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IJRAR1BNP003 International Journal of Research and Analytical Reviews (IJRAR) www.ijrar.org 45

Herbal Cigarettes: Understanding Consumer

sentiments

Neeraj Bhanot, Vaibhav Sharma, Sneha chand, Shalini, Pawan malhotra

Mittal School of Business, Lovely Professional University

Abstract

As we know, the smokers in India are losing their lives due to consumption of tobacco products, these tobacco

products are very harmful and it has a severe effect on human body. This report will help the consumers to take

the right decision and quit tobacco products. This report will help the reader to understand the factors that affect

tobacco smoker’s perception towards herbal cigarette. It will also help the consumers to identify proper reasons

to shift from tobacco cigarette to herbal cigarette. The data collected by way of focus group has also been analysed

to determine the likely causes for the results generated. Thus, a collective summary has been displayed to replicate

the highlights of the findings. In all, the research has attempted to find suitable conclusions for the research

objectives and provide suggestions to the consumers.

Key words:

INTRODUCTION

Nicotine contains nitrogen, which is made by a couple of sorts of plants, including the tobacco plant. It is also

made misleadingly. Nicotiana tabacum, the kind of nicotine found in tobacco plants, begins from the nightshade

family. Red peppers, eggplant, tomatoes, and potatoes are occasions of the nightshade family.

Being a lot of hazardous in solitude, nicotine is seriously addictive and opens people to the incredibly damaging

effects of tobacco dependence. Nicotine is both an opiate and an energizer. Exactly when a body is introduced to

nicotine, the individual experiences a "kick." This is most of the way achieved by nicotine quickening the adrenal

organs, which brings about the appearance of adrenaline.

This surge of adrenaline vivifies the body. There is a brief appearance of glucose, similarly as a development in

beat, breathing development, and circulatory strain. Nicotine in like manner makes the pancreas produce less

insulin, causing a slight addition in glucose or glucose. In other manner, nicotine causes the appearance of

dopamine in the delight and motivation locales of the brain. A practically identical effect happens when people

take heroin or cocaine. The medication customer experiences a pleasurable sensation. The American Heart

Association says that nicotine expended from smoking tobacco is probably the hardest substance to stop. It is

viewed as at any rate as hard as stopping heroin.

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Home grown cigarettes are coordinated as a safe, non-addictive option in contrast to tobacco smoking. All things

considered, home grown cigarettes contain no tobacco and hence no nicotine, the medication in cigarettes that

makes individuals become dependent. Numerous individuals even smoke home grown cigarettes as a guide to quit

smoking ordinary cigarettes.

Problems caused from smoking of tobacco products:-

Cigarette smoking is a main cause for strokes and lung cancer. Smoking causes blockages and reduces blood flow

to your legs and skin. Lung diseases including emphysema and chronic bronchitis also caused due to smoking. A

person suffering from asthma, smoking cigarette can trigger an asthma attack by five times. For woman, smoking

cigarette can make it a big problem for them to get pregnant. For men, smoking cigarette leads to a decrease in

fertility of man’s sperm and may also lead to birth defects and still birth. Smoking of cigarette may affect the tooth

and gum of human body and may also lead to tooth loss. A person who smokes cigarette is more likely to suffer

from COPD disease. Smoking of cigarette also leads to disorder in cataracts of human body. Smoking of cigarettes

also leads to some adverse effects on human body such as decreased immune function.

Review of literature

Chen,Glantz&Tong (2007), Twenty-three brands were recognized, fundamentally from China. Numerous items

professed to assuage respiratory indications and decrease poisons, with four herb-just items publicized for smoking

suspension. No writing was found to check the wellbeing claims, aside from one Korean preliminary of a herb-just

item. Asian home grown tobacco cigarettes were at first delivered by China by the 1970s and acquainted with

Japan during the 1980s. In spite of starting news about research showing a more secure cigarette, the TTC

investigations of these cigarettes recommend that these early items were not acceptable and had conceivably

dangerous cardiovascular impacts. By the late 1990s, China started delivering progressively natural tobacco

cigarettes in a re-established exertion to decrease hurtful constituents in cigarettes. After 2000, tobacco

organizations from Korea, Taiwan, and Thailand started delivering comparative items. Tobacco control bunches

in Japan, Taiwan, and Thailand voiced worry over the wellbeing cases of home grown tobacco items. In 2005,

China assigned two herbal tobacco brands as key for improvement.

