DRUGS EFFECT ON CONSUMER BEHAVIOUE

7/29/2019 DRUGS EFFECT ON CONSUMER BEHAVIOUE

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CONSUMER

BEHAVIOUR

TOWARD

ADDICTION

(SMOKING,

DRINKING,

DRUGS)





Acknowledgement

…In the name of Allah, the most beneficent and merciful…

We are highly grateful to our Course Instructor Ms. Hina Saleem who taught us with great

affection and whose supervision enabled us to complete our project. We hope this project will

fulfill the requirements of our teacher.



Introduction to the Topic

Addiction is a state, in which a person consumes, utilizes or puts his or her interest towards a

specific product, service and even action. State of addiction could be negative or even positive.

Negative means illegal, unhealthy, nonsocial, harmful or any nonproductive activity.

Drugs, Are one of the most highlighted Aspect of the Modern World. Here in Pakistan, The

Word “Drugs” reflects a very bad meaning, people believed that this word is used only for

cocaine, hashish, heroine or other drowsing products.

In Our Survey, 7 out 10 people said that the word Drug is cocaine or heroine, etc. Whereas 3 of

them knows the real meaning, which is “Drugs are the mixture of one or more chemical

Substances that make changes in the normal process of human body or any other living thing”

Similarly Smoking and drinks are the other 2 aspects in which people get addicted. In early

times, Smoking was limited to cigarette only. Consumers showed a quite keen addiction

towards the cigarette. Later on, Cigars, Shishas, Garda and other life threatening products were

evolved.

Drinks also include Hard, Soft and Energy drinks. Hard drinks reflect bad addiction and softer

ones are probably the Gentle Killers. Energy Drinks is the most recent trend in addiction, they

includes products like Redbull, Sting etc.

First thought about Drugs

Heoine, Cocain etc

Real Meaning



Our Discussion, Our topic, Our Project, caters all the ways in which consumers utilizes the

drugs, drinks and smokes. Either positive or negative we Will inshallah explain each and every

side effect.

Consumer Behavior Model

As far as our understanding is concerned, Consumer behavior model includes different stimuli,

How Humans transforms them and what are the responses that are dragged out of those

stimuli. Following diagram will make a better understanding of Consumer Behavior Model.

So basically the consumer behavior model gives us the IDEA of what is there in consumers mind

about a product or service.

Drugs are most of the time never promoted much, although we use to see the advertisement of

medicines but mostly Pharmaceutical companies usually consult doctors for their promotion.

And most of the time, consumers believe that their life is depended on those medicines.

Other forms of the drugs include the drowsing products heroine hashish and the cocaine. These

products are not sold openly in this world. Such products are considered illegal and that’s why

they are never sold openly.

Stimuli Responses

Possible Stimuli

Social

Group

Doctor’s

Prescribed

Inspiration

Black Box (Buyer’s Mind)

Internal Influence

Beliefs

Values

Learning

Decision Making Process

Problem Solving

Purchase

Evaluation

Purchase

Product

Brand

Source

Amount

Method Of

Payment

No Purchase

Transformer



Sometimes drugs are utilized most of the time due to influence of the social group. Like, if a

person smokes, drinks or consume any drowsing product then there is a possibility that his

friends could also start with the same habit. Sometimes person starts the drugs due to an

inspiration. For Example if me or anyone in my group participates in a sports event and want to

enhance the capabilities of the body, then we could consume energy providing drug.

Sensory Thresholds

Threshold means the intensity, the power or the density of specific stimuli that is exposed to a

certain sensory organ. Social circle, Doctors prescription and inspiration are factors that make a

person to move towards Drugs,

Drinks or Smoking.

Threshold of drugs could be defined

as intensity of exposure, of stimulion a given sensory organ, which

caters the attention of a person

from anything to drugs. Here in

Pakistan we use to see the

advertisements of medicines,

banners etc. Those marketing tools

act as the stimulus.

Addiction of smoking is quite open

there in Pakistan. Even though it is

prohibited to sell cigarettes to

consumers under 18 years of age,

but still addiction makes youngsters

to consume it overcoming all rules

and regulation. We often use to see

advertisements of cigarettes on TV, but after every advertisement there is always a message

that smoking is harmful and unhealthy.

Drinks are promoted aggressively. On the average, a regular TV-Watching person is exposed todrinks advertisement almost 10 times a day. Like if we remember, couple of months back

during T20 Cricket World Cup, We use to see advertisements of soft drinks like Coke or Pepsi

after every over, and it even became Extremely disturbing.

