MARKETING RESEARCH PROJECT REPORT ON “LIQOUR HABITS AMONG MBA STUDENT”

1
A
COMPARATIVE MARKETING RESEARCH
PROJECT REPORT
ON
“LIQOUR HABITS AMONG MBA STUDENT”
Submitted in Partial Fulfillment of the Requirement for Post Graduate
Diploma in Business Management
UNDER THE GUIDANCE OF
MS.BHARTI BHUTANI
(Faculty of Marketing Research)
SUBMITTED TO: - SUBMITTED BY:-
Dr. D.K. GARG
Chairman
IIMT
ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY
2, INSTITUTIONAL AREA, GREATER NOIDA (U.P)
E-mail: ishan_research@yahoo.com
Website: www.ishanfamily.com

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ACKNOWLEDGEMENT
I take the opportunity to express our gratitude to all of them who in some or the other way help
me to accomplish this project. The research study cannot be completed without your guidance,
assistance, inspiration, and co-operation.
We particularly owe our gratitude to Dr. D K Garg (Chairman), Mr. M K Verma (Dean).I also
take this opportunity to express our sincere gratitude to our guide Ms.Bharti Bhutani and our
seniors Akram Alam(Enr-16038) & Bishnu Prasad Nanda(16017) whose which is not possible to
complete this project.
Lastly we express our gratitude to our Parents who have financed this project.

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Undertaking 1
I ……………………………………… & ………………………………….. , ENR ……………
& ……………..has done research project on the
topic……………………………………………………………………….’’We declare that..
1. The topic has been assigned towards from the college.
2. There are minimum 150 respondents.
3. All the respondent are genuine and organized.
4. We have done project sincerely.
5. If any respondent is found fake then institute can expel me from the college for submitting
wrong statement.
6. My senior guide Mr./Ms. …………………………………………. ENR………….. ……..and
Mr. ………………………………………… ENR……………...have been guided
In from time…………………. to time…………………………
And they have done their best.
Sign of student………………………
Sign of student……………………..
Undertaking 2
I am………………………………,………………….…..ENR………………,…………… is
guide of
MR project Title
‘’…………………………………………………………………………………….’’
Of
.Mr./ms…………………………,…………….………….ENR……………………,……………..
we hereby undertake that
1.The student did M.R project in our guidance.
2.We are verified the respondent all are genuine.
3.We have checked their calculation there is no error if anything found wrong then institute can
take any action against me.
Sign.of student………………….

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PREFACE
Market Research is indeed an ancient art; it has been practiced in one form or the other since the
days of the Adam and Eve. Its emergency is of relatively recent origin for success of any
business and within this relatively short period, it has joined a great deal of importance and
stature.
I chose the topic “SMOKING HABITS AMONG INDIAN EXECUTIVES”, I have tried to put
our best effort to complete this task on the basis of skill achieved during studies in the institute.
We have put our maximum effort to gain the accurate data. If any error or mistake found in
collecting data kindly ignore.

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TABLE OF CONTENTS.
S. No. Title Page No.
1. ACKNOWLEDGEMENT 2
2. UNDERTAKING 3
3. PREFACE 4
CHAPTER -1
 INTRODUCTION TO TOPIC 7
CHAPTER -2
 LITERATURE REVIEW 8
CHAPTER -3
 RESEARCH OBJECTIVE 9
CHAPTER-4
 RESEARCH METHODOLOGY 10-11
 RESEARCH DESIGN 12
 DATA COLLECTION 12-13
 SAMPLING 13

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 SCALING & QUANTITATIVE TECHNIQUE 14
CHAPTER -5
 ANALYSIS & INTERPRETATION 15-29
CHAPTER-6
 RESEARCH FINDING 30-32
CHAPTER-7
 CONCLUSION 33
CHAPTER -8
 SUGGESTIONS 34
CHAPTER-9
 BIBLOGRAPHY 36
 ANNEXURE 37-38
 WORD OF THANKS 39
 LIST OF RESPONDENTS 40-43

