )ustomers23nderwood R4 O5anne J J

Mar,etin% +ommuni)ation 18:!6'0!67 and that $a),a%in% /a)t as a $romotional tool in

its own ri%ht 2#almer A. -he #rodu)t. #rin)i$les of Mar,etin%. O9ford: O9ford 3niversity

#ressBoo,s !666:!1;0"87

The importance of pac(aging$ especially of to'acco pro!uct cant 'e !enie!$ as accor!ing to

+Beguinot E$ 6GGH, 8ac(aging is a central mar(eting tool for to'acco pro!ucts$ is an effective

form of a!vertising$ an! is in the #u!gment of mar(eting e"perts an! courts To'acco

companies monitor an! alter pac(aging on a regular 'asis to ensure its continuous an!

increasing appeal to target au!iences

The mar(ings place! on to'acco pro!uct pac(aging may have many functions To the

manufacturer this is an important space for 'ran!ing an! reinforcing the i!entity of the

pro!uct 5t may also 'e use! to communicate claims a'out the pro!uct For the government

authorities$ the pac(aging is an important space for man!atory health arnings$ consumer

information an! antismuggling mar(s There is an o'vious conflict over space on the pac(

'eteen the authorities an! the to'acco companies ie the latter anting the official mar(ings

to 'e small an! uno'trusive$ ith no restrictions on 'ran!ing As cigarette a!vertising is

stea!ily 'anne! an! restricte! aroun! the orl!$ the pac( is 'ecoming an important

promotional space (A 'riefing for the 3overnment of .alaysia$ @/4 Frameor(

Convention on To'acco Control Key issues for the 5NB-:$ ASEAN inter-sectional meeting :-

? .arch 6GG6,

&igarette packaging is highly visible

Cigarette pac(s !isplays are everyhere in retail stores an! out!oor ca'in orl!i!e

0igarette packaging is not removed and discarded #ut is used until the

cigarettes have #een consumedC it thus remains highly visi#le and is

freDuently e+posed to users 'and others).

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According to Mareting !acgrounder" !rown # $i%%ia&son

'1()*+,

/...if you smo,e a )i%arette $a), is one of the few thin%s you use re%ularly that ma,es a

statement a&out you. A )i%arette $a), is the only thin% you ta,e out of your $o),et !6 times a

day and lay out for everyone to see.

&igarette packaging as an important promotional tool

Cigarettes pac(aging 'ecomes more important hen other form of promotional possi'ilities

are restricte! or eliminate! 'y la The !isplays an! shelving are highly prevalent an!

effective form of promotion The cigarette pac(s hen !isplaye! 'ehin! the chec(out counter

at retail outlet ten!s to focus consumers an! are highly effective

Slade #0::;$ wrote /As advertisin% restri)tions loom or &e)ome a reality the surfa)es of

the $a), itself remain availa&le for )ommuni)ation to )ustomers and $otential )ustomers #p1

09:$1

3131 Health risk associated with smoking

There are serious health ris(s associate! ith smo(ing +AS/ Scotlan!$ 6GG:, The only

lea!ing preventa'le cause of ill health an! premature !eath aroun! the orl! is the use of

to'acco Aroun! 29GGG people !ie every year from to'acco relate! !iseases in Scotlan!$

hich inclu!e heart an! cancer !iseases +Callum$ 2H, Every!ay a'out 6


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case 5n legal system the manufactures are force! to arn smo(ers a'out health conse*uences

that might possi'ly occur 5t is there !uty to provi!e information li(e

• The magnitu!e of ris(

• Conse*uences of smo(ing

• Specific harmful !isease etc+ .ahoo! 3 @arnings that tell the truth$ To' Control$

2,

2.-.1. Purose of hea%th warning %a/e%ing

There are to main reasons for the inclusion of health arnings on cigarette pac(s

P 5t increases aareness among the pu'lic of the negative health effects of to'acco use

P The necessity to 'ring a'out further attitu!inal an! 'ehavioral change in smo(ers ith the

prospect of !ecreasing the num'er of smo(ers +Centre for Behavioral esearch in Cancer$

26,

The health arnings are use! to inform an! alert smo(ers a'out the health haar!s of

smo(ing an! as state! 'y the Centre for Behavioral esearch in Cancer +26,$ there are to

recognia'le groups most li(ely to 'e affecte! 'y health arnings on to'acco pac(ages

P Those thin(ing of *uitting

P Those thin(ing of ta(ing up the ha'it$ e"perimenting ith smo(ing or consi!ering trying

smo(ing

The National To'acco Strategy +2-6GG9, 'elieves there is no safe level of to'acco

consumption$ therefore health arning la'els are imperative to re!ucing the prevalence of

smo(ing in Australia +.C1S$ 2,

2.-.2 I&ortance of hea%th warnings

Accor!ing to +Centers for 1isease Control an! 8revention$) .or'i!ity an! .ortality @ee(ly

eport)$ 6GG, the imposition of effective health arning messages can 'e vital tool to

e!ucate smo(ers an! nonsmo(ers a'out the health ris(s of smo(ing an! passive smo(ing The

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effective arning means that the !isplay of arning must 'e prominent an! the message

shoul! 'e graphical an! in or!s$ so that it can 'e more li(ely to 'e notice! 'y consumers

Health warnin%s stimulate rea)tions that are $redi)ta&le ante)edents of G countries inha'ite! 'y over HGM of the orl!s population are parties to the FCTC an! are re*uire! to implement

Qeffective policies on health arnings Article 22 of the FCTC states that health arnings on

cigarette pac(ages shoul! cover at least


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regulation for picture-'ase! health arning too( place Cigarette pac(s covering :GM of

arning la'els on 'oth the front an! 'ac( 9GM is covere! 'y the picture an! 2GM 'y the

arning te"t This means :GM of the overall pac(age space is appropriate! to health arnings

+CT$ 6G2G$ 8a(istan gets mouth cancer picture on cigarette pac(s Ipress releaseJ$ G?

Septem'er$ 6G2G,

2.*. 56ectiveness of Grahic ea%th $arnings

esearch 2Hammond =. >on% G.-. Borland R. +ummin%s M. M)?eill A. @ =rie5en #.

2!66'7 -e9t and %ra$hi) warnin%s on )i%arette $a),a%es, in!icates that pictorial arnings are

more effective than te"t-only arnings The 5nternational To'acco Control +5TC, 8ro#ect

shos that graphical health arning as very much effective to Cana!ian smo(ers in helping

them inform a'out health ris( an! they thin( it is goo! source of information They ere

more aare of a series of a!verse health effects of smo(ing compare! to that of their

counterparts in countries here there are te"t-only health arnings + Hammond et al !66' ,

For influencing particular smo(er groups$ graphical health arnings have varying effects

• 3enerally ol!er age group an! mi!!le age group have greater effect 'y 3raphical health

arning +illemsen !66! Omar et al !66* , esearch in!icates that graphical health

arning may 'e more effective in changing 'ehavior of younger smo(ers than te"t-only

arning + =atafolha (nstitute !66! )ited in A%en)ia Saude !66" Cnvironi)s Resear)h

Grou$ !66;a Cnvironi)s Resear)h Grou$ !66;& OHe%arty et al !66* Golmier et al

!66' ,

• Accor!ing to +Omar et al !66* , mo!erate income consumers are generally most li(ely to 'e

influence! 'y health arnings an! /ealth arnings are li(ely to have a greater impact on

males

• Another stu!ies in!icates$ that females respon! more strongly than males to health arnings$

particularly those featuring graphics + Doval et al !66; OHe%arty et al !66* -hrasher

Rousu et al !66'7

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• Accor!ing to Hammond the lighter or mo!erate smo(er is more li(ely change 'ehavior ie

re!uce or *uit smo(ing$ hen they see graphical health arning + Hammond et al !66Ea

Cnvironi)s Resear)h Grou$ !66;,.

