MARKETING RESEARCH

ASSIGNMENT

CONSUMPTION OF TOBACCO PRODUCTS AMOUNG

YOUNGSTERS

Submitted To:
Prof. Shalini Nath Tripathi

Submitted By:
Arun kumar (JIML-09-036)

Ashutosh Kumar Singh (JIML-09-038)

Atul Bansal (JIML-09-039)

Nishant Kumar (JIML-09-096)

Pankaj Kumar (JIML-09-100)

JAIPURIA INSTITUTE OF MANAGEMENT

VINEET KHAND
LUCKNOW
Marketing Research
Page 1 of 25
 ACKNOWLEDGEMENT

No academic endeavor is complete without thanking those who have been a

constant source of inspiration. We are highly grateful to Professor S. N. Tripathi for

helping us throughout the project. She has been constantly guiding us at each and

every step of the project.

We would like to thank all the faculty members for their kind response to our

questionnaire.

We also thank our fellow batch mates for the time they gave us by filling our

questionnaires.

THANK YOU ALL.

Marketing Research
Page 2 of 25
 CONTENTS

• Acknowledgement …………………………………………………………..02

• Contents……………………………………………………………………… 03

• Assignment Proposal ………………………………………………………..04

• Research Design ……………………………………………………………. 06

i. Type of research design

ii. Information needed

iii. Data collection from Secondary sources

iv. Data collection from primary sources

v. Scaling Techniques

vi. Questionnaire development

vii. Sampling technique

viii. fieldwork

• Analysis………………………………………………………………………. 08

• Limitations …………………………………………………………………….22

• Executive Summary ………………………………………………………….23

• Questionnaire ………………………………………………………………....24

Marketing Research
Page 3 of 25
 ASSIGNMENT PROPOSAL

TOPIC:
Consumption of tobacco products among youngsters.

MOTIVATION FOR THE STUDY:

Around 275 million people in India- at 15 years and above use tobacco- which is
leading preventable cause of death and disease in the world.

An average Indian has been found to start using tobacco at 17.8 years. Not many could
quit this dangerous habit.

(Source: The Times of India, dated: Oct 20, 2010)

BUSINESS ISSUE:

The consumption of tobacco products among youngsters has increased.

RESEARCH QUESTIONS:

Marketing Research
Page 4 of 25
 • Are the proportions of boys and girls consuming tobacco products are
increasing with time?
• To what extent friends influence the consumption habit of tobacco.
• What is the perception of the youngsters towards the tobacco products?
• Is the changing culture (modernization) having an impact on the tobacco
consumption?

APPROACH:

Data will be collected from:

Youngsters aged more than 18 from various places of the city.

RESEARCH DESIGN:

Firstly we will go for an EXPLORATORY RESEARCH wherein we will find as to how we

should go about conducting the study. And then we will carry out a DESCRIPTIVE
RESEARCH. Under this we will take up Single Cross Sectional Research as we have
one sample from which we want to collect information.

EXECUTIVE SUMMARY:

We began our project by finding out a topic on which we can carry out a study. Then we
defined the business issues and the research questions pertaining to the topic of study.
Next, we will approach to a few youngsters and ask them one on one question and
those will be in an interview style where they will be allowed to speak freely. After
collecting the data from them we will prepare a questionnaire. We will ensure that they
fill our questionnaire seriously.

Marketing Research
Page 5 of 25
After collecting the data from the one sample i.e. youngsters, we will analyze the data.
By doing the analysis we will be in position to comment on the various reasons why
consumption of tobacco products has increased among youngsters

This study will provide a very good insight for us and also for our society to find the
solution.

RESEARCH DESIGN
• Type of research design
Firstly we will go for an EXPLORATORY RESEARCH wherein we will
find as to how we should go about conducting the study. And then we
will carry out a DESCRIPTIVE RESEARCH. Under this we will take up
Single Cross Sectional Research as we have one sample from which
we want to collect information.

• Information need
Information is one of the first things which is required for any research
to begin. Information regarding topic, statistics, samples, previous
researches etc is required. Before designing the questionnaire a lot of
information was screened by the group members and a few relevant
points are taken upon which the questionnaires was finally drawn.
Information about the sample, what compels him to use the tobacco
products, to what extent his family, his friends etc are responsible for
the habit etc are some relevant information that we need.

• Data collection from secondary sources

Little information is needed regarding tobacco consumption in India
and the world. Newspapers and magazines are consulted for the latest
statistics.
Internet also helped a lot as it gives us the latest and basic information
regarding smokers and smoking.