Sensory Threshold further includes 2 types of thresholds i.e Absolute Threshold and Differential

Threshold.



Absolute Threshold

The minimum amount of stimulation that a sensory organ detects is called absolute threshold.

Now, in the case of smoking, a person when walks in streets or at public places, he or she is

often exposed to smoking that exposure is hardly limited to smell only, a very minute smell,

Which is unnoticeable and couldn’t get the attention.

Differential Threshold

The ability that helps us to detect the changes between two stimuli is known as differential

threshold. Now again if we take an example of smoking than we believe for a person who has

the idea about the smoking can detect from the smell that which smell if of cigarette or cigar.

And this small difference of smell is also known as “Just Noticeable Difference”.

Personal Selection Factors

Personal Selection Factors are those factors on the basis of which a person selects a stimulus. It

further includes other characteristics like perceptual vigilance, perceptual defense and

perceptual filter. If consumer continue to notice a single stimulus over a time then that process

is known as adaptation. Now, a question arises here, that what makes a person to move

towards the stimulus related to Drugs, Drinks or smoking. And according to our survey,

everyone has its own interests that make him or her move towards them.

Some of the factors of stimuli that are described in our book includes Intensity, Duration,

Discrimination, Exposure and Relevance. Now, below drawn table describes some of the factors

that we related with the factors that consumers told us about their addiction.

Addictions Survey Data Factors

Drugs Relief from Pain or Stress Relevance

Smoking Digestion, Attraction and

Looks

Relevance, Discrimination

Drinks Social Group, Digestion, Looks Relevance, Exposure



Now, It really is a surprising and a new thing for us to know that most of the smokers consume

cigarette to look cool, to cool attractive. We use to hear from our social group that smoking is

usually for digesting but Relevance of smoking with looks was a new concept. Drugs are mostly

utilized to get peace and calm, for both the body and the mind. That’s why we used the factor

of Relevance for the drugs with Relief of pain and Stress. And lastly drinks, people consume the

drinks without knowing the side effects and most of the time they are consumed due to

exposure, when we see close friend of our social group, family is having a tin of coke then it

ignites the flame in our self too.



Hedonic Consumption

Hedonic Consumption is one of the recent trends in marketing. It actually means that marketer

or consumer relates the offering with its fantasy or emotional aspect. No doubt it feels really

idiotic to relate your emotions with the product but it actually happens. We sometimes

overcome or do not give attention to it. Have you ever thought why you always see the same

company Cooking oil at your place? Yes, because noticed or unnoticed, we use to create

emotional attachment with the company.

Addiction of smoking, drugs and even drinks also have such fantasies. Like in case of smoking , a

guy in our survey stated that I saw a Bollywood actor in a film who was smoking and really

giving a cool and handsome look, so I stated smoking cigarettes because it gives me the same

feeling and look. Similarly a guy stated that he like to smoke just because he believes that girls

pay attention to such boys.

We use to see the advertisements of Rebull which states the Redbull gives wings. Here,

marketers are relating the drink with flying, which means that having the tin of redbull will

enhance your performance. To be very honest, we never cant imagine like that, can’t even if we

want to. Similarly a very close friend of our social group like Pepsi so much that he use to say

that Pepsi is a drink from heavens.



Role of Semiotics

Role of semiotics means social expression of consumers with the products. The field of semiotics

actually is the study of signs and symbols. For Example we see the cowboys in a particular hat and old

jeans. Sometimes meaning of a product or advertisement gets too difficult to understand for consumer

and in such situations marketer play an important role in defining it.

In smoking we use to see the advertisements of Marlboro. That advertisement reflects the meaning of

Adventurous and cowboy, Marketers here are relating the product with the fantasy of being

adventurous or being look like a cowboy.

In drinks, we use to see advertisements of Pepsi or coke and marketers in those advertisementsrelate the product with the fun. Similarly in alcoholic drink named as Frizz and here again

marketers create an image that the party is incomplete without Frizz. Umar, use to play with a

friend who always use to have a tin pack Redbull before playing, and it was his firm believe that

half of his game is dependent on the tin pack. Even though there was no logic behind it, but still

the product has an attachment with the drink.



Parents’ attitudes on drinking and smoking

Parents’ attitudes are likely to represent prevailing social norms. The views of adolescents and

youths of their parents’ attitude, then, can be interpreted as their views of the social norm. In

addition, parents who are demanding and responsive to their children are likely to serve as

protective factors against initiation of smoking and drinking.

