IN ATMOSPHERE WHERE SMOKING IS SUGGESTED AS BAD/ HARMFUL TO HEALTH, WHAT MOTIVATES CONSUMERS TO CONTINUE?

QUALITATIVE MARKETING RESEARCH ASSIGNMENT

DECEMBER 18, 2013

SUBMITTED TO PROF. BHAVANI SHANKAR

SUBMITTED BY SECTION B GROUP 3

BHARATH GANGADHARAN POOJA JUGRAN SONAKSHI BEHL TARANDEEP SINGH

TABLE OF CONTENTS
EXECUTIVE SUMMARY .......................................................................................................................... 3 Introduction ................................................................................................................................................... 4 1. Statement of the problem and significance ............................................................................................... 5 2. PURPOSE of the study ............................................................................................................................. 5 3. research objectives .................................................................................................................................... 6 3.1 Evolving Marketplace ................................................................................................................... 6

4. Related study............................................................................................................................................. 7 5. Design of the study ................................................................................................................................... 8 6. Research methodology .............................................................................................................................. 8 7. 8. 9. 10. 11. Profile of the respondents ................................................................................................................... 10 Sources of data .................................................................................................................................... 10 Media Schedule................................................................................... Error! Bookmark not defined. Appendix ......................................................................................... Error! Bookmark not defined. References ....................................................................................................................................... 16

EXECUTIVE SUMMARY

INTRODUCTION

1. STATEMENT OF THE PROBLEM AND SIGNIFICANCE

Tobacco use remains ubiquitous in society, despite its well-publicized vices. Kicking the habit can be a painful ordeal however, many smokers don't even try to give it up. Smoking cigarettes causes more deaths than alcohol, car accidents, suicides, AIDS, homicide and illegal drugs combined. Despite this, one in five people still indulge in it some have attempted to quit smoking and failed, and others have not considered quitting at all. The risks of smoking are well known but it is important to dig into why people get into smoking habits and continue smoking despite being well aware about its negative effects on physical and mental well-being. Also, understanding why people smoke is vital for designing and executing quit smoking programs more effectively and successfully.

2. PURPOSE OF THE STUDY

The purpose of the study is to understand continue to smoke in a day and age where the longterm health risks attending the habit are all but impossible to miss, given huge awareness initiatives being driven highlighting harmful effects of smoking. This research study intends to identify the various factors that contribute towards: Initiation of smoking among teens and youth Continuation of smoking despite awareness about it ill effects Relapse to smoking after a quit attempt Reasons for not being successful in quitting smoking

Tobacco dependence is a complex phenomenon with marked variability. Smokers are not a homogenous group. Their reasons for smoking, their withdrawal, their failures to quit and their ultimate success in overcoming tobacco dependence are individualized. Any insightful study in this research area must try to identify these above factors separately for these distinct categories of smokers : Smart Art

3. RESEARCH OBJECTIVES
1. Studying the smoking climate and the current tobacco use patterns among adults 2. Understanding smokers attitudes towards the consumption of tobacco 3. Understanding smokers attitudes towards efforts to regulate tobacco use 4. Identifying reasons for smoking 5. Identifying reasons for relapsing after a quit attempt 6. Understanding why some smokers dont try to quit 7. Identifying patterns of smoking cessation attempts by consumers

3.1 EVOLVING MARKETPLACE In 2008 India had a population of 1.1 billion, with a median age just under 25 years. The 2001 census estimated the average household size to be slightly greater than five persons and somewhat larger in rural areas than in cities. India's rapid economic growth since 1991 substantially reduced the portion o f the population living in severe poverty and created a sizable middle class centered in the cities. Defining households with annual disposable income of Rs. 2,00,000 to Rs. 10,00,000 as middle class, a Mc Kinsey Global Institute report estimated that 5 percent of the population was middle class in 2005 and forecasted that this number would grow to 19 percent by 2015 and to 41 percent by 2025. As household incomes rise, the proportion of income devoted to transportation, which accounted for 17 percent of household spending in 2005, was expected to increase to 19 percent of spending in 2015 and 20 percent of spending in 2025, primarily because of increased car purchasing. Increased spending on health and education was also anticipated. Although rising aspirations have accompanied the growth in disposable income and the expansion of the Indian middle class, absolute income levels are low and remain so even when adjusted for purchasing power. Limited incomes coupled with an ingrained orientation toward seeking a bargain mean that the new Indian middle class consumer is a tough customer. Companies will be challenged to meet the combination of high aspirations and the need for low prices.

