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CONSUMER
BEHAVIOUR
TOWARD
ADDICTION
(SMOKING,
DRINKING,
DRUGS)
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Acknowledgement
…In the name of Allah, the most beneficent and merciful…
We are highly grateful to our Course Instructor Ms. Hina Saleem who taught us with great
affection and whose supervision enabled us to complete our project. We hope this project will
fulfill the requirements of our teacher.
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Introduction to the Topic
Addiction is a state, in which a person consumes, utilizes or puts his or her interest towards a
specific product, service and even action. State of addiction could be negative or even positive.
Negative means illegal, unhealthy, nonsocial, harmful or any nonproductive activity.
Drugs, Are one of the most highlighted Aspect of the Modern World. Here in Pakistan, The
Word “Drugs” reflects a very bad meaning, people believed that this word is used only for
cocaine, hashish, heroine or other drowsing products.
In Our Survey, 7 out 10 people said that the word Drug is cocaine or heroine, etc. Whereas 3 of
them knows the real meaning, which is “Drugs are the mixture of one or more chemical
Substances that make changes in the normal process of human body or any other living thing”
Similarly Smoking and drinks are the other 2 aspects in which people get addicted. In early
times, Smoking was limited to cigarette only. Consumers showed a quite keen addiction
towards the cigarette. Later on, Cigars, Shishas, Garda and other life threatening products were
evolved.
Drinks also include Hard, Soft and Energy drinks. Hard drinks reflect bad addiction and softer
ones are probably the Gentle Killers. Energy Drinks is the most recent trend in addiction, they
includes products like Redbull, Sting etc.
First thought about Drugs
Heoine, Cocain etc
Real Meaning
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Our Discussion, Our topic, Our Project, caters all the ways in which consumers utilizes the
drugs, drinks and smokes. Either positive or negative we Will inshallah explain each and every
side effect.
Consumer Behavior Model
As far as our understanding is concerned, Consumer behavior model includes different stimuli,
How Humans transforms them and what are the responses that are dragged out of those
stimuli. Following diagram will make a better understanding of Consumer Behavior Model.
So basically the consumer behavior model gives us the IDEA of what is there in consumers mind
about a product or service.
Drugs are most of the time never promoted much, although we use to see the advertisement of
medicines but mostly Pharmaceutical companies usually consult doctors for their promotion.
And most of the time, consumers believe that their life is depended on those medicines.
Other forms of the drugs include the drowsing products heroine hashish and the cocaine. These
products are not sold openly in this world. Such products are considered illegal and that’s why
they are never sold openly.
Stimuli Responses
Possible Stimuli
Social
Group
Doctor’s
Prescribed
Inspiration
Black Box (Buyer’s Mind)
Internal Influence
Beliefs
Values
Learning
Decision Making Process
Problem Solving
Purchase
Evaluation
Purchase
Product
Brand
Source
Amount
Method Of
Payment
No Purchase
Transformer
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Sometimes drugs are utilized most of the time due to influence of the social group. Like, if a
person smokes, drinks or consume any drowsing product then there is a possibility that his
friends could also start with the same habit. Sometimes person starts the drugs due to an
inspiration. For Example if me or anyone in my group participates in a sports event and want to
enhance the capabilities of the body, then we could consume energy providing drug.
Sensory Thresholds
Threshold means the intensity, the power or the density of specific stimuli that is exposed to a
certain sensory organ. Social circle, Doctors prescription and inspiration are factors that make a
person to move towards Drugs,
Drinks or Smoking.
Threshold of drugs could be defined
as intensity of exposure, of stimulion a given sensory organ, which
caters the attention of a person
from anything to drugs. Here in
Pakistan we use to see the
advertisements of medicines,
banners etc. Those marketing tools
act as the stimulus.
Addiction of smoking is quite open
there in Pakistan. Even though it is
prohibited to sell cigarettes to
consumers under 18 years of age,
but still addiction makes youngsters
to consume it overcoming all rules
and regulation. We often use to see
advertisements of cigarettes on TV, but after every advertisement there is always a message
that smoking is harmful and unhealthy.
Drinks are promoted aggressively. On the average, a regular TV-Watching person is exposed todrinks advertisement almost 10 times a day. Like if we remember, couple of months back
during T20 Cricket World Cup, We use to see advertisements of soft drinks like Coke or Pepsi
after every over, and it even became Extremely disturbing.