Marketing Research
Page 6 of 25
 • Data collection from primary sources
Data was collected from the young samples from Lucknow city.
Samples were given questionnaires that were hand carried and were
given. Personal assistance was given to the samples that need some
help.

• Scaling techniques
Different scales were used for different questions as required.
Techniques from Likert scale to simple Yes/No type optional questions
were involved.

• Questionnaire development and pretesting

Questionnaire was developed after consultation with the group
members. Questions taken were easy to understand and different
scales were taken for different questions. Finally questionnaire was
checked and given approval by our Marketing Research Instructor
Prof. S. N. Tripathi.

• Sampling techniques
We have tried to find the best samples possible i.e. young tobacco
consumers. We have travelled around locally to find different samples.
Samples were randomly selected. Samples were independent and
include from all sections.

• Fieldwork

Fieldwork was involved up to the level of questionnaire filling. Group

members took the questionnaires to different samples in different
locations.

It took some days as some questionnaires were filled wrong. All the
group members have contributed equally in this process.

Marketing Research
Page 7 of 25
 ANALYSIS

Marketing Research
Page 8 of 25
 1) Rate yourself according to your tobacco consumption frequency?

Irregular Occasional Regular

Analysis
In this particular question we want to know the habits of our respondents because many
respondents have the different kind of persona which affects their consumption pattern.
This is also shown from our analysis of filled questionnaire. We try to collect our survey
from more than 50 people because many of students don’t have this habit.

Response % Response no.

Irregular 20.8 20

Occasional 20.8 20

Regular 58.3 56

Marketing Research
Page 9 of 25
 Response %

Irregular
Occasional
Regular

From our respondents we find that mare than 50 % respondents have the regular habit
of smoking. So it shows that they get addicted of this habit. And from our survey we find
that approximately 20% respondents have their consumption habit irregular and same
as of occasional. So it shows that the people who don’t have the regular habit of
smoking generally don’t want it as a regular habit because they know the hazards of
tobacco consumption and some kind of social pressure prevent them to increase this
habit.

Marketing Research
Page 10 of 25
 2) Who influenced you to take up this habit and to what extent? Here, 1-
10 shows the strength of influence against each point. 1 shows the
least influence and 5 shows the most influence.

• Family . 1 2 3 4 5

• Friends . 1 2 3 4 5

• Tobacco Promotions . 1 2 3 4
5

• Others . 1 2 3 4 5

ANALYSIS

Marketing Research
Page 11 of 25
In this question we asked from our respondents that which factor influenced them most
because this is one of the most important factor due to which a person starts this habit
or leave this habit or we can say that increase this habit. Here in this question we tried
to include all the factors which influence an individual most like family, friends and
advertisement. But some time some other factor also influenced so we put an option of
others.

Response
1 2 3 4 5
Count

Family 89.50% 5.30% 5.30% 0.00% 0.00% 19

Friends 9.10% 4.50% 4.50% 13.60% 68.20% 22

Tobacco
promotion 31.60% 26.30% 21.10% 10.50% 10.50% 19

Others 9.50% 19.00% 42.90% 4.80% 23.80% 21

Marketing Research
Page 12 of 25
 140.00%

120.00%

100.00%
others
80.00% tobacco promotion

60.00% friends
family
40.00%

20.00%

0.00%
1 2 3 4 5

As our first option – family, most of the respondents (approximately 90%) says that they
are least influenced by family. Means we can say that consumption of tobacco is lest
influenced by the family members.

In our second option – friends, approximately 70% says that they are influenced by the
friends. This is because they try to go into enter a group which generally not accepted
them. Some times for showing the status symbol or can say that to show the superiority
in the group, person starts the consuming tobacco.

In our third option- tobacco promotion, majority of the respondents go with the factor
that showing promotion of tobacco least influenced them. This can be because in India
showing promotion of tobacco is prohibited. So they can don’t influenced directly by the
advertisements of tobacco.

In our fourth option, this includes the all other option of the factors that can influence an
individual.

Marketing Research
Page 13 of 25
3)

What are the reasons for starting tobacco consumption?

Response % Response no.
Stress reliever 33.3 32
Acceptance among friends 41.7 40
Style statement 20.8 20
Others 4.2 4

ANALYSIS

According to the survey we found that every individual have its own reason behind
Consumption of tobacco for e.g. some of them does it to release stress etc. with the

Survey result we found that the major reason is the acceptance among the friend
which is about 41.7%, other reasons are social acceptance which is about 20.8%. With
this we came to the conclusion that for accepting any this you have to be like

If you want to be friend with them then you have act like them.

Marketing Research
Page 14 of 25
4)

Where do you smoke more?

