People Perception, Attitude And Beliefs About Cigarettes

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People Perception, Attitude And Beliefs About Cigarettes


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.


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 industry

Tobacco 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
China National Tobacco Co. (CNTC) 32.7 $0.023
Altria Group, Inc. (USA) 17.3 $47
British American Tobacco PLC (BAT, UK) 16.0 $30.4
Japan Tobacco 9.0 $29.9
R.J. Reynolds Tobacco (USA) 2.0 $7.6
Imperial Tobacco (UK) 2.0
Altadis (France and Spain) 2.0
PT Gudang Garam (Indonesia) 1.4
TEKEL (Turkey) 1.3
ITC (India) 1.0
Fortune Tobacco Co. (Philippines) .9
Eastern Company (Egypt) .8
Thailand 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 2,298.8
India 595.4
Brazil 520.7
United States 408.2
European Union 314.5
Zimbabwe 204.9
Turkey 193.9
Indonesia 166.6
Former Soviet Union 116.8
Malawi 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


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 tobaccoin the rod includes tobacco lamina (the flat part of the tobacco leaf), tobacco stem (midribs of the leaf), and expanded lamina. The cigarette paperincludes paper and adhesive. The filteris 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


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.


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.


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.

Company’s own sales depot


Table 1: The distribution Channel of British American Tobacco


The 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

  • 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 Activities

Tobacco 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.


Learning 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 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


Exposure 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.


Occurs 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.


Cigarette usually placed in the entrance of the retail outlets or behind the cash counter which provides attention and influences impulse purchase.


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 factors

Consumers 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 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 Characteristics

A 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.


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.


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.


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

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 Positioning

Product 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, Expensive


1 2 3 4 5 Non-traditional, Fun
Common, Economical

Table 4: Perceptual mapping of different brands of cigarette


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 component

Measuring 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%.

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

Low involvement with product, message or decision

Self- Concept and Lifestyle

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.

Reinforces self-concept

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

Findings from the Survay


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 Percent Valid Percent Cumulative Percent
Valid yes 50 100.0 100.0 100.0

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 10.0 100.0
Total 50 100.0 100.0

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 66.0
female 17 34.0 34.0 100.0
Total 50 100.0 100.0

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

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 96.0
other 2 4.0 4.0 100.0
Total 50 100.0 100.0

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 14.0
neutral 2 4.0 4.0 18.0
agree 7 14.0 14.0 32.0
Strongly agree 34 68.0 68.0 100.0
Total 50 100.0 100.0

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 80.0