Consumer Involvement

Consumer involvement refers to degree of information processing or extent of importance that

a consumer attaches to a product. The degree of involvement has a very significant effect on

consumer behavior. When more expensive products are to be purchased, the consumer gets

more involved in purchase process but he may not be equally involved in a product which is just

a rupee or two priced.

Level of involvement:

There are generally two levels of involvement.

Simple processing: consumer considers only the basic features

Elaboration: links the information to his preexisting knowledge system

LOW INVOLVEMENT

Low involvement purchases are not really important to consumers, have little relevance andneed very limited information processing.

HIGH INVOLVEMENT

High involvement purchases are those which are important to consumers such as complex,

expensive, risky or ego-intensive products & require extensive information processing.

Consumer involvement in the light of drug usage, addiction of smoking and use of alcoholic

drinks are discussed below.

EXAMPLES OF CONSUMER INVOLVEMENT

Addiction of smoking As an individual is addicted to it, so he’s not highly involved.

Alcoholic drinks As it is an expensive product so consumer will get highly involved resulting

in higher involvement.



Drugs An individual is neither highly involved nor low involved, he just want to take drugs at

any cost apart from quality of the product.

Medicine When a medicine is being purchased, which may not be very expensive, yet the

customer may be highly involved in checking that it shouldn’t react him.

Consumer’s level of involvement about drugs varies in our culture depending upon the usage of

drugs and drug type. High class consumers who are using alcoholic drinks are very conscious

while using it, so their level of involvement is usually high. On the other hand, chain smokers or

cigarette users on daily basis have low involvement because they are not very conscious about

it because it becomes their habit with the passage of time whereas a person who take cigarette

once in a blue moon just for fun is highly

involved while using it.

According to our survey, addiction makes aconsumer low involved because he wants to

satisfy his need apart from quality and

extensive search.

Need theory implementation:

There are many types of need. Some needs are

basic that are necessary to maintain life such as

food, water and air. These are called biogenic needs. Psychogenic needs are those needs that

are acquired when we become members of specific culture such as need for status, power and

likewise.

On the other hand there are utilitarian and hedonic needs. In utilitarian needs, we emphasize

on the attributes of products such as kilometers per liter in a car whereas in hedonic needs, we

might look to a product to meet our needs for excitement, self-confidence, or fantasy.

In the case of addiction of cigarette, psychogenic need becomes functional because sometimes

people think that using a branded cigarette or cigar is status symbol especially in our country

and sometimes it also depends upon the society in which they are living. On the other hand, it

is understood that the person drinking wine or vodka portrays a luxurious image.

These needs can be transferred to basic need when people are addicted, they have a

compulsive need to seek out and use a substance, even when they understand the harm it can

cause. Tobacco products—cigarettes, cigars, pipes, and smokeless tobacco—can all be

addictive. Everyone knows that smoking is bad for you, and most people that do it want to quit.



In fact, nearly 35 million people make a serious attempt to quit each year. Unfortunately, most

who try to quit on their own relapse—often within a week.

Same in the case of addiction of other things like drinks and drugs because a person could not

feel comfortable without using them.

Motivational conflicts:

There are three general types of conflicts as shown in the diagram;

1. Approach/avoidance conflicts: when we desire a goal but wish to avoid it at the same time.

2. Approach/approach conflicts: when we must have to choose between two desirablealternatives.

3. Avoidance/avoidance conflicts: when we have to choose between two undesirable

alternatives.

In case of our topic, an addictive person falls in the category of approach-avoidance conflict.

Motivational conflict is central to alcohol dependence, with patients reporting motivation to

limit their drinking at the same time as urges to drink alcohol.

In case of avoidance-avoidance conflict, when an individual becomes addictive, he has to

consume drugs and cigarettes even he knows that these are not good for him unless he passes

through a proper treatment.



Fantasy Part behind Addiction

We conducted a survey in which we asked different people who uses some kind of drug i-r

medicines or smoking etc. Our main highlighted question which we asked is why and when they

use drugs and we get the response that most of these people use drugs when they are tensed.

They feel that they are in a new tension free world after using them and they say at this time

they have no other option to think about any alternative of that tension but to use drug. These

drugs release the pressure on the mind which gives them peace so they don’t want to know the

side effects of these drugs and by this way they become drugs addicts. These drugs controlled

their brain and cause the decrease in their thinking power and make them feel in a fantasy or

we can say a better imaginary tension free world.