3191 Effectiveness of Graphical health warnings in relation to

awareness and believability

Accor!ing to research con!ucte! 'y +1r 1avi! /ammon!$ fin!ings from the 5nternational

To'acco Control +5TC, Four Country Survey$ 6GGo)us

+anada !6610" !661, 5n 4ntario


21/95

reporte! that the arning la'els ma!e them thin( a'out health ris( associate! ith smo(ing

+ Hammond =. >on% G.-. et al. !66E, Accor!ing to Cana!ian smo(ers cigarette pac(ages

ere as a source of information a'out health ris( than smo(ers in the Unite! States

+ Hammond = M)?eill et al. !66* ,

5n an 5nternet-'ase! stu!y of current an! former young a!ult smo(ers in the Unite! States$

the Cana!ian graphic arnings ere rate! as significantly more effective than the current

US arnings on cigarette pac(s for conveying concerns a'out the health ris(s of smo(ing

+4R/egarty$ .$ 8e!erson$ ;;$ et al 6GG>, Accor!ing to stu!y 'y Hammond e can see that

graphical arnings are effective in enhancing (nole!ge a'out the ris(s of smo(ing for eg

in Cana!a$ the graphical arning shos ris(s of impotence$ smo(ers ere 6>H +6:2O6?,

times more li(ely to agree that smo(ing causes ina'ility compare! to smo(ers from the other

three countries + Hammond et al. !66* -o&. +ontrol7. Further in Cana!a$ smo(ers also

reporte! negative emotions such as 'a! feelings$ fear an! !isgust after o'serving the

graphical arnings espon!ents ho reporte! greater negative emotions ere more li(ely to

have *uit$ attempte! to *uit or re!uce! smo(ing after 9 months + Hammond et al. !66E Am J

#u&li) Health,

Accor!ing to a report pu'lishe! in 6GGH in comparison of 6GGG +Shanahan #. and Clliott =.

!66 Cvaluation of the Cffe)tiveness of the Gra$hi) Health arnin%s on -o&a))o #rodu)t

#a),a%in% !668 Australian Government =e$artment of Health and A%ein% +an&erra,

unai!e! aareness is still very high among smo(ers$ ith 2M recalling health messages on

the front of pac( The !ecline in unai!e! aareness of si!e of pac( information is offset 'y a

significant increase in unai!e! recall of 'ac( of pac( health information 1esign of pictures

la'els appear to have playe! a greater role in noticea'ility an! recall of health arnings

+Shanahan #. and Clliott =. !66,

2.7.1 4hange in !ehavior

Accor!ing to research fin!ings

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The effect of health arnings on smo(er 'ehavior is more associate! ith their attempt

toar!s *uit smo(ing hen arning messages appear on Australian an! Cana!ian pac(age

+/ammon! et al$ 6GG:, This is 'ecause Cana!ian pac(aging evo(es negative emotions that

lea! to change in smo(ers 'ehavior +/ammon! et al$ 6GG:,

5n one of the clinical stu!y !one to compare the aareness of smo(ing ris(s an! the impact of

graphic health arning la'els on cigarette pac(s in !iscouraging smo(ing among a!ults in

Singapore an! Scotlan!$ 'y +1 / ; Ng$ S T 1 o"'urgh$ S San#ay an! K 3 Au Eong$ may

6G2G, conclu!e! that 3raphic health arning la'els rea!ing QSmo(ing causes 'lin!ness

printe! on cigarette pac(s may 'e useful in raising pu'lic aareness of 'lin!ness as a

smo(ing-relate! con!ition an! !iscouraging the ha'it of smo(ing in Singapore an! Scotlan!

+1 / ; Ng$ S T 1 o"'urgh$ S San#ay an! K 3 Au Eong$ .ay 6G2G,

Accor!ing to a survey 'y the Cana!ian Cancer Society$ :: percent of a!ult smo(ers state!

that the graphical health arnings increase! their motivation to *uit smo(ing + Cnvironi)s

>o)us +anada !6610" !661, 5n another stu!y of Cana!ian young a!ults +ages 6G to 6:,$

9?M of male participants an! :HM of female participants reporte! that the arnings on

cigarette pac(s le! them to thin( a'out *uitting smo(ing + Doval J.J. Au&ut J.A. et al.

!66;, 5n this same stu!y$ 9>M of male participants an! 9:M of female participants also

in!icate! that the health arnings might ma(e young people less li(ely to start smo(ing

+ Doval J.J. Au&ut J.A. et al. !66;,

61 -esearch /ethodology

6101 -esearch .esign

The research !esign of stu!y ill 'e *uantitative !escriptive research

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6131 !opulation

The population for the research stu!y ill 'e cigarettes smo(ers irrespective of age in

Karachi mar(et

6161 Sample and Sampling /ethod

Convenient sampling metho! ill 'e a!opte! to collect the !ata from smo(ers classifie! as

heavy$ mo!erate$ light an! casual The sample sie ill 'e 9H: respon!ents for *uestionnaire

6151 /easurement>)nstrument Selection

Both primary an! secon!ary !ata ill 'e collecte! 8rimary !ata ill 'e collecte! through

*uestionnaires @hile$ secon!ary !ata ill 'e collecte! through internet$ research papers$

magaines$ #ournals an! articles

6181 4ariables.y main varia'le of investigation is the smo(ers change in 'ehavior 5n this research the

in!epen!ent varia'les is health arning la'els that is 'een mo!erate 'y four varia'les that

might 'ring change in smo(er 'ehavior Those four mo!erating varia'le are

• Aareness of health ris(

• Believa'ility of health is(

• Types of Smo(ers +heavy$ mo!erate$ light & casual,

• Types of Bran!s +premium class$ mi!!le class & loer class,

619 /'.EL

23

4ANG5 IN

!5A8IOR5A9

A$ARN5SS O3

5A9 RIS:


24/95

61;1 Hypothesis

0$ Ho @ 3raphical health arning !oes not change smo(ers 'ehavior lea!ing to re!uce! or

*uit smo(ing

Ha 3raphical health arning change smo(ers 'ehavior lea!ing to re!uce! or *uit

smo(ing

3$ Ho 3raphical health arning la'els !oes not lea! to change in 'ehavior$ if smo(er have

aareness of health ris(

2

!59I585A!9I; O3

5A9 RIS:

;P5 O3 !RAN<

;P5 O3

SMO:5RS


25/95

Ha 3raphical health arning la'els ill lea!s to change in 'ehavior$ if smo(er have


6$ Ho 3raphical health arning la'els !oes not lea! to change in 'ehavior$ if consumer use

premium class 'ran!

Ha 3raphical health arning la'els ill lea! to change in 'ehavior$ if consumer use

premium class 'ran!

5$ Ho 3raphical health arning la'els !oes not lea! to change in 'ehavior$ if consumer are

light smo(ers

Ha 3raphical health arning la'els ill lea! to change in 'ehavior$ if consumer are light

smo(ers

8$ Ho /ealth arning la'els !oes not lea! to change in 'ehavior$ if smo(ers 'elieve in

health ris(

Ha /ealth arning la'els ill lea! to change in 'ehavior$ if smo(ers 'elieve in health

ris(

51 Empirical .ata

"GE

24


26/95

Age

Frequency Percent Valid Percent Cumulative Percent

Valid 18-25 186 48.4 48.4 48.4

26-35 143 37.2 37.2 85.7

more tan 35 55 14.3 14.3 1!!.!

Total 384 1!!.! 1!!.!

1)=2*> )?

27=-*> -@?

&ore than -*> 1?

age

1)=2* 27=-* &ore than -*

5nterpretation

A'ove ta'le shos the percentage of smo(ers respon!ents accor!ing to age ise 2H-6< age

group is among the highest respon!ents

&(--E*T ST"T(S

25


27/95

Current status


Valid "tudent 185 48.2 48.2 48.2

#u"ine""man 58 15.1 15.1 63.3

in $ulltime em%loyment 1!3 26.8 26.8 &!.1

oter 38 &.& &.& 1!!.!

Total 384 1!!.! 1!!.!

Student> )?

!usiness&an> 1*?

In fu%%ti&e e&%oy&ent> 2@?

other> 10?

current status

Student !usiness&an In fu%%ti&e e&%oy&ent other

The fre*uency of stu!ent respon!ents is high ie 2H< out of 9H: respon!ents

Auestion 0 Smo(ers current use of cigarettes

2


28/95

Consumption


Valid eavy "mo'er 1!8 28.1 28.1 28.1

moderate "mo'er 87 22.7 22.7 5!.8

lit "mo'er 18& 4&.2 4&.2 1!!.!

Total 384 1!!.! 1!!.!

eavy s&oer> 2)?

Moderate s&oer> 2-?

9ight s&oer> (?

consu&tion

eavy smoker Moderate smoker 7ight smoker

A'ove chart shos that percentage of smo(ers current use of cigarettes ie light smo(ers are

in higher percentage +:6M, ho smo(es upto one pac( per !ay

Auestion 3 @hat 'ran! of cigarette !o you smo(e

2


29/95

B-"*.

