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International Journal of Public Health

Erschienen in:

25.07.2020 | Review

Impact of tobacco industry pricing and marketing strategy on brand choice, loyalty and cessation in global south countries: a systematic review

verfasst von: Yuvaraj Krishnamoorthy, Marie Gilbert Majella, Sharan Murali

Erschienen in: International Journal of Public Health | Ausgabe 7/2020

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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.

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Titel: Impact of tobacco industry pricing and marketing strategy on brand choice, loyalty and cessation in global south countries: a systematic review
verfasst von: Yuvaraj Krishnamoorthy
Marie Gilbert Majella
Sharan Murali
Publikationsdatum: 25.07.2020
Verlag: Springer International Publishing
Erschienen in: International Journal of Public Health / Ausgabe 7/2020
Print ISSN: 1661-8556
Elektronische ISSN: 1661-8564
DOI: https://doi.org/10.1007/s00038-020-01422-2

Springer Medizin

Abstract

Objectives

Methods

Results

Conclusions

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