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CHAPTER -1
INTRODUCTION OF TOPIC
Business needs certain kind of information in order to be able to satisfy their customer wants and
needs to design effective marketing programed .Basically they want information regarding target
market, product, services, price, distribution, and promotion.
Marketing research specifies the information required addressing these issues, design the method
for collecting information manages and implement the data collection process analysis the result
and communicate the findings and their implication
The objective of this study was to analysis “Smoking Habit Among Indian Executives”. The
cigarette is use for freshness & addiction. The brands are Gold Flake, Wills, Four Square &
others.

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CHAPTER -2
LITERATURE REVIEW
I have chosen this particular topic as I have gone through many magazines and newspaper, I
have seen many times that there are different brands of cigarettes and they have existing in the
market from over a long period of time and there has been an tough competition among all these
player who have been operating in the market. The motive of the research is to know various
factor like the preference of the cigarette among the executives what brand of cigarette do they
prefer, why do they specifically choose any brand, for how long they stick to a specific brand
how frequently they prefer to smoke and many other things etc. Apart from the above mention
feature the other things which were queried were like which is the maximum percentage of the
society who is indulge in smoking cigarette, which class of the society is smoking the
maximum amount of cigarette basically are the reason that really influence boozer to smoke
cigarette whenever a customer go for smoking what are the factor that really appeals a executives
to smoke apart from that who really motivate a boozer to smoker who are the person who
provoke him to smoke.
What does a boozer believe that smoking is good for the health or it is bad for the health? How
does it act as medium of change in any one’s character or we can say how does it change the
character of an individual. One of the major concern in which we have tried to concern is that to
query what actually a boozer believe that smoking is affecting our society or not and at last but
not the least is that we have tried to know that what actually a boozer believe that the production
of cigarette should be ban by the government or not.
After conducting this research we have come across with number of executives who were totally
different from each other, with different kind of traits of each individual and for us the
experience was like, we would ever not be able forget.

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CHAPTER -3
RESEARCH OBJECTIVE
Research Methodology includes the overall research procedures, which are followed in
the research study. This includes research design, the sampling procedures, and the data
collection method and analysis procedures. The broad methodologies can be used to answer any
research question – experimental research and non-experimental research. The major difference
between the two methodologies lies in the control of extraneous variables by the intervention of
the investigator in experimental research.

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CHAPTER-4
RESEARCH METHDOLOGY
MARKETING RESEARCH
Marketing research is the function which likes the consumers, customers & public to
the marketer through information which is used to identify & define marketing
opportunities & problems, generate, refine & evaluate marketing action; monitor
marketing performances & improve understanding of marketing as a process.
RESEARCH METHODOLOGY
Several characteristics of modern business encourage the use of marketing research by
business. First, the suppliers of products and services need to be informed about the final
consumer in order to market their products and services more effectively. Secondly, as a
company grows and starts distributing its products in number of different markets, the
managers of the company find themselves becoming more separated from the final
consumers of their products. Managers need information from their final consumers in
order to satisfy the consumers, managers need at least five such information topics,
which are of great interest from them. These five topics are:
TARGET MARKET
What is the target market of the products or services being offered by the organization?
How large is the target market how can it be described.
PRODUCT/SERVICES
Regarding particular products and services how satisfied or dissatisfied is the target
market with what is currently available. What products and features and benefits do these
consumers desire?
PRICE
How much importance does the target market plays on the product in question? What
products are they willing to substitute for the product in question? What price is charged
for those substitutes?

