FINAL PROJECT CONSUMER BEHAVIOUR

PREPARED BY ALI HAIDER (F12MB037)

ZUBAIR MUAAZ (F12MB023)

UMAR MUMTAZ (F12MB052)

CONSUMER BEHAVIOUR TOWARD ADDICTION (SMOKING, DRINKING, DRUGS)

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.

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.

First thought about Drugs

Heoine, Cocain etc Real Meaning

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.

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.
Stimuli Transformer Responses

Black Box (Buyers Mind) Possible Stimuli Social Group Doctors Prescribed Inspiration Internal Influence Beliefs Values Learning Purchase Product Brand Source Amount Method Of Payment

Decision Making Process

Problem Solving Purchase Evaluation

No Purchase

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 thats why they are never sold openly.

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 stimuli on 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 to drinks 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.

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 couldnt 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 Drugs Smoking Drinks

Survey Data Relief from Pain or Stress Digestion, Attraction and Looks Social Group, Digestion, Looks

Factors Relevance Relevance, Discrimination Relevance, Exposure

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. Thats 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.

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, cant 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.

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 advertisements relate 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.

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 and need 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 hes not highly involved. Alcoholic drinks As it is an expensive product so consumer will get highly involved resulting
in higher involvement.

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 shouldnt react him. Consumers 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 a consumer 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 productscigarettes, cigars, pipes, and smokeless tobaccocan all be addictive. Everyone knows that smoking is bad for you, and most people that do it want to quit.

In fact, nearly 35 million people make a serious attempt to quit each year. Unfortunately, most who try to quit on their own relapseoften 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 desirable alternatives. 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.

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 dont 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 the drug 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.

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.

Gender Orientation toward Product

Smoking 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 cigars are 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 seek treatment 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 that some 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

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 persons mind and make him unsecure and feared so thats 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 they are now addicts because without these medicines they cant 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.

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 MacDonalds 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.

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.

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 ones 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.

2. Information search:
A drug user mostly search the information from hidden sources not the public sources because he dont 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 hes a cigarette user, he can get easily from tobacco shops or other stores. And if hes 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:

Its our overall feelings about the product after weve purchase the product. An addictive person like smoker, drinker and likewise satisfied after consuming the product. Addiction makes it feel uncomfortable without using it.

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 individuals 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.

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 NGOs 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 Upper Class Middle Class Lower Class Smoking 50 50 30 Drinking 45 10 3 Drugs & Medicines 40 27 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 .

Targert Market Segmentation

TARGET POPULATON/MARKET

EDUCATION OCCUPATION INCOME PLACE OF RESIDENCE

UPPER-SOCIAL CLASS
PRIVILIGED AVERAGE UNDERPRIVILEGED

MIDDLE-SOCIAL CLASS
PRIVILEGED AVERAGE UNDERPRIVILEGED

LOWER-SOCIAL CLASS
PRIVILEGED AVERAGE UNDERPRIVILEGED

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

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 considered somewhat as a cultural things starts from the Mughal period in this area but today new generation is comparing many dangerous form of SHEESHs with traditional HUKKA which is not the part of our culture.

Pakistans 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. The total 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 Pakistans prison population uses drugs. Drug production for Pakistans 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 the concerned 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 separate subculture. The different subcultures are given next.

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 start smoking, 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.

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 the next 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 oldfashioned 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 groupabout 50 percent of the nations 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

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.

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

Usage and addiction of drugs with the AGE Sub-culture

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 doesnt 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.

Questionnaire
Age Occupation Gender
M / F

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 1 Disagree 2 Neutral 3 Agree 4 Strongly Agree 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

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 If you want to do, then specify one/all products (Smoking, Drinking &Drugs) 5

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 If other, Then Specify Breakup with loved Ones Celebrities Society Other

Thank You for Your Precious Time

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, ones 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 such germs we have to start medications. So, we cant 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.

References

Consumer Behaviour Textbook Akmal Drug Abuser PU Hostels (Smokers Community ) Our Addicted Friends IBIT Department Fellows A small tobacco shop (provider of drugs to youth)