4. RELATED STUDY
Excerpts from various research papers and newspaper/magazine articles on Smoking The Centre for Disease Control and Prevention (CDC) report that as of 2009, more than 46 million Americans smoke. About 443,000 people in the United States die from smoking-related illnesses each year. According to them, The core reason people smoke is because they are addicted to nicotine and can't stopit's as simple as that. Or is it? Though nicotine addiction is certainly the biological reason for why people smoke, there are a host of other factors that are also at play. In a recent study, researchers from the Hebrew University of Jerusalem and the Technion-Israel Institute of Technology try to explain why people continue smoking despite the health issues. Their findings are published in the journal PLoS One. In an article published in The New York Times, study authors Eyal Ert and Eldad Yechiam explain how their study rejects the common notion that smokers are inherently drawn to risks. "Some evidence suggests that smokers do take more risks than nonsmokers," they write, "They are more often involved in traffic accidents, less likely to wear seat belts and more likely to engage in risky sexual behaviour. Women who smoke even have mammograms less frequently than their non-smoking counterparts." As mentioned on the American Cancer Society Website, despite thousands of publications and studies showing the health risks of smoking, 20.4% of Louisiana was still smoking in 2009. A study on dentists' health and lifestyle, conducted by Ajman University of Science and Technology showed that smoking can lead to gum disease, tooth decay and even cancer but even then one in seven dentists in Abu Dhabi, Dubai and Sharjah still indulge in smoking. Stress, heavy workloads, financial worries, poor working conditions, medical emergencies in their practice and the routine nature of the job are reasons dentists give for smoking. A Cancer Research Study conducted in UK and published in Nicotine and Tobacco Research in Oxford Journals was designed to understand why people smoke and develop more effective quitting programmes for smokers. It has revealed that only half of smokers say enjoyment and coping with stress were reasons why they smoke. Dr Jenny Fidler, an author of the paper and based at Cancer Research UK's Health behaviour Research Centre at UCL, said: "This study has shown there are key differences in

motives for continued smoking. We need to look at these motives more closely to see how relevant they are when it comes to giving up smoking successfully.

5. DESIGN OF THE STUDY

Sufficient secondary research was conducted to understand a smokers psyche. The secondary research helped us understand the general attitude of consumers towards smoking. Various research papers revealed the reasons smokers usually give for continuing smoking despite being aware of the health risks associated with it. This helped us in formulating our research methodology and the discussion guide used for conducting FGDs and interviews. We have divided our target group into three categories: 1. Regular Smokers - Average Frequency of over 5 cigarettes a day 2. Irregular Smokers - Average Frequency of 2-5 cigarettes a day 3. Beginners - Average Frequency of 0-2 cigarettes a day 4. Shifters Those who have quit smoking The study was conducted by collecting data from all four categories and analyzing the data thereafter.

6. RESEARCH METHODOLOGY
We used a mix of In-depth interviews, Focus Group Discussions and Projective Techniques for the whole process. Focus Group Discussions The purpose of conducting focus group discussions was to gain knowledge about the smoking habits of consumers in general. We conducted 2 FGDs for each category i.e. 8 FGDs across all categories. Each FGD group had 6-8 members. The FGDs were conducted with a set of driving questions. Each group was handled by two people with one working as a moderator and the other, an assistant moderator. The moderator led the discussion, kept the conversation flowing and took few notes to remember comments which

were used later. The assistant moderator took comprehensive notes, handled the environmental conditions and logistics- recorded the discussion, responded to unexpected interruptions and kept track of time. Through FGDs we were able to: Explore the depth and nuances of opinions regarding smoking Understand differences in perspectives of consumers Understand what factors influence opinions or behaviour of smokers Get a degree on consensus on attitudes towards smoking and reasons for continuing smoking despite health risks Check reactions to the idea of quitting smoking Capture opinions and perspectives on all aspects of the entire target group Learn about participants by observing their interactions Projective Techniques As we are dealing with deep rooted consumer attitudes and perceptions, we used projective techniques to bring them out. A laddering discussion to list the reasons why they continue smoking despite being aware of health risks Checked if the consumers get a sense of importance/status from being part of the smokers gang at work or with friends and if it is a desirable group they want to be a part of In-depth Interviews Understanding attitude and behavior in a highly contextual situation requires an in-depth exploration of the subjects to be studied. We interviewed 3 consumers for each category of smokers, i.e. 9 consumers across all categories. A questionnaire was designed to gather rich data in an organized manner. Each interview lasted 45-50 minutes. Each interview was recorded so that each and every detail can be reviewed and analyzed. Also, the interviewee could be observed carefully for his/her reaction during the discussion. In-depth interviews were used because we wanted detailed information about a persons thoughts and behaviours regarding smoking and we wanted to explore this issue in depth. Few areas we

want to explore are sensitive and the participants are usually not comfortable talking openly in a group hence the need for in-depth interviews was crucial. Hence, few questions are explored through FGDs and in-depth interviews both. Also, we wanted to distinguish individual (as opposed to group) opinions about the program.