Today there is different type of medicines which helps a person to feel his desired atmosphere

around him. For example If a person want the feeling of rainy day in a sunny day, by using thedrug he feels the same what he thinks from his mind. There are many misuses of such kind of

medicines mostly banned in many nations.

If we take the example of cigarette, this is now a day very common in youth. We asked

different youngsters who addicts to cigarette and they said that Cigarette is the symbol for

them because they think cigarette in hand make them cool and mature from others and this

thing also give them relaxation. Most of them resemble themselves from celebrities who smoke

cigarette. One example which a smoker is said to us is about John Abraham. He said in an film

John Abraham smoke cigarette with style which makes John much cool and this thing inspires

him so he want to be as cool as John Abraham.



This fantasy part is most common in youth because they want to run away from the reality of

life and always want to make them feel relax and this thing make them addicted to drugs.

If we see another most famous celebrity these days named “BEHLOL” in a serial. We take his

picture from a facebook profile of a boy. This picture is shown below.

After talking with this boy we found that the boy considers his image as behlol in this picture.

The boy is a smoker and wants to look same as behlol because he wants to be most liked by

many girls.

XTC and LSD

XTC and LSD, These are the two drugs and are a best example to suites in the Fantasy part of the report. As we already mentioned above that these two are those drugs which makes a

person to moves into fantasy world and control his mind and makes him feel like the same

what he/she want to feel in his real world. These are the advanced form of drugs and also used

very commonly now.



Gender Orientation toward ProductSmoking and drinking activities were mostly related to males but now due to western influence these

activities are adopted by some females also. As we already mentioned above in this report that these

things are now become the symbol of some people who belongs to elite class of our society.

Females Orientation toward Product

We asked different girls about a question which is “Do you want your life partner must be a

smoker?” mostly girls answered “NO” but we are surprised to know that a few girls want that

their life partner must be smoker. By this answer we can say that these products are also liked

by some females of our society.

There is different type of packing of cigarettes which attracts females. Few cigarettes and cigarsare only made for females. These cigarette and cigars have light smell and taste which are

mostly liked by the females.

If we see females as drugs addicts, we have a few witnesses who says that few females are

addicted to some medicines which makes them to feel relax and these females are the regular

users of these tablets now so, we categorize them in addiction class.

In an article related to drugs usage by females, we came to know that teenage girls are likely to

abuse substances in order to lose weight, relieve stress or boredom, improve their mood,

reduce sexual inhibitions, self-medicate depression and increase confidence. Women who seektreatment for alcohol and drug problems report a connection among domestic violence,

childhood abuse, and substance abuse.

In drinking perspective we found that mostly girls do not like to drink, but few girls answered us

that they want to try this once in her life. It means that mostly girls thinks drinking is also not so

much bad activity and this thing is an alarm for the addiction controlling authorities in Pakistan.

Males Orientation toward product

When we asked the boys that “why you started cigarettes or cigars?” a few from them said thatsome girls like those boys who have cigarette or cigars in their hand because it shows maturity

and females like that maturity in males. So, this is also a reason behind purchasing of those

products by few males.

Most of the males believe that this addiction to smoking products makes them stylish. There

are many other products such as cigarettes cases, branded lighters, and a lot more such items



represent a class of a man. A boy tells us a pack of Marlboro in hands makes his impact on

other about his class in a positive sense.

Drugs are the most dangerous thing and we found our most of the youth addicted to it. This

addiction is most popular in males. Drug addicted person are not consider good one in our

society and it has many harmful impact on health as well as it damage our body parts. It is

banned in almost every country but allowed to be used only for medicines. Most commonly and

expensive drug in our language is “CHURS” we found a person who is addicted to it and he said

he used it in mixing with cigarettes and these activities are done by males of our society.

Whenever you found two or more person smoking by hiding themselves somewhere, there is

surety that they are using this drug because this drug have a big impact on a person’s mind and

make him unsecure and feared so that’s why people use this drug in some hidden place.

Most of the common example of medicine addicts is in our own house. Males and females

members are all addicts to few medicines mostly pain killers and by using these medicines theyare now addicts because without these medicines they can’t control their pain.

So In Gender Orientation towards smoking, drinking and drugs we can say that mostly males

are addicted to them but few females also use them.