Response Response
% no.
College 43.5 44
Home 8.7 8
Club 17.4 16
Market 30.4 28

ANALYSIS

This is another important aspect to know which at which place tobacco is more
consumed i.e. in home, in college, in market or some where else. Our survey report
shows that majority of the tobacco consumption is done in college, which shows that
majority of the tobacco consumer for the college student; the place where the
consumption is very less is at home the reason behind this is the restriction by the
elders.

Marketing Research
Page 15 of 25
5)
Have you ever tried to leave this habit?

Response % Response
no.

Once 22.7 20

Twice 22.7 20

More than that 18.2 16

Never 36.4 40

Response %

Once
Twice
More than that
Never

Various smoker tries to leave the habit of smoking , but most of them fails.

In our survey, we find that, 37% respondents never try to leave this habit while 23%
consumer have tried one time to leave this habit but they fails.

23% of consumer have tried for twice and 18% for more that two, but all of them fails.

It shows that , addiction to these habits is not so easy to leave.

Marketing Research
Page 16 of 25
6. The following statements are given. Please encircle the appropriate number
which you feel best matches with your opinion. The number stands for:

1: Strongly Disagree 2: Disagree 3: Can’t Say 4: Agree 5: Strongly Agree

I am aware of the
hazards from
tobacco
consumption 13.60% 0.00% 9.10% 27.30% 50.00% 96
This knowledge
negatively
influences your
tobacco
consumption 18.20% 13.60% 36.40% 13.60% 18.20% 96
Are you trying to
give up this habit 18.20% 9.10% 36.40% 22.70% 13.60% 96

Do you feel that

using tobacco
product help in
improving your
personal
relationship 22.70% 22.70% 36.40% 18.24% 0.00% 96

Do you feel that

sachet system and
open cigarette
selling has helped in
increasing this habit 0.00% 22.70% 18.20% 31.80% 27.30% 96

Marketing Research
Page 17 of 25
 ANALYSIS
a) All most more than half of the samples are aware of the hazards i.e. 77.30%.
Only 13.60% are not aware so we can say that even after knowing the harmful
effects of tobacco youngsters are increasingly using this product. The level of
knowledge and awareness in the young regarding this product is good.

b) About 31% have said that it negatively influences them but at the same time
31% have said that it doesn’t influence them. Govt. needs to take some more
steps to improve the level of awareness regarding its negative effects.

c) In this, more samples are either have tried to leave it or are in dilemma, a very
few have not tried to leave. Most of these samples are those who know the
negative effect of tobacco.

d) Most of the samples have said that it doesn’t help in improving their personality
but they might be using it as a habit. No one has strongly support this point.
Again few are in dilemma. This shows that now a day, consuming tobacco
products specially smoking is not considered good in the society.

e) Here most of the samples support this fact that open selling and sachet has
increased the sales of the tobacco products. These products are sold in open
comes cheap and hence instead of buying whole pack, samples buy them per
piece.
Marketing Research
Page 18 of 25
7.

At what age have you started the tobacco consumption?

Response % Response no.

10 to 15 4.9 4
16 to 20 51.9 48
More than that 36.4 34

Response %

10 to 15
16 to 20
More than that

For a Tobacco consumer, it is important that at what age he started to consume, it

shows that when the desire for Tobacco is more.

In our survey, we find that most of the respondents started this at the age 16 to 20 is
around 52%, this is the age when you go for your college level.

36.4 % consumers started this habit after the age of 21.

Only 5% people start their consumption very early at the age of 10 to 15. There are only
4 consumer of this type.

Marketing Research
Page 19 of 25
Q-8

Which form of Tobacco do you consume? (write the BRAND which you often
used to
Response % Response no.
Tobacco Chewing 23.80% 20
Cigarette 100 56
Gutka 28.60% 24
Others 19.00% 16

From the survey we analyze that 100% of the respondent consume tobacco in the form
of cigarette and in cigarette most of them consuming “GOLD FLAKE” and “classic
“brand whereas 23.80% chewing tabacoo of “kuber” and “ganesh” 28.60% taking gutka
of “rajnigandha” and “pan-bahar” brand. In others we got some response for “beedi”.

Marketing Research
Page 20 of 25
9)

How much you spent on Tobacco in a month?

Response % Response no.
<500 45.50% 48
500 to 1000 40.90% 36
1000to 1500 0.00% 0
1500to 2000 9.10% 8
>2000 4.50% 4

Response %

<500
500 to 1000
1000to 1500
1500to 2000
>2000

We also analyze that most of our respondents are young blood and they prefer
cigarette for tabacoo chewing and there choice of brand shows that they preferring
good quality of cigarette in spite of taking “moments” or “captain”.

