ABSTRACT

In a continued effort to control the promotion and advertising of tobacco products as well as reduce the number of smokers, a collective agreement to adopt Plain Packaging has arisen. The United Kingdom is believed to be the second country to implement the plain packaging policy. This study explored the consumers feelings towards how the latest legislation will effect perceptions of the product appeal of plain packaging, feelings towards smoking from plain packaging, and perception towards consumers smoking behavior. Using semi-structured interview within qualitative research in which involved 40 smokers (heavy and non-heavy) in the United Kingdom. Consistent with past research, the study found that consumers perceived plain packaging negatively, however, this study extended the findings by demonstrating that consumers believed that smoking from a plain cigarette pack is as enjoyable as smoking from the current pack, thus plain packaging would not alter their smoking behavior as they would have the same amount of cigarettes as before. While there is a possibility that plain packaging would effectively stifle new smokers, it is concluded that plain packaging may not be an appropriate intervention to discourage consumers from smoking. Therefore, would provide robust input for tobacco companies, that plain packaging would not affect their business in regards to the market share and business profit.