Personality Aspect and chosen product match

The word personality is defined as the combination of abilities or qualities that a person

acquires. Popularity of the person is also due to the personality. For example A famous tennis

player Roger Federer is popular due to his Records in the sports of Lawn Tennis. His personality

is related to the sports.

In this modern era of marketing, marketers try their level best so that they could create a

personality of their product. We do not notice it, but actually the effort of marketers really

works, otherwise we could not possibly distinguish MacDonald’s from burger king or Pepsi from

coca cola.

Customers usually define the dual personality of the drugs, as the consumers of the drugs

define the personality as it is soothing, it provides calm, it provides peace. On the other and

some individuals define the personality as harmful, as it contains side effects which are very

unhealthy in the longer perspective. The risk factor of drugs is major factor that makes the use

of them as unnecessary.

Well for us, defining the personality of cigarette seems unrealistic, it seems nonsense. But the

fact is, smokers truly had defined the personality it. We asked one of the consumer that why

she always prefers Moore, and she told us that these cigarette gives a female celebrity look.



What this product symbolizes for?

Symbolism means to represent anything in the form symbols. Symbols are of great importance.

One picture sometimes consists of thousands of words to describe it.

Picture of Mona Lisa is a mystery since years. It had certain meanings in it. Different artists

came up with different words about the picture but none was ever proved.

So, Symbols itself are of great importance. Drugs symbolizes about the FALSE reality. People

perceive the drugs as they are the narcotics. People believe that drugs are the alternate route

for the problems, such a route that actually makes those problems even more complicated and

worst.

Drinking indicates the thirst. There are several different drinks in the world, manufactured by

thousands of brands around the world. And they are looking to fulfill the thirst of customers.We used the word “thirst” just thirst never means need for the water only. Thirst could be of

anything, it could be achieving an object, it could be getting away from anything, and it even

could be getting away from anything.

Smoking symbolizes the Burning, Either a smoke if of tobacco or anything else, it is always

burning something to ashes or putting something to its end.



Trait Theory

Trait theory basically defines the personality. It gives various names to the personality of the

person. We commonly call each other with various names in our society. Specially during teen

ages people give nick names to the persons in their close social group. One of our colleague

shared his story that his friends use to call him Commando. And there is always a specific logic

behind assigning such names.

Drugs are usually categorized into the lifesaving drugs as well as harmful and drowsing ones.

The ones who get addicted to the harmful ones are commonly known as “NASHAYI”. Such traits

are not good for one’s reputation. People should usually avoid to get attracted to such things.

Decision making Process

Steps involved in Decision making process in the case of usage of drugs, cigarettes or alcoholic

drinks are briefly discussed below.

1. Problem recognition:

At this stage, an addicted individual of cigarette or a drug user when feels the

need of cigarette or that particular drug, problem is identified.



2. Information search:

A drug user mostly search the information from hidden sources not the public

sources because he don’t want to publicize that he is a drug user or alcoholic drinker as these

activities are prohibited in the society and even cigarette smoking is also perceived negatively

in our culture.

3. Evaluation of alternatives:

Usually addicted consumers have idea about the quality of the drugs and same in

the case with smokers. If they are provided with the alternatives, they do not accept it mostly

because they are addicted to that particular item they are using.

4. Product choice:

Now he chooses the required product. If he’s a cigarette user, he can get easilyfrom tobacco shops or other stores. And if he’s a drug user he can get it from hidden sources as

discussed above. An individual can consume the cigarette in between friends or at home but in

the case of prohibited items like drugs and alcoholic drinks, he wants to consume it where he

feels that no one can see him or where others are also using.

5. Post purchase:

An addictive person like smoker, drinker and likewise satisfied after consuming the product.

Applicable Heuristics

Heuristics are mental rules-of-thumb that lead to a speedy decision because every time we

make a purchase of any item, we do not always involve in proper planning. So in the case of

addiction, a person might not think too much before purchasing a cigarette as it becomes his

daily routine already of purchasing cigarettes. On the other hand, if an individual has to buy an

alcoholic drink, it depends on whether he is an addictive or uses it on occasions only.

Post purchase satisfaction:

It’s our overall feelings about the product after we’ve purchase the product. An addictive

person like smoker, drinker and likewise satisfied after consuming the product. Addiction

makes it feel uncomfortable without using it.



Product disposal:

Disposal of cigarettes in our society is very improper. You can see many people just throw them

away after consuming it. In case of alcoholic drinks, these are not common as these are

prohibited in the society and it has been notices that alcoholic bottles are reused for other

purposes.

