An Investigation Into the Consumption of Cigarettes Among Young Adult Males

Consumer Research Project

‘An investigation into the consumption of cigarettes among young adult males’

Word Count: 4226
Lecturer: Paddy Dolan
Researcher: Marcel Whelan
Student Number: C08348634
Date: 12/03/2012
Dt 341/4 Marketing

Table of Contents
Introduction………………………………………………………………………………………..……….3
Literature review………………………………………………………………………………….……..4
Research Methodology…………………………………………………………………..……….….7
Research Questions…………………………………………………………………….…….7
Research Objectives………………………………………………………………….………7
The Sample……………………………………………………………………………..…………7
Focus Group …………………………………………………………………………….…….…7
Depth Interview ……………………………………………………………………..…………8
Stimulus…………………………………………………………………………………………..…8
Data Analysis and interpretation….………………………………………………………….…..9
The effects of product stimuli on self-concept through maturation…….9
The effects of product stimuli on interpersonal relationships…………...10
Psychological Discrepancies……….……………………………………..………………11
Conclusion………………………………………………………………………………………….…..……13
Bibliography …..…………………………………………………………….………….……….…..……14
Appendices…………………………………………………………………………………………..………15
Moderators Outline………………………………………………………….………….……15
Stimulus …………………………………………………………………………..……………….15
Focus Group Transcript……………………………………………………..………………16
Depth Interview Transcript…………………………………………………………………41

Introduction
The purpose of the consumer research project is to investigate the consumption of cigarettes among young adult males. Hamilton & Hasson (2010:1102) describe smoking as ‘risky consumption behaviour’ due to the damage it causes to health as well as causing social disapproval. Young adult males relationships with others are surely affected by their smoking habits. Physical health aspects seem to be a major topic in relation to smoking studies however this study explores the more psychological health aspects of smoking.
Due to the increase of anti-smoking advertising in Ireland by the HSE (Health

Bibliography: Anselm L.S, (1987) ‘An Introduction to Codes and Coding’ Qualitative Analysis for Social Scientists, , p.27 Donohew L Sypher, H.E, Higgins,T.E (1988) ‘Communication, Social Cognition, and Affect’ Lawrence Erlbaum Associates, Publishers 1988 Hillsdale, New Jersey Hove and London Fret, James H Fontana, Andrea (1991) ‘The group interview in social research’ Social Science Journal, Vol Lee, D.H. (1990), “Symbolic interactionism: some implications for consumer self-concept and product symbolism research”, Advances in Consumer Research, Vol. 17, pp. 386-93. Mason, J (2002), “Qualitative researching” London ; Thousand Oaks, Calif. : Sage Publications, 2002 Morgan, D Redmond R.A & Curtus E.A, (2009) “Focus groups: principles and process, Nurse Researcher, Vol. 16 Issue 3, p57-69, 13p Solomon, M., R