7. PROFILE OF THE RESPONDENTS

The mix of the respondents was chosen carefully to get a legit representation of the real population; respondent selection was also influenced by the research technique being employed since within the scope of the resources & time available some of the research methodologies might not have been suitable. Groups for FGDs were selected carefully keeping in mind the category of smokers they belong to- regular smokers, irregular smokers or beginners. Therefore, around 15 people were selected for each of the three categories who were split into 2 groups. Similarly, we identified 3 people falling under each category and conducted their in-depth interviews. Thus, 9 in-depth interviews were conducted. People from different age groups and socio-economic levels were interviewed to capture insights from every segment of the target population. Target Group: Male/Female; Age group 18 60 years The study was conducted on-campus with respondents chosen from the following groups: PGP students IPM students Teaching Associates Hostel Guards Mess workers Bus Drivers

8. SOURCES OF DATA
We collected data from primary sources as well as secondary sources. Secondary sources- research papers, newspaper and magazine articles

Primary Sources- Data collected through FGDs and in-depth interviews

9. DATA COLLECTION TOOLS & TECHNIQUES

10. DATA ANALYSIS

For analysis of the qualitative data collected in the form of narratives of the respondents (called databits), the analysis method used is the narrative analysis with matrix method of data representation and reduction. Stage 1: Compiling In the first stage, the transcripts and the field notes made during all the FGDs and interviews conducted were digitized- Word files were made on computer and multiple backup copies were produced. These FGD and interview transcripts were arranged into the 4 folders as follows: Data from the Regular smokers Data from Irregular Smokers Data from beginners of smoking Date from shifters

Once the data was compiled, the group sat down with the transcripts copy and made reflective notes, if any from the FGD or interview scenario to ensure no points were missed out such as any peculiar body languages, facial expressions, gestures etc. made by the respondents. We read and reviewed the transcripts to understand the emerging patterns and themes and to develop a mind map of the labels and codes to be used for classification of data. Step 2 : Disassembling Indigenous typologies were identified to develop our conceptual framework for coding of data into codes/ labels. Our secondary research helped us in creating some typical typologies for the various factors behind the 4 types of phenomenon we study. These are as follows: 1. Why people start smoking a) Peer Pressure b) Style symbol (reflects cool style, in-fashion) c) Pleasure in rebellion (doing something you are asked not to do) d) Influence from celebrity/role models (you aspire to imitate) e) Expression of new found freedom 2. Why people continue smoking

a) Habit/Addiction b) Relaxation feeling c) Coping with stress d) Enjoyment with friends e) Keep Weight in control (kills hunger) f) For social reasons g) For concentration 3. Why you are not able to quit smoking despite its ill-effects? a) I see many people who smoke more heavily, yet they are fit b) 2-3 cigarettes a day wont kill me c) Leaving smoking would do more harm to now if I give up, Ill go mad d) It is a part of my routine now e) Smoking environment not conducive to quitting 4. Smoking Environment a) Home b) Work c) Social circle In the disassembling stage, the narrative of each GD and interview was read and reviewed. The narrative was segregated into excerpts falling in each of the 4 research questions we are trying to answer. Each excerpt was assigned a code / label based on the sub-theme it was expressing. For example, for the interview conducted of a person who was a regular smoker, the following excerpt was codified as follows: I like smoking because

This excerpt brings out the aspect of smoking providing a instant relaxation to his mind. Thus it is coded as 2(b). The same exercise was repeated for each of the interview/FGD transcript and all the data excepts were coded into themes and sub themes stated above. Step 3 : Reassembling At this stage, the codified data from all the 4 categories of respondents was arranged and grouped using arrays and matrix. The Microsoft excel was used as the supporting tool to create a table for grouping data as follows:

Themes (labels)

Beginners

Irregular smokers

Regular Smokers

Shifters

1. Why people start smoking

(a) Peer Pressure (b) Style symbol (c) Pleasure in rebellion (d)Influence from celebrity/role models Expression of new found freedom
<At the school trip>

<..> <..>

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2. Why people continue smoking

(a) Peer Pressure (b) Style symbol (c) Pleasure in rebellion (d)Influence from celebrity/role models Expression of new found freedom

1. Why people start smoking

(a) Peer Pressure (b) Style symbol (c) Pleasure in rebellion (d)Influence from celebrity/role models Expression of new found freedom

1. Smoking Environment
(a) Home (b) Work (c) Social Environment

All the data bits (narrative excerpts) were mentioned in the appropriate cells they were categorized into. This helps in better attribution of what factors are most predominant for the smoking phenomenon observed in different categories of smokers.

Step 4: Interpreting Based on the data bit matrix prepared, interpretation were made about what factors are responsible for driving people to continue smoking, relapse of not succeed at quitting smoking for different types of smokers. A quick table is arranged to facilitate better interpretation which is a modification of above table. Under each of the 4 categories of smokers, only those themes are mentioned which have been observed through the respondents remarks. Whichever code/label had databits mentioned against them, were now mentioned under the category and the table was collapsed horizontally. Then, a constant comparison analysis was done to identify similar and contrasting themes for these categories of smokers.

11. REFERENCES
1. http://ntr.oxfordjournals.org/ 2. http://www.cancer.org/ 3. http://www.examiner.com/article/why-are-we-still-smoking-despite-health-concerns 4. http://www.medicaldaily.com/why-are-so-many-smokers-still-smoking-248104 5. http://www.healthcommunities.com/quit-smoking/why-do-people-smoke_bht.shtml 6. http://www.thenational.ae/news/uae-news/health/one-in-seven-dentists-smoke-despite-healthrisks-uae-study-shows 7. http://www.news-medical.net/news/20090728/New-research-reveals-what-motivates-people-tosmoke.aspx 8. http://www.impacteen.org/generalarea_PDFs/peerpaper_powell021703.pdf