Background:
The aim of this study was to investigate the attitude and reactions towards plain tobacco pack among the adult population in Bangladesh.

Methods:
This was a cross-sectional study with mixed method approach. Data was collected from 458 respondents through face-to-face interview for quantitative part and another 40 through in-depth interview with 10 key informants' interview for qualitative part. In every cases of this study, dummy cigarette plain packet, which was developed in comparison with the existing graphic health warning pack,were used. To measure respondents' attitude on different aspect of plain tobacco pack, a five-point scale was used in this study. Response options for all items were: completely agree (5), slightly agree (4), neither agree nor disagree, that is neutral (3), slightly disagree (2) and completely disagree (1). Furthermore, reaction of the respondents observed by the researcher and it was noted under four subheadings like- Alertness, Unpleased, Concerned and Discomfort. Using a four point scale, response was taken and the options were: more (4), moderate (3), little (2) and negative answer to the statement (1). Thematic content analysis was performed and SPSS version 22.0 software was used for data analysis.

Results:
Of the total respondents 96.5% were positive about the introduction of plain packaging of tobacco products in Bangladesh. About 94% respondents' perceived that it would reduce the attractiveness and appeal of tobacco products. Plain pack was believed to be able to prevent the tobacco advertisement and branding promotion, reduce youth experimentation, misleading consumers, youth tobacco initiation, and motivate tobacco users to quit by the majority of the participants.

Conclusions:
The findings of this study provide baseline information to initiate debate with country policy makers to formulate plain packaging of tobacco products legislation in Bangladesh.