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PEOPLE PERCEPTION, ATTITUDE AND BELIEFS ABOUT CIGARETTES

Introduction

The main purpose of this study is to know the consumers perception, attitude

and beliefs about cigarette in a broader sense and as follows:

To provide an overview of the tobacco company and history of

tobacco industry.

To identify the market segments and marketing mix for cigarette.

To see the external and internal influence on consumer behavior

To identify the perception of the consumers about cigarette.

To see the process of memory and product positioning of cigarette.

To find out the attitude, self- concept and lifestyle of the consumers of

cigarette.

Commercial Contribution

The project findings will help Tobacco industry to take proper decision on

creating People perception, attitude and beliefs of cigarette on the basis of

consumer behavior towards the product, which will ameliorate present

situation in Bangladesh.

Social Contribution

Knowledge about consumer behavior towards cigarette and its application to

the perception, attitude and beliefs of cigarette will help the consumers to

avoid this injurious consumption.

Methodology

Sources of Information

The information has been gathered both from Primary and Secondary

sources.

Primary sources

The Primary data have been collected through questionnaire survey,

according to which we suggested some important feature of cigarette. It

includes the questions about gender, reason of smoking, and feeling of

smoking, demographic, cultural and behavioral factors. It also collected data

about the belief and attitude toward different brands of cigarette in the

market (Navy, Star, Gold leaf, Benson, Pine, Marlboro, Sheik, Pall-mall, and

Castle).

Sampling Method: Because of time constraint, we used Convenience

and Judgmental method of No probability Sampling Technique where

all age people have participated.

Information Collection Instrument: Structured questionnaires

including demographic factors, consumer’s belief, attitude and

behavioral factors for the respondents has been used for data

collection.

Sample Size: Fifty samples have been taken to conduct the survey.

Analysis Technique: Statistical tools like M. S. Excel and SPSS were

used to analyze the collected data.

Secondary sources

Secondary data have been collected through visiting the websites, collecting

brochure and information from the office and newspaper.

Target Group

The target of this report is to influence all the people involved with cigarette.

History of tobacco industryTobacco is a plant that grows natively in North and South America. It is in

the same family as the potato, pepper and the poisonous nightshade, a very

deadly plant. The seed of a tobacco plant is very small. A 1 ounce sample

contains about 300,000 seeds! It is believed that Tobacco began growing in

the Americas about 6,000 B.C.! As early as 1 B.C., American Indians began

using tobacco in many different ways, such as in religious and medicinal

practices. Tobacco was believed to be a cure-all, and was used to dress

wounds, as well as a pain killer. Chewing tobacco was believed to relieve

the pain of a toothache.

On October 15, 1492, Christopher Columbus was offered dried tobacco

leaves as a gift from the American Indians that he encountered. Soon after,

sailors brought tobacco back to Europe, and the plant was being grown all

over Europe. The major reason for tobacco's growing popularity in Europe

was its supposed healing properties. Europeans believed that tobacco could

cure almost anything, from bad breath to cancer! In 1571, A Spanish doctor

named Nicolas Monardes wrote a book about the history of medicinal plants

of the new world. In this he claimed that tobacco could cure 36 health

problems. In 1588, AVirginian named Thomas Harriet promoted smoking

tobacco as a viable way to get one's daily dose of tobacco. Unfortunately, he

died of nose cancer (because it was popular then to breathe the smoke out

through the nose). During the 1600's, tobacco was so popular that it was

frequently used as money! Tobacco was literally "as good as gold!" This

was also a time when some of the dangerous effects of smoking tobacco

were being realized by some individuals. In 1610 Sir Francis Bacon noted

that trying to quit the bad habit was really hard! In 1632, 12 years after the

Mayflower arrived on Plymouth Rock, it was illegal to smoke publicly in

Massachusetts! This had more to do with the moral beliefs of the day, than

health concerns about smoking tobacco. In 1760, Pierre Lorillard establishes

a company in New York City to process tobacco, cigars, and snuff. Today,

P. Lorillard is the oldest tobacco company in the U.S.

In 1776, during the American Revolutionary War, tobacco helped finance

the revolution by serving as collateral for loans the Americans borrowed

from France! Over the years, more and more scientists begin to understand

the chemicals in tobacco, as well as the dangerous health effects smoking

produces. In 1826, the pure form of nicotine is finally discovered. Soon

after, scientists conclude that nicotine is a dangerous poison. In 1836, New

Englander Samuel Green stated that tobacco is an insecticide, a poison, and

can kill a man.  In 1847, the famous Phillip Morris is established, selling

hand rolled Turkish cigarettes. Soon after in 1849, J.E. Liggett and Brother

is established in St. Louis, Mo. (The company that has settled out of the big

lawsuits recently). Cigarettes became popular around this time when soldiers

brought it back to England from the Russian and Turkish soldiers. Cigarettes

in the U.S. were mainly made from scraps left over after the production of

other tobacco products, especially chewing tobacco. Chewing tobacco

became quite popular at this time with the "cowboys" of the American west.

In 1875, R.J. Reynolds Tobacco Company (better known for its Reynolds

Wrap Aluminum Foil) was established to produce chewing tobacco. It

wasn't until the 1900's that the cigarette became the major tobacco product

made and sold. Still, in 1901 3.5 billion cigarettes were sold, while 6 billion

cigars were sold. In 1902, the British Phillip Morris sets up a New York

headquarters to market its cigarettes, including a now famous Marlboro

brand. Along with the popularity of cigarettes, however, was a small but

growing anti-tobacco campaign, with some states proposing a total ban on

tobacco.  The demand for cigarettes grew however, and in 1913 R.J.