Brand


Valid %remium cla"" 228 5&.4 5&.4 5&.4

middle cla"" 128 33.3 33.3 &2.7

lo)er cla"" 28 7.3 7.3 1!!.!

Total 384 1!!.! 1!!.!

Pre&iu& c%ass> *(?

Midd%e c%ass> --?

9ower c%ass> @?

/rand

Pre&iu& c%ass Midd%e c%ass 9ower c%ass

A'ove chart shos the percentage of smo(ers ho smo(es 8remium$ .i!!le an! ;oer

class 'ran!s The highest percentage is of 8remium 'ran! smo(ers ie


30/95

Auestion 6 Are you aare of any picture health arning printe! on the cigarette pac( you

use

Awareness of picture of health warning on pack


Valid ye" 342 8&.1 8&.1 8&.1

no 42 1!.& 1!.& 1!!.!

Total 384 1!!.! 1!!.!

@esC >E

%oC 11E

Awarness of .icture hea%th warning on .ac

;es No

H2GM smo(ers are aare of the picture health arning printe! on cigarettes pac( only 22 M

smo(ers are not aare of the arning la'el

3


31/95

Auestion 5 Coul! you recall any health message given 'elo 7ou can tic( one or more

choice

-E&"LL '% HE"LTH /ESS"GE

Smoking cause mouth cancer


Valid ye" 21! 54.7 54.7 54.7

no 174 45.3 45.3 1!!.!

Total 384 1!!.! 1!!.!

;es> **?No> *?

S&oing cause &outh cancer

@es %o

Smoking cause lungs cancer Frequency Percent Valid Percent Cumulative Percent

Valid ye" 14! 36.5 36.5 36.5

no 242 63.! 63.! &&.5

3 1 .3 .3 &&.7

4 1 .3 .3 1!!.!

*otal 384 1!!.! 1!!.!

;es> -@?

No> 7-?

S&oing cause 9ung cancer

@es %o

31


32/95

smoking kills


Valid ye" 224 58.3 58.3 58.3

no 16! 41.7 41.7 1!!.!

*otal 384 1!!.! 1!!.!

;es> *)?No> 02?

S&oing :i%%s

@es %o

Smoking is injurious to health


Valid ye" 284 74.! 74.! 74.!

no 1!! 26.! 26.! 1!!.!

Total 384 1!!.! 1!!.!

;es@?

No27?

S&oing is inurious to hea%th

@es

%o

A'ove ta'les an! charts shos that smo(ers can recall the health arnings 'ut among these

four the percentage of arning %Smo(ing is in#urious to health %is higher than others @hile

recall of other arnings are at average

32


33/95

Auestion 8 /o important is it that the government imposes to place picture health arning

on the pac(ets of cigarettes

Importance of warning labels


Valid very im%ortant 13& 36.2 36.2 36.2

quite im%ortant 1!2 26.6 26.6 62.8

quite unim%ortant 1!2 26.6 26.6 8&.3

very unim%ortant 41 1!.7 1!.7 1!!.!

Total 384 1!!.! 1!!.!

8ery i&ortant

-7?

Buite i&ortant

2@?

Buite uni&ortant

2@?

8ery uni&ortant

11?

I&ortance of icture hea%th warning

8ery i&ortant Buite i&ortant Buite uni&ortant 8ery uni&ortant

A'ove ta'le shos that most of the smo(ers feel that placement of /ealth arning ;a'el is

very important

33


34/95

Auestion 9 1o you 'elieve that the 'ran! you smo(e is harmful to your health

Beliee in brand


Valid ye" 247 64.3 64.3 64.3

no 137 35.7 35.7 1!!.!

Total 384 1!!.! 1!!.!

;es

70?

No

-7?

!e%ieve in /rand

;es No

A'ove ta'le shos that >:9M smo(ers 'elieve that the 'ran! they smo(e is harmful to their

health

3


35/95

Auestion ; Are you aare of the health conse*uences cause! 'y cigarette smo(ing

awareness of health conse!uences


Valid ye" 331 86.2 86.2 86.2

no 53 13.8 13.8 1!!.!

Total 384 1!!.! 1!!.!

;es)7?

No1?

Awareness of hea%th conseCuences

;es No

H>6M smo(ers are aare of health conse*uences cause! 'y smo(ing

34


36/95

Auestion 2 To hat e"tent$ if at all$ !oes the picture health arning ma(e you thin( a'out

the health ris( +health !angers, of smo(ing

Think of health risk


Valid not at all 62 16.1 16.1 16.1

a little 122 31.8 31.8 47.&

"ome)at &8 25.5 25.5 73.4

a lot 1!2 26.6 26.6 1!!.!

Total 384 1!!.! 1!!.!

%ot at all

15E

A %itt%e

-2?So&ewhat27?

A lot

2BE

hin of hea%th ris

Not at a%% A %itt%e So&ewhat A %ot

Accor!ing to the ta'le a'ove 92HM smo(ers are those say that picture health arning

somehat ma(e them thin( of health ris( @hile 6>>M smo(ers feel that picture health

arning ma(e them thin( a lot a'out health ris( of smo(ing

35


37/95

Auestion : 1o you thin( the picture health arning printe! on cigarette pac( is easily

noticea'le

"oticeabilit# of warning label


Valid +e" 315 82.! 82.! 82.!

,o 6& 18.! 18.! 1!!.!

Total 384 1!!.! 1!!.!

@es

2E

%o

1E

Noticea/i%ity of warning %a/e%

;es No

There is a high noticea'ility of picture arning la'els as H6M smo(ers say %yes) picture

health arning printe! on cigarette pac( is easily noticea'le

3


38/95

Auestion 0 @oul! you say the inclusion of picture health arning an! health information

on cigarette pac( has improve! your (nole!ge of health effects of to'acco

consumption

knowledge of health effects


Valid ,ot at all 14& 38.8 38.8 38.8

little 13! 33.& 33.& 72.7

ome)at 67 17.4 17.4 &!.1

lot 38 &.& &.& 1!!.!

Total 384 1!!.! 1!!.!

Not at a%%

-(?

A %itt%e

-?

&omewhat

1E

A lot

1E

:now%edge of hea%th e6ects


A'ove ta'le shos that higher percentage of smo(ers ie 9HHM thin(s that inclusion of

picture health arning an! health information on cigarette pac( has not at all improve! their

(nole!ge of health effects of to'acco consumption @hile 99M smo(ers thin( that it ha!

improve! their (nole!ge @e can see a less !eviation in percentages

3


39/95

Auestion 00 5n terms of the ay you feel a'out your on smo(ing 'ehavior oul! you say

the health arning on pac(s of cigarette have helpe! you smo(e less

change in smoking behaior


Valid not at all 12& 33.6 33.6 33.6

a little 173 45.1 45.1 78.6

"ome)at 6& 18.! 18.! &6.6

a lot 13 3.4 3.4 1!!.!

Total 384 1!!.! 1!!.!

Not at a%%-0?

A %itt%e0*?

So&ewhat1)?

A %ot

-?

change in s&oing /ehavior


A'ove ta'le shos that :M smo(ers feel that there is no effect of

health arning on their smo(ing 'ehavior

3>


40/95

Auestion 03 @hat is your reaction after loo(ing the picture of mouth cancer on cigarette

pac(

$eaction after looking at picture health warning

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid it ma'e" you $eel #ad 14! 36.5 36.5 36.5

/ am more li'ely to

quit "mo'in&5 24.7 24.7 61.2

#ecau"e o$ te %icture

you u"e "e%arate

ciarette #o0

37 &.6 &.6 7!.8

no reaction 1!8 28.1 28.1 &&.!

oter 4 1.! 1.! 1!!.!

Total 384 1!!.! 1!!.!

3E

24E

1E

2E

eaction after %ooing at icture hea%th warninIt &aes &e fee% /ad

I a& &ore %ie%y to Cuit s&oing

!ecause of the icture you use searate cigrette /oD

No reaction

9>


41/95

Auestion 06 1o you thin( printing picture of mouth cancer on cigarette pac(s is an effective

ay to re!uce smo(ing

%ffectieness of warning label


Valid ye" very e$$ective 142 37.! 37.! 37.!

ye" le"" e$$ective 168 43.8 43.8 8!.7

not e$$ective 74 1&.3 1&.3 1!!.!