Sensory Threshold further includes 2 types of thresholds i.e Absolute Threshold and Differential
Threshold.
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Absolute Threshold
The minimum amount of stimulation that a sensory organ detects is called absolute threshold.
Now, in the case of smoking, a person when walks in streets or at public places, he or she is
often exposed to smoking that exposure is hardly limited to smell only, a very minute smell,
Which is unnoticeable and couldn’t get the attention.
Differential Threshold
The ability that helps us to detect the changes between two stimuli is known as differential
threshold. Now again if we take an example of smoking than we believe for a person who has
the idea about the smoking can detect from the smell that which smell if of cigarette or cigar.
And this small difference of smell is also known as “Just Noticeable Difference”.
Personal Selection Factors
Personal Selection Factors are those factors on the basis of which a person selects a stimulus. It
further includes other characteristics like perceptual vigilance, perceptual defense and
perceptual filter. If consumer continue to notice a single stimulus over a time then that process
is known as adaptation. Now, a question arises here, that what makes a person to move
towards the stimulus related to Drugs, Drinks or smoking. And according to our survey,
everyone has its own interests that make him or her move towards them.
Some of the factors of stimuli that are described in our book includes Intensity, Duration,
Discrimination, Exposure and Relevance. Now, below drawn table describes some of the factors
that we related with the factors that consumers told us about their addiction.
Addictions Survey Data Factors
Drugs Relief from Pain or Stress Relevance
Smoking Digestion, Attraction and
Looks
Relevance, Discrimination
Drinks Social Group, Digestion, Looks Relevance, Exposure
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Now, It really is a surprising and a new thing for us to know that most of the smokers consume
cigarette to look cool, to cool attractive. We use to hear from our social group that smoking is
usually for digesting but Relevance of smoking with looks was a new concept. Drugs are mostly
utilized to get peace and calm, for both the body and the mind. That’s why we used the factor
of Relevance for the drugs with Relief of pain and Stress. And lastly drinks, people consume the
drinks without knowing the side effects and most of the time they are consumed due to
exposure, when we see close friend of our social group, family is having a tin of coke then it
ignites the flame in our self too.
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Hedonic Consumption
Hedonic Consumption is one of the recent trends in marketing. It actually means that marketer
or consumer relates the offering with its fantasy or emotional aspect. No doubt it feels really
idiotic to relate your emotions with the product but it actually happens. We sometimes
overcome or do not give attention to it. Have you ever thought why you always see the same
company Cooking oil at your place? Yes, because noticed or unnoticed, we use to create
emotional attachment with the company.
Addiction of smoking, drugs and even drinks also have such fantasies. Like in case of smoking , a
guy in our survey stated that I saw a Bollywood actor in a film who was smoking and really
giving a cool and handsome look, so I stated smoking cigarettes because it gives me the same
feeling and look. Similarly a guy stated that he like to smoke just because he believes that girls
pay attention to such boys.
We use to see the advertisements of Rebull which states the Redbull gives wings. Here,
marketers are relating the drink with flying, which means that having the tin of redbull will
enhance your performance. To be very honest, we never cant imagine like that, can’t even if we
want to. Similarly a very close friend of our social group like Pepsi so much that he use to say
that Pepsi is a drink from heavens.
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Role of Semiotics
Role of semiotics means social expression of consumers with the products. The field of semiotics
actually is the study of signs and symbols. For Example we see the cowboys in a particular hat and old
jeans. Sometimes meaning of a product or advertisement gets too difficult to understand for consumer
and in such situations marketer play an important role in defining it.
In smoking we use to see the advertisements of Marlboro. That advertisement reflects the meaning of
Adventurous and cowboy, Marketers here are relating the product with the fantasy of being
adventurous or being look like a cowboy.
In drinks, we use to see advertisements of Pepsi or coke and marketers in those advertisementsrelate the product with the fun. Similarly in alcoholic drink named as Frizz and here again
marketers create an image that the party is incomplete without Frizz. Umar, use to play with a
friend who always use to have a tin pack Redbull before playing, and it was his firm believe that
half of his game is dependent on the tin pack. Even though there was no logic behind it, but still
the product has an attachment with the drink.
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Parents’ attitudes on drinking and smoking
Parents’ attitudes are likely to represent prevailing social norms. The views of adolescents and
youths of their parents’ attitude, then, can be interpreted as their views of the social norm. In
addition, parents who are demanding and responsive to their children are likely to serve as
protective factors against initiation of smoking and drinking.