Rose man & William (2006), in this paper the inventor says that the development highlights tobacco synthesis and

techniques for their utilization and production. Structures of the innovation might be founded on an assortment of

advancements. Innovations incorporate movies, tabs, formed parts, gels, consumable units, insoluble grids, and

empty shapes. Notwithstanding tobacco, pieces may likewise contain flavours, hues, and different added

substances as portrayed in this. Organizations may likewise be orally disintegrable. Commendable arrangements

and strategies for their assembling are depicted herein. The innovation identifies with the field of tobacco items.

According to a first part of the present development, there is given a smokeless tobacco item arrangement

including: a holding gadget; and an orally disintegrable synthesis verified to an external surface of the holding

gadget, wherein the orally disintegrable piece involves a water-solvent polymer and tobacco having a normal

molecule size of 250 ppm or less. As indicated by a second part of the present innovation, there is given a strategy




for assembling a smokeless tobacco item creation involving connecting a holding gadget to an orally disintegrable

piece, wherein the orally disintegrable structure contains a water-dissolvable polymer and tobacco having a normal

molecule size of 250 pm or less. The creation highlights tobacco organizations and techniques for their utilization

and assembling. Pieces of the innovation might be founded on an assortment of advancements. Advancements

incorporate movies, tabs, formed parts, gels, consumable units, insoluble lattices, empty shapes, and such pieces

arranged on a holding gadget. Notwithstanding tobacco, organizations may likewise contain flavours, hues, and

different added substances as depicted thus.

Arampatzis (2005), Invented that the present invention relates to the use of herbal cigarettes. The tobacco smoke

contains a huge number of potential physiologically active compounds (around 3000 to 4000) and nicotine has

been identified as the main agent of tobacco addiction. However, tobacco addiction is not limited to the

pharmacological effect of the nicotine. Many addiction mechanisms are identified. Smoking involves the

neurochemistry of the brain, Pavlovi- an-style conditioning, psychological factors and social factors.

Inhaling nicotine is very rewarding to parts of the mid-brain that control attention, mood, and addictive behavior.

The typical smoker makes multiple attempts over many years before going even one year without a cigarette. In

the scientific literature, the following factors of tobacco dependence were pointed out:

Nicotine pharmacological effects

Psychological and "behavioural" dependence

Environmental stimulation

Psychiatric morbid behaviour - Anxiousness

Hereditary and genetic factors (particular sensibility to previous factors)

The diagnosis to establish the main factors involved in the dependence on a patient willing to stop smoking is

complicated because the treatment must take into account all of these main factors.

Dube,Smith&Barnes(2003), in this paper the inventor tells that a channel component associated with the tobacco

bar, said channel component having an end proximal to the tobacco pole and an end distal from the tobacco pole,

and said channel component containing an external component of channel material and an inward component of

channel material; a depression characterized by said internal component of channel material, wherein the hole

contains a by and large narrowly molded end having a slanted surface and a circularly formed bit; and no less than

one flimsy case arranged in the cavity, wherein the brittle case has an external shell and an inward payload, the

inside payload containing a seasoning specialist, and wherein the fragile container is wedged against the slanted

surface of the narrowly moulded end so as to hold the weak case inside a fixed position in the cavity. Popular

smoking articles, for example, cigarettes, have a generously round and hollow pole molded structure and

incorporate a charge, roll or segment of smokable material, for example, destroyed tobacco (e.g., in cut filler

structure) encompassed by a paper wrapper in this manner framing an alleged "smokable pole" or "tobacco pole."




