Exploring Tobacco Vendor Perspectives on Tobacco Vendor Licensing in Lucknow, India: An Exploratory Mixed-Methods...

Tobacco vendor licensing (TVL) under India's Cigarettes and Other Tobacco Products Act is intended to regulate tobacco sales and reduce youth access; however, implementation gaps at the local level may limit its impact. This study explored, in a purposively selected sample, tobacco vendors' awareness, perceptions, and experiences regarding TVL in Lucknow, India.

An exploratory concurrent triangulation mixed-methods design was used. A structured survey of 150 purposively selected vendors assessed demographics, awareness, and perceptions of TVL, while six in-depth interviews captured lived experiences. Quantitative data were analyzed using descriptive statistics to identify exploratory patterns, and qualitative data were examined thematically using Braun and Clarke's framework. Integration occurred at the interpretation stage. Given the non-probability sampling, findings are not statistically inferential or generalizable.

Only 26.7% of vendors reported awareness of TVL regulations, indicating a substantial information gap. Vendors who were aware of TVL tended to report more favorable views of licensing and its intended regulatory role. Qualitative analysis identified five interrelated themes: lack of awareness, positive perception of TVL's intent, challenges in implementation, unclear enforcement mechanisms, and suggestions for improvement. Vendors highlighted financial burden, procedural complexity, and limited official communication as key barriers to compliance.

These exploratory findings suggest that information deficits, procedural opacity, and weak enforcement constrain the effectiveness of TVL in Lucknow. Strengthening vendor-focused awareness, simplifying licensing processes, and ensuring consistent, transparent enforcement are essential to better align policy intent with on-ground practice.