NEWSLETTER : JAN 2009

CONSUMER ATTITUDES TOWARDS SMOKING

 

 

According to a Bateleur Khanya survey conducted in October this year, legislation in South Africa is definitely changing consumer attitudes towards smokers. 56% of non-smokers, and 18% of smokers agree with the statement "People look silly when they smoke."

The sample comprised 500 economically active respondents aged 16 and above, with an equal split of males and females, and an even spread of LSM's 5 to 10.   Of these, 30% were current smokers, 20% were ex-smokers, and 50% were non-smokers.

72% of smokers started smoking between the ages of 15 and 20. This is the age of vulnerability when teens are most likely to become addicted. 

91% of smokers have tried to stop smoking at least once, and on average they have tried to stop 3.2 times. Add to this the fact that currently 54% feel the need to stop smoking now, and you get the idea that smoking is something of a grudge pastime.

64% of smokers have parents who smoked, versus only 34% for non-smokers. 88% of smokers have friends who smoke, versus only 54% for non-smokers. 54% of smokers have a spouse who is also a smoker, versus only 24% for non-smokers. Birds of a feather flock together!

Amongst non-smokers, 76% claim that they will never start smoking (this rises to 87% for female non-smokers). Non-smokers have strongly resolved to remain non-smokers.

Amongst both smokers and non-smokers there was consensus about some aspects of smoking:

(% Agreeing with the statement)	SMOKERS	NON-SMOKERS
I fear that my kids will start smoking*	87%	95%
Cigarettes are very addictive	82%	87%
Health warnings on packs have no effect	70%	79%
The number of people who smoke is declining	47%	50%

* % of respondents with children

There were however, some very marked differences of opinion about smoking between the two groups:

(% Agreeing with the statement)	SMOKERS	NON-SMOKERS
I hate the smell of cigarette smoke	37%	84%
Smoking cuts your life short	46%	80%
The government should just ban cigarettes	22%	74%
Most people smoke because their friends do	46%	70%
I'll never marry or date a smoker	26%	49%

So non-smokers see smokers as being people who look silly when they smoke, have a short life expectancy, smell bad, hang around with other smokers, and are not worth dating let alone marrying. 

The sex appeal of smoking in the 1950's has been replaced with an aversion which might well save our children from becoming nicotine addicts.

Well done to the legislators for changing consumer perceptions about smoking. Changes to perceptions inevitably lead to changes in behaviour.

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