Normally, a cigarette has a barrel shaped channel component adjusted in a start to finish association with the

tobacco pole. Normally, a channel component involves cellulose acetic acid derivation tow plasticized utilizing

triacetin, and the tow is delineated by a paper material known as "plug wrap." A cigarette can fuse a channel

component having various fragments, and one of those sections can include actuated charcoal particles. Ordinarily,

the channel component is joined to one end of the tobacco bar utilizing a delineating wrapping material known as

"tipping paper." It additionally has turned out to be attractive to puncture the tipping material and attachment wrap,

so as to furnish weakening of drawn standard smoke with encompassing air. Depictions of cigarettes and the

different segments thereof are put forward Tobacco Production, Chemistry and Technology, Davis et al. (Eds.)

(1999).

Prakash.R&Prakash.N (2002), Invented that the Pre-decided and fixed measures of various Herbal fixings, which

are the distinctive plant parts of Herbs, including roots, stem, leaves, seeds, blossoms, organic products, that are as

powder, granules, leaves and seeds are combined altogether. Cleared up spread and additionally fundamental oil(s)

depending upon the flavour, in fluid structure are included little pre-decided add up to the blend that is blended

once more. Utilizing programmed machines this blend, which is dry and ignitable, with 'enough' dampness, is filled

inside the cigarette paper cylinders to which channel tip is connected. Singular cigarettes are stuffed together in

boxes to be sold in the market. On the other hand, these cigarette papers or channel cylinders could be hand-loaded

up with the Herbal blend that can be put away in pockets.

These are to be smoked in the standard path as the present tobacco cigarettes in the market. The "Herb cigarettes"

contain no Tobacco or nicotine. The last looks of the completed item will be equivalent to the current tobacco

cigarettes available today, which incorporate diverse sizes, lengths and colours.

Herbert (2002), Invented that A composition for use as a tobacco substitute and as a guide in the discontinuance

of tobacco use, containing a Vebascum thapsus part, a green growth segment, a Medicago sativa segment, and a

Symphytum officinale segment, together with other discretionary segments. Utilization of the structure of the

present creation as a tobacco substitute, in cigarettes or funnels, delivers a decreased want for tobacco.

An essential object of the present development is to give the way to diminish the addictive effects of nicotine in

tobacco smokers.

Another object of the development is to give a solid choice to individuals who choose to keep smoking. An essential

favorable position of the present creation is that it gives a way to individuals to decrease their compulsion for

nicotine at generally minimal effort. Different articles, focal points and novel highlights, and further extent of

appropriateness of the present creation will be put forward to some degree in the definite depiction to pursue, and

to a limited extent will progress toward becoming, obvious to those gifted in the endless supply of the

accompanying, or might be learned by routine with regards to the innovation. The items and favorable

circumstances of the creation might be acknowledged and accomplished by methods for the instrumentalities and

blends especially called attention to in the attached cases.




Tolnai(2001), invented that Home grown mixts. contg. cigarettes as a guide to quit smoking contain any picked

blend of the accompanying therapeutic herbs depicted by the Hungarian Pharmacopoea VII: Achillea herba: Blood-

wort Agrimonia officinalis: Agrimony Althea officinalis: Althea Malva neglecta: Mallow Mentha piperita:

Peppermint Plantago lanceolata: Plantain Sambucus nigra: Elder Thymus serpillum: Thyme Herbs are

appropriately comminuted for the prepn. of channel cigarettes. Home grown cigarette of the present development

contrasted and tobacco cigarettes wire earlier workmanship, because of the utilization of Chinese home grown

prescription, non-harmful to people, yet in addition valuable to human wellbeing. As per the "Summary of Materia

