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7/31/2019 Consumer Behavior Project - FINAL
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INDIAN INSTITUTE OF PLANNING AND MANAGEMENT
HYDERABAD
PROJECT REPORT
ON
THE CONSUMER BEHAVIOR OF WOMEN SMOKERS
UNDER THE GUIDANCE OF
PROF:RAMANATHAN KANNAPPAN
SUBMITED BY
PRANAV SRIVASTAVAKARTIK VUPPULURI
VIVEK SHUKLA
SREEKASHINI SREEDHAR
SYED AZHARUDDIN
ANUSHA G
PRATYUSHA P
INDIAN INSTITUTE OF PLANNING AND MANAGEMENT
IIPM TOWER, 6-3-252/2
ERRAMANZIL, BANJARA HILLS, HYDERABAD-82
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Abstract
India is the worlds second most populous country. Gender bias was a
common practice where the number of boys enrolling for primary and
secondary education has been higher than girls. Government programs
and NGOs have made an impact by bringing in laws and educating
people to treat the girl child as equals. Women in India enjoy a more
independent and empowered status compared to the previous
generations.
The number of women smokers has been on the rise post globalization.
Social stigma is out and new trendy fashion statement is drawing scores
of women to this addictive habit. According to tobacco atlas, India has
the third largest population of women smokers in the world, behind
America and China.
This project is an attempt to study the consumer behavior of women
smokers. The finding from the survey gives information that can be
used by Tobacco marketers, anti smoking NGOs and healthcare
professionals.
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Table of Contents
Topic Page No.
1. Acknowledgement 1
2.Introduction 2
3. Questionnaire 4
4. Conclusion 7
5. Bibliography 15
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Acknowledgements
This project would not be complete without the support of Prof.
Ramanathan Kannappan who has constantly mentored and helped us
achieve the result.
Team work is essential in achieving success and the same has made this
project a possibility. Finally we would like to thank friends and family
who have helped getting the questionnaire filled as it was a difficult
task to get honest feedback for this type of survey
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Introduction
Consumer behavior is the study of when, why, how, and where people
do or do not buy a product. It blends elements
from psychology, sociology, social anthropology and economics. It
attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual
consumers such as demographics and behavioral variables in an
attempt to understand people's wants. It also tries to assess influences
on the consumer from groups such as family, friends, reference groups,
and society in general.
Products convey different things to different people. Women
consumers differ a lot from their male counterparts. Women, in
general, are adept information-gatherers and take longer time to make
purchase decisions.
Although smoking along with causing lung diseases and cancer also
causes reproductive problems in women. Based on a World Health
Organizations Global Survey of Tobacco Usage and an independent
study by AIIMS are some findings:
# 31% women tobacco addicts in India are between age 15-49.
# 25% Indian women light up over 10 cigarettes per day.
# 62% of women smokers die in their prime compared to 38% of those
who dont.
# 1 in 20 women in India to die between age 30-69 due to tobacco in
2010s.
http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Product_(business)7/31/2019 Consumer Behavior Project - FINAL
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# 20% girls in Delhi and Chennai studying in Class 6 smoke (AIIMS study)
# 87% Hindi movies show onscreen smoking; 26% have a heroine who
smokers.
In spite of the labeling Smoking is injurious to health and pictorial
representation of cancer on the cover of cigarette packs, there has
been a rise in the number of women smokers. A cigarette in the hand of
women smoker represents success, mystery and individuality.
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Questionnaire
1) Name:
2) Age:
3) Profession:
Q 4) Do you smoke?
a) Yes b) no c) Occasionally
If no go to question 12, else continue
Q 5) How old were you when you started smoking?
a) Under 18 years old
b) 18-25 years old
c) 26-40 years old
d) Above 40 years.
Q 6) Tick the reasons for starting the habit (one or more)
a) Socializing with corporate colleaguesb) Expression of freedom
c) Peer pressure
d) To stay slim (suppress hunger)
e) Stress-relief
f) Style statement
g) Others please
specify_____________________________________________________
Q 7) What do you like about smoking?(tick one or more)
a) Relaxation or Stress-relief
b) Style or fashion statement
c) The smoke or smell.
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d) A chance to be part of a group.
Others please specify____________________________________
Q 8) What activities do you associate with smoking? (Tick one or more)
a) Waking up
b) Office
c) After meals
d) Partying
e) Alcohol
Others please specify____________________________________
Q 9) Where do you smoke? (Tick one or more)
a) Indoors (at home)
b) Outdoors
c) At work
d) Club (while partying)
Q 10) what do you dislike about smoking?
a) Cost
b) Health hazardsc) Being considered as social outcast (by non smokers)
d) Smell on self/ clothes/ car
e) Being dependent or addicted.