Total 384 1!!.! 1!!.!

-@?

?

1(?

56ectiveness of warning %a/e%

;es very e6ective ;es %ess e6ective Not e6ective

A'ove ta'le shos that almost HGM of smo(ers thin( that there is an effect of printe! picture

of mouth cancer on cigarettes pac( in re!ucing smo(ing

1


42/95

Auestion 05 @hat !o you thin( smo(ing gives you

&eelings towards smoking


Valid %lea"ure 213 55.5 55.5 55.5

reconition 32 8.3 8.3 63.8

"tatu" 28 7.3 7.3 71.1

arm 52 13.5 13.5 84.6

notin 5& 15.4 15.4 1!!.!

Total 384 1!!.! 1!!.!

P%easure*7?

6ecognition

E

&tatus

BE

arm

1.E

%othing

14E

$hat s&oing gives youE

P%easure Recognition Status ar& Nothing

A'ove ta'le shos a'out


43/95

Auestion 08 1o you thin( smo(ing causes cancer an! other harmful !iseases

Beliee 'Cause of cancer and other harmful diseases(


Valid ye" 23! 5&.& 5&.& 5&.&

to "ome e0tent 141 36.7 36.7 &6.6

no 13 3.4 3.4 1!!.!

Total 384 1!!.! 1!!.!

5E

3E

3E

4ause of cancer and other har&fu% diseases

;es o so&e eDtent No

A'ove ta'le shos that mostly smo(ers +?M smo(er also thin( smo(ing cause cancer to

some e"tent

3


44/95

81 "*"L7S)S

810 HE"LTH W"-*)*G L"BEL

Awareness of picture of health warning on pack


Valid ye" 342 8&.1 8)*+ 8&.1

no 42 1!.& 1!.& 1!!.!

*otal 384 1!!.! 1!!.!

,escriptie Statistics

, inimum a0imum ean td. eviation

a)arene"" o$ %icture o$ ealt

)arnin on %ac'384 1 2 +*++ .313

Valid , (li"t)i"e 384

Aroun! H2M respon!ents are aare of health arning la'el on cigarette pac(s an! that is

the reason hy the mean s*uare is near to 2 hich is option C7esD This means that ma#ority

of people (ne a'out health arning la'el 'ut the *uestion arises a'out the effectiveness of

these la'els$ to ma(e smo(ers *uit smo(ing So this research ill focus on i!entifying an!

un!erstan!ing the affect of such la'els ith respect to 'elieva'ility$ aareness of health ris($

type of smo(er an! type of 'ran!


45/95

Awareness of picture health warning on pack - age Cross tabulation

Count

ae

*otal18-25 26-35 more tan 35


)arnin on %ac'

ye" 162 134 46 342

no 24 & & 42

*otal 186 143 55 384

1)=2* 27=-* &ore than -*0.00?

10.00?

20.00?

-0.00?

0.00?

*0.00?

70.00?

@.0?

-(.20?

1-.*0?

*@.10?

21.0? 21.0?

yes no

Among those ho have seen health arning ma#ority of them ere 2H-6< age group +2>6

respon!ents, hile 29: respon!ents ere 6>-9< age group smo(ers 5f e compare

percentage of those ho sai! yes$ ma#ority of them ere 2H-6< age group +:?:GM, hile

interestingly 2H-6< age group ere among the highest respon!ent ho selecte! No ere 2H-

6< age group +


46/95

Awareness of picture of health warning on pack - consumption Cross tabulation

Consumption

*otaleavy "mo'er

moderate

"mo'er lit "mo'er

awareness of picture of

health warning on pack

ye" Count 8& 81 172 342

)itin a)arene"" o$

%icture o$ ealt )arnin

on %ac'

26.! 23.7 ./*30 1!!.!

)itin con"um%tion 82.4 &3.1 &1.! 8&.1

o$ *otal 23.2 21.1 44.8 8&.1

no Count 1& 6 17 42

)itin a)arene"" o$


on %ac'

45.2 14.3 4!.5 1!!.!

)itin con"um%tion 17.6 6.& &.! 1!.&

o$ *otal 4.& 1.6 4.4 1!.&

*otal Count 1!8 87 18& 384

)itin a)arene"" o$


on %ac'

28.1 22.7 4&.2 1!!.!

)itin con"um%tion 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 28.1 22.7 4&.2 1!!.!

This ta'le shos that of those ho selecte! 7es regar!ing aareness of health arning la'el

ma#ority ere light smo(ers +M,This is

interesting as 0238 age group were mostly light smokers1

5


47/95

Age - consumption Cross tabulation

Count

Con"um%tion

*otaleavy "mo'er moderate "mo'er lit "mo'er

ae 18-25 17 33 136 186

26-35 66 4! 37 143

more tan 35 25 14 16 55

*otal 1!8 87 18& 384

A'ove ta'le shos that ma#ority of 2H-6< age group smo(er are light smo(ers an! 6>-9< age

group smo(ers are mostly heavy smo(ers


48/95

Awareness of picture of health warning on pack - brand Cross tabulation

rand *otal

%remium cla"" middle cla"" lo)er cla""

a)arene"" o$ %icture o$

ealt )arnin on %ac'

ye" Count 211 114 17 342

)itin a)arene"" o$


on %ac'

61.7 33.3 5.! 1!!.!

)itin #rand &2.5 8&.1 6!.7 8&.1

o$ *otal 54.& 2&.7 4.4 8&.1

no Count 17 14 11 42

)itin a)arene"" o$


on %ac'

4!.5 33.3 26.2 1!!.!

)itin #rand 7.5 1!.& 3&.3 1!.&

o$ *otal 4.4 3.6 2.& 1!.&

*otal Count 228 128 28 384

)itin a)arene"" o$


on %ac'

5&.4 33.3 7.3 1!!.!

)itin #rand 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 5&.4 33.3 7.3 1!!.!

Chi1S!uare Tests

Value d$ "ym%. i. (2-"ided

Pear"on Ci-quare 33.215a 4 .!!!

i'eliood atio 33.772 4 .!!!

inear-#y-inear ""ociation 1.78! 1 .182

, o$ Valid Ca"e" 384

a. 1 cell" (11.1 ave e0%ected count le"" tan 5. *e minimum e0%ected count i" 4.!1.


49/95

Those ho ere aare of health arning ma#ority of them use! premium class +>2?M of

9:6, As 8-value +GGGG, is less than GG< significant level so the relation 'eteen aareness

of health arning la'el is statistically significant

This implies that 0238 age group has more knowledge of health warning+ use premium

brand and are light smokers1

>


50/95

consumption - change in smoking behaior Cross tabulation


*otalnot at all a little ome)at a lot

consumption eavy "mo'er Count 43 57 7 1 1!8

)itin con"um%tion 3&.8 52.8 6.5 .& 1!!.!

)itin "mo'in

#eavior33.3 32.& 1!.1 7.7 28.1

o$ *otal 11.2 14.8 1.8 .3 28.1

moderate

"mo'er

Count 34 2& 2! 4 87

)itin con"um%tion 3&.1 33.3 23.! 4.6 1!!.!

)itin "mo'in

#eavior26.4 16.8 2&.! 3!.8 22.7

o$ *otal 8.& 7.6 5.2 1.! 22.7

lit "mo'er Count 52 87 42 8 18&

)itin con"um%tion 27.5 42*/0 22.2 4.2 1!!.!

)itin "mo'in

#eavior4!.3 5!.3 6!.& 61.5 4&.2

o$ *otal 13.5 *0 1!.& 2.1 4&.2

*otal Count 12& 173 6& 13 384

)itin con"um%tion 33.6 45.1 18.! 3.4 1!!.!

)itin "mo'in

#eavior1!!.! 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 33.6 45.1 18.! 3.4 1!!.!

Those ho are light smo(ers they have higher percentage +:>GM of 2H, hich shos that

they feel health arnings helpe! them a little to smo(e less$ hich shos that they are

leading to reduce smoking.

4


51/95

consumption - reaction Cross tabulation

eaction *otal

/t ma'e"

you $eel #ad

I am more

likel# to

!uit

smoking

ecau"e o$

te %icture

you u"e

"e%arate

ciarette

#o0

,o

reaction ter

con"um%tio

n

eavy "mo'er Count44 +3 13 37 1 1!8

)itin

con"um%tion4!.7 +*/0 12.! 34.3 .& 1!!.!