Consumer Involvement
Consumer involvement refers to degree of information processing or extent of importance that
a consumer attaches to a product. The degree of involvement has a very significant effect on
consumer behavior. When more expensive products are to be purchased, the consumer gets
more involved in purchase process but he may not be equally involved in a product which is just
a rupee or two priced.
Level of involvement:
There are generally two levels of involvement.
Simple processing: consumer considers only the basic features
Elaboration: links the information to his preexisting knowledge system
LOW INVOLVEMENT
Low involvement purchases are not really important to consumers, have little relevance andneed very limited information processing.
HIGH INVOLVEMENT
High involvement purchases are those which are important to consumers such as complex,
expensive, risky or ego-intensive products & require extensive information processing.
Consumer involvement in the light of drug usage, addiction of smoking and use of alcoholic
drinks are discussed below.
EXAMPLES OF CONSUMER INVOLVEMENT
Addiction of smoking As an individual is addicted to it, so he’s not highly involved.
Alcoholic drinks As it is an expensive product so consumer will get highly involved resulting
in higher involvement.
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Drugs An individual is neither highly involved nor low involved, he just want to take drugs at
any cost apart from quality of the product.
Medicine When a medicine is being purchased, which may not be very expensive, yet the
customer may be highly involved in checking that it shouldn’t react him.
Consumer’s level of involvement about drugs varies in our culture depending upon the usage of
drugs and drug type. High class consumers who are using alcoholic drinks are very conscious
while using it, so their level of involvement is usually high. On the other hand, chain smokers or
cigarette users on daily basis have low involvement because they are not very conscious about
it because it becomes their habit with the passage of time whereas a person who take cigarette
once in a blue moon just for fun is highly
involved while using it.
According to our survey, addiction makes aconsumer low involved because he wants to
satisfy his need apart from quality and
extensive search.
Need theory implementation:
There are many types of need. Some needs are
basic that are necessary to maintain life such as
food, water and air. These are called biogenic needs. Psychogenic needs are those needs that
are acquired when we become members of specific culture such as need for status, power and
likewise.
On the other hand there are utilitarian and hedonic needs. In utilitarian needs, we emphasize
on the attributes of products such as kilometers per liter in a car whereas in hedonic needs, we
might look to a product to meet our needs for excitement, self-confidence, or fantasy.
In the case of addiction of cigarette, psychogenic need becomes functional because sometimes
people think that using a branded cigarette or cigar is status symbol especially in our country
and sometimes it also depends upon the society in which they are living. On the other hand, it
is understood that the person drinking wine or vodka portrays a luxurious image.
These needs can be transferred to basic need when people are addicted, they have a
compulsive need to seek out and use a substance, even when they understand the harm it can
cause. Tobacco products—cigarettes, cigars, pipes, and smokeless tobacco—can all be
addictive. Everyone knows that smoking is bad for you, and most people that do it want to quit.
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In fact, nearly 35 million people make a serious attempt to quit each year. Unfortunately, most
who try to quit on their own relapse—often within a week.
Same in the case of addiction of other things like drinks and drugs because a person could not
feel comfortable without using them.
Motivational conflicts:
There are three general types of conflicts as shown in the diagram;
1. Approach/avoidance conflicts: when we desire a goal but wish to avoid it at the same time.
2. Approach/approach conflicts: when we must have to choose between two desirablealternatives.
3. Avoidance/avoidance conflicts: when we have to choose between two undesirable
alternatives.
In case of our topic, an addictive person falls in the category of approach-avoidance conflict.
Motivational conflict is central to alcohol dependence, with patients reporting motivation to
limit their drinking at the same time as urges to drink alcohol.
In case of avoidance-avoidance conflict, when an individual becomes addictive, he has to
consume drugs and cigarettes even he knows that these are not good for him unless he passes
through a proper treatment.
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Fantasy Part behind Addiction
We conducted a survey in which we asked different people who uses some kind of drug i-r
medicines or smoking etc. Our main highlighted question which we asked is why and when they
use drugs and we get the response that most of these people use drugs when they are tensed.
They feel that they are in a new tension free world after using them and they say at this time
they have no other option to think about any alternative of that tension but to use drug. These
drugs release the pressure on the mind which gives them peace so they don’t want to know the
side effects of these drugs and by this way they become drugs addicts. These drugs controlled
their brain and cause the decrease in their thinking power and make them feel in a fantasy or
we can say a better imaginary tension free world.