Medica", "Chinese Herbal Medicine Handbook" (People's Medical Publishing House) and other chronicled

records: the leaves have fill in rest, Qi Li, notwithstanding all infections, Jiufu light-safe old, not craving and

affliction, absence of primary inner organs , Yi twelve meridians blood, strong pith, dark hair and different impacts;

loquat expectorant and hack, clearing heat, stomach Heweijiangni, Lee lung, dampness five interior organs, open

hunger and different impacts; mint with departure of wind heat, clear head, throat, liver Ping Yu, arrangement

religion poison gas expansion tuberculosis , through the joints, hair sweat harming, tranquilize treatment of yin

and Yang, sight-seeing cured heart, nasal and different impacts; leaves with warm and cold, dehumidification

torment, looseness of the bowels, regurgitating stop, Lee chi, crude muscle, the arrangement of cool, similar to

stop harmed blood impact; Liver visual perception having mulberry, scattering heat, Qi tonic, Lee conduits,

treatment of lung, Lee five inward organs, hack mucus, tidbits under the gas, Lee internal organ, bringing down

blood gas scattering and different impacts. It home grown crude material in its remarkable physical recuperating

of the human body.

Perra(2001), in this paper the inventor tells that The tobacco is a yearly plant with a long sinewy root, stem erect,

round, shaggy and viscid; it branches close to the best and is from 3 to 6 feet high. Leaves substantial, various,

substitute, sessile, to some degree decurrent, applaud, lanceolate, pointed, whole, somewhat viscid and shaggy,

light green shading, weak, opiate smell, with an unpleasant bitter taste. By refining with water it yields a solid

unstable oil named nicotine or tobacco camphor, which is bland, crystalline and scents of tobacco; other constituent

is the alkaloid nicotine, nicotine, nicotine, nicotine, nicotine. After leaves are smoked the nicotine breaks down

into pyridine, furfurol, collidine, hydrocyanic corrosive, carbon monoxide, and so forth. The toxic impacts of

tobacco smoke are because of these substances of decayed nicotine. Tobacco whenever utilized as snuff it causes

rough wheezing, additionally a plentiful emission of mucous; bit, it expanded the stream of spit by disturbing the

mucous films of the mouth. In expansive portions it produces sickness, retching, sweats and extraordinary strong

shortcoming.

Brauer,Behm,Lane&Westman (2001), Researched that Most investigations of cigarette smoking and smoking

suspension have concentrated on the psychopharmacological impacts of nicotine; generally few have investigated

the job of tactile parts of tobacco smoke. Tactile parts of tobacco smoke assume a job in the upkeep of smoking

conduct, and might be especially imperative for specific smokers. This paper shows the aftereffects of a pooled

examination of nine investigations directed in our research facility, so as to investigate the impact of statistic and

smoking-related factors on appraisals of de-nicotinized when contrasted with nicotine-containing cigarettes. A

noteworthy finding of this examination is that appraisals of smoking gotten from de-nicotinized, yet not nicotine-




containing, cigarettes seem to change with dimension of tobacco reliance, proposing that tangible variables might

be increasingly critical to very needy, when contrasted with less-needy, smokers. The ramifications of these

discoveries for smoking end treatment and for future research are discussed in paper.

Wu(2000),invented that a cigarette with Chinese herb medications is give, which includes a channel tip (1), a

wrapping paper (2) and cut Chinese herb meds, and so forth. Also, is portrayed in that the cut Chinese herb

prescriptions contain at least one in the gathering comprising of forty-two Chinese herb therapeutic crude materials

as depicted in the detail. The present innovation likewise identifies with a technique for planning of the cigarette

with Chinese herb medications and its utilization and the employments of forty-two Chinese herb therapeutic crude

materials as portrayed in the detail in the readiness of wellbeing cigarettes. The present creation plans to beat the

disadvantages of the earlier cigarettes, cigarette get through and end up unsafe to human Yikang cigarette.