Reynolds began to market a cigarette brand called Camel.The use of

cigarette exploded during World War I (1914-1918), where cigarettes were

called the "soldier's smoke". By 1923, Camel controls 45% of the U.S.

market! In 1924, Phillip Morris begins to market Marlboro as a woman's

cigarette that is a "Mild as May"! To battle this, American Tobacco

Company, maker of the Lucky Strike brand, begins to market its cigarette to

women and gains 38% of the market. Smoking rates among female

teenagers soon triple during the years between 1925-1935.In 1939,

American Tobacco Company introduces a new brand, Pall Mall, which

allows American to become the largest tobacco company in the U.S.!During

World War II (1939-1945), cigarette sales are at an all time high.Cigarettes

were included in a soldier's C-Rations (like food!). Tobacco companies sent

millions of cigarettes to the soldiers for free, and when these soldiers came

home, the companies had a steady stream of loyal customers. During

the1950's, more and more evidence was surfacing that smoking was linked

to lung cancer. Although the tobacco industry denied such health hazards,

they promoted new products which were "safer", such as those with lower

tar and filtered cigarettes. In 1952 P. Lorillard markets its Kent brand with

the "micronite" filter, which contained asbestos! This was fortunately

discontinued in 1956. In 1953, Dr. Ernst L. Wynders finds that putting

cigarette tar on the backs of mice causes tumors! In 1954, RJ Reynolds

introduces the filtered Winston brand. In 1956 Reynolds introduces the

Salem brand, which is the first filter-tipped menthol cigarette.

Tobacco companies

Largest Tobacco Companies

COMPANY GLOBAL MARKET SHARE (%)

1999 TOBACCO SALES ($BIL)

China National Tobacco Co. (CNTC) 32.7 $0.023

Altria Group, Inc. (USA) 17.3 $47British American Tobacco PLC (BAT, UK) 16.0 $30.4

Japan Tobacco 9.0 $29.9R.J. Reynolds Tobacco (USA) 2.0 $7.6

Imperial Tobacco (UK) 2.0Altadis (France and Spain) 2.0PT Gudang Garam (Indonesia) 1.4

TEKEL (Turkey) 1.3ITC (India) 1.0Fortune Tobacco Co. (Philippines) .9

Eastern Company (Egypt) .8Thailand Tobacco monopoly .8

Lorillard Tobacco Co. (USA) .7

Iranian Tobacco Company (Iran) .5

LCWGS (Australia)

Production by country

The United Nations Foreign Agricultural Office estimates the following production by

China 2,298.8India 595.4Brazil 520.7United States 408.2European Union 314.5Zimbabwe 204.9Turkey 193.9Indonesia 166.6Former Soviet Union 116.8Malawi 108.0

Health Hazards Revealed In 1964, the Surgeon General's report on "Smoking and Health" came out.

This report assisted in allowing the government to regulate the

advertisement and sales of cigarettes. The 1960’s in general were a time

when much of the health hazards of smoking were reported. In 1965,

television cigarette ads are taken off the air Great Britain. In1966, those

health warnings on cigarette packs begin popping up. In 1968, Bravo, a non

tobacco cigarette brand was marketed. Made primarily of lettuce, it failed

miserably! Because of the negative press about tobacco, the major tobacco

companies begin to diversify their products. Phillip Morris begins to buy

into the Miller Brewing Company, makers of Miller Beer, Miller Lite, and

Red Dog Beer. RJ Reynolds Tobacco Company drops the "Tobacco

Company" in its name, and becomes RJ Reynolds Industries. It also begins

to buy into other products, such as aluminum. American Tobacco Company

also drops "Tobacco" from its name, becoming American Brands, Inc. In

1971, television ads for cigarettes are finally taken off the air in the U.S.

Cigarettes, however, are still the most heavily advertised product second to

automobiles! In 1977, the first national Great American Smoke out takes

place. In 1979, the Surgeon General reports on the Health Consequences of

Smoking for Women. This is in light to the increasing number of women

who are taking up the bad habit. There are two entrenched interests that have

opinions about the tobacco industry: (a) participants in the industry, and (b)

people affected by the deaths attributable to tobacco use. These interests

conflict as they involve large amounts of money, long-held (historically)

belief systems, and the premature deaths of loved family members.People

affected by or sympathetic to the large death rate attributable to active and/or

passive tobacco use cite the fact that half of all tobacco users die from

tobacco-related causes worldwide. According to the World Health

Organization, that means that about 650 million current smokers will die

from a preventable cause.

Marketing Mix Product

The product, that is, cigarette comes in a package of 20 and 10 cigarettes. In

Bangladesh only two type of packaging for cigarette is available. Cigarettes

have four basic components:

The tobacco rod

The cigarette paper around the tobacco rod

The filtration zone

The filter and tipping around the filtration zone

The tobacco in the rod includes tobacco lamina (the flat part of the tobacco

leaf), tobacco stem (midribs of the leaf), and expanded lamina. The cigarette

paper includes paper and adhesive. The filter is made mainly from cellulose

acetate fibers, known as tow.  Cellulose acetate is derived from wood pulp. 

The fibers are bonded together with a hardening agent, triacetin plasticizer,

which helps the filter to keep its shape.  The filter is wrapped in paper and

sealed with a line of adhesive.  Sometimes charcoal is added to filters. The

tipping paper includes paper and adhesive. Design adjustments achieve

different strengths and tastes, and can reduce smoke yields of various smoke

components, as measured by a standardized machine method.  See Cigarette

design and manufacture on the drop-down menu.

Figure 1: Main parts of a cigarette

Price

Different brand of cigarette are price different. 20 cigarette of 1 pack price is

20tk to 80tk it depends on brand name like Benson, Gold leaf Marlboro, and

Pall-mall etc.

Promotion

As any kind of advertisement for cigarette is banned by law in Bangladesh,

the most important tool of communication for cigarette is word of mouth

communication. It also uses some below the line promotional activities,

street cabinets, posters, cash box, inner cult and wringer. From time to time,

it also provides leaflets and brochures to customers at retail outlets and

different public places.

Distribution

To ensure product availability to consumers in convenient locations,

Tobacco maintains a sound distribution system. The distribution system of

British American Tobacco is one of the largest and strongest distribution

channels in Bangladesh.

Table 1: The distribution Channel of British American Tobacco

CultureThe Culture is a complex whole that includes knowledge, belief, art, law,

morals, customs, and any other capabilities and habits acquired by humans

as members of society. Cultural factors play significant role for the

consumption pattern of any product. If the product does not go with the

culture of the target market, then the consumers will not consume that

product. It is true that the purchasing pattern of a consumer, living in a

culture will be influenced by various cultural factors like language,

demographics, values and non-verbal communication.

