4. ANALYSIS OF SURVEY RESULTS
4.1 S AMPLE CHARACTERISTICS
After collecting the results, various socio-demographic and smoking related factors were analyzed. These factors were considered important to be used in the research since these factors were found to be predictive of consumer perception towards cigarettes, brands, packaging and social advertisement in the previous literature. Tables 14 and 15 summarize the socio-demographic factors and their distribution in the sample while table 16 summarizes the smoking-status related factors. Median score was calculated for ordinal variables. It is because, usage of mean value is impossible when dealing with this kind of variables (Field, 2013). In addition, it was chosen to treat variables: age, gross monthly income, smoking behavior length and amount of cigarettes smoked per week as an ordinal rather than interval variables. This was done since it was believed to be better in order to categorize the
respondents correctly and significantly for the research purpose.
Respondents were categorized in terms of age as being: underage (less than 18 years) –while smoking and buying cigarettes is illegal, 19-25 years (young-adult group) which was often considerate as an independent group by the researchers of similar topics, 26-35, 36-45, 46-55 year groups (which are different in terms of age, considered adult groups) and 56 years and older (which is early retirement, elderly, but not necessarily pensioner group). Gross income
was divided into following categories: under 800 litas (this is a group which earns less than minimal wage and can be considered low income), 801-1500 litas (considered below average group), 1501-2500 litas (considered above average group), more than 2500 (considered high income group).
Moreover this, smoking behavior length and amount of cigarettes smoked per week was categorized according to the relative meaning of the values. Smokers who smoke (or smoked) less than 1 year, can be considered little physically addicted to smoking. Smokers who smoke between 1 and 3 years can be considered physically addicted, but still smoking time is not too lengthy to actively try to give up smoking. Smoker who smoke 3-10 years are the ones which are less likely to give up smoking, considered both physically and strongly psychologically addicted to smoking. Moreover this, smokers who smoke more than 10 years can be called the ones to whom smoking became part of their lifestyle and status, they feel it as initial part of their image and are the least likely to try to give up smoking. At the same time, depending on amount of cigarettes smoked per week smokers can be categorized as: ultra-light smokers (less than 1 pack of cigarettes per week), light smokers (1-3 packs of cigarettes per week), regular smokers (more than 3 and up to 7 packs a week) and heavy smokers (more than 7 packs per weak). Therefore, these variables were considered ordinal rather than interval, believing that it would yield more significant statistical results.
Table Table 14 Socio-demographic factors distribution in the sample
Question Multiple - choice answers
Number of
Total number of answers 201 100,00% 100,00%
Marital status
Living with spouse
unmarried 46 22,90% 23,10%
Married 12 6,00% 6,00%
Divorced 4 2,00% 2,00%
Single 101 50,20% 50,80%
Total number of answers 201 100,00% 100,00%
Table 14 summarizes the socio-demographic factors and their distributions in the sample.
We can see from the table that sample was more female dominant (68.7% of surveyed people were female). This can be partly attributed to the fact that less than 46% of Lithuanians are males, in addition to high temporary working abroad levels of Lithuanian adults which makes this difference even higher (Urbonaite-Vainiene, 2013). In addition, high answer rates of female web-forum can also be attributed to higher than expected female ratio. Still, since other factors also contribute to smoking related behavior and characteristics, this should not affect research results highly. In addition, the majority of respondents fell in 19-25 years group, single, living with spouse unmarried and no children group. This was expected by making the internet-based survey because such age and family status group is the most active on the internet.
Table 15 Socio-demographic factors distribution in the sample
Question Multiple - choice answers
Number of
Professional occupation (4) 17 8,50% 8,50%
Non-finished
Unemployed 11 5,50% 5,50%
Employed 85 42,30% 42,30%
Pensioner 1 0,50% 0,50%
Other 3 1,50% 1,50%
Total number of answers 201 100,00% 100,00%
Gross monthly
income? Less than 800 lt (1) 73 36,30% 37,10% 2
801-1500 lt (2) 43 21,40% 21,80%
1501-2500 lt (3) 40 19,90% 20,30%
More than 2500 lt (4) 41 20,40% 20,80%
Total number of answers 197 98,00% 100,00%
Table 15 summarizes some extra socio-demographic factors which can affect consumer perception of cigarettes as well as brand, packaging and social marketing. The respondents typically finished high school or university (in Lithuania, it is common to finish 12 year school, with possibility to leave school after 10th year and go to professional school, or finish 12 classes (considered high school) and have the possibility to attend college/university).
This is no surprise having in mind the younger age sample group. Moreover this most of the respondents fall into low income group. This can also be attributed to young age sample.
Still, this data is also representative of the population, since the sample size is large and can be considered enough to provide significant results (Field, 2013).
Lastly, table 16 summarizes general smoking-related characteristics of the respondents. As seen from the table, most of the respondents consider themselves regular smokers. Only 19.4 of respondent choose an answer that they have never smoked. It is in fact in line with the fact, that Lithuania was and still has high smoking rates. In addition to this, more than 42%
of smokers say that they have smoked for 4 to 10 years, meaning that they are already highly addicted and less likely to give up smoking. Still 38.3% of smokers/ex-smokers state that they smoke/have smoked less than 20 cigarettes per week which can be considered ultra-light users. Therefore, the sample can be considered as more smoker/ex-smoker dominant but at the same time, the sample consists of relatively larger amount of light, ultra-light smokers than regular and heavy smokers. To conclude, smoking status questions are believed to be particularly important for impact on consumer perception and change in the perception according to various cues presented.
Table 16 Smoking characteristics related distribution in the sample
Question Multiple - choice answers
Number of respondents
% of total respondents
% of respondents who answered
the question
Median
Smoking Status Regular smoker 97 48,30% 48,30%
Occasional smoker 36 17,90% 17,90%
Ex-smoker 29 14,40% 14,40%
Never smoked 39 19,40% 19,40%
Total number of answers 201 100,00% 100,00%
Smoking time Less than 1 year (1) 18 9,00% 11,10% 3
1-3 years (2) 47 23,40% 29,00%
4-10 years (3) 68 33,80% 42,00%
More than 10 years (4) 29 14,40% 17,90%
Total number of answers 162 80,60% 100,00%
Cigarettes smoked per
week Less than 20 cigarettes (1) 62 30,80% 38,30%
2
20-60 cigarettes (2) 40 19,90% 24,70%
61-140 cigarettes (3) 43 21,40% 26,50%
More than 140 cigarettes
(4) 17 8,50% 10,50%
Total number of answers 162 80,60% 100,00%