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DISTRIBUTION
What distributions the target market is most likely to use while purchasing the product is
in question? Will the channel be able to provide the service or support needed for the
product?
PROMOTION
Through what mediums (T.V., Newspaper, and Bill-boards etc.) should the organization
advertise? What kinds of promotions would have a favorable effect on the target market?
Business & other organizations are increasingly turning to marketing research to obtain
such information; they need for decision-making.
RESEARCH INSTRUMENT
STRUCTURED QUESTIONNAIRE
The questionnaire is a standardized form to record answers on the basis of set questions. We had
a questionnaire which had 15 questions in it .Each question had three to four options as answers
.The respondent had to choose one out of the rest and tick mark it.
SAMPLE SIZE
According to the guidelines by the institute our research size was 150.
SAMPLE FRAME
Research Method is the process in which only a few units of population under study are
considered for analysis. The area in my consideration was Delhi & NCR. The questionnaire was
framed in such a way to get continue response & to achieve flexibility by asking certain open
ended questions. we had time to conduct the marketing research hence the time constraint was
also kept in mind.

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RESEARCH DESIGN
Research design is the plan, structure and strategy of investigation conceived so as to
obtain answers to research question and to control variance.
Basically there are two type of research design as:
#EXPLORATORYRESEARCH: - It seeks to discover new relationship.
It is a preliminary phase & is essential In order to obtain a proper definition of
problems at hand. The emphasis is on the discovery of ideas & insight.
# CONCLUSIVE RESEARCH: - It provides information that helps the executive so
that he can make a decision. This study has done well while attempting to arrive at a more
clear description of an apparent problem.
DATA COLLECTION
THERE ARE TWO METHODS OF DATA COLLECTION:-
# QUESTIONNAIRE METHOD:- The greatest advantage of the questionnaire method
is its versatility. Almost every problem in marketing research can be studied only by
questioning. Questioning is usually faster and cheaper than observation. As a result, less
time is typically wasted in questionnaire study.
1. Structured Non disguised questionnaire: Most questionnaire studies made in
marketing research are of this type. A structured interviews of this type introduced gives
more reliable results. The purpose of the question is clear and thus undisguised. It is simple
to administer and easy to tabulate and analyses. This questionnaire has also got the
provision for alternative response that helps in marketing the questions clear.
2. Non – Structured Non Disguised Questionnaire: Unstructured and undisguised
questionnaire is distinguished by the fact that the purpose of study is clear but the questions
remain open-ended.

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3. Non – Structured Disguised Questionnaire: Many people are either unwilling or
unable to give accurate response as to their own attitudes and motivations. To overcome
this, disguised methods have been developed.
4. Structured – Distinguished Questionnaire: These are the used in the marketing
research. They emerge as an attempt to secure the advantage of disguise in revealing the
sub-conscious and hidden .
# OBSERVATION METHODS:-
Observation study can broadly be classified in five bases;
1) Whether the observation is obstructive or unobtrusive.
2) Whether the observation is structured or unstructured.
3) Whether the factor of interest is direct or indirect.
4) Whether observation made by observers or by mechanical means.
5) Each of the classification has some impact on the quality of the data collected.
SAMPLING
It is a small representative of universe. According to a famous statistician “YULE” the objective
of sampling is to get maximum information about the parent population with minimum efforts.
#SAMPLING PROCESS:-
 PROBABILITY SAMPLING METHOD:-
Probability sampling methods are those in which every item in the universe has a known
chance or probability of being chosen for the sample.
 NON-PROBABILITY SAMPLING METHOD:-
This method does not provide all the items in the universe with a known change of being
included in the sample. The selection process is at least partially subjective.

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SCALING
The most important effect of the analysis required is in the scale of measurement that must be
used.
Broadly marketing research uses the four major types of scales:
1. NOMINAL SCALE
2. ORDINAL SCALE
3. INTERVAL SCALE
4. RATIO SCALE
1. NOMINAL SCALE:- It is one in which numbers are only used as labels, and have no
numerical sanctity. For example, if we want to categories male and female respondents, we could
use a nominal scale.
2. ORDINAL SCALE: - These are ones which have a meaningful order to them. A
marketing variable is ranks given to brands by respondents. These ranks are not interchangeable,
as nominal scale labels are.
3. INTERVAL SCALE: - An interval scale variable can be used to compute the commonly
used statistical measures such as the average, standard deviation and the correlation coefficient.
4. RATIO SCALE: - All arithmetic operations are possible on a ratio-scaled variable. These
include computation of geometric mean, harmonic mean and all other statistics like the average,
standard deviation and Pearson correlation and also the tests as the t-test and the f-test.