Shopping atmosphere:

In case of addiction, mostly people buy products from the stores and tobacco shops where any

known or familiar family member cannot see them as everyone knows that smoking, using

alcoholic drinks and likewise are perceived as bad activities in our society.

So, consumers of these items and drug users are mostly buy their items from non-famous

places. According to our survey, young generation mostly buys drugs from hidden sources and

buying them from these sources can even cost them expensive. These items are sold mostly at

night.

Product is a consequence of Group /individual decision? (Role of family or

reference group/opinion leader etc.)

Drug usage and addiction of smoking, alcoholic drinks and other medicines are definitely

individual’s decision but the role of family, friends and society plays very important role in that.

We have also shown many reasons in our questionnaire of how an individual start smoking,

using drugs and alcoholic drinks.



Social Classes in Pakistan

Socially addiction to smoking, drinking and drugs are considered bad. Our senior citizens

consider it bad but in our new generation this concept is a bit different. It is a dangerous thing

to think that most of our youth want to get addicted to such products. But there are many

NGO’s as well as many institutions who works hard to change this thinking in Pakistan.

AS we see there are basically three types of social classes in Pakistan.

1. Upper social class

2. Middle social class

3. Lower/Working social class

In our country these cigarette and some inexpensive drugs are very common but drinking and

some expensive drugs addiction belongs to middle and upper class. People belongs to lower

class of our society can only affords cigarette and low quality drugs. We can say that these

things are now become the symbol of upper-middle or upper class/elite class in our country as

they afford them easily.

According to our questionnaire survey from 50 people and we make a table related to use of

product type with social class.

Social Classes Smoking Drinking Drugs & Medicines

Upper Class 50 45 40

Middle Class 50 10 27

Lower Class 30 3 15

Social Classes from Marketers point of view

Marketers use this concept for Market segmentation into different classes. They classified

Social classes on the basis of four things which are

1. Education

2. Occupation

3. Income

4. Place of residence

After all this classification then further classify their target market into Three main classes of

society and then these three classes are further divided into three segments which is shown in

the diagram on next page .



Targert Market Segmentation

This diagram shows a complete segmentation of target population according to social classes,

which marketers create before selling a product.

Marketers mostly target Upper-class and somewhat privileged section of middle class because

they can afford almost everything. If we see smoking drinking or drugs addicts they are mostly

from the same section. There are different types of cigarettes and cigars which are very costly

TARGET

POPULATON/MARKET

PLACE OF RESIDENCE

INCOME

OCCUPATION

EDUCATION

MIDDLE-SOCIAL

CLASS

UPPER-SOCIAL

CLASS

LOWER-SOCIAL

CLASS

PRIVILIGED

AVERAGE

UNDER-

PRIVILEGED

PRIVILEGED

AVERAGE

PRIVILEGED

UNDER-

PRIVILEGED

UNDER-

PRIVILEGED

AVERAGE



that some section of middle class as well as lower class cannot afford it so, marketers use this

segmentation to target their relevant class according to the product.

Culture

In Pakistan addiction to smoking, drinking and drugs is not allowed in our culture but people do

and we mention these people in a subculture of our culture. “HUKKA” is cons idered somewhat

as a cultural things starts from the Mughal period in this area but today new generation is

comparing many dangerous form of SHEESH’s with traditional “HUKKA” which is not the part of

our culture.

Pakistan’s drug addicts culture

According to a report published in Published in The Express Tribune, April 2nd

, 2012.

Approximately 0.5 to 0.6 million people are engaging in drug abuse every year in Pakistan. Thetotal number of drug users in the country is now around eight million, out of which 1.5 million

use opium, 750,000 are heroin addicts and 200,000 are drug-injecting users, while 75,000

addicts are also suffering from HIV/AIDS.

One out of every ten college/university students is a drug addict. In one prominent private

university of Karachi, around 66 per cent of the students were recorded as using cannabis. Over

50,000 street children are involved in solvent substance abuse in four major cities of the

country. An estimated 40 per cent of Pakistan’s prison population uses drugs. Dr ug production

for Pakistan’s domestic market is estimated to be around $1.5 billion.

However, our law enforcement agencies have failed completely in putting an end to this curse,

which is fast becoming an accepted part of our culture. There is an urgent need for theconcerned authorities to look into this serious issue and come up with concrete steps to

eradicate this curse.