Relevant Cultural Values

Factory Sole depot

Distributors

Company’s own sales depot

Wholesalers & Retailers

Consumers

Status: Status is one of the cultural values that effect the consumption of

cigarette. We know that cigarette compared with other brands and its target

group is all income groups. So, purchasing of cigarette reflects that the

purchaser belongs to which group for those statuses is not the main fact.

Traditional: cigarette consumers are traditional. They do not want to change

their lifestyle.

Self concept: Self-concept is the totality of an individual’s thoughts and

feelings about him or herself. It includes the products one buys, how one uses

them, what one thinks about them and how one feels about them. We know

that being good to myself concept is cherished by all in the society.

Nonverbal Communication

Cigarette packaging is using color for nonverbal communication. It has

changed the color of its cover packet into a combination of red, yellow, blue

and white which represents manliness, victory and purity.

Reference Groups

As a low involvement impulse product, consumption of cigarette highly

depends on the influence of reference groups. Target market is mainly

young generation high income or middle class income group who are

friendly in nature and spend a great deal of time with their friends and peers.

So it can easily apply word of mouth communication through this reference

groups to influence the consumption pattern.

Marketing ActivitiesTobacco Company can not go for any kind of print or electronic advertisement as

law had been passed against it to protect consumers from injurious consumption.

So tobacco industry marketing activities mainly focus on word of mouth

communication, trade allowance, and some other bellow the line communication

tools.

LearningLearning is any change in the content or organization of long-term memory

and/or behavior. It can be done in a low involvement situation or in a high

involvement situation. Low involvement learning situation is one in which

the consumer has little or no motivation to process or learn the material. And

high involvement learning situation is one in which the consumer is

motivated to process or learn the material.

Learning about cigarette is a low-involvement learning situation as it is a

low involvement product. Consumer behavior is largely learned behavior.

Perception

Perception in stages of Information Processing

Information processing is a series of activities by which stimuli are

perceived, transformed into information and stored. It is the main thing that

helps consumers to gather information about a cigarette also applies the

theory of information processing. It tries to create exposure of stimuli, gain

attention from its consumers, makes the stimuli easy to interpret, makes

them learn and finally stores the stimuli in the memory of the consumers.

Here the first three steps are called perception.

Exposure

Attention

Interpretation

ExposureExposure occurs when a stimulus (as retail outlets, sales personnel and other

objective, such as any kind of stimulus which promotes Tobacco Company)

comes within range of our sensory receptor nerves. Cigarette Company is

giving exposure to the people through the street cabinets. In the tea stall and

other grocery store flyers and posters are used for exposure. As hard core

loyal customers of cigarette pass any kind of positive words, it creates exposure

about the brand. However, Cigarette Company does not provide any

exposure by using internet which might have been helpful to catch attention

of the consumers.

Most of the stimulus individuals are exposed to be self selected. People

deliberately seek out exposure to certain stimuli and avoid others. Cigarette

Company can increase their exposure rate by identifying some unique media

for their promotion to attract their potential customers like opening a fan

club in some social websites in the internet.

AttentionOccurs when the stimulus activates one or more sensory receptor nerves, and

the resulting sensations go to the brain for processing. It is an extremely

selective process. Shelf positioning and amount of shelf space should be

designed in such a way so that it captures attention of the consumers.

Attention always occurs in the context of the situation. The same individual

may devote different levels of attention to the same stimulus in different

situations. Therefore, attention is determined by three factors – the stimulus,

the individual, and the situation.

Stimulus factors

Stimulus factors are physical characteristics of the stimulus itself. The

stimulus factors that influence capturing the consumer’s attention to the

cigarette are:

Size and intensity

Packaging or retail outlets are the best example of this stimulus factor.

Packaging of cigarette is bright and attractive. So it easily grabs the attention

of the consumers.

Color and movement

Cigarette logo creates an impression of expedition. It contains eye-catching

colors which contrast with its background.

Position

Cigarette usually placed in the entrance of the retail outlets or behind the

cash counter which provides attention and influences impulse purchase.

Format

Cigarette promotes a concept that it will provide the taste of expedition in

the life of the consumer. So people who seek expedition in their lives choose

their brand.

Individual factors

Individual factors are the characteristics of the individual. Interest and need

are the primary individual characteristics that influence attention. Individuals

seek out and examine information relevant to their current needs and

interests. So, Tobacco Company tries to create need for its to the regular

smokers and interest about its product to the occasional ones.

Situational factorsConsumers often go to the road side tea-stalls to have a cup of tea and

almost in every tea-stall cigarettes are sold. So, consumers may pay attention

towards different brands of cigarettes. By sponsoring different sport events it

creates awareness about the brand among the people.

None focused attention

Tobacco Company tries to use the concept of Hemispheric Lateralization so

that it can capture attention from those people who are not actually thinking

of buying cigarettes. Tobacco Company is mainly trying to influence the

right side of the brain by its logo of a sailor. We know an image can tell a

thousand words. Imagery representation of this logo helps to create more

response from the target market.

Interpretation

Interpretation is the assignment of meaning to sensations. The entire

message, including the context in which it occurs, influences interpretation,

as does the situation in which the individual finds himself.

Cognitive Interpretation

When cigarette was first introduced to consumers, they most probably

grouped it in the general medium quality cigarette in order to be able to

evaluate it. With further experience and information, many consumers have

gained detailed knowledge about the cigarette in other ways, like a means of

expedition.

Affective Interpretation

Affective interpretation is the emotional or feeling response triggered by a

stimulus. Consumers may like cigarette just because it makes them satisfied.

Individual Characteristics

Some times individuals’ interpretations of stimuli tend to be consistent with

their learning and expectations. Like packaging of is combination of

different color and people have learnt that is a color of purity and represents

manliness and victory.

