23-08-2013, 04:50 PM
INTERIM REPORT ON EFFECTIVENESS OF CSR IN ALCOHOL INDUSTRY
ADVERTISING ETHICS
Advertising ethics is a vast subject and research has been ongoing in this field for several years.
Most of the literature in this field examines advertisements and their ethicality in terms of
persuasive appeals (Crisp, 1987; Hyman and Tansey, 1990), exploitative appeals (LaTour and
Zahra, 1989).
Alcohol consumption in India is on a rise and the alcohol industry is growing steadily. The
liberalization of the Indian markets and foreign trade policies are the contributing factors to this
growth. Companies are aggressively marketing their products in the market. Direct and indirect
advertising, impact of media on youth which portrays alcohol and association with alcoholic
brands as a symbol of glamour and celebrity status is helping the alcohol industry in India.
Alcoholic drinks are legal products and both the advertising and alcohol industries argue that
there shouldn’t be legal restrictions in advertising alcoholic products. They also claim that ban
on such advertisements could affect both the media and the spirits industry. Another argument
form the alcohol industry is that advertisements are for promoting products and sales, and there
is no evidence of a link between the advertisements and level of consumption of alcohol. The
society on the other hand argues that not only will advertisements promote sales, but it will also
generate new consumers and increase consumption of the existing customer base. If there are no
regulations or bans on alcoholic products, it will increase consumption and create health issues
and cause many other problems in the society.
OBJECTIVES:
The objectives of this project are:
• To study the CSR activities done in the Alcohol industry(India)
• To compare the CSR activities of Kingfisher (alcohol) with ITC (tobacco).
• To find out the extent to which the CSR activities are beneficial to the society.
• To find out if the company is looked upon as a glamorous or a responsible company by
the society.
METHODOLOGY:
RESEARCH DESIGN: The research design type used in this project is causal research
wherein we have provided information on potential cause and effect relationships. This
type talks about associations or impact of one variable on another.
• POPULATION: The population comprises of all people above 18 years of age.
• SOURCES OF DATA:
o Primary sources: Primary data are the data observed or collected directly from
firsthand experience. Here, the primary data will be collected from friends/ family
or other people who are above 18 years of age
o Secondary Sources: Secondary data are the published data that are collected in
past by other parties. Here, the secondary data is gathered from the internet.