Subcultures

Subcultures can be defined as a separate culture in a already existed culture. There are

different types of sub-culture here in our society. Today there are many different elements of

western culture involved in our culture as “HUKKA” is we can say the part of our culture but

“SHEESHA” is came from western environment and today there are different spot in our

country for SHEESHA Smokers and we can count these SHEESHA smokers in a separatesubculture.

The different subcultures are given next.



AGE SUBCULTURES

Age groups can also be analyzed as subcultures because they often have distinctive values and

behaviors. However, marketers must be cautious about segmenting consumers based on their

actual age. Many adult consumers think of themselves as 10 to 15 years younger than they

really are. Thus, their behaviors, affect, and cognitions are more related to their psychological

age than to their chronological age. This suggests marketers should analyze subjective or

“cognitive age” (the age one thinks of oneself as being) rather than chronological or actual age.

Many different age subcultures can be identified and analyzed, but we will discuss only three

types from them in our report which are

1- Teen

2- Baby boomers

3- The Mature Market.

The Teen Market.

The teenage population has been gaining affluence while fluctuating in size. Teens are

important not only because they have a major influence on household purchases but also

because of their own discretionary purchasing power. Several studies have found that

teenagers do a large portion of the grocery shopping for the family: Estimates are that from 49

to 61 percent of teenage girls and 26 to 33 percent of teenage boys frequently perform this

task. In addition, about 60 percent of teens help make the supermarket shopping list, and 40

percent select some of the brands to be purchased.

Brand loyalty has also been found to form early among teenage shoppers. In a survey of

women ages 20 to 34, at least 30 percent said they made a brand decision as a teenager and

continued to use the brand to the present. Sixty-four percent said they looked for specific

brands when they were teenagers. Thus, a final reason this market is so important for many

products and services is the potential to develop brand loyalty that may last a lifetime.

As we see drugs addicts in teenage population we can say that majority of drug addicts startsmoking, drinking, or use of drugs in this age. The starting age of Drugs addiction is from 15 to

20 years and then most of them continue to use of these drugs to the rest of their life.



Baby Boomers

Baby boomers are people born between 1946 and 1964. Boomers are in their late 40s to mid

60s and in their prime earning and spending years. The baby boomer market is the largest and

most affluent in history and will have a major economic impact for the next 30 years. Over thenext decade or so, baby boomers will account for about half of all discretionary spending.

Although the baby boomer subculture is extremely diverse, some general characteristics have

been identified. The group is characterized as having a blend of “me -generation” and old-

fashioned family values and as strongly influencing the values of other groups. In terms of

products, this group emphasizes quality and is far less concerned with bargain hunting than

their parents were. Baby boomers have a strong impact on markets for housing, cars, food,

clothi.ng, cosmetics, and financial services The baby boomer market, then, is the most lucrative

and challenging marketers have ever seen. Many firms have designed new products and

redesigned and repositioned old ones for this market.

These people are addicted to Smoking and drinking. Drugs are not so much common in that

period. Some of them use drugs but their count is very rare. These people follows family

traditions and have a good image in the society. Now a days if anyboday live today from this

category they like to smoke “hukka” which shows their tradition and also the part of culture.

The Mature Market

Marketers have recognized the economic importance of the mature market, defined as

consumers over age 55. Because the mature market is quite diverse, marketers often consider

smaller subcultural groups based on narrower age ranges, such as older (55 to 64), elderly (65

to 74), aged (75 to 84), and very old (85 and over). The mature market is one of the most

rapidly growing subcultures in society.

Traditionally marketers have ignored the mature market, perhaps because it was assumed to

have low purchasing power. However, in addition to its sheer size, the economic character of

this market deserves careful consideration. Although many members of this group no longer

work, they often have considerable discretionary income. Unlike younger groups, members of

mature markets are usually free of most of the financial burdens associated with child rearing,mortgages, and furnishing a household. Given these differences, per capita discretionary

income is higher for the mature group than for any other age group—about 50 percent of the

nation’s total.

Finally, because many people in the mature market subculture are retired, they have more

time to enjoy entertainment and leisure activities. Although this market historically has spent



more money on food for home consumption than away-fromhome consumption, restaurants

now cater to them with senior citizen discounts, earlybird dinners, and menus designed for the

tastes and requirements of older people.