Today there is different type of medicines which helps a person to feel his desired atmosphere
around him. For example If a person want the feeling of rainy day in a sunny day, by using thedrug he feels the same what he thinks from his mind. There are many misuses of such kind of
medicines mostly banned in many nations.
If we take the example of cigarette, this is now a day very common in youth. We asked
different youngsters who addicts to cigarette and they said that Cigarette is the symbol for
them because they think cigarette in hand make them cool and mature from others and this
thing also give them relaxation. Most of them resemble themselves from celebrities who smoke
cigarette. One example which a smoker is said to us is about John Abraham. He said in an film
John Abraham smoke cigarette with style which makes John much cool and this thing inspires
him so he want to be as cool as John Abraham.
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This fantasy part is most common in youth because they want to run away from the reality of
life and always want to make them feel relax and this thing make them addicted to drugs.
If we see another most famous celebrity these days named “BEHLOL” in a serial. We take his
picture from a facebook profile of a boy. This picture is shown below.
After talking with this boy we found that the boy considers his image as behlol in this picture.
The boy is a smoker and wants to look same as behlol because he wants to be most liked by
many girls.
XTC and LSD
XTC and LSD, These are the two drugs and are a best example to suites in the Fantasy part of the report. As we already mentioned above that these two are those drugs which makes a
person to moves into fantasy world and control his mind and makes him feel like the same
what he/she want to feel in his real world. These are the advanced form of drugs and also used
very commonly now.
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Gender Orientation toward ProductSmoking and drinking activities were mostly related to males but now due to western influence these
activities are adopted by some females also. As we already mentioned above in this report that these
things are now become the symbol of some people who belongs to elite class of our society.
Females Orientation toward Product
We asked different girls about a question which is “Do you want your life partner must be a
smoker?” mostly girls answered “NO” but we are surprised to know that a few girls want that
their life partner must be smoker. By this answer we can say that these products are also liked
by some females of our society.
There is different type of packing of cigarettes which attracts females. Few cigarettes and cigarsare only made for females. These cigarette and cigars have light smell and taste which are
mostly liked by the females.
If we see females as drugs addicts, we have a few witnesses who says that few females are
addicted to some medicines which makes them to feel relax and these females are the regular
users of these tablets now so, we categorize them in addiction class.
In an article related to drugs usage by females, we came to know that teenage girls are likely to
abuse substances in order to lose weight, relieve stress or boredom, improve their mood,
reduce sexual inhibitions, self-medicate depression and increase confidence. Women who seektreatment for alcohol and drug problems report a connection among domestic violence,
childhood abuse, and substance abuse.
In drinking perspective we found that mostly girls do not like to drink, but few girls answered us
that they want to try this once in her life. It means that mostly girls thinks drinking is also not so
much bad activity and this thing is an alarm for the addiction controlling authorities in Pakistan.
Males Orientation toward product
When we asked the boys that “why you started cigarettes or cigars?” a few from them said thatsome girls like those boys who have cigarette or cigars in their hand because it shows maturity
and females like that maturity in males. So, this is also a reason behind purchasing of those
products by few males.
Most of the males believe that this addiction to smoking products makes them stylish. There
are many other products such as cigarettes cases, branded lighters, and a lot more such items
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represent a class of a man. A boy tells us a pack of Marlboro in hands makes his impact on
other about his class in a positive sense.
Drugs are the most dangerous thing and we found our most of the youth addicted to it. This
addiction is most popular in males. Drug addicted person are not consider good one in our
society and it has many harmful impact on health as well as it damage our body parts. It is
banned in almost every country but allowed to be used only for medicines. Most commonly and
expensive drug in our language is “CHURS” we found a person who is addicted to it and he said
he used it in mixing with cigarettes and these activities are done by males of our society.
Whenever you found two or more person smoking by hiding themselves somewhere, there is
surety that they are using this drug because this drug have a big impact on a person’s mind and
make him unsecure and feared so that’s why people use this drug in some hidden place.
Most of the common example of medicine addicts is in our own house. Males and females
members are all addicts to few medicines mostly pain killers and by using these medicines theyare now addicts because without these medicines they can’t control their pain.
So In Gender Orientation towards smoking, drinking and drugs we can say that mostly males
are addicted to them but few females also use them.
