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Key consumption drivers of vape in the Irish market: An analysis of generation Z - consumers aged 18 to 25

Mainardi Cidade, Diogo (2022) Key consumption drivers of vape in the Irish market: An analysis of generation Z - consumers aged 18 to 25. Masters thesis, Dublin, National College of Ireland.

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Nicotine consumption is millenary in our society, Henningfield et al. (2009) and understanding the vape category is relevant to be able to characterize this consumer and identify opportunities for an industry that has less than 20 years in the market. This work sought to understand in depth the characteristics and preferences of the consumer in relation to the category.

The study was conducted through an extensive literature review on consumer behaviour, and the application of a small number of in-depth interviews through an inductive approach, which allowed the deepening of relevant topics to respond to the research objectives, understanding the habits and preferences of the consumer. Through a thematic analysis of the interviews, it can be seen that the diversity of flavours and the ease to obtain the product are relevant factors for this consumer. Convenience in its use is also a relevant factor, demonstrating that this audience prefers the disposable device model. In addition, the product being present in groups of young people has been a factor that contributes to the entry of new users.

This category was initially launched as an alternative to reducing the risks of cigarette consumption (Evans and Hickey, 2020) and some studies point to this reduction, but others indicate that there may be negative effects. However, this subject is little known among young people, who perceive vaping as being healthier, but with limited understanding of the real benefits or risks. The data obtained in this research can contribute to the industry and the understanding of consumer characteristics and preferences, in addition to signalling opportunities and risks to the sector.

Item Type: Thesis (Masters)
Hurley, David
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Agriculture Industry > Plant products industry > Tobacco industry
Divisions: School of Business > Master of Science in Marketing
Depositing User: Tamara Malone
Date Deposited: 13 Apr 2023 14:57
Last Modified: 13 Apr 2023 14:57

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