A study on the resistive behavior of consumers towards electronic cigarette in India

Chheda, Paras Nitin (2017) A study on the resistive behavior of consumers towards electronic cigarette in India. Masters thesis, Dublin, National College of Ireland.

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Abstract

Electronic cigarettes are an emerging phenomenon that is becoming increasingly popular with smokers worldwide. Though electronic cigarettes are introduced in Indian market and awareness does exist but the acceptance of electronic cigarettes as compared to conventional tobacco cigarette is low. The research is undertaken to study the resistive behavior of consumers towards electronic cigarette.

The aim of this dissertation is to explore consumers perception towards electronic cigarettes among smokers and to identify the barriers for the resistance of the same. For this qualitative research, the respondents were chosen through referral (snow-balling) method and were interviewed face-to-face. The research findings conclude that, though electronic cigarettes are available in the market, there is a gap in awareness about it among the consumers.

Psychological and social barriers are key the factors influencing their choice at the same time, economics and safety aspects of the product are also affecting. Moreover, the arguments were fueled with uncertainties in the long-term use of electronic cigarettes and their regulations. The conventional tobacco cigarette users have developed an unfavorable perception towards electronic cigarettes based on various reasons and hence tend to resist it. This study gives a deeper understanding of the area of consumer behavior.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	24 Nov 2017 11:27
Last Modified:	24 Nov 2017 11:27
URI:	https://norma.ncirl.ie/id/eprint/2920

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