)itin reaction 31.4 +3*0 35.1 34.3 25.! 28.1

o$ *otal 11.5 3*40 3.4 &.6 .3 28.1

moderate

"mo'er

Count 31 + 8 27 ! 87

)itin

con"um%tion35.6 4*+0 &.2 31.! .! 1!!.!

)itin reaction 22.1 *+0 21.6 25.! .! 22.7

o$ *otal 8.1 .*.0 2.1 7.! .! 22.7

lit "mo'er Count 65 2+ 16 44 3 18&

)itin

con"um%tion34.4 3*30 8.5 23.3 1.6 1!!.!

)itin reaction 46.4 24*0 43.2 4!.7 75.! 4&.2

o$ *otal 16.& +.*)0 4.2 11.5 .8 4&.2

*otal Count 14! ). 37 1!8 4 384

)itin

con"um%tion36.5 4*0 &.6 28.1 1.! 1!!.!

)itin reaction 1!!.! +//*/0 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 36.5 4*0 &.6 28.1 1.! 1!!.!

41


52/95

No let us focus on one factor %li(ely to *uit smo(ing) e can see

&onsumption Likely to Fuit smoking

Heavy smoker 29?M from <

/oderate smoker 662M from <

Light smoker >:6M from <

his i&%ies that 1)=2* age grou has &ore now%edge of hea%th

warning" use re&iu& /rand are %ight s&oers and are %ie%y to reduce

or Cuit s&oing due to icture hea%th warning.

813 Believability

42


53/95

Crosstab

consumption *otal

eavy "mo'er

moderate

"mo'er lit "mo'er

beliee ye" Count 62 63 1!5 23!

)itin Cau"e o$ di"ea"e" 27.! 27.4 4.*0 1!!.!

)itin con"um%tion 57.4 72.4 55.6 5&.&

o$ *otal 16.1 16.4 27.3 5&.&

to "ome e0tent Count 4! 22 7& 141

)itin Cau"e o$ di"ea"e" 28.4 15.6 56.! 1!!.!

)itin con"um%tion 37.! 25.3 41.8 36.7

o$ *otal 1!.4 5.7 2!.6 36.7

no Count 6 2 5 13

)itin Cau"e o$ di"ea"e" 46.2 15.4 38.5 1!!.!

)itin con"um%tion 5.6 2.3 2.6 3.4

o$ *otal 1.6 .5 1.3 3.4

*otal Count 1!8 87 18& 384

)itin Cau"e o$ di"ea"e" 28.1 22.7 4&.2 1!!.!

)itin con"um%tion 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 28.1 22.7 4&.2 1!!.!

Chi1S!uare Tests


Pear"on Ci-quare &.521a 4 .!4&

i'eliood atio &.538 4 .!4&

inear-#y-inear ""ociation .!36 1 .85!


43


54/95


55/95

Cause of diseases - reaction Cross tabulation

reaction *otal

/t ma'e"

you $eel

#ad

/ am more

li'ely to quit

"mo'in

ecau"e o$

te %icture

you u"e

"e%arate

ciarette

#o0

,o

reaction ter

Beliee

'cause of

disease(

ye" Count 1!2 71 23 31 3 23!

)itin Cau"e o$

di"ea"e"44.3 3!.& 1!.! 13.5 1.3 1!!.!

)itin reaction 72.& 74.7 62.2 28.7 75.! 5&.&

o$ *otal 26.6 18.5 6.! 8.1 .8 5&.&

to "ome

e0tent

Count 38 23 13 66 1 141

)itin Cau"e o$

di"ea"e"27.! 16.3 &.2 46.8 .7 1!!.!

)itin reaction 27.1 24.2 35.1 61.1 25.! 36.7

o$ *otal &.& 6.! 3.4 17.2 .3 36.7

no Count ! 1 1 11 ! 13

)itin Cau"e o$

di"ea"e".! 7.7 7.7 84.6 .! 1!!.!

)itin reaction .! 1.1 2.7 1!.2 .! 3.4

o$ *otal .! .3 .3 2.& .! 3.4

*otal Count 14! &5 37 1!8 4 384

)itin Cau"e o$

di"ea"e"36.5 24.7 &.6 28.1 1.! 1!!.!

)itin reaction 1!!.! 1!!.! 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 36.5 24.7 &.6 28.1 1.! 1!!.!

Believe Likely to Fuit smoking )t makes you feel bad

7es ?:?M ?6?M

To some e"tent 6:2M 6?2M

No 22M GM

44


56/95

Aroun! ?:?M of < respon!ents ho are li(ely to *uit smo(ing 'elieve that yes smo(ing

cause cancer an! other !iseases hile interestingly aroun! ?6?M out of 2:G respon!ents ho

sai! that picture health arning ma(e them feel 'a! also 'elieve that smo(ing cause cancer

This shos that 'elieva'ility is increasing among smo(ers

Chi1S!uare Tests


Pear"on Ci-quare 71.57!a 8 .!!!

i'eliood atio 73.4&6 8 .!!!

inear-#y-inear ""ociation 54.3&1 1 .!!!


7 cell" (46.7 ave e0%ected count le"" tan 5. *e minimum e0%ected count i" .14.

8-value GGGG is less than GG< hich proves that the association 'eteen 'elieva'ility an!

reaction toar! 'ehavior is statically significant

816 &hanges )n Smoking Behavior

,escriptie Statistics

, inimum a0imum ean td. eviation

"mo'in #eavior 384 1 4 1.&1 .8!3

Valid , (li"t)i"e 384

45


57/95

change in smoking behaior - Cause of diseases Cross tabulation

Beliee'Cause of diseases(

*otalye" to "ome e0tent no


not at all Count 5! 7! & 12&

)itin "mo'in #eavior 38.8 54.3 7.! 1!!.!

)itin Cau"e o$ di"ea"e" 21.7 4&.6 6&.2 33.6

o$ *otal 13.! 18.2 2.3 33.6

a little Count 1!8 61 4 173

)itin "mo'in #eavior 62.4 35.3 2.3 1!!.!

)itin Cau"e o$ di"ea"e" 47.! 43.3 3!.8 45.1

o$ *otal 28.1 15.& 1.! 45.1

"ome)at Count 62 7 ! 6&

)itin "mo'in #eavior 8&.& 1!.1 .! 1!!.!

)itin Cau"e o$ di"ea"e" 27.! 5.! .! 18.!

o$ *otal 16.1 1.8 .! 18.!

a lot Count 1! 3 ! 13

)itin "mo'in #eavior 76.& 23.1 .! 1!!.!

)itin Cau"e o$ di"ea"e" 4.3 2.1 .! 3.4

o$ *otal 2.6 .8 .! 3.4

*otal Count 23! 141 13 384

)itin "mo'in #eavior 5&.& 36.7 3.4 1!!.!

)itin Cau"e o$ di"ea"e" 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 5&.& 36.7 3.4 1!!.!

Chi1S!uare Tests

Value d$

"ym%. i. (2-

"ided

Pear"on Ci-quare 53.8&8a 6 .!!!

i'eliood atio 5&.622 6 .!!!

inear-#y-inear ""ociation 46.7!7 1 .!!!


a. 4 cell" (33.3 ave e0%ected count le"" tan 5. *e minimum e0%ected count i" .44.

4f those ho selecte! %yes) smo(ing cause cancer :?M of 69G respon!ent sai! that health

arning la'el have cause them to smo(e less i-e %a little) @hile interestingly ho to some

4


58/95

e"tent 'elieve that smo(ing cause cancer :>M of 2:2 sai! that graphical health arning

la'el not at all effecte! there smo(ing 'ehavior

Beliee 'Cause of diseases( - brand Cross tabulation

Count

Brand *otal

%remium cla"" middle cla"" lo)er cla""

beliee ye" 1!8 1!1 21 23!

to "ome e0tent 113 24 4 141

no 7 3 3 13

*otal 228 128 28 384

Smo(ers ho smo(e premium class to some e"tent 'elieve that cigarette smo(ing cause

cancer an! other harmful !iseases

Chi1S!uare Tests


Pear"on Ci-quare 45.!17a 4 .!!!


inear-#y-inear ""ociation 18.886 1 .!!!


a. 2 cell" (22.2 ave e0%ected count le"" tan 5. *e minimum e0%ected count i" .&5.

