Female teenagers’ perceptions, attitudes, motivations and behaviors in smoking L&M

Abstract

This is an exploratory research aimed to study: (1) the cognition of cigarettes and smoking of the female teenagers who preferred to smoke cigarettes of L&M brand name, (2) female teenagers’ attitudes about smoking L&M and motivation to smoke them, and (3) female teenagers’ behaviors in smoking L&M effected by L&M’s marketing strategies. Data were collected by interviewing in depth with 25 female undergraduate students. It was found that all subjects knew L&M cigarettes and their qualities from their friends and tried them by themselves afterwards. Their significant motivations were their adolescent curiosity and the tendency to follow their friends. All of them regarded L&M having a moderate positioning which teenagers can smoke as well. Almost all preferred those with the menthol taste in dark green packs because of their pleasant taste and price. The subjects smoke daily a minimum of 2 cigarettes and a maximum of 2 and a half packs. They stated that they smoked most when going to amusement places and enjoying the company of their friends. They identified that they usually continue smoking.