Cigarettes made by the Chinese home grown drug, innocuous, yet additionally helpful to human wellbeing. In

particular, the present development gives a smoking propensities for smokers not just meet the present without

trading off the dynamic and aloof smoking home grown cigarette's body and nature. A second part of the present

development is to give a technique for planning home grown cigarettes; a third part of the present creation is to

accommodate the readiness of Chinese natural drug herbs solid cigarette; and a fourth part of the present

innovation, the present creation is to give the utilization of home grown cigarettes in the physical mending. BRIEF

dielectric chamber.

Waddel,Marlowe&Keeney(1989), in this paper the inventor tells about the procedure for assembling cigarettes

which force decreased wellbeing dangers to the smokers thereof. As per this procedure redried cut cloth tobacco

is straightforwardly showered with at least one pre-chosen alcohols (or different mixes) which are fit, when the

vapours thereof are breathed in by the smoker, of hindering or obstructing the particular restriction of no less than

one nitrosamine or potentially a metabolite thereof in the smoker's tissues, for example, those of the epithelial

coating of his lungs. A case of such liquor is cyclohexane in an ethyl liquor solution. Other favoured alcohols are

3-methylcyclohexanol, 1-hexanol, 2-octanol and tbutanol. After the liquor either specifically or in an answer, (for

example, a flavour ant- SD liquor 4 arrangement) has been splashed on the tobacco, ideally as it tumbles in the

cooler chamber of the automated cigarette making line, and permitted to dry, the tobacco is made or machined in

an ordinary way into the last cigarette, either separated or unfiltered. The blocking liquor is then proficiently heat

discharged into the tobacco smoke stream as the cigarette is smoked, bringing about the ideal blocking impact in

the smoker, without perceptibly adjusting the standard smoking knowledge and fulfillment.

Dobberstein&Susuki (1984), in this paper the inventor has talked about flavour enhancing and modifying materials

to be used in manufacturing of a cigarette. Diterpene glycosides is one of the element which enhances or modifies

the flavour of smoking compositions and to make it vary this composition is altered. Diterpene glycosides can

easily be added to any product which is orally consumable or smoked as a constituent of the leaf material. By




heating the leaf in a temperature range between 60°C-200°C the unpleasant or unsweet taste to the tobacco leaf or

it can also be done by extracting an organic solvent which is having a polarity less than water but greater than

hexane. This Diterpene glycosides is also used for blending taste according to the consumption of the people . This

element brings the variation the taste of the tobacco. An effective amount of diterpene glycosides can help in

modifying or enhancing the taste of any smoking material such as tobacco or any mixtures which contains tobacco

in it. This element makes the taste of the product variable by the amount of diterpene mixed with it.

Harlow&Wartman(1966),in this paper the inventor tells that The flavour improving substance can be added either

specifically to the tobacco at the month end of a stogie or to any tipping gadget or sheath or wrapper which frames

the mouthpiece end of a cigarette or stogie. Where the flavour improving substance is included as a store the

mouthpiece, it is profitably joined with a water-solvent transporter or folio, for example, dextrin, starch or

something like that, and is added to the mouthpiece end of the cigarette or stogie as a glue dampened with water,

liquor or other reasonable vehicle. The glue can be connected by brushing or splashing, or it tends to be connected

by any customary exchange gadget, for example, a drum, belt or wick which will leave on the mouthpiece a spot,

strip or An answer of the flavour upgrading substance can likewise be connected to the fibers of a filler tow by

showering or cleaning strategy connected either to the individual fibers or to the tow. It has likewise been observed

to be handy to fuse the flavour upgrading substance, either alone or in admixture with a diluent transporter - or an

enhancing substance, specifically into the permeable sheet material utilized as the external covering for the

mouthpiece end, paying little mind to whether it is a different mouthpiece segment, or includes the paper or tobacco

wrapper of a cigarette or stogie which at last interacts with the smokers lips. Therefore, the flavour improving

substance can be admixed with the strong segments which are utilized in making a traditional tipping paper, for

instance, or it very well may be showered or cleaned on the wet paper amid its creation and before last drying of

the paper, or it tends to be joined in or connected to the outside of cigarette paper or stogie wrapper. In the majority

of the previously mentioned adjustments, the flavour improving substance is included such a way, that it is

presented to contact with a smokers lips so it very well may be physically exchanged to the tongue to upgrade or

animate the flavour of the different flavour segments of the tobacco smoke.