Situational CharacteristicsA variety of situational characteristics influence interpretation. Temporary

characteristics of the individual such as loneliness, feeling tired, etc.

influence the interpretation of a given stimulus. That is, when people are

feeling a need, because of being tensed or tired, to be recharged shall be

more receptive to cigarette.

Memory

It is the total accumulation of prior learning experience. Memory includes

two components:

1. Short- Term Memory

2. Long- Term Memory

Short- Term Memory

Short term memory is the portion of memory that is currently activated or in

use.

Maintenance Rehearsal

It is the continual repetition of a piece of information in order to hold it in

current memory for use in problem solving or transferal to long term

memory. The different colored packaging of cigarette is repeatedly exposed

in purchase points which enabled the consumers to remember the brand

color although any kind of electronic and print advertisement is totally

banned for tobacco industry.

Imagery

It involves a concrete sensory representation of ideas, feelings and objects so

that by seeing some picture the product can easily be identified and

memorized by the consumers..

Long- Term Memory

Long term memory is viewed as an unlimited, permanent storage.

Episodic Memory

It is a memory of sequence of events in which a person participated.

Consumers of cigarette usually relate it to hanging out with friends in special

occasions like Eid, Puja where they ate different food products and

participated or enjoyed any sports.

Schema

It is a complex web of association where both concepts and episodes acquire

a depth of meaning by becoming associated with other concepts and

episodes. The following diagram provides an example of a schema by

showing how one might associate various concepts with cigarette to form a

network of meaning for the brand according to the survey.

Brand Image and Product Positioning

Cigarette

Strong taste

Fun

Convenient

Remove frustration

Manly

Economy

Cool

Sailor

Youthful

Brand

Satisfaction

FashionExpedition Status

Reduce tension

Friend

Brand Image

Brand image refers to the schematic memory (schema) of a brand. It

contains the target market’s interpretation of the products attributes, benefits,

usage situations, users, and manufacturer or marketer characteristics. It is

what people think or feel when they hear or see a brand name.

When people hear about cigarette they think of strong taste, considerable

price, convenience, brand name, satisfaction, manliness, best friend,

expedition, etc.

Perceptual Mapping

Perceptual mapping takes consumers perception how similar various brands

or products are to each other and relates these perceptions to product

attributes.

The consumers surveyed were asked to put their beliefs about the products.

They were asked whether they think about and the eight other brands of

cigarette are either

Prestigious, expensive or common, economical

Traditional, dull or non-traditional, fun

A semantic differential scale was used containing two extremes between the

two sets of attributes.

Product PositioningProduct positioning is a decision by a marketer to try to achieve a defined

brand image relative to competition within a market segment. Here

marketers decide that they want the members of a market segment to think

and feel in a certain way about a brand relative to competing brands.

Prestigious, Expensive5   B  Pi4

C  M 

Traditional,Dull 1 2   3 4 5

Non-traditional, Fun

G   

P   2

Sh  S N  

 1

Common, Economical

Table 4: Perceptual mapping of different brands of cigarette

Attitude

Attitude is enduring organization of motivational, emotional, perceptual and

cognitive processes with respect to some aspects of our environment.

Cigarette serves the value expressive and utilitarian function of attitude.

There are three components of attitudes-cognitive, affective and behavioral.

These components are critical to measure but are equally important to

understand the consumers.

Attitude Components

Cognitive Components

The cognitive component consists of a consumer’s beliefs about an object.

Beliefs can be about the emotional benefits of owning or using a product as

well as about objective features.

There are some people who are blind towards the cigarette. They think

cigarette means satisfaction, is their Best Friend, is manly, and adventures.

They believe that is going with their image. We know that cigarette targeted

the all income group and they have successfully done their strategy as a

result they capture big market share of their target smoker.

Affective Components

Feelings or emotional reactions to an object represent the affective

component of an attitude. This over all evaluation may be simply a vague,

general feeling developed without cognitive information or beliefs about the

product.

Behavioral Components

The behavioral component of an attitude is one’s tendency to respond in a

certain manner toward an object or activity. Since behavior is directed

toward an entire object, it is less likely to be attributing specific than are

either beliefs or affect.

Measurement of Attitude Components

Measuring Beliefs

The cognitive component consists of the belief that the people have towards

different cigarette brand. To measure the cognitive component towards Benson

we asked consumers to place beliefs about three cigarette brands and their ideal

cigarette in a semantic scale. To fully evaluate it we also asked them to place their

beliefs about products of Marlboro filter cigarette as they are the main competitor

of gold Leaf. We thus compared Benson with Marlboro. The position of these

averages on the scale, the weight of each factor and final results are given below.

Figure 2: Measurement of cognitive componentMeasuring Feelings

A Likert scale is used to measure the feelings of the consumers

towards the brand. It presents statements claiming that the brand has a

certain characteristic or that the consumer has a specific affective response

to the overall brand or an aspect of it.

Figure 3: Measurement of affective component

Most of the people agreed that Benson is satisfying and it tastes good. They

said it is not over priced.But they are not sure if it is likable or not and they

nigther agree nor disagree about the fact that Benson makes them feel cool

or not.

Measuring Response Tendencies

The behavioral component tries to predict the actual behavior of the

consumers that is in this case whether they are buying cigarette, and if not,

what are they buying. This was measured by asking three questions

1. The last cigarette I smoked was a ---------------------------------

2. When I smoked cigarette it is usually ------------------------------

3. Next time I will smoke -----------------------------------

The results of the three questions from the survey are shown in the graphs

below.

From our analysis, it was found that 22% consumer had smoked Gold Leaf

last time. Moreover, it is very good rate because Gold Leaf’s close

competitor Marlboros rate was 8%, castle and others were 12%.

Last time consumption

58%22%

8%2%4%2%2%2% Benson

Gold leaf

Marlboro

Castle

MorePallmall

Pine

Star

Figure 4: Last time consumption

Survey result shows that consumer usually smoked Benson 54%, Gold Leaf

28% and Marlboro 6% and other brands 12%. If we compare with Marlboro,

Gold Leaf has a good potential to outdo Marlboro in future. However

Attitude Changing Strategies

Changing the Cognitive Component

A common affective approach to change the attitude is to focus on the

cognitive component. Cigarette can use the four basic strategies to alter the

cognitive structure of consumers’ attitude. Can change the consumer's

beliefs towards their products by changing beliefs, shift importance and add

beliefs.