The relation 'eteen 'elieva'ility an! 'ran! is significant

4


59/95

brand - change in smoking behaior Cross tabulation

Count

Change in smoking behaior *otal

not at all a little "ome)at a lot

brand %remium cla"" &4 &6 35 3 228

middle cla"" 23 67 2& & 128

lo)er cla"" 12 1! 5 1 28

*otal 12& 173 6& 13 384

The result of this ta'le is interesting as premium 'ran! users responses are !istri'ute! in to

categories 4ne are those ho use premium 'ran! 'ut they are not li(ely to *uit smo(ing +:

respon!ents, $hile other are those ho use premium 'ran! an! they are li(ely to *uit

smo(ing i-e a little +> respon!ent,

4>


60/95

Chi1S!uare Tests



i'eliood atio 27.&82 6 .!!!

inear-#y-inear ""ociation &.371 1 .!!2



The relation 'eteen 'ran! an! change in smo(ing 'ehavior is statistically significant

consumption - change in smoking behaior Cross tabulation

Count

Change in smoking behaior

*otalnot at all a little "ome)at a lot

consumption eavy "mo'er 43 57 7 1 1!8

moderate "mo'er 34 2& 2! 4 87

lit "mo'er 52 87 42 8 18&

*otal 12& 173 6& 13 384

heavy s&oer &oderate s&oer %ight s&oer

12

3

4

5

>

1

3

3

424

2>

2

2

1

Not at a%%

A %itt%e

So&ewhat

A %ot

A'ove results sho that there is a highest percentage of light smo(er that they have little

chance in change in 'ehavior

5


61/95

815 "wareness of Health risk and change in smoking behavior

awareness of health conse!uences - smoking behaior Cross tabulation

Cane in "mo'in #eavior


a)arene"" o$ ealt

con"equence"

ye" Count &7 157 65 12 331

)itin a)arene"" o$

ealt con"equence"2&.3 47.4 1&.6 3.6 1!!.!

)itin "mo'in

#eavior75.2 &!.8 &4.2 &2.3 86.2

o$ *otal 25.3 4!.& 16.& 3.1 86.2

no Count 32 16 4 1 53

)itin a)arene"" o$

ealt con"equence"6!.4 3!.2 7.5 1.& 1!!.!

)itin "mo'in

#eavior24.8 &.2 5.8 7.7 13.8

o$ *otal 8.3 4.2 1.! .3 13.8

*otal Count 12& 173 6& 13 384

)itin a)arene"" o$ealt con"equence"

33.6 45.1 18.! 3.4 1!!.!

)itin "mo'in

#eavior1!!.! 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 33.6 45.1 18.! 3.4 1!!.!

Chi1S!uare Tests


Pear"on Ci-quare 2!.26&a 3 .!!!


inear-#y-inear ""ociation 15.41! 1 .!!!


a. 1 cell" (12.5 ave e0%ected count le"" tan 5. *e minimum e0%ected count i" 1.7&.

8-value is 'elo GG< hich shos that result is statistically significant .ostly those

respon!ent ho sai! that they are aare of health conse*uences GHM of 2?9 sai! that health

arning la'el have cause them to smo(e less

51


62/95

Crosstab

Count


*otal

/t ma'e" you

$eel #ad

/ am more

li'ely to quit

"mo'in

ecau"e o$

te %icture you

u"e "e%arate

ciarette #o0 no reaction oter

awareness of health

conse!uences

ye" 137 86 26 7& 3 331

no 3 & 11 2& 1 53

*otal 14! &5 37 1!8 4 384

;es No

2

.

5

1

12

1.13B

3

5

>

25

11

B>

2>

3 1

It &aes you fee% /ad


!ecause of the icture you use searate cigarette /oD

no reaction

other

Chi1S!uare Tests




inear-#y-inear ""ociation 37.14& 1 .!!!


2 cell" (2!.! ave e0%ected count le"" tan 5. *e minimum e0%ected count i" .55.

The relation 'eteen aareness of health conse*uences an! reaction after loo(ing at picture

health arning is statically significant The smo(ers$ 29? out of 99? ho are aare of the

health conse*uences of smo(ing$ 'elieve that smo(ing ma(es them feel 'a! @hile H> out of

922 smo(ers ho are aare of health conse*uences feel that they are more li(ely to *uit

smo(ing

52

"wareness of health conseFuences


63/95

818 Type of Brand and change in smoking behavior

Crosstab

Count

Change in Smoking behaior


Brand %remium cla"" &4 &6 35 3 228

middle cla"" 23 67 2& & 128

lo)er cla"" 12 1! 5 1 28

*otal 12& 173 6& 13 384

Pre&iu& 4%ass Midd%e 4%ass 9ower 4%ass

1

2

3

.

4

5

B

>

1(0

23

12

>5

5B

1

342>

43>

1


A'ove ta'le shos that smo(ers ho use premium 'ran!$ they are either less li(ely to *uit

smo(ing +> respon!ent selecte! a little, hile others are not li(ely to *uit smo(ing +:

respon!ent, This shos that !eviation is less in those ho use premium 'ran! @hile

mi!!le class 'ran! smo(ers also li(ely to have change in 'ehavior

53


64/95

Chi1S!uare Tests


Pear"on Ci-quare 26.813a

6 .!!!





The p value +GGGG, is less than GG< hich shos that the association 'eteen 'ran! an!

change in 'ehavior is statistically significant

Crosstab

Count

$eaction after looking at picture health warning *otal

/t ma'e" you

$eel #ad

/ am more li'ely

to quit "mo'in

ecau"e o$ te

%icture you u"e

"e%arate

ciarette #o0 ,o reaction ter

Brand %remium cla"" 75 55 18 77 3 228

middle cla"" 61 37 16 13 1 128

lo)er cla"" 4 3 3 18 ! 28

*otal 14! &5 37 1!8 4 384

5


65/95


1

2

3

.

4

5

B

@*

51

.

44

3B

3

115

3

@@

13

1)

31



!ecause of the .icture you use se.arate cigarette /oD

No reaction

Other

A'ove ta'le shos that smo(er ho use premium 'ran! mostly ten!s to have no reaction after

loo(ing at picture health arning$ hile many of them feel that smo(ing ma(es them feel 'a!

4nly


66/95

819 Smokers consumption level and change in smoking behavior

Crosstab

Count

Smoking behaior 'smoke less( *otal


consumption eavy "mo'er 43 57 7 1 1!8

moderate "mo'er 34 2& 2! 4 87

lit "mo'er 52 87 42 8 18&

*otal 12& 173 6& 13 384

A'ove ta'le shos that light smo(ers are more li(ely to change 'ehavior an! its percentage

of !eviation is high then heavy an! mo!erate smo(ers @hile the percentage of change in

'ehavior +*uit smo(ing, is very lo in smo(ers

55


67/95

eavy s&oer Moderate s&oer 9ight s&oer

1

2

3

.

4

5

B

>

.3

3.

42

4B

2>

B

B

2

.2

1 .


Chi1S!uare Tests


Pear"on Ci-quare 21.&8&a 6 .!!1

i'eliood atio 25.3!1 6 .!!!



a. 2 cell" (16.7 ave e0%ected count le"" tan 5. *e minimum e0%ected count i" 2.&5.

The p value +GGG2, is less than GG< hich shos that the association 'eteen consumption

an! change in 'ehavior is statistically significant

5


68/95

Crosstab

Count


*otal

/t ma'e" you

$eel #ad

/ am more

li'ely to quit

"mo'in

ecau"e o$ te%icture you

u"e "e%arate

ciarette #o0 ,o reaction ter

consumption eavy "mo'er 44 13 13 37 1 1!8

moderate

"mo'er 31 21 8 27 ! 87

lit "mo'er 65 61 16 44 3 18&

*otal 14! &5 37 1!8 4 384


1

2

3

.

4

5

B

..

31

54

13

21

51

13

15

3B

2B

..



!ecause of the .icture you use se.arate cigarette /oD

No reaction

Other

Chi1S!uare Tests



8 .!22

i'eliood atio 1&.&!7 8 .!11

inear-#y-inear ""ociation 1.344 1 .246


a. 3 cell" (2!.! ave e0%ected count le"" tan 5. *e minimum e0%ected count i" .&1.