At mature age people mostly like to smoke Cigars and some old people from elite class get

addicted to drinks. But they have a very few numbers because at this age most of the people

left addiction to smoking and others and focuses on exercise and health to avoid diseases at old

age. So we found a little or low trend of addiction to smoking drinking and drugs usage in

mature market.

Usage and addiction of drugs with the AGE Sub-culture

AGE SUBCULTURE

TEEN MARKET BABY BOOMERS MATURE MARKET

Addiction to

smoking, drugs

and drinking

starts at this level

They are the old

culture follower

Most of them use

“HUKKA”

They focus on

their health but

some of them

use Cigars and

drinking



Religious Subculture

Addiction to smoking, drinking & drugs are straight forward prohibited in our religion but those

who drinks have a different concept related to drinking and religion. One person who drinks

said that drinking is prohibited in Islam because after doing this a person have no control on

him and misbehaving with others but if we control our self after drinking then it is legal because

by doing this activity we are not misbehaving with others and by its ingredients it is also not

harmful for a person. So, mostly people have different reason to satisfy others but in reality

these all are fake things these are harmful for health and Islam strongly condemn these

addictive products. In our Religious book Quran, It is written that Wine or liquor is “HARAM”.

If we see new generation, due to western culture influence they are far away from religion and

have no or very little religious knowledge and they do all these activities without any fear. The

teenage population doesn’t consider it wrong. We asked from different teenagers that “Do you

want to do smoking, drinking or drugs use once in your life??” and majority of them wants to

do that thing once in a life time (both males and females are included in this survey). So, we can

say that religion has no such impact on the addicted persons.



Questionnaire

Age Occupation Gender

1- Do you have some knowledge about Addiction (Smoking, Drinking OR Drugs)?

(a) YES (b) NO

2- Any person in your family is Addicted (Smoking, Drinking OR Drugs)?

(a) YES (b) NO

Give Your review on the scale of 1 to 5

Strongly

Disagree

Disagree Neutral Agree Strongly Agree

1 2 3 4 5

3- Addiction (Smoking, Drinking, Drugs) is a good Habit ?

1 2 3 4 5

4- Medicines and Drugs are best things to reduce tension ?

1 2 3 4 5

5- Cigarette in hand makes a person looks cool and mature ?

1 2 3 4 5

6- Cigars and Liquor is now become the symbol of elite class ?

1 2 3 4 5

8- Do you want your friends or Life Partner to be a smoker ?

1 2 3 4 5

M / F



9- If a girl smoke or addicted to drugs, It shows that she is from elite/upper class of our society ?

1 2 3 4 5

10- Ban on Cigarette and Drugs advertisement help in decreasing the use of these things ?

1 2 3 4 5

11- Do you think smoking is now a part of our culture ?

1 2 3 4 5

12- Do you want to do Smoking, Drinking or Drug use once in your life ?

1 2 3 4 5

If you want to do, then specify one/all products (Smoking, Drinking &Drugs)

Addiction is the activity of ……. class of our society(From lower table choose the products which relates from these social classes)

Upper Class / Elite Class Middle Class Lower Class

Smoking / Drinking /

Drugs


Drugs


Drugs

Starting age to get addicted to these products is

10-15 16-20 21-24 25-30 31-35

Main reason behind addiction are

Friends Breakup with

loved Ones

Celebrities Society Other

If other, Then Specify

Thank You for Your Precious Time



Conclusion

Drugs, drinks and smoking are considered to be very important topics of the modern world.Throughout the world there are approximately 1million deaths every year due to the addiction

of drugs, hard drinks and even smoking.

Every year an approximated figure of 50% in men and around 33% in women, smokes tobacco.

And such people gets involved in diseases like cancers and lung malfunction etc. A person who

smokes not only puts his life in danger but also to the ones who are nearer to them, one’s who

actually inhales the EXHALES of the smokers.

Medicines are also part of the life now. Every day we use to inhale so many germs that are

extracted from chemical industries, some of those germs are very dangerous and get rid of suchgerms we have to start medications. So, we can’t possibly go away from drugs even.

After detail study about the addiction in some of the under discussion aspects of the study we

would conclude the project by advising people specially the younger generations to not to take

part in drug or narcotics related activities.



References

Consumer Behaviour Textbook

Akmal Drug Abuser

PU Hostels (Smoker’s Community )

Our Addicted Friends

IBIT Department Fellows

A small tobacco shop (provider of drugs to youth)

Documents

DRUGS EFFECT ON CONSUMER BEHAVIOUE