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CHAPTER- 5
ANALYSIS INTERPRETATIONS
1. What brand do you smoke?
a) Gold flake b) Wills c) Four Square d) Other
Answer:-
a) Gold flake (67.33%)
b) Wills (20%)
c) Four Square (.67%)
d) Other (12%)
TABLE NO:-1
GRAPH NO:-1
INTERPRETATION:. From the above interpretation we can understand that people have
different preference for different situation few of the people were saying that though they tick on
the specific option but it may varies from time to time may on the basis of their mood mental
state situation or even more few of the people were saying that their preference keep on changing
according to season like few of the people were saying that they usually prefer to consume some
foreign brand cigarette. After evaluating this question I observed that different people have their
different opinion for their different preferences.
67.33
20
0.67
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1. What brand do u smoke?
Gold Flake
Wills
Four Square
Anyother
OPTIONS NO.OF RESPONDENTS PERCENTAGE
A 101 67.33
B 30 20
C 1 .67
D 18 12
TOTAL 150 100

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2. From which age you started smoking?
a) 10-15 years b) 15-20 years c) 20-25 years d) 25-30 years
Answer: -
a) 10-15yrs (4.67%)
b) 15-20yrs (62%)
c) 20-25yrs (29.33%)
d) 25-30yrs (4%)
TABLE NO:-2
TABLE NO:-2
INTEPRETATION:- The above pie chart depict the age group which is involve in consumption
of liquor in the society from the above chart we can see that maximum no. of smoker is teenage
i.e.62%the first age group who smoke maximum cigarette is teenage & adolescent and their
percentage is 29.33% and the remaining 4% from last age group and 4.67 % of the first age
group. The conclusion that we have derive is teenage is the age group who is indulge in the
smoking of maximum amount of cigarette. In the above question we have queried from the
respondent that basically what according to them is the possibility of the maximum consumer of
the cigarette from the age group point of view and we have come across with some kind of
genuine answer and justified answer as a matter of fact what answer we have got those were
genuine and authentic from every aspect in the above question the maximum weight age goes to
teenage which is very correct from every aspect. If we see there has been a tie between the
4.67
62
29.33
4
2.Fromwhich age you startedsmoking?
10-15 years
15-20 years
20-25 years
25-30 years
OPTIONS NO. OF RESPONDENTS PERCENTAGE
A 7 4.67
B 93 62
C 44 29.33
D 6 4
TOTAL 150 100

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teenager and adolescent which again also a very genuine response from the respondents and the
last weightage has been given to the higher age group which is again a very genuine answer.
3. Where do you often smoke?
a) Home b) Smoking Zone Area c) Public Place d) Room Recreation
Answer:-
a) Home (5.33%)
b) Smoking zone (84.67%)
c) Public place (5.33%)
d) Room Recreation (4.67%)
TABLE NO:-3
A 8 5.33
B 127 84.67
C 8 5.33
D 7 4.67
TOTAL 150 100
GRAPH NO:-3
INTERPRETATION:- As per the result 84.67% of respondent prefer to smoking in
smoking zone because this is a place which is specially made for the smoker where they can feel
free while smoking and for the office goers most of the company make a recreation room so
most of the executives prefer to smoking in that place. Where every department of employee
come and discus their work and personal life so you can say that this place is good for the
smoker and there are also some person who smoke at their place, it depends upon the family
members that how many family members smoke in that particular family and most of the person
who smoke at the home they are an elder one or parents in the family, it also possible that some
people like smoking while watching movies and news so that they can feel relax. But there are
5.33
84.67
5.33 4.67
Home
Smoking Zone Area
Public Place
Room Recreation