Q 11) Do any feelings trigger your smoking?
a) Stress.
b) Boredom.
c) Loneliness.d) Need to concentrate.
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Q 12) What do you think is the perception of men about women
smokers?
a) Cool
b) Uncool
c) Sexy
d) Repulsive
e) Unaffected
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Conclusion
Parameters:
Name, age and Profession: The research is mainly focused on the agegroup between 20-50 years. The participants include women who are
students as well as working professionals.
Age when they started smoking: Most women began smoking below
the age of 18 which is against the laws laid down by the Indian
government. Popular actors or actresses have a significant impact on
the younger age group. This is assumed to be the major factor
responsible for inducing the habit of smoking among the youngergeneration.
68%
24%
8%
0%
Age when women started smoking
Under 18
18-25
26-40
Above 40
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Reasons for starting smoking: The common reasons which had a
significant impact on women starting smoking were Smoking as an
expression of freedom, Smoking as a style statement, Peer pressure to
begin smoking. These reasons behind women starting smoking can be
related to the general view among the teenagers who perceive smoking
as a style statement and peers who do not smoke are sometimes
con
sid
ere
d
as
an
out
cas
t.
The Non Governmental Organizations (NGOs) with an objective of
educating the younger generation regarding the harmful effects of
smoking need to promote views which are opposed to the reasons that
induce the habit of smoking among teenagers.
38%
26%
18%
13%
5%
Reasons for starting smoking
Expression of freedom
Style Statement
Peer Pressure
Stress relief
Others
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Factors that women like about smoking: The common factors that
were found that women like about smoking are that it is considered as
a style statement and smoking for stress relief.
40%
37%
13%
10%
Factors that women like about smoking
Style statement
Stress relief
Smell or smoke
Chance to be the part of a
group
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The activities that women associate with smoking: The common
activities that women associate with smoking were concluded as In
parties and Smoking while consuming alcohol. This however
contradicts one of the factors that women like about smoking where it
was found that stress relief was one of the major factors.
34%
32%
12%
12%
10%
Activities that women associate with
smoking
Parties
With alcohol
Office
After waking up
After meals
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Places where women smoke: All the women who participated in the
research indicated that they prefer smoking outdoors as compared to
smoking indoors. Places like office, pubs would be the common choices
where women prefer to smoke.
47%
0%
33%
20%
Places where women smoke
Outdoors
Indoors
Clubbing
At work
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Reasons why women dislike smoking: Almost all the negative
implications known about smoking have been chosen why women
dont like smoking. However, health hazards and the smell on clothes
have been particularly cited as reasons why women dont like smoking.
39%
11%11%
30%
9%
Reasons why women dislike smoking
Health hazards
Cost
Being considered as a social
outcast
Smell
Being dependent or addicted
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Factors that trigger smoking among women: Stress and boredom have
been found to be the common factors that trigger smoking among
women. Another factor which has been identified that triggers smoking
among women is loneliness.
58%23%
10%
9%
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
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A womans understanding about mens perception towards women
smokers: Most women feel men perceive women who smoke as being
sexy. This can be cited as one of the reasons why women start smoking.
However, some women feel that men perceive women who smoke as
being repulsive.
28%
7%
39%
21%
5%
Perception of men about women
Cool
Uncool
Sexy
Repulsive
Unaffected
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Bibliography
The Economy of Tobacco and Tobacco Taxation in India. Availablefrom
http://www.tobaccofreeunion.org/assets/India_Tobacco_Econom
ics_full_en.pdf
Growing Women Smokers in India. Available fromhttp://www.southasianconnection.com/blogs/1486/Growing-
Women-Smokers-In-India-.html
http://www.tobaccofreeunion.org/assets/India_Tobacco_Economics_full_en.pdfhttp://www.tobaccofreeunion.org/assets/India_Tobacco_Economics_full_en.pdfhttp://www.tobaccofreeunion.org/assets/India_Tobacco_Economics_full_en.pdfhttp://www.southasianconnection.com/blogs/1486/Growing-Women-Smokers-In-India-.htmlhttp://www.southasianconnection.com/blogs/1486/Growing-Women-Smokers-In-India-.htmlhttp://www.southasianconnection.com/blogs/1486/Growing-Women-Smokers-In-India-.htmlhttp://www.southasianconnection.com/blogs/1486/Growing-Women-Smokers-In-India-.htmlhttp://www.southasianconnection.com/blogs/1486/Growing-Women-Smokers-In-India-.htmlhttp://www.tobaccofreeunion.org/assets/India_Tobacco_Economics_full_en.pdfhttp://www.tobaccofreeunion.org/assets/India_Tobacco_Economics_full_en.pdfRecommended