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Personality Aspect and chosen product match
The word personality is defined as the combination of abilities or qualities that a person
acquires. Popularity of the person is also due to the personality. For example A famous tennis
player Roger Federer is popular due to his Records in the sports of Lawn Tennis. His personality
is related to the sports.
In this modern era of marketing, marketers try their level best so that they could create a
personality of their product. We do not notice it, but actually the effort of marketers really
works, otherwise we could not possibly distinguish MacDonald’s from burger king or Pepsi from
coca cola.
Customers usually define the dual personality of the drugs, as the consumers of the drugs
define the personality as it is soothing, it provides calm, it provides peace. On the other and
some individuals define the personality as harmful, as it contains side effects which are very
unhealthy in the longer perspective. The risk factor of drugs is major factor that makes the use
of them as unnecessary.
Well for us, defining the personality of cigarette seems unrealistic, it seems nonsense. But the
fact is, smokers truly had defined the personality it. We asked one of the consumer that why
she always prefers Moore, and she told us that these cigarette gives a female celebrity look.
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What this product symbolizes for?
Symbolism means to represent anything in the form symbols. Symbols are of great importance.
One picture sometimes consists of thousands of words to describe it.
Picture of Mona Lisa is a mystery since years. It had certain meanings in it. Different artists
came up with different words about the picture but none was ever proved.
So, Symbols itself are of great importance. Drugs symbolizes about the FALSE reality. People
perceive the drugs as they are the narcotics. People believe that drugs are the alternate route
for the problems, such a route that actually makes those problems even more complicated and
worst.
Drinking indicates the thirst. There are several different drinks in the world, manufactured by
thousands of brands around the world. And they are looking to fulfill the thirst of customers.We used the word “thirst” just thirst never means need for the water only. Thirst could be of
anything, it could be achieving an object, it could be getting away from anything, and it even
could be getting away from anything.
Smoking symbolizes the Burning, Either a smoke if of tobacco or anything else, it is always
burning something to ashes or putting something to its end.
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Trait Theory
Trait theory basically defines the personality. It gives various names to the personality of the
person. We commonly call each other with various names in our society. Specially during teen
ages people give nick names to the persons in their close social group. One of our colleague
shared his story that his friends use to call him Commando. And there is always a specific logic
behind assigning such names.
Drugs are usually categorized into the lifesaving drugs as well as harmful and drowsing ones.
The ones who get addicted to the harmful ones are commonly known as “NASHAYI”. Such traits
are not good for one’s reputation. People should usually avoid to get attracted to such things.
Decision making Process
Steps involved in Decision making process in the case of usage of drugs, cigarettes or alcoholic
drinks are briefly discussed below.
1. Problem recognition:
At this stage, an addicted individual of cigarette or a drug user when feels the
need of cigarette or that particular drug, problem is identified.
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2. Information search:
A drug user mostly search the information from hidden sources not the public
sources because he don’t want to publicize that he is a drug user or alcoholic drinker as these
activities are prohibited in the society and even cigarette smoking is also perceived negatively
in our culture.
3. Evaluation of alternatives:
Usually addicted consumers have idea about the quality of the drugs and same in
the case with smokers. If they are provided with the alternatives, they do not accept it mostly
because they are addicted to that particular item they are using.
4. Product choice:
Now he chooses the required product. If he’s a cigarette user, he can get easilyfrom tobacco shops or other stores. And if he’s a drug user he can get it from hidden sources as
discussed above. An individual can consume the cigarette in between friends or at home but in
the case of prohibited items like drugs and alcoholic drinks, he wants to consume it where he
feels that no one can see him or where others are also using.
5. Post purchase:
An addictive person like smoker, drinker and likewise satisfied after consuming the product.
Applicable Heuristics
Heuristics are mental rules-of-thumb that lead to a speedy decision because every time we
make a purchase of any item, we do not always involve in proper planning. So in the case of
addiction, a person might not think too much before purchasing a cigarette as it becomes his
daily routine already of purchasing cigarettes. On the other hand, if an individual has to buy an
alcoholic drink, it depends on whether he is an addictive or uses it on occasions only.
Post purchase satisfaction:
It’s our overall feelings about the product after we’ve purchase the product. An addictive
person like smoker, drinker and likewise satisfied after consuming the product. Addiction
makes it feel uncomfortable without using it.
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Product disposal:
Disposal of cigarettes in our society is very improper. You can see many people just throw them
away after consuming it. In case of alcoholic drinks, these are not common as these are
prohibited in the society and it has been notices that alcoholic bottles are reused for other
purposes.
