Consumer Behavior Paper and Questionnaire

Consumer Behavior Paper and Questionnaire

Consumer Behavior Paper and Questionnaire
Introduction
Exotic Smokes is looking at extending it’s line of products into flavored e-cigarettes. In order to come up with the best marketing plan the company needs to figure out what it’s target market is looking for in the cigarette industry and how they will respond to flavored e-cigarettes. The following is an explanation of the views of e-cigarettes, how the company will come over any negative views and the creation of a survey in which will be given to those in the target market to get an idea of how to advertise this product.
Negative Views
Negative Views with Counter Strategy
E-cigarettes have been looked at as an alternative to smoking. In some cases having people with smoke cessation. Recently there have been reports of the e-cigarette not being a great choice in exchange for the traditional cigarette. According to Hamill (2014) “Over the past week, new evidence has emerged which suggests that E-Cigarettes can be dangerous too – in some cases carrying higher amounts of certain toxins than the blazing tobacco of old.” (Hamill, 2014)
Some researchers have also found that though they may be less harmful then cigarettes e-cigarettes still contain toxic chemicals. “Researchers at the University of Southern California have found that although E-Cigarettes are less harmful than ordinary smokes, the vapour emitted by the gadgets contains the toxic element chromium, which is not found in traditional cigarettes, as well as levels of nickel four times higher than in real tobacco.” (Hamill, 2014)
In order to counter this view the company should show how research has also found that these chemicals still come in at lower level then traditional cigarettes and are deemed to be less harmful. The company can also point out that many people have still used the e-cigarette to assist with smoking cessation. There is a tobacco harm reduction initiative going on in which includes using e-cigarettes as a substitute for smoking. According to Nitzkin (2014) “Tobacco harm reduction is envisioned in the United States as an educational initiative by which smokers who are unable or unwilling to quit are advised that they can lower their risk of a potentially fatal tobacco-attributable illness by 98% or better by switching to any one of the smokeless products now on the American market.” (Nitzkin, 2014) Using this initiative to help counter the claims that the e-cigarette is just as harmful will help the company focus on it’s main consumer which is current smokers who are trying to quit or are looking for a better alternative.
Marketing Research Breakdown
The marketing survey in which the company will implement will need to be given to 2500 – 5000 participants between the ages of 18 to 40. The sample group will be found by using existing popular smoker websites and social media outlets to advertise to those who would be interested in participating. Using this method will not only keep the cost down, but also give access to many people who are already smokers and looking for an alternative. The company will offer an online survey and offer a coupon for $1.00 off the disposable flavored e-cigarette of their choice.
The budget will take According to LeadsPlease the price of a mailing list in which included this amount of participants for the cost to be around $425 which is about $0.08 per lead. (LeadsPlease, 2013) The company will need to create a Facebook advertising page in which customers can go to once they have clicked the advertisement to get more information on the survey. It initially starts out as free as well as any other online advertisement. The costs of having those prepare and mail out as well as receive and record information for the surveys will be $500 a week per person.
Questionnaire
Survey Qualification Survey
1. What is your age? 18-25__, 26-33__, 34-40__
2. Do you currently smoke? Yes ___ No___
3. If yes to #1 how many cigarettes do you smoke per day?____
4. How long have you smoked? _______
5. Are you trying to quit smoking? Yes___No___
These questions are asked to make sure the participant fits within the target group and will provide the company with the means to accept or reject the survey.
Attitudes and objectives:
6. How likely are you to purchase a flavored cigarette?
Not likely___ Maybe ___ Most Likely___
7. How often would you purchase flavored cigarettes?
Daily___ Weekly ___ Monthly___
8. How much would price affect your choice of choosing flavored e-cigarettes over buying traditional cigarette?
None ___ Little___ Somewhat___ Total___
9. What flavor of e-cigarettes would you be interested in?
Vanilla___ Mint__ Strawberry___ Chocolate__ Coffee__
These questions will help the company decide if the flavored cigarettes would be a great industry to enter into as well as what their prospective customers think of. The company could also look at the top three flavors chosen and begin the line with those.
Conclusion
Exotic Smokes are looking into creating an e-cigarette line in which provides flavored e-cigarettes to it’s customers. The company has created a survey in which they will give out via mailing lists and online distribution through social media and email mailing lists to figure out a consensus on how current smokers feel about e-cigarettes and come to a conclusion on what the company should include in their own e-cigarette line.

References
Hamill, J. (2014, August). The Health Claims Of E-Cigarettes Are Going Up In Smoke. Retrieved from http://www.forbes.com/sites/jasperhamill/2014/08/31/the-health-claims-of-e-cigarettes-are-going-up-in-smoke/
LeadsPlease. (2013). Mailing List Prices. Retrieved from http://www.leadsplease.com/mailing-list-prices
Nitzkin, J. L. (2014, June). The Case in Favor of E-Cigarettes for Tobacco Harm Reduction. nternational Journal Of Environmental Research And Public Health,, 11(6), 6459-6471.

References: Hamill, J. (2014, August). The Health Claims Of E-Cigarettes Are Going Up In Smoke. Retrieved from http://www.forbes.com/sites/jasperhamill/2014/08/31/the-health-claims-of-e-cigarettes-are-going-up-in-smoke/ LeadsPlease. (2013). Mailing List Prices. Retrieved from http://www.leadsplease.com/mailing-list-prices Nitzkin, J. L. (2014, June). The Case in Favor of E-Cigarettes for Tobacco Harm Reduction. nternational Journal Of Environmental Research And Public Health,, 11(6), 6459-6471.