Research Methodology

We have utilized a typical subjective research system which is Focus Group. It regularly comprises of few

members, generally around six to 12, from inside an organization's objective market. The customers are united and

driven through conversations of significant organization and brand themes by a mediator. Our center gathering is

subjective research since it approaches members for open-finished reactions passing on musings or sentiments.

With subjective research, we look for increasingly open and complete viewpoints on the item i.e natural Cigarette.

Notwithstanding, progressively broad understandings and employments of the exploration are vital, since we can't

as effectively stall the investigation into realities.




Inside a center gathering, an arbitrator suggests a progression of conversation starters planned to pick up

understanding about the manner in which the gathering sees the brand, item, related pictures, mottos, ideas or

images. As a delegate test of buyers focused by the organization, a center gathering can offer bits of knowledge

predictable with those common by the more extensive objective market. Center gathering arbitrators should suggest

conversation starters in a manner that doesn't lead bunch individuals to give wanted reactions, but instead fair and

sagacious reactions.

Objective Of Study:

The objective of our study is to identify the sentiments of the consumer sample in switching from normal tobacco

cigarettes to herbal cigarettes.

FOCUS GROUP QUESTIONS:-

1) Whether you are willing to switch over herbal cigarette?

Ans.

Aahana yes

Debjeet yes

Shaarukh yes, a good choice

Debolina yes, a pretty good replacement

2) What was the main reason which motivated you to choose herbal cigarette?

Ans.

Debjeet – Yaa smoked it today and after smoking it dint find much of a difference, so yaa for me the effect is quite

similar.

Aahana- I found it very similar to what I have been smoking earlier and the effect on my health will decrease and

help quit tobacco cigarettes.

Shaarukh- what harms a person while smoking is carbon, so as you are using dried up leaves for rolling the

cigarette, so that’s the best part of it.

Debolina- It will reduce the harmful effect on my body and may increase my life span, willingness is 100%. To

switch over to herbal cigarettes.

3) Why would you like to change?

Ans.

Debjeet- The change is because you know that every cigarette is having 1400 chemicals in it so as your cigarette

is not having any of it so yes I would like to change. Aahana – The reason is just the same .




Sharukh- Yaa the harmful effects are less, so obviously that’s the most motivating thing to choose herbal

cigarettes.

Debolina- exactly as you are not using the carbon part in your hebal cigarette and instead you are using dried up

leaves so yes I would like to change.

4) Are you ready to spend more for a herbal cigarette than a regular tobacco cigarette?

Ans.

Debjeet- how much more? I smoke a brand call classic and it cost me Rs 15 for a single piece, so if you are telling

me to pay Rs 18-20 for herbal cigarette which is not causing any harm so I am will to pay for it, But if you just

double the price then I may or may not shift. Aahana- Money is not a issue for me when health is concerned, so

even if you increase the price 2times or 3 times and I am seeing the effect on my health to be very less than its fine

for me and I am ready to pay more.

Sharukh- Coming to the money part of it, what I feel is that since it is a herbal cigarette and I am dealing with

automobile stuff so electric vehicles are costing lesser than normal commercial vehicles, so herbal cigarettes should

be given some type of remuneration by the government to promote it. So it should cost lesser than normal cigarettes

to motivate the people.

Debolina- Exactly even my point is that it should cost pretty much less than the tobacco cigarettes as it is herbal

cigarette and if the cost is less than definitely I would love to switch to herbal cigarettes.

5) Ones you smoke a normal cigarette, what makes you choose one more normal cigarette? Ans.