Shopping atmosphere:
In case of addiction, mostly people buy products from the stores and tobacco shops where any
known or familiar family member cannot see them as everyone knows that smoking, using
alcoholic drinks and likewise are perceived as bad activities in our society.
So, consumers of these items and drug users are mostly buy their items from non-famous
places. According to our survey, young generation mostly buys drugs from hidden sources and
buying them from these sources can even cost them expensive. These items are sold mostly at
night.
Product is a consequence of Group /individual decision? (Role of family or
reference group/opinion leader etc.)
Drug usage and addiction of smoking, alcoholic drinks and other medicines are definitely
individual’s decision but the role of family, friends and society plays very important role in that.
We have also shown many reasons in our questionnaire of how an individual start smoking,
using drugs and alcoholic drinks.
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Social Classes in Pakistan
Socially addiction to smoking, drinking and drugs are considered bad. Our senior citizens
consider it bad but in our new generation this concept is a bit different. It is a dangerous thing
to think that most of our youth want to get addicted to such products. But there are many
NGO’s as well as many institutions who works hard to change this thinking in Pakistan.
AS we see there are basically three types of social classes in Pakistan.
1. Upper social class
2. Middle social class
3. Lower/Working social class
In our country these cigarette and some inexpensive drugs are very common but drinking and
some expensive drugs addiction belongs to middle and upper class. People belongs to lower
class of our society can only affords cigarette and low quality drugs. We can say that these
things are now become the symbol of upper-middle or upper class/elite class in our country as
they afford them easily.
According to our questionnaire survey from 50 people and we make a table related to use of
product type with social class.
Social Classes Smoking Drinking Drugs & Medicines
Upper Class 50 45 40
Middle Class 50 10 27
Lower Class 30 3 15
Social Classes from Marketers point of view
Marketers use this concept for Market segmentation into different classes. They classified
Social classes on the basis of four things which are
1. Education
2. Occupation
3. Income
4. Place of residence
After all this classification then further classify their target market into Three main classes of
society and then these three classes are further divided into three segments which is shown in
the diagram on next page .
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Targert Market Segmentation
This diagram shows a complete segmentation of target population according to social classes,
which marketers create before selling a product.
Marketers mostly target Upper-class and somewhat privileged section of middle class because
they can afford almost everything. If we see smoking drinking or drugs addicts they are mostly
from the same section. There are different types of cigarettes and cigars which are very costly
TARGET
POPULATON/MARKET
PLACE OF RESIDENCE
INCOME
OCCUPATION
EDUCATION
MIDDLE-SOCIAL
CLASS
UPPER-SOCIAL
CLASS
LOWER-SOCIAL
CLASS
PRIVILIGED
AVERAGE
UNDER-
PRIVILEGED
PRIVILEGED
AVERAGE
PRIVILEGED
UNDER-
PRIVILEGED
UNDER-
PRIVILEGED
AVERAGE
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that some section of middle class as well as lower class cannot afford it so, marketers use this
segmentation to target their relevant class according to the product.
Culture
In Pakistan addiction to smoking, drinking and drugs is not allowed in our culture but people do
and we mention these people in a subculture of our culture. “HUKKA” is cons idered somewhat
as a cultural things starts from the Mughal period in this area but today new generation is
comparing many dangerous form of SHEESH’s with traditional “HUKKA” which is not the part of
our culture.
Pakistan’s drug addicts culture
According to a report published in Published in The Express Tribune, April 2nd
, 2012.
Approximately 0.5 to 0.6 million people are engaging in drug abuse every year in Pakistan. Thetotal number of drug users in the country is now around eight million, out of which 1.5 million
use opium, 750,000 are heroin addicts and 200,000 are drug-injecting users, while 75,000
addicts are also suffering from HIV/AIDS.
One out of every ten college/university students is a drug addict. In one prominent private
university of Karachi, around 66 per cent of the students were recorded as using cannabis. Over
50,000 street children are involved in solvent substance abuse in four major cities of the
country. An estimated 40 per cent of Pakistan’s prison population uses drugs. Dr ug production
for Pakistan’s domestic market is estimated to be around $1.5 billion.
However, our law enforcement agencies have failed completely in putting an end to this curse,
which is fast becoming an accepted part of our culture. There is an urgent need for theconcerned authorities to look into this serious issue and come up with concrete steps to
eradicate this curse.