Change Beliefs

This strategy involves shifting beliefs about the brand. People have a belief

that cigarette is low in status and less modern. So they can show people that

why they are less in status or they can shift the belief that other brand is very

much committed toward traditional value.

Add Beliefs

Another approach to changing the cognitive component of an attitude is to add

new beliefs to the consumer's belief structure. Cigarette is made for excitable

people not for submissive people.

Shifting Importance

Most consumers consider some product attributes to be more important than

others. Most of the people consider status and price is the main indicators to

purchase of cigarette. The sometime did not consider tobacco quality and

nicotine contain by it. As a result, may try to shift their beliefs from price and

status to tobacco quality and they contain less harm.

Changing the Affective Component

Mere Exposure

Cigarette is a low involvement product and price is very much affordable to

its target customers. It can use mere exposure for positive feelings in the

consumers’ mind. As we know that above the line promotion is not possible

now so, cigarette has to go for below the line promotion for mere exposure

like various campaigns in public places which will create a positive emotion.

Changing the Behavioral component

Behavior, specifically purchase or use behavior may precede the development

of cognition and effect. Changing behavior prior to changing affect or

cognition is based primarily on operant conditioning.

Elaborative Likelihood Model

According to the elaborative likelihood model the attitudes formed and

changed under low involvement. Cigarette follows the peripheral route to

persuasion which is shown below.

Figure 6: Elaboration Likelihood model

Self- Concept and Lifestyle

Exposure to marketing message

Low involvement with product, message or decision

Limited attention, focused on peripheral, non-product features and feelings

Low or non conscious information processing; few or no elaborative activities

Persuasion operates through classical conditioning; affect change, attitude towards the ad, and non conscious believe changes lead to a behavioral and attitude change

Self- Concept

Self-concept is defined as the totality of the individual’s thoughts and

feelings having reference to him or herself as an object. Self-concept can be

divided into four basic parts- actual self-concept, ideal self-concept, private

self-concept and social self-concept. Dimensions of consumer’s self-concept

Dimensions of self-

concept

Actual self Ideal self

Private self How I actually see

myself

How I would like to see

myself

Social self How others actually

see myself

How I would like others to

see myself

Independent self concept emphasizes on personal goals,

characteristics, achievements and desires. Interdependent self-concept

emphasizes family, cultural, professional and social relationships.

Possessions and the Extended Self

Extended Self consists of the self plus possessions; that is people tend to

define themselves in part by their possessions. Products become part of

one’s extended self for a variety of reasons:

Representation of memories and feelings

Representation of relationships

Embedded with meaning and value as used over time

Measuring Self- Concept

On average, the survey portrays following facts about the respondents in the

target market of, cigarette. Their personality is mostly characterized as:

A bit rugged

Mostly excitable

Somewhat Dominating

Fairly Thrifty in terms of purchasing

Organized

Quite Rational

Fully Youthful

Mostly Formal

Take time to Change

Very Colorful

Using Self-Concept to position Product

Cigarette is trying to develop a product image that is consistent with the self

concept of the target market. Consumers maintain and enhance their self-

concepts not only by what they consume but also by what they avoid. So, if

the product image does not match with the self-concept of the target market,

tobacco industry will lose its consumers.

Brand image of Gold Leaf

Customers’ self-concept

Relationship between self-concept and brand image

Behavior (seek Brand name if the image match with self-concept)

Satisfaction (purchase contributes to desired self-concept)

Reinforces self-concept

Figure 7: The relationship between self-concept and brand image

influence

Findings from The Survay

Analysis

Broad Objective

The main purpose of this study is to know the consumers perception,

attitude and beliefs of cigarette about the cigarette.

Table: 1.Do you Smoke?

Frequency PercentValid Percent

Cumulative Percent

Valid yes50 100.0 100.0 100.0

yes

Do you Smoke?

We collect data from several place and different category people. We are collect data those are smoke. We target all age group and male female group both.

Table: 2.What is your age?

Frequency Percent

Valid Percent

Cumulative Percent

Valid

10-20years 8 16.0 16.0 16.0

21-30years 26 52.0 52.0 68.0

31-40years 7 14.0 14.0 82.0

41-50years 4 8.0 8.0 90.0

50above 5 10.0 10.0 100.0Total 50 100.0 100.0

50above41-50years31-40years21-30years10-20years

What is your age?

Age is a big factor in the sense of cigarette consumption because tobacco

marketers can not target minors, as it is beyond the law and ethics. Cigarette

is one of the people habit in Bangladesh and it targeted the middle income

group. From our survey we found that cigarette consumption rate is very

high in the age level of 21 to 30years and lowest in the range of 41 to 50

years. But if we consider it as a whole we found that 52% consumers are

aged within the range of 21 to 30years.

Table: 3.What is your sex?

Frequency Percent

Valid Percent

Cumulative Percent

Valid

male 33 66.0 66.0 66.0female 17 34.0 34.0 100.0

Total 50 100.0 100.0

femalemale

What is your sex?

Cigarette can be consumed by both males and females. But due to cultural

and traditional constraints in Bangladesh Cigarette is not heavily consumed

by ladies. That is why Cigarette is marketed as appropriate solution for

gents. Here male is 66%and female is 34% .But in actual scenario, it is

predicted that female consumers are lesser in number.

Table: 4.What is the monthly income of your family?

Frequency Percent

Valid Percent

Cumulative Percent

Valid

lessthan10000 11 22.0 22.0 22.0

10000to30000 23 46.0 46.0 68.0

30000to40000 15 30.0 30.0 98.0

40000above 1 2.0 2.0 100.0

Total 50 100.0 100.0

40000above30000to4000010000to30000lessthan10000

What is the monthly income of your family?

Consumer purchasing pattern, lifestyle and status largely depend on their average

monthly income of the family. The social class of our target respondents was

determined according to their family income.