Debjeet- it like very natural when you smoke different cigarettes , it just you like the flavour of the cigarette.

Addiction is to cigarettes not to the type of the cigarettes. I liked the blend of the herbal cigarettes , so I may not

shift back to tobacco cigarettes.

Shaarukh- So basically what happens is , when we have different types of cigarettes people like to try it out not

only because of the options you have but ones you market it as a herbal product people will try to enqire about the

product.

6) From where would you like to buy herbal cigarettes? Ans.

Debjeet- I am a person who doesn’t buy cigarettes online, I am the person who gets the urge to smoke and then

buy it from a shop near me.

Aahana- A nearby kiosk which sells such products, I would like to buy it from there. A normal kiosk would be a

better option. As whenever we visit a shop we are like just give a cigarette so a normal kiosk or shop would be

more convenient and preferable.

Shaarukh- I won’t prefer to travel kilometres to purchase herbal cigarettes, it should be available in the next nearby

shop.




7) You must have tried some other substitutes of tobacco cigarettes like:- nicotex chewing gums ,nicotine

patches, wape, e- cigarettes and herbal cigarettes. So which one would you prefer? Ans.

Debjeet- Patch I would not prefer because personally need to see the smoke so that’s I won’t prefer patch and e-

cigarettes you don’t get any sort of hit so I won’t prefer e- cigarettes as well. Coming to herbal cigarettes it gives

similar type of hit as well as the feel you are getting while smoking a herbal cigarette is very similar to the one you

get in tobacco cigarettes. The herbal cigarettes would not create air pollution as which is done through smoking a

tobacco cigarette .

Aahana- People will always look for a close substitute to what they have been doing all year, so normally what

people do is they want a feel of holding a cigarette in their hand so herbal cigarette is the best option. Talking about

the patch, I have never used it so I cannot comment about it. But wapes I have tried its more of a flavour and does

not gives an essence of tobacco plus I consider it very much harmful as it has aerosols particles in it which gets

deposited in your lungs and is very harmful for your lungs and the government has also banned it. Shaarukh-

Basically for me smoke is the main thing which I am addicted to, nicotex and patch doesn’t give you the feel and

yes I would prefer herbal cigarettes.

Debolina- Even my close substitute would be wape and e-cigarettes as u get the feel of the smoke but definitely I

would like to choose herbal cigarettes because it would be closer and similar to what I have been smoking.

Data Analysis & Interpretation

DATA CLEANING

For the particular text speech that has been chosen for the word cloud, the following command are used to remove

the numbers, Punctuations and the Capital case to converted it to lower case.

# make each letter lowercase

• articles.corpus <- tm_map(articles.corpus,tolower)

# remove punctuation

• articles.corpus <- tm_map(articles.corpus, removePunctuation)

#remove numbers

• articles.corpus <- tm_map(articles.corpus, removeNumbers)




# remove generic and custom stopwords

• stopwords()

• articles.corpus <- tm_map(articles.corpus, removeWords, stopwords())

• articles.corpus=tm_map(articles.corpus,removeWords, c("use","can","also","play","intention"))

INTERPRETATION:

With the help of this Data Cleaning technique irrelevant words from the data has been removed and the text data

has been made more refined and relevant.

WORD CLOUD:

• wordcloud(articles.corpus)

RESULTS:




INTERPRETATION:

With the help of the word

cloud we get to find that the

word “cigarettes” is the

most repetitively used word

in the text speech that we

have chosen followed by

the word “herbal”,

“health” , “prefer” , “tobacco” as we can see that the words are written in bold which tells to be the most repetitive

one in the whole content.