Subcultures
Subcultures can be defined as a separate culture in a already existed culture. There are
different types of sub-culture here in our society. Today there are many different elements of
western culture involved in our culture as “HUKKA” is we can say the part of our culture but
“SHEESHA” is came from western environment and today there are different spot in our
country for SHEESHA Smokers and we can count these SHEESHA smokers in a separatesubculture.
The different subcultures are given next.
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AGE SUBCULTURES
Age groups can also be analyzed as subcultures because they often have distinctive values and
behaviors. However, marketers must be cautious about segmenting consumers based on their
actual age. Many adult consumers think of themselves as 10 to 15 years younger than they
really are. Thus, their behaviors, affect, and cognitions are more related to their psychological
age than to their chronological age. This suggests marketers should analyze subjective or
“cognitive age” (the age one thinks of oneself as being) rather than chronological or actual age.
Many different age subcultures can be identified and analyzed, but we will discuss only three
types from them in our report which are
1- Teen
2- Baby boomers
3- The Mature Market.
The Teen Market.
The teenage population has been gaining affluence while fluctuating in size. Teens are
important not only because they have a major influence on household purchases but also
because of their own discretionary purchasing power. Several studies have found that
teenagers do a large portion of the grocery shopping for the family: Estimates are that from 49
to 61 percent of teenage girls and 26 to 33 percent of teenage boys frequently perform this
task. In addition, about 60 percent of teens help make the supermarket shopping list, and 40
percent select some of the brands to be purchased.
Brand loyalty has also been found to form early among teenage shoppers. In a survey of
women ages 20 to 34, at least 30 percent said they made a brand decision as a teenager and
continued to use the brand to the present. Sixty-four percent said they looked for specific
brands when they were teenagers. Thus, a final reason this market is so important for many
products and services is the potential to develop brand loyalty that may last a lifetime.
As we see drugs addicts in teenage population we can say that majority of drug addicts startsmoking, drinking, or use of drugs in this age. The starting age of Drugs addiction is from 15 to
20 years and then most of them continue to use of these drugs to the rest of their life.
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Baby Boomers
Baby boomers are people born between 1946 and 1964. Boomers are in their late 40s to mid
60s and in their prime earning and spending years. The baby boomer market is the largest and
most affluent in history and will have a major economic impact for the next 30 years. Over thenext decade or so, baby boomers will account for about half of all discretionary spending.
Although the baby boomer subculture is extremely diverse, some general characteristics have
been identified. The group is characterized as having a blend of “me -generation” and old-
fashioned family values and as strongly influencing the values of other groups. In terms of
products, this group emphasizes quality and is far less concerned with bargain hunting than
their parents were. Baby boomers have a strong impact on markets for housing, cars, food,
clothi.ng, cosmetics, and financial services The baby boomer market, then, is the most lucrative
and challenging marketers have ever seen. Many firms have designed new products and
redesigned and repositioned old ones for this market.
These people are addicted to Smoking and drinking. Drugs are not so much common in that
period. Some of them use drugs but their count is very rare. These people follows family
traditions and have a good image in the society. Now a days if anyboday live today from this
category they like to smoke “hukka” which shows their tradition and also the part of culture.
The Mature Market
Marketers have recognized the economic importance of the mature market, defined as
consumers over age 55. Because the mature market is quite diverse, marketers often consider
smaller subcultural groups based on narrower age ranges, such as older (55 to 64), elderly (65
to 74), aged (75 to 84), and very old (85 and over). The mature market is one of the most
rapidly growing subcultures in society.
Traditionally marketers have ignored the mature market, perhaps because it was assumed to
have low purchasing power. However, in addition to its sheer size, the economic character of
this market deserves careful consideration. Although many members of this group no longer
work, they often have considerable discretionary income. Unlike younger groups, members of
mature markets are usually free of most of the financial burdens associated with child rearing,mortgages, and furnishing a household. Given these differences, per capita discretionary
income is higher for the mature group than for any other age group—about 50 percent of the
nation’s total.
Finally, because many people in the mature market subculture are retired, they have more
time to enjoy entertainment and leisure activities. Although this market historically has spent
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more money on food for home consumption than away-fromhome consumption, restaurants
now cater to them with senior citizen discounts, earlybird dinners, and menus designed for the
tastes and requirements of older people.