Cigarette consumption and brand preference heavily depend on the income level.

From our survey we can see that 22% people are coming from the income level

of less then Tk. 10000, who are from lower income group. But we found that4

6% members of the target market are from lower middle, 30% are from middle.

The income level of above Tk. 40000 is considered as upper class and 2% are

from upper class income group.

Table: 5. why did you start smoking?

Frequency Percent

Valid Percent

Cumulative Percent

Valid

pressureforfriends 26 52.0 52.0 52.0

consider fashion 6 12.0 12.0 64.0

toremovefrustration 8 16.0 16.0 80.0

toincreasefun 8 16.0 16.0 96.0other 2 4.0 4.0 100.0Total 50 100.0 100.0

othertoincreasefuntoremovefrustrationconsiderfashionpressureforfriends

. Why did you start smoking?

Most of the people said they can start a smoke for pressure friends about 52%like. A fair amount of people said they start a smoke reason consider fashion and turnover frustration. Only few people said other reason.

Table: 6. Cigarette is Harmful for health

Frequency Percent

Valid Percent

Cumulative Percent

Valid

Strongly disagree 5 10.0 10.0 10.0

disagree 2 4.0 4.0 14.0neutral 2 4.0 4.0 18.0agree 7 14.0 14.0 32.0Strongly agree 34 68.0 68.0 100.0

Total 50 100.0 100.0

stronglyagreeagreeneutraldisagreestronglydisgree

.. Cigarette is Harmful for health

Cigarette is harmful for health all we know. However people take smoke day by day they can destroy own life. Most of the people said that cigarette is harmful strongly disagree 68%.Few people said that they know cigarette bad effect 4%.But some chain smoker never realize tha smoking is bad for health 10%.

Table: 7.Cigarette is expansive.

Frequency Percent

Valid Percent

Cumulative Percent

Valid

Strongly disagree 16 32.0 32.0 32.0

disagree 24 48.0 48.0 80.0neutral 4 8.0 8.0 88.0agree 1 2.0 2.0 90.0strongly agree 5 10.0 10.0 100.0

Total 50 100.0 100.0

stronglyagreeagreeneutraldisagreestronglydisagree

Cigarette is expansive.

Cigarette is expansive not accept all the people. Because different people income level and perception different. Cigarette is expansive disagree 48%.Because each cigarette price is maximum 4 taka. Strongly agree only 10%.

Table: 8.Cigarette is Available

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Strongly disagree 4 8.0 8.0 8.0

disagree 10 20.0 20.0 28.0neutral 3 6.0 6.0 34.0agree 18 36.0 36.0 70.0Strongly agree

15 30.0 30.0 100.0

Total 50 100.0 100.0

stronglyagreeagreeneutraldisagreestronglydisagree

Cigarette is Available

We know today all place communication system is speed. All the product available urban to rural. People agree cigarette is available al the place 36%.But some people think cigarette is not available 8% strongly disagree.

Table: 9.Cigarette is Social acceptance.

Frequency Percent

Valid Percent

Cumulative Percent

Valid strongly disagree 17 34.0 34.0 34.0

disagree 27 54.0 54.0 88.0neutral 3 6.0 6.0 94.0strongly agree 3 6.0 6.0 100.0Total 50 100.0 100.0

stronglyagreeneutraldisagreestronglydisagree

Cigarette is Social acceptance.

Status is one of the cultural values that effect the purchasing of any people of any culture. Our culture is religion related and not allows any illegal things. Cigarette is not allowing our society 54% people disagree.

Table: 10.Which cigarette do you smoke?

Frequency Percent

Valid Percent

Cumulative Percent

Valid

light 4 8.0 8.0 8.0regular 46 92.0 92.0 100.0

Total 50 100.0 100.0

regularlight

Which cigarette do you smoke?

Cigarette are two types light regular. Consumer prefers are his own refreshment or own choice. Most of the people are saying 92% smoke regular cigarette.

Table: 11.

Do you consider smoking is bad for health?

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

yes 42 84.0 84.0 84.0no 4 8.0 8.0 92.0notsure 4 8.0 8.0 100.0

Total 50 100.0 100.0

notsurenoyes

Do You consider smoking is bad for health?

Most of the people are said smoking is bad for health about 84% people said yes. Some people said not or not sure. We know everybody smoking is bad for health but people are smoking.

Table: 12.How frequently do you Smoke?

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

More than 1 packet each day

4 8.0 8.0 8.0

1 packet each day 26 52.0 52.0 60.0

5 cigarette each day 15 30.0 30.0 90.0

less than 3 cigarette each day

2 4.0 4.0 94.0

occasionally 3 6.0 6.0 100.0

Total 50 100.0 100.0

ocasinally

less than 3 cigarate each day

5 cigarate each day1 packet each day

More than 1 packet each day

How frequently do you Smoke?

People are smoking in his own buying pattern or smoking per day. Most of the people areSmoking 1 packet each day.

Table: 13.Cigarettes maintains a good performance in terms of relaxation.

Frequency Percent

Valid Percent

Cumulative Percent

Valid

Strongly disagree 1 2.0 2.0 2.0

disagree 26 52.0 52.0 54.0neutral 11 22.0 22.0 76.0agree 9 18.0 18.0 94.0strongly agree 3 6.0 6.0 100.0

Total 50 100.0 100.0

stronglyagreeagreeneutraldisgreestronglydisgree

Cigarettes maintain a good performance in terms of relaxation.

Cigarette maintains a good performance in terms of relaxation. Cigarette is one kind of habit this is not a give a relaxation. About 52% people disagree in terms of relaxation.

Table: 14.Different brand of Cigarettes are no different from one another.

Frequency

Percent Valid Percent

Cumulative

PercentValid

strongly disagree 6 12.0 12.0 12.0

disagree 31 62.0 62.0 74.0neutral 2 4.0 4.0 78.0agree 7 14.0 14.0 92.0strongly agree 4 8.0 8.0 100.0

Total 50 100.0 100.0

stronglyagreeagreeneutraldisgreestronglydisagree

Different brand of Cigarettes are no different from one another.