Marketing Research
Page 21 of 25
Tobacco consumption influences various factors, in which one of them is your monthly
expenses. The Tobacco expenses are a good part of their personal expenses.

According to our survey,45% respondents have their monthly expenses less than
500,While about 40% have expenditure from 500 to 1000, while more than 1000, only
12% respondents have this amount as tobacco consumption expenditure.

The above shows that, more consumers willing to spend around Rs 20 to 40 per day.

Marketing Research
Page 22 of 25
 EXECUTIVE SUMMARY
MAJOR FINDINGS

Most of our respondents are regular users of tobacco products where as occasional
and irregular users shared the same percentages. Most of them have started this habit
when they were in collages i.e. when they were in age 16-20 yrs. Later on a few of them
has started using the products. Most of the users smoke as per our sample results
followed by gutka users. According to a few smokers, Smokers were normally
considered better than gutka and chewing users. Final conclusions can be drawn
majorly on the basis of regular users’ consumptions. Family as we have hoped have
discouraged the consumption where as friends tries to encourage and influence the
consumption of tobacco products. According to the samplers, TV commercials,
newspaper ads never influenced them as much. One of the reasons might be because
TV and Paper ads of tobacco products are banned in India.

Major reason for tobacco consumption found to be acceptance among friends , again
friends influenced them followed by stress reliever. As it was majorly influenced by the
friends, most users have them in collages and later on in clubs, mostly with friends.

Most of the users never tried to leave this habit but a few of them tried once or twice.
Reason might be they are not that much aware of the negative influence.

Most of them spends less than 500 Rs a month for the tobacco products followed by
less than 1000 Rs. This might make them economically less viable. Around 50% of the
users know the hazards of tobacco consumptions and also negatively influenced them.
Most of the samples have said that it doesn’t help in improving their personality but they
might be using it as a habit. No one has strongly support this point. Again few are in
dilemma. This shows that now a day, consuming tobacco products specially smoking is
not considered good in the society.

Marketing Research
Page 23 of 25
 LIMITATION
1. Our data collection limits to Lucknow city only.

2. Only young samples are taken.

3. Availability of sample who independently fill the questionnaire was a problem

4. We try to use as much information sources as possible.

5. Place like Lucknow doesn’t have much of young girl tobacco users.

Marketing Research
Page 24 of 25
 QUESTIONAIRE
We the students of Jaipuria Institute of Management Lucknow are conducting a small
marketing research on the Increasing Consumption of Tobacco Products among
Youngsters. The data collected will be used for the academic purpose only.

3) Rate yourself according to your tobacco consumption frequency?

Irregular Occasional
Regular

4) Who influenced you to take up this habit and to what extent? Here, 1-10 shows
the strength of influence against each point. 1 shows the least influence and 5
shows the most influence.

• Family . 1 2 3 4 5

Marketing Research
Page 25 of 25
 • Friends . 1 2 3 4 5

• Tobacco Promotions . 1 2 3 4 5

• Others . 1 2 3 4 5

5) What are the reasons for starting tobacco consumption?

• Stress reliever

• Acceptance among friends

• Style statement

• Others

6) Where do you smoke more?

• College

• Home

• Club

• Market

7) Have you ever tried to leave this habit?

• Once

• Twice

• More than that

• Never

Marketing Research
Page 26 of 25
 8) The following statements are given. Please encircle the appropriate number
which you feel best matches with your opinion. The number stands for:

1: Strongly Disagree 2: Disagree 3: Can’t Say 4: Agree 5:

Strongly Agree

S.No
. Statements 1 2 3 4 5
1 I am aware of the hazards from tobacco consumption 1 2 3 4 5
This knowledge negatively influences your tobacco
2 consumption 1 2 3 4 5
3 Are you trying to give up this habit 1 2 3 4 5
Do you feel that using tobacco products helps in improving
4 your
personal relations 1 2 3 4 5
5 Do you feel that sachet system and open cigarette selling
has helped in increasing this habit 1 2 3 4 5

9) At what age have you started the tobacco consumption?

• 10-15

• 16-20

• More than 20.

10) Which form of tobacco do you consume?

Tobacco Products Brands

• Tobacco chewing
• Cigarette
• Gutka
• Others

Demographic Profile:

AGE __________________________ ________________________

GENDER_______________________________________________

EDUCATIONAL QUALIFICATION____________________________

Marketing Research
Page 27 of 25
 FAMILY INCOME_________________________________________

Marketing Research
Page 28 of 25