PROPOSAL – Research Proposal Example
Effects of Cigarette Advertisement on Sale Revenue in Organizations: A Case Study of B.A.T Background Cigarette smoking has several negative effects to the society. According to Haufstein & Groneberg (1), tobacco smoking was a major cause of secularization of the society. This resulted to other irresponsible behaviors especially among the young people in the society. Moreover, smoke from cigarette is a major environmental pollutant that causes serious illnesses among adults and children in the world (World Health Organization 2). This makes the advertisement of tobacco products to be a controversial issue in various societies of the world. Consumer groups and trade unions have been undertaking public educations and campaigns against cigarette smoking on the bases that it results to increased social, economic, environmental, and health problems (Eade & Williams, 7). Chacha (1) indicates that increase in tobacco products adverticements leads to increased smoking resulting to increased employment opportunities, income levels, and foreign exchange to the Kenyan economy. This reveals that cigarette advertisement might have some significance to the Kenyan economy. However, cigarette advertisement could result to difficulties in the implementation and enforcement of tobacco control strategies (Bump at al. 5). This makes the issue of cigarette advertisement to be a controversial issue that requires research to confirm whether its negative impacts outweigh the positive impacts.
Statement of the problem
B.A.T has been forced to reduce its advertisement in Kenya. This was mainly after the banning of use of billboards to advertise cigarettes. The problem identified in this paper is the negative effects in the sales of organizations like B.A.T because of reduction in advertisements. This problem is what would be explored throughout the research that is proposed by this paper.
What is the effect of reduction in advertisements by B.A.T on consumers’ decisions to buy cigarettes? What are the other means that can be adapted to complement advertisements in promoting sales? These two questions would be investigated by the proposed research. According to Blessing and Chakrabarti (138), research questions are mainly for determining the research focus of the study. The research questions identified for the research would play this role very effectively. Moreover, they identify how the ban of cigarette advertisements has affected sales revenue on organizations B.A.T and strategies that could be adapted to mitigate this effect.
Significance of the study
According Oriare, Okello-Orlale, and Ugangu (8), media in Kenya has been trying to undertake reforms that are approximate to aggregated expectation of the Kenyan people. This research would identify the expectations of Kenyans concerning the issue of cigarette advertisement. As a result, the study would enable this media to make the right decision about whether to shun from advertising cigarettes or to improve the cigarette advertisement undertaken on the media. It would advice on the appropriate measures to take in relation to revenue generated from cigarettes sales. Moreover, it would assist cigarette manufacturers in adapting other means of promoting their sales to complement advertisements.
Limitations of the study
This study would be undertaken using secondary data. This is because collection of primary data would be more time consuming than use of secondary data. According to Bajpai (127), use of secondary data denies the researcher the ability to control quality and selection of data used in the research. The limitation of this study is that it might be difficult to access all the required data necessary for answering the identified research questions. This might cause us to obtain some results that might be unreliable in drawing necessary conclusions. However, the research would be a basis for further research thus the results obtained would be satisfactory.
Scope of the study
Study undertaken in this research paper would use data collected from B.A.T, medical institutions, media, and other advertising agencies. This data would comprise the opinions of medical professions, opinions of media experts, and opinions of other advertising experts. Moreover, it would include revenue generated by B.A.T the advertising agents as well as the number of cigarette advertisements. This would be collected from the period of the past one year to ensure only the most recent data would be used for the research.
Bajpai, Naval. Business Research Methods. New Delhi: Dorling Kindersley Ltd, 2011. Print.
Blessing, Lucienne, and Chakrabarti, Amaresh. DRM, a Design Research Methodology. Dordrecht: Springer Publishing Company, 2009. Print.
Bump, J. B. et al. Towards a Political Economy of Tobacco Control in Low- and Middle-Income Countries. Washington, DC: The International Bank for Reconstruction and Development, 2009. Print.
Chacha, Babere, Kereta. From Pastoralists to Tobacco Peasants: The British American Tobacco (B.A.T) and Socio-ecological Change in Kuria District Kenya. Njoro: Egerton University, 1999. Print.
Eade, Deborah, and Williams, Suzanne. The Ofam Handbook of Development and Relief, Volume 2. Oxford: Oxfam Publishing Company, 1995. Print.
Oriare, Peter, Okello-Orlale, Rosemary, and Ugangu, Wilson. Kenya Media Vulnerability Study. Nairobi: Friedrich Ebert Stiftung, 2010. Print.
World Health Organization. Protection from Exposure to Second-Hand Tobacco Smoke: Policy Recommendations. Paris: WHO Press, 2007. Print.