What Effect Will Plain Packaging of Tobacco Products Have on Adolescent Brand Loyalty in the Tobacco Industry

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[6003 BUSBS]

Sean Connell [Friday, April 19, 2013

Contents
1 LITERATURE REVIEW .............................. ERROR! BOOKMARK NOT DEFINED. 1.1 MARKETING......................................................................................................................... 5 1.1.1 1.1.2 1.1.3 1.1.4 Product ......................................................................................................................................... 6 Price ............................................................................................................................................. 6 Place ............................................................................................................................................. 6 Promotion ..................................................................................................................................... 7

1.2

CONSUMER BEHAVIOUR .................................................................................................. 7 1.2.1 1.2.2 1.2.3 Economic Man.............................................................................................................................. 8 Cognitive Consumer Theory ......................................................................................................... 8 Theory of Trying ........................................................................................................................... 9

1.3

COMPETITIVE ADVANTAGE ............................................................................................ 9 1.3.1 1.3.2 1.3.3 Cost Leadership .......................................................................................................................... 10 Focus .......................................................................................................................................... 10 Differentiation ............................................................................................................................ 10

1.4 1.5

PACKAGING ....................................................................................................................... 10 BRANDING ......................................................................................................................... 11 1.5.1 1.5.2 1.5.3 1.5.4 1.5.5 Reassurance ............................................................................................................................... 12 Satisfy Associative Desires ......................................................................................................... 12 Aspirational ................................................................................................................................ 13 Self-Expressive ........................................................................................................................... 13 Brand Loyalty ............................................................................................................................. 13

1.6

PLAIN PACKAGING OF TOBACCO PRODUCTS .......................................................... 14

2

METHODOLOGY ......................................................................................................... 16 2.1 SAUNDERS RESEARCH ONION ...................................................................................... 16 2.1.1 2.1.2 2.1.3 2.1.4 2.1.5 Interpretivism ............................................................................................................................. 16 Inductive ..................................................................................................................................... 17 Use of a Survey ........................................................................................................................... 17 Mixed Methods...
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