/ere light smo(er >< out of 2H feels 'a! after loo(ing at health arning$ hile >2 out of 2H

says that they a more li(ely to *uit smo(ing after loo(ing at picture health arning This

shos that light smo(ers are more li(ely to re!uces smo(ing or *uit it hen they are e"pose!

of picture health arnings

5


69/95

815 Effectiveness of Graphical Health Warning #!icture 'f /outh &ancer$

5>


70/95

Age - %ffectieness of warning label Cross tabulation

effectieness of warning label

*otal

ye" very

e$$ective

ye" le""

e$$ective not e$$ective

age 18-25 Count 53 &4 3& 186

)itin ae 28.5 5!.5 21.! 1!!.!

)itin e$$ectivene"" o$

)arnin la#el37.3 56.! 52.7 48.4

o$ *otal 13.8 24.5 1!.2 48.4

26-35 Count 74 4& 2! 143

)itin ae 51.7 34.3 14.! 1!!.!


)arnin la#el52.1 2&.2 27.! 37.2

o$ *otal 1&.3 12.8 5.2 37.2

more tan 35 Count 15 25 15 55

)itin ae 27.3 45.5 27.3 1!!.!


)arnin la#el1!.6 14.& 2!.3 14.3

o$ *otal 3.& 6.5 3.& 14.3

*otal Count 142 168 74 384

)itin ae 37.! 43.8 1&.3 1!!.!


)arnin la#el1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 37.! 43.8 1&.3 1!!.!


71/95

1)=2* 27=-* &ore than -*

1

2

3

4

5

>

1

43

14

>

>

24

3>

214

;es very e6ective ;es %ess e6ective Not e6ective

Smo(ers ho are of 2H-6< of age thin( that printing picture of mouth cancer on cigarette

pac( is an effective ay to re!uce smo(ing @hile interestingly smo(er of age 6>-9< also

thin( that printing pictorial arning is very effective

consumption - effectieness of warning label Cross tabulation

Count

effectieness of warning label

*otalye" very e$$ective ye" le"" e$$ective not e$$ective

consumption eavy "mo'er 53 33 22 1!8

moderate "mo'er 35 37 15 87

lit "mo'er 54 &8 37 18&

*otal 142 168 74 384

1


72/95


1

2

3

.

4

5

B

>

1

43

34

4.

333B

>

22

14

3B ;es very e6ective ;es %ess e6ective Not e6ective

A'ove ta'le shos that mostly light smo(er +H out of 2H, thin( that printing picture of

mouth cancer on cigarette pac( is an effective ay to re!uce smo(ing @hile heavy an!

mo!erate smo(er also thin( that pictorial arning is effective to some e"tent

2


73/95

91 "*"L7S)S '% H7!'THES)S

Ho @ 3raphical health arning !oes not change smo(ers 'ehavior lea!ing to re!uce! or *uit

smo(ing

Ha 3raphical health arning change smo(ers 'ehavior lea!ing to re!uce! or *uit

smo(ing

Awareness of picture of health warning on pack - Change in smoking behaior Cross tabulation

Change in smoking behaior *otal


Awareness of picture of

health warning on pack

ye" Count 115 148 66 13 342

)itin a)arene"" o$


on %ac'

33.6 43.3 1&.3 3.8 1!!.!

)itin cane in

"mo'in #eavior 8&.1 85.5 &5.7 1!!.! 8&.1

o$ *otal 2&.& 38.5 17.2 3.4 8&.1

no Count 14 25 3 ! 42

)itin a)arene"" o$


on %ac'

33.3 5&.5 7.1 .! 1!!.!

)itin cane in

"mo'in #eavior 1!.& 14.5 4.3 .! 1!.&

o$ *otal 3.6 6.5 .8 .! 1!.&

*otal Count 12& 173 6& 13 384

)itin a)arene"" o$


on %ac'

33.6 45.1 18.! 3.4 1!!.!

)itin cane in

"mo'in #eavior 1!!.! 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 33.6 45.1 18.! 3.4 1!!.!

3


74/95

;es No

2

.

5

1

12

1.

15

114

1.

1.

24

55

3

13


A'ove ta'le shos that the smo(ers ho are aare of graphical health arning have little

chance that they ill change their 'ehavior in re!uce smo(ing or *uit it

@hile the correlation shos

Correlations

a)arene"" o$ %ictureo$ ealt )arnin on

%ac' "mo'in #eavior


)arnin on %ac'

Pear"on Correlation 1 -.!76

i. (2-tailed .138

, 384 384

"mo'in #eavior Pear"on Correlation -.!76 1

i. (2-tailed .138

, 384 384

The p-value +G29H, is more than significance level GG< hich means that the relation

'eteen graphical health arning an! change in 'ehavior is not statistically significance

@hile the correlation value -GG?> reflect mo!erate negative relation There is a ea( relation

'eteen varia'les so this implies that if smoker have seen graphical health warning+ it is

less likely that they will Fuit smoking1 #Ho accepted$

3$ Ho 3raphical health arning la'els !oes not lea! to change in 'ehavior$ if smo(er have



75/95


76/95

Chi1S!uare Tests



3 .!76

i'eliood atio 8.&14 3 .!3!

inear-#y-inear ""ociation 2.1&8 1 .138


a. 1 cell" (12.5 ave e0%ected count le"" tan 5. *e minimum e0%ected count i" 1.42.

As per a'ove result e conclu!e that as 8-value e"cee!s GG< ie GG?> so e assume that the

relation 'eteen change in 'ehavior an! aareness of health conse*uences is not statistically

significant An! hen the 8-value is greater than oo< then e cannot re#ect /o so we

conclude that CGraphical health warning labels does not lead to change in behavior+ if

smoker have awareness of health riskD1 #Ho accepted$

5


77/95

6$ Ho 3raphical health arning la'els !oes not lea! to change in 'ehavior$ if consumer use

premium class 'ran!

Ha 3raphical health arning la'els ill lea! to change in 'ehavior$ if consumer use

premium class 'ran!



brand %remium cla"" Count &4 &6 35 3 228

)itin #rand 41.2 42.1 15.4 1.3 1!!.!

)itin cane in "mo'in

#eavior 72.& 55.5 5!.7 23.1 5&.4

o$ *otal 24.5 25.! &.1 .8 5&.4

middle cla"" Count 23 67 2& & 128

)itin #rand 18.! 52.3 22.7 7.! 1!!.!


#eavior 17.8 38.7 42.! 6&.2 33.3

o$ *otal 6.! 17.4 7.6 2.3 33.3

lo)er cla"" Count 12 1! 5 1 28

)itin #rand 42.& 35.7 17.& 3.6 1!!.!


#eavior &.3 5.8 7.2 7.7 7.3

o$ *otal 3.1 2.6 1.3 .3 7.3

*otal Count12& 173 6& 13 384

)itin #rand 33.6 45.1 18.! 3.4 1!!.!


#eavior 1!!.! 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 33.6 45.1 18.! 3.4 1!!.!


78/95


1

2

3

.

4

5

B

>

1>.

23

12

>5

5B

1

342>

43>

1

Not at a%% a %itt%e S&o&ewhat A %ot

Accor!ing to this ta'le$ those ho use premium 'ran!$ they are either less li(ely to *uit

smo(ing +> respon!ent selecte! a little, hile others are not li(ely to *uit smo(ing +:

respon!ent, This shos that !eviation is less in those ho use premium 'ran! @hile mi!!le

class are also a little li(ely to *uit smo(ing 5nterestingly those ho use loer class 'ran!$

ma#ority of them sai! that they are not at all li(ely to *uit smo(ing +26 respon!ents, Hence

premium brand users are more likely to Fuit smoking #8818 of those who said they

will change their behavior a little as compared to lower and middle class brand users1

Chi1S!uare Tests







The p value +GGGG, is less than GG< hich shos that the association 'eteen 'ran! an!

change in 'ehavior is statistically significant Also the value of 8earson chi s*uare +6>H, lies

in re#ection region as the value of ith alpha an! !egree of free!om > is 26


79/95

5$ Ho 3raphical health arning la'els !oes not lea! to change in 'ehavior$ if consumer are

light smo(ers

Ha 3raphical health arning la'els ill lea! to change in 'ehavior$ if consumer are light

smo(ers

Consumption - Change in smoking behaior Cross tabulation



consumption eavy "mo'er Count 43 57 7 1 1!8

)itin con"um%tion 3&.8 52.8 6.5 .& 1!!.!

