There is found reduction in the smoking behavior due to decayed brand identity leading towards the introduction of plain packaging.
Packaging itself reflects the proof. Australian research indicates that if the cigarette packs look the same, smokers assist positive feelings with the specified brands and are encouraged to quit.
This was first introduced by Australia in December 2012 and came ahead of UK and Ireland in May. Since then all cigarettes are being sold in plain packing with the warning associated with health risks. The idea behind the plain packaging of cigarettes was to make cigarette less tempting. Smokers in Australia were reduced from 15.1% to 12.8% during 2010-2013 which proved to be a record. Helplines also quitted by an increase of 78%.
DISLOYALTY OF BRAND
Hugh Webb at National University in Canberra said that reduction in smoking pattern can be explained by disloyalty of brand. People generate sense of belonging from brands like they may feel interacted towards other people who adopt the brand.
After the ban on the advertising of tobacco in Australia in 1992, the only way to trigger brand categories was to use images on the packaging that demand specific groups. Though Webb’s finding reveals that brand identity was diminished due to plain cigarette packaging.
Webb surveyed 178 smokers before the policy changed and seven months after the policy change. He found that smokers were less likely to obey any brand after the policy change.
Such brand identification related with reduced smoking and increased aim to quit smoking. Simon Chapman at the University of Sydney says; Plain packaging is being successful so far. Moreover, increased phony cigarette and fuel smuggling rings warn have been left unproved says; Webb.
Journal reference: Addictive Behaviors Reports, June 2017