Online published on 28 February, 2020.
When the world talks about “food and beverage industry” as the biggest of all the industries, in reality it doesn't include the oral intoxicants as food. In the Indian context this is the biggest tragedy at Macro-Economy level, covering more than 10% of the G.D.P. per year and causing more than 10 Lakhs human lives to pass away every year.
The Eastern Indian state of Orissa is one of the top three per capita consumers of tobacco in the country. Like any other developing country, this is a biggest hidden force to obstruct the economic development of the society.
Primary research finds out the strategic needs, policy changes, consumer demands for the curbing of tobacco consumption in Orissa through social marketing, advertising and strategic management to achieve a tobacco free society. Consumers are examined through questionnaire administration in the field underethical researchand surveypractices through stratifiedrandom samplingacrossthestate to devise an effective and real strategy for the curbing of tobacco consumption. Qualitative and quantitative research methods were adopted along with the macro secondary research to support the advertising and social marketing strategies for the real world application.
Chapter 5 and chapter 6 in the thesis deals with the action plan and strategic approach at micro levels which are drawn from the field with validity endorsed by the consumers. This thesis proposes several future researches in the associated area of narcotics and alcohol consumptions.
Orissa with a structured social marketing in association with the government, NGOs and public can make the civil life free from tobacco consumption. The states’ economic development can be possible, if it controls over tobacco production, distribution and consumption by the public. Tobacco control alone will contribute in a larger way than industry and agriculture contribution, to the state economy. The state has bye passed the awareness stage and waiting for the action plan implementation. Real improvements in social economy, public health, macro policy implementations and achievement of the development can only be possible by bringing the curb on tobacco (Oral Intoxicants) consumption pattern in both smoking and non smoking mediums. This deadly force pulls down the development and growth of the state of Orissa.
Role of Social Marketing, Advertising and Strategic Action Plans has a lot to contribute in observing a tobacco free society. These success factors are proposed through micro research in the state of Orissa.