At mature age people mostly like to smoke Cigars and some old people from elite class get
addicted to drinks. But they have a very few numbers because at this age most of the people
left addiction to smoking and others and focuses on exercise and health to avoid diseases at old
age. So we found a little or low trend of addiction to smoking drinking and drugs usage in
mature market.
Usage and addiction of drugs with the AGE Sub-culture
AGE SUBCULTURE
TEEN MARKET BABY BOOMERS MATURE MARKET
Addiction to
smoking, drugs
and drinking
starts at this level
They are the old
culture follower
Most of them use
“HUKKA”
They focus on
their health but
some of them
use Cigars and
drinking
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Religious Subculture
Addiction to smoking, drinking & drugs are straight forward prohibited in our religion but those
who drinks have a different concept related to drinking and religion. One person who drinks
said that drinking is prohibited in Islam because after doing this a person have no control on
him and misbehaving with others but if we control our self after drinking then it is legal because
by doing this activity we are not misbehaving with others and by its ingredients it is also not
harmful for a person. So, mostly people have different reason to satisfy others but in reality
these all are fake things these are harmful for health and Islam strongly condemn these
addictive products. In our Religious book Quran, It is written that Wine or liquor is “HARAM”.
If we see new generation, due to western culture influence they are far away from religion and
have no or very little religious knowledge and they do all these activities without any fear. The
teenage population doesn’t consider it wrong. We asked from different teenagers that “Do you
want to do smoking, drinking or drugs use once in your life??” and majority of them wants to
do that thing once in a life time (both males and females are included in this survey). So, we can
say that religion has no such impact on the addicted persons.
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Questionnaire
Age Occupation Gender
1- Do you have some knowledge about Addiction (Smoking, Drinking OR Drugs)?
(a) YES (b) NO
2- Any person in your family is Addicted (Smoking, Drinking OR Drugs)?
(a) YES (b) NO
Give Your review on the scale of 1 to 5
Strongly
Disagree
Disagree Neutral Agree Strongly Agree
1 2 3 4 5
3- Addiction (Smoking, Drinking, Drugs) is a good Habit ?
1 2 3 4 5
4- Medicines and Drugs are best things to reduce tension ?
1 2 3 4 5
5- Cigarette in hand makes a person looks cool and mature ?
1 2 3 4 5
6- Cigars and Liquor is now become the symbol of elite class ?
1 2 3 4 5
8- Do you want your friends or Life Partner to be a smoker ?
1 2 3 4 5
M / F
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9- If a girl smoke or addicted to drugs, It shows that she is from elite/upper class of our society ?
1 2 3 4 5
10- Ban on Cigarette and Drugs advertisement help in decreasing the use of these things ?
1 2 3 4 5
11- Do you think smoking is now a part of our culture ?
1 2 3 4 5
12- Do you want to do Smoking, Drinking or Drug use once in your life ?
1 2 3 4 5
If you want to do, then specify one/all products (Smoking, Drinking &Drugs)
Addiction is the activity of ……. class of our society(From lower table choose the products which relates from these social classes)
Upper Class / Elite Class Middle Class Lower Class
Smoking / Drinking /
Drugs
Smoking / Drinking /
Drugs
Smoking / Drinking /
Drugs
Starting age to get addicted to these products is
10-15 16-20 21-24 25-30 31-35
Main reason behind addiction are
Friends Breakup with
loved Ones
Celebrities Society Other
If other, Then Specify
Thank You for Your Precious Time
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Conclusion
Drugs, drinks and smoking are considered to be very important topics of the modern world.Throughout the world there are approximately 1million deaths every year due to the addiction
of drugs, hard drinks and even smoking.
Every year an approximated figure of 50% in men and around 33% in women, smokes tobacco.
And such people gets involved in diseases like cancers and lung malfunction etc. A person who
smokes not only puts his life in danger but also to the ones who are nearer to them, one’s who
actually inhales the EXHALES of the smokers.
Medicines are also part of the life now. Every day we use to inhale so many germs that are
extracted from chemical industries, some of those germs are very dangerous and get rid of suchgerms we have to start medications. So, we can’t possibly go away from drugs even.
After detail study about the addiction in some of the under discussion aspects of the study we
would conclude the project by advising people specially the younger generations to not to take
part in drug or narcotics related activities.
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References
Consumer Behaviour Textbook
Akmal Drug Abuser
PU Hostels (Smoker’s Community )
Our Addicted Friends
IBIT Department Fellows
A small tobacco shop (provider of drugs to youth)
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