There is different from one brand to another. Because price is different that’s why taste are different. Most of the people are said 62% there is a different one brand to anoth

Analysis of Hypothesis

One Sample-T testBroad Objective

The main purpose of this study is to know the consumers perception,

attitude and beliefs of cigarette about the cigarette.

(1)

Ho=There is no difference in smoker on the basis of their age.H1= There is difference in smoker on the basis of their age. ∞: 0.05

One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

what is your age? 50 2.48 1.249 .177

One-Sample Test

Test Value = 0

t df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the DifferenceLower

Upper

what is your age?

14.037 49 .000 2.480 2.12 2.84

Statistical Decision: Since Probability (.000) ∞ (0.05), therefore is accepted.Marketing Decision: There is difference in smoker on the basis of their age.

(2) Ho= There is no difference in smoker on the basis of their sex H1= There is difference in smoker on the basis of their sex ∞: 0.05

One-Sample Statistics

N Mean Std. Deviation

Std. Error

MeanWhat is your sex? 50 1.48 .762 .108

One-Sample Test

Test Value = 0

t df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the DifferenceLower

Upper

What is your sex?

13.727 49 .000 1.480 1.26 1.70

Statistical Decision: Since Probability (.000) ∞ (0.05), therefore is accepted.

Marketing Decision: There is difference in smoker on the basis of their sex.

(3)

Ho= There is a relationship in between income and the attitude of smoking.H1= There is no relationship in between income and the attitude of smoking.∞: 0.05

One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

What is the monthly income of your family?

50 2.16 .866 .122

One-Sample Test

Test Value = 0

t df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the DifferenceLower

Upper

What is the monthly income of your family?

17.644 49 .000 2.160 1.91 2.41

Statistical Decision: Since Probability (.000) ∞ (0.05), therefore is accepted.Marketing Decision: = There is no relationship in between income and the attitude of smoking.(4)

Ho=There is no difference in attitude to start smoking.H1= There is difference in attitude to start smoking.

∞: 0.05

One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

Why did you start smoking?

50 2.12 1.409 .199

One-Sample Test

Test Value = 0t df Sig. Mean 95%

(2-tailed)

Difference

Confidence Interval of the DifferenceLower

Upper

Why did you start smoking?

10.639 49 .000 2.120 1.72 2.52

Statistical Decision: : Since Probability (.000) ∞ (0.05), therefore is accepted.

Marketing Decision: There is difference in attitude to start smoking

(5) Ho=People think that cigarette is not Harmful for health. H1= People think that cigarette is Harmful for health ∞: 0.05

One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

Cigarette is Harmful for health.

50 4.26 1.322 .187

One-Sample Test

Test Value = 3t df Sig. (2-

tailed)Mean Difference

95% Confidence Interval of

the DifferenceLower

Upper

Cigarette is Harmful for health.

6.740 49 .000 1.260 .88 1.64

Statistical Decision: : Since Probability (.000) ∞ (0.05), therefore is accepted.

Marketing Decision: H1= People think that cigarette is Harmful for health

(6)Ho=People think that cigarette is expansive.H1= People think that cigarette is not expansive. ∞: 0.05

One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

Cigarette is expansive 50 2.10 1.182 .167

One-Sample Test

Test Value = 3

t df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the DifferenceLower

Upper

Cigarette is - 49 .000 -.900 -1.24 -.56

expansive 5.382

Statistical Decision: Since Probability (.000) ∞ (0.05), therefore is accepted.

Marketing Decision: People think that cigarette is not expansive

(7) Ho=People think that cigarette is Available. H1= People think that cigarette is not Available. ∞: 0.05

One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

Cigarette is Available 50 3.60 1.325 .187

One-Sample Test

Test Value = 3

t df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the DifferenceLower

Upper

Cigarette is Available

3.202 49 .002 .600 .22 .98

Statistical Decision: Since Probability (.000) ∞ (0.05), therefore is accepted.

Marketing Decision: H1= People think that cigarette is not Available.

(7)

Ho=People think that cigarette is Social acceptance.H1= People think that cigarette is not Social acceptance. ∞: 0.05

One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

Cigarette is Social acceptance.

50 1.90 .974 .138

One-Sample Test

Test Value = 3

t dfSig. (2-tailed)

Mean Difference

95% Confidence Interval of the DifferenceLower

Upper

Cigarette is Social acceptance.

-7.985 49 .000 -1.100 -1.38 -.82

Statistical Decision: Since Probability (.000) ∞ (0.05), therefore is accepted.

Marketing Decision: People think that cigarette is not Social acceptance(8)

Ho =Most of the people smoke light cigarette,H1 = Most of the people not smoke light cigarette

∞: 0.05One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

. Which cigarette do you smoke?

50 1.94 .314 .044

One-Sample Test

Test Value = 0

t df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the DifferenceLower

Upper

. Which cigarette do you smoke?

43.738 49 .000 1.940 1.85 2.03

Statistical Decision: Since Probability (.000) ∞ (0.05), therefore is accepted.

Marketing Decision: Most of the people not smoke light cigarette.

(9)

Ho= There is no difference in Peoples beliefs in harmfulness of cigarette and frequency of smoking.

H1= There is difference in Peoples beliefs in harmfulness of cigarette and frequency of smoking.

∞: 0.05

One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

Do You consider smoking is bad for health?

50 1.24 .591 .084

One-Sample Test

Test Value = 0

t dfSig. (2-tailed)

Mean Difference

95% Confidence Interval of the DifferenceLower

Upper

Do You consider smoking is bad for health?

14.834 49 .000 1.240 1.07 1.41

Statistical Decision: Since Probability (.000) ∞ (0.05), therefore is accepted.

Marketing Decision: = There is difference in Peoples beliefs in harmfulness of cigarette and frequency of smoking.(10)

Ho= Most of the people beliefs that Cigarettes maintain a good performance in terms of relaxation.

H1= Most of the people beliefs that Cigarettes not maintain a good performance in terms of relaxation.

