Impact of tobacco industry pricing and marketing strategy on brand choice, loyalty and cessation in global south countri
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REVIEW
Impact of tobacco industry pricing and marketing strategy on brand choice, loyalty and cessation in global south countries: a systematic review Yuvaraj Krishnamoorthy1 • Marie Gilbert Majella1 • Sharan Murali1 Received: 31 January 2020 / Revised: 24 June 2020 / Accepted: 25 June 2020 Swiss School of Public Health (SSPH+) 2020
Abstract Objectives We undertook this review to assess the impact of pricing strategies on brand choice, loyalty and quitting behaviour in Global South countries. Methods We systematically retrieved articles from Medline, CENTRAL, ScienceDirect, Google Scholar from inception up to January 2020. Studies which reported tobacco industry’s pricing strategies were eligible. We summarized the data as themes and codes using the principles of inductive qualitative thematic analysis within structured rational constructivist framework. Results In total, 13 studies met inclusion criteria were included. Major strategies adopted by tobacco industries to tackle the pricing and taxation changes were increased tax absorption, differential taxation based on price, cigarette length/size which ensures modest increase in the net price of cigarettes. This in turn influences the tobacco users in terms of brand loyalty and switching as they prefer to stay with factory-made cigarettes or shift to a cheaper alternative or illegal product rather than decreasing/quitting tobacco use. Conclusions Absorption of excise tax and differential taxation are the common pricing strategies adopted by tobacco industries in Global South. These strategies together with external determinants impact the price-related tobacco control interventions. Keywords Brand loyalty Pricing strategy Systematic review Taxes Tobacco control Tobacco industry
Introduction
This article is part of the special issue ‘‘Market-driven forces and Public Health’’.
Electronic supplementary material The online version of this article (https://doi.org/10.1007/s00038-020-01422-2) contains supplementary material, which is available to authorized users. & Yuvaraj Krishnamoorthy [email protected] Marie Gilbert Majella [email protected] Sharan Murali [email protected] 1
Department of Preventive and Social Medicine, Jawaharlal Institute of Postgraduate Medical Education and Research (JIPMER), Puducherry 605008, India
Tobacco use is one of the leading causes of death worldwide, killing more than 7 million people each year (World Health Organization 2017). World Health Organization (WHO) reported that 22% of the world’s population aged more than 15 years are smokers (World Health Organization 2016). African, American and South East Asian region (SEAR) under the Global South contribute to majority of this tobacco burden (World Health Organization 2016). To counter the globalization of this tobacco epidemic, WHO Framework Convention for Tobacco control (FCTC) was developed (World Health Organization 2015). To make this a reality, WHO has proposed the MPOWER strategy, in which each of the str
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