TERM DOCUMENT MATRIX:

• tdm= TermDocumentMatrix(articles.corpus)

• tdm

• inspect(tdm)

RESULTS:

<<TermDocumentMatrix (terms: 194, documents: 31)>>

Non-/sparse entries: 404/5610

Sparsity : 93%




Maximal term length: 12

Weighting : term frequency (tf)

INTERPRETATION:

From the above data we have interpreted that the total number of occurrence of the word cigarette and herbal are

maximum in the data collected by us. Through this technique it is clear that the participants of the focus group

have a clear idea about herbal cigarette and have shown a positive response towards it.

TOPIC MODELLING:

Latent dirichlet allocation (LDA) models are a widely used for conducting topic modeling technique.

• tdm= DocumentTermMatrix(articles.corpus, control= list(wordLengths=c(1, Inf)))

• inspect(tdm)

• k = 5

• SEED = 1234

• rowTotal=apply(tdm,1,sum)

• tdmnew=tdm[rowTotal>0,]

• article.lda <- LDA(tdmnew, k, method="Gibbs", control=list(seed = SEED))

• terms(article.lda,10)

• article.lda

• lda.topics




• lda.topics <- as.matrix(topics(article.lda))

• article.lda

• lda.topics

• lda.terms <- terms(article.lda)

• lda.terms

RESULTS:

Topic 1 Topic 2 Topic 3 Topic 4 Topic 5

"like" "cigarettes" "less" "herbal" "cigarette"

INTERPRETATION:

From the above topic modelling technique we have got the following relevant topics that was discussed by the

participants of focus group. There is a constraint in this technique as in this Topic Modelling technique only single

words are given weightage and not more than that. So due to this constraint herbal cigarette which is supposed to

be a single topic has become two different topics.

Topic 1 Topic 2 Topic 3 Topic 4 Topic 5

"like" "cigarettes" "less" "herbal" "cigarette"

SENTIMENT ANALYSIS:




Opinion mining, for identifying attitude i.e. positive, negative, neutral. It is used for classifying the polarity of the

given speech i.e is the text document used by us .

• class(articles.corpus)

• a=as.character(articles.corpus)

• mysentiment = get_nrc_sentiment(a)

• head(mysentiment)

• mysentiment

• SentimentScores = data.frame(colSums(mysentiment[,]))

• SentimentScores

INTERPRETATION:




As we can see with the help of the following bar graph that the highest sentiment is turn out to be positive i.e 20

which is highest of the all as compared. This shows the positive approach of the people towards herbal cigarette.

At the same time we see that the score for negative is also 12 , but this negative score is due to the negative approach

of the consumers. This can be understood from the focus group data which has been collected.

CONCLUSION:

This chapter aims to conclude the report by relating the research objective with the data collected. The chapter

begins with correlating the theory of literature with the findings of the data. The chapter then proceeds to the

recommendations which are mainly highlighted for the future scope. Further the limitations of the research have

been discussed.

CONLUSION FROM THE DATA INTERPRETED:

First the data was collected with the help of focus group technique and then the collected data was put into R

STUDIO software and a series of techniques like Data Cleaning, Word Cloud, Text Document Matrix, Topic

Modelling and Sentiment Analysis were used for getting the conclusion of this research. Data cleaning helped in

removing the irrelevant words from the text, Word Cloud gave a clear idea about the most repetitive words used

in the text which means that those words were of importance in the text, Text Document Matrix led to the total

number of occurrence of the word cigarette and herbal are maximum in the data collected, Topic Modelling gave

a clear idea about the topics discussed by the participants of the focus group and Sentiment Analysis gave a clear

idea about the sentiments of the consumer sample in switching from normal tobacco cigarettes to herbal cigarettes.

RECOMMENDATION:

Healthy lifestyle has become an absolute necessity of people nowadays. They are ready to invest for any product

that would lead to betterment of their life. The majority of them want to bring a change in their habits but are

limited to the resources available. The various tests applied has shown that a person who is smoking is willing to

give up the habit but are looking for an alternative, this is where the herbal cigarettes can make a difference. The

customers can also be targeted by making their peers aware of the harmful effects that tobacco consumption might

lead to.

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