∞: 0.05 One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

. Cigarettes maintain a good performance in terms of relaxation

50 2.74 .986 .139

One-Sample Test

Test Value = 3

t df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the DifferenceLower

Upper

. Cigarettes maintain a good performance in terms of

-1.865

49 .068 -.260 -.54 .02

relaxationStatistical Decision: Since Probability (.068) ∞ (0.05), therefore Ho is accepted.

Marketing Decision: Ho= Most of the people beliefs that Cigarettes maintain a good performance in terms of relaxation.

(11)

Ho= People think that cigarette is no different from one another.H1= People think that cigarette is different from one another.

∞: 0.05

One-Sample Statistics

N MeanStd. Deviation

Std. Error Mean

. Different brand of Cigarettes are no different from one another

50 2.44 1.128 .159

One-Sample Test

Test Value = 3

t df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the DifferenceLower

Upper

. Different brand of Cigarettes are no different from one another

-3.511

49 .001 -.560 -.88 -.24

Statistical Decision: Since Probability (.000) ∞ (0.05), therefore is accepted.

Marketing Decision: People think that cigarette is different from one another.

Analysis of Hypothesis

Regression

Multiple Regression Analysis:Coefficients

Model

Unstandardized Coefficients

Standardized Coefficients

t Sig.BStd. Error Beta

1 (Constant) 1.456 .823 1.769 .085what is your age? .000 .068 .000 -.001 .999What is your sex? .240 .108 .309 2.221 .033What is the monthly income of your family?

-.045 .105 -.066 -.433 .668

Why did you start smoking? -.030 .062 -.072 -.487 .629

Cigarette is Harmful for health. -.006 .077 -.013 -.076 .940

Cigarette is expansive .085 .071 .170 1.188 .242

Cigarette is Available .023 .069 .051 .331 .743

Cigarette is Social acceptance. .014 .082 .024 .175 .862

. Which cigarette do you smoke? -.668 .300 -.355 -2.227 .032

. How frequently do you Smoke? .189 .090 .298 2.116 .041

. Cigarettes maintain -.006 .085 -.011 -.076 .940

a good performance in terms of relaxation. Different brand of Cigarettes are no different from one another

.071 .080 .135 .885 .382

We know,Multiple regression model,

Y’ =

Let,= What is your sex?= What is the monthly income of your family?= Why did you start smoking?= Cigarette is Harmful for health.= Cigarette is expansive.= Cigarette is Available.= Cigarette is Social acceptance.= . Which cigarette do you smoke?= . How frequently do you Smoke?= Cigarettes maintain a good performance in terms of relaxation= . Different brand of Cigarettes are no different from one another.

So, Y’ = 1.465+.240 -.045 -.030 -.006 +.085 +.023 +.014 -.668 +.189

-.006 +.071

Interpretation:

The intercept value is 1.465. This is the point where the regression equation

crosses the Y-axis. The regression coefficient for start for smoking, is the

monthly income of your family, cigarette is harmful for health, which

cigarette do you smoke, Cigarettes maintain a good performance in terms of

relaxation are negative. That is there are inverse relationships between the

above independent variables and the overall satisfaction of customers.

The other variables show a direct or positive relationship. These are What is

your sex, Cigarette is expansive, Cigarette is Available, Cigarette is Social

acceptance, How frequently do you Smoke, Different brand of Cigarettes are

no different from one another.

For example,

-.045 = If price of cigarette increase by 1 unit then overall satisfaction

decrease by 0.045 unit. .240 = If Gender cigarette buying increase by 1

unit then the overall satisfaction also increase by 0.240 units.

Determining

Model Summarya

Model R

R Square

Adjusted R Square

Std. Error of the Estimate

1 .624(a) .389 .191 .532a Predictors: (Constant), . Different brand of Cigarettes are no different from

one another, Cigarette is Available, Why did you start smoking?, Cigarette is

Social acceptance., What is the monthly income of your family?, What is

your sex?, what is your age?, . How frequently do you Smoke?, . Cigarettes

maintain a good performance in terms of relaxation, Cigarette is expansive, .

Which cigarette do you smoke?, Cigarette is Harmful for health.

Interpretation:

The coefficient of multiple determinations, written as R Square, is the

percent of the variation explained by the regression. It is the sum of squares

due to the regression, divided by the sum of squares total. Here the value of

R2 is .389.

ConclusionThe majority of interviewees were at risk of premature death and disease

because of exposure to workplace smoke, and had an incomplete knowledge

of the dangers to which they were exposed. Despite this success, a minority

of individuals still holds favorable views of smoking or has inaccurate

perceptions and knowledge of the health risks associated with tobacco use.

Here we can see the consumption pattern of smoker. We can survey the

question all smoker. Smoking is bad for health Most of the smoker about

84% people agrees. But still smoking one of reason is pressure for friends

52% people agree. Cigarette is not expansive respondent said that’s why

most of the respondent smoke 1 packet each day. We can analyzeHypothesis

And smoking habit is difference basis on age also gender.Most of the people

smoking regulaer cigarette. Regression gives the positive and negative

relationship about different attribute.

Reference

The books are-

1. Strategic brand management-Kevin lane Keller

2. SPSS survival Manual- Julie Pallant

3. Marketing research- Naresh K. Malhotra

4. Consumer Behavior-David L.Loudon.

The references from the Websites & Organizations–

www.tobacco industry .com

www.british american tobacco industry .com

http://www.whoban.org/health_system_bangladesh.html,

http://www.whoban.org/country_health_profile.html,

http://www.whoban.org/upcoming_event.html

Appendix

Research process

How to recruit respondent for the research

Target Group

Who is the respondent-from Dhaka city

What is their profile in terms of

o Social class

o Income

o Age

o Service Usage habit

Location

Which area would be covered

– We have covered only Dhaka city

Sample selection technique

Field Selection

All respondent were be randomly selected

Each respondent in a group will be selected in a manner so that one

respondent not known to other

Random areas will be picked

Each area will be searched for recruiting the respondent by using a starting point.

A fixed gap will be maintained and after any successful recruitment this will

take care of respondent biasness issue

If any of the respondent takes part in MR project/interview previously ,will

be draped from the respondent list

The area also randomly selected .