)itin cane in

"mo'in #eavior 33.3 32.& 1!.1 7.7 28.1

o$ *otal 11.2 14.8 1.8 .3 28.1

moderate "mo'er Count 34 2& 2! 4 87

)itin con"um%tion 3&.1 33.3 23.! 4.6 1!!.!

)itin cane in

"mo'in #eavior 26.4 16.8 2&.! 3!.8 22.7

o$ *otal 8.& 7.6 5.2 1.! 22.7

lit "mo'er Count 52 87 42 8 18&

)itin con"um%tion 27.5 46.! 22.2 4.2 1!!.!

)itin cane in

"mo'in #eavior 4!.3 5!.3 6!.& 61.5 4&.2

o$ *otal 13.5 22.7 1!.& 2.1 4&.2

*otal Count 12& 173 6& 13 384

)itin con"um%tion 33.6 45.1 18.! 3.4 1!!.!

)itin cane in

"mo'in #eavior 1!!.! 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 33.6 45.1 18.! 3.4 1!!.!

>


80/95


1

2

3

4

5

>

3

3

424

2>

2

2

1


A'ove ta'le shos that light smo(ers have little chance to change 'ehavior an! its percentage

of !eviation is high then heavy an! mo!erate smo(ers @hile the percentage of change in

'ehavior +*uit smo(ing, is very lo in smo(ers

Chi1S!uare Tests


Pear"on Ci-quare 21.&8&a 6 .!!1




2 cell" (16.7 ave e0%ected count le"" tan 5. *e minimum e0%ected count i" 2.&5.

The p value +GGG2, is less than GG< hich shos that the association 'eteen consumption an!

change in 'ehavior is statistically significant Also the value of 8earson chi s*uare +62H, liesin re#ection region as the value of ith alpha an! !egree of free!om > is 26


81/95

8$ Ho /ealth arning la'els !oes not lea! to change in 'ehavior$ if smo(ers 'elieve in

health ris(

Ha /ealth arning la'els ill lea! to change in 'ehavior$ if smo(ers 'elieve in health ris(

Beliee 'Cause of diseases( - change in smoking behaior Cross tabulation

change in smoking behaior *otal


Beliee 'Cause of

diseases(

ye" Count 5! 1!8 62 1! 23!

)itin elieve

(Cau"e o$ di"ea"e"

21.7 47.! 27.! 4.3 1!!.!

)itin cane in

"mo'in #eavior 38.8 62.4 8&.& 76.& 5&.&

o$ *otal 13.! 28.1 16.1 2.6 5&.&

to "ome

e0tent

Count 7! 61 7 3 141

)itin elieve

(Cau"e o$ di"ea"e"4&.6 43.3 5.! 2.1 1!!.!

)itin cane in

"mo'in #eavior

54.3 35.3 1!.1 23.1 36.7

o$ *otal 18.2 15.& 1.8 .8 36.7

no Count & 4 ! ! 13

)itin elieve

(Cau"e o$ di"ea"e"6&.2 3!.8 .! .! 1!!.!

)itin cane in

"mo'in #eavior 7.! 2.3 .! .! 3.4

o$ *otal 2.3 1.! .! .! 3.4

*otal Count 12& 173 6& 13 384

)itin elieve

(Cau"e o$ di"ea"e"33.6 45.1 18.! 3.4 1!!.!

)itin cane in

"mo'in #eavior 1!!.! 1!!.! 1!!.! 1!!.! 1!!.!

o$ *otal 33.6 45.1 18.! 3.4 1!!.!

1


82/95

;es o so&e eDtent No

2

.

5

1

12

4

B

>

1

51

.

52

B

1

3


A'ove ta'le shos that those smo(ers ho 'elieve smo(ing cause cancer an! other harmful

!iseases have a little chance that they ill re!uce or *uit smo(ing /oever there is no

ma"imum chance of change in 'ehavior

Chi1S!uare Tests


Pear"on Ci-quare 53.8&8a 6 .!!!


inear-#y-inear ""ociation 46.7!7 1 .!!!


a. 4 cell" (33.3 ave e0%ected count le"" tan 5. *e minimum e0%ected count i" .44.

The 8-value +GGGG, is less than GG< hich shos that the association 'eteen 'elieva'ility

an! change in 'ehavior is statistically significant Also the value of 8earson chi s*uare

+ is 26


83/95

Believe in brand harmfulness I &hange in smoking behavior &ross tabulation

Change in smoking behaior


Beliee in brand

harmfulness

ye" Count 64 116 55 12 247

)itin #elieve in #rand

arm$ulne""25.& 47.! 22.3 4.& 1!!.!

)itin cane in

"mo'in #eavior 4&.6 67.1 7&.7 &2.3 64.3

o$ *otal 16.7 3!.2 14.3 3.1 64.3

no Count 65 57 14 1 137


arm$ulne"" 47.4 41.6 1!.2 .7 1!!.!

)itin cane in

"mo'in #eavior 5!.4 32.& 2!.3 7.7 35.7

o$ *otal 16.& 14.8 3.6 .3 35.7

*otal Count 12& 173 6& 13 384


arm$ulne""33.6 45.1 18.! 3.4 1!!.!

)itin cane in

"mo'in #eavior 1!!.! 1!!.! 1!!.!

1!!.!

1!!.!

o$ *otal 33.6 45.1 18.! 3.4 1!!.!

3


84/95

;es No

2

.

5

1

12

5. 54

115

4B44

1.12

1

Not at a%% A %itt%e S&oewhat A %ot

A'ove ta'le shos that there is a chance that those smo(ers ho 'elieve that the 'ran! they

smo(e is harmful to their health ill re!uce or *uit smo(ing

Chi1S!uare Tests




inear-#y-inear ""ociation 23.&21 1 .!!!


a. 1 cell" (12.5 ave e0%ected count le"" tan 5. *e minimum e0%ected count i" 4.64.

The 8-value +GGGG, is less than GG< hich shos that the association 'eteen 'elieva'ility

of 'ran! harmfulness an! change in 'ehavior is statistically significant Also the value of

8earson chi s*uare +6:6H2, lies in re#ection region as the value of ith alpha an! !egree of

free!om 9 is ?H2< an! that it is prove! that health warning labels will lead to change in

behavior+ if smokers believe that the brand they smoke is harmful to their health1


85/95

;1 %)*.)*GS

"fter overall analysis the finding are as under

;10 HE"LTH W"-*)*G L"BEL

Aroun! H2M respon!ents are aare of health arning la'el on cigarette pac(s$ hich is

surly a higher percentage No Among those ho have seen health arning ma#ority of them

ere 2H-6< age group +2>6 respon!ents, hile 29: respon!ents ere 6>-9< age group

smo(ers those ho are aare of health arning la'el ma#ority ere light smo(ers +M, an! 2H-6< age group ere mostly light smo(ers

Those ho ere aare of health arning ma#ority of them use! premium class +>2?M of

9:6, ;ight smo(ers feel that health arnings helpe! them a little to smo(e less$ hich shos

that they are lea!ing to re!uce smo(ing.

;13 &hanges in Smoking Behavior

The result of this varia'le is *uite interesting$ 4f those ho selecte! %yes) smo(ing cause

cancer :?M of 69G respon!ent sai! that health arning la'el have cause them to smo(e less i-

e %a little) @hile interestingly ho to some e"tent 'elieve that smo(ing cause cancer :>Mof 2:2 sai! that graphical health arning la'el not at all affecte! there smo(ing 'ehavior

@hen comparing 'elieva'ility ith type of 'ran! 5 foun! that smo(ers ho smo(e premium

class to some e"tent 'elieve that cigarette smo(ing cause cancer an! other harmful !iseases

@hile relation 'eteen type of 'ran! an! change in smo(er 'ehavior is very interesting

There is less !eviation 'eteen smo(ers 4ne are those ho use premium 'ran! 'ut they are

not li(ely to *uit smo(ing +:5 respondents, $hile other are those ho use premium 'ran!

an! they are li(ely to *uit smo(ing i-e a little + :9 respondent, But the relation 'eteen

'ran! an! change in smo(ing 'ehavior is statistically significant

Finally hen comparing consumption level an! change in 'ehavior 5 foun! that there is a

highest percentage of light smo(er that they have little chance in change in 'ehavior

4


86/95

;1310 "wareness of Health risk and change in smoking behavi

Adnan-final Year Project Report

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Transcript of Adnan-final Year Project Report