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some respondent who smoke in public place, they might be chain smoker who just can’t go
without smoking that’s why they don’t think about the society and smoke in public place.
4. How do you know about your brand?
a) TV b) Friends c) Newspaper d) Radio
Answer:-
a) TV (4%)
b) b) Friends (90% )
c) c) Newspaper (5.33% )
d) d) Radio ( .67% )
TABLE NO:-4
A 6 4
B 135 90
C 8 5.33
D 1 .67
TOTAL 150 100
GRAPH NO:-4
INTERPRETATION: - As per the result 90% of respondent, they got indulged in the habit
of smoking just because of their friends they influence by their friends because most of the
students motivate by their friends and they share their habit to each other and the young age of
life students are not good in taking decision so they easily influence by their friends and get
indulge in the habit of smoking and TV, NEWS, and RADIO; these are also a factor which
influences the people to smoking because most of the company use this tools for the
advertisement of their products but they don’t know how it is affecting society and how youth
are getting indulge in the habit of cigarette and it is good as a point of view of a company.
4
90
5.330.67
TV
Friends
Newspaper
Radio

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5. How many cigarettes you smoke/consume in a day?
a) 1-5 b) 5-10 c) More than 10
Answer:-
a) 1-5 (28%)
b) 5-10 (54%)
c) More than 10 (18% )
TABLE NO:-5
A 42 28
B 81 54
C 27 18
TOTAL 150 100
GRAPH NO:-5
INTERPRETATION:-The above pie chart depict the cigarettes people smoke and
consume in a day which executives smoke cigarette from above option 42% of the executives
have mention on the first option 1to5. Other 81% of the executives says that they
smoke/consume cigarette 5to10 in a day the other 27% of the people says that they consume
more than 10 cigarettes in a day. This question was specifically raised in order to know the
cigarettes people smoke and consume in a day , we have specifically ask the people that how
frequently they prefer to consume and we have got different kind of response from respondent .
42
81
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5.How many cigrattes you smoke/consume in a
day?
1 to 5
5 to 10
More than 10

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6. Are you aware about harms of smoking after printing a warning statement on packet of
cigarettes?
a) Yes b) No
Answer:-
a) Yes (91.33%)
b) No (8.67%)
TABLE NO:-6
A 137 91.33
B 13 8.67
TOTAL 150 100
GRAPH NO:-6
INTERPRETATION: - When we enquired through market research the people who smoke
they may clearly aware about the harms of the cigarettes as we see maximum number of people
response positive regarding harms of cigarettes but they smoke to reduce stress or tension or
when they are very much frustrated or we also have a response regarding cigarettes
that cigarettes is a trend for new generation.
91.33
8.67
6. Are you aware aboutharms of smoking after
printing a warning statementon packetof
cigarettes?
YES
NO

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7. Do you think that increasing habit of youth smoking affect the society?
a) Yes b)No c)can’t say
Answer: -
a) Yes (84%)
b) No (13.33%)
c) Can’t say (2.67%)
TABLE NO:-7
A 126 84
B 20 13.33
C 4 2.67
TOTAL 150 100
GRAPH NO:-7
INTERPRETATION:- In the above question it has ask from the respondent that does
smoking habit among youth is affecting our society or not and I have come across with some
mature answer the most of the respondent think that it is affecting our society and their
percentage is 84% on other hand 13.33% still believe that it is not affecting our society where as
minimum percent of the respondent were not sure that, is it an evil for our society or not and
their percent is 2.67%. In the above question I have tried to queried that is it something like that
smoking among the youth is affecting our culture or not and I have got a mixed kind of reaction
from the respondent as a matter of fact some of the people were bit confuse or I should say they
were in a state of dilemma while answering this question but most of them have tick on the
option which sometime this shows that people were in the state in the confusion and they were
not ready to face this question but they were requested to reply this question by me apart from
this one of the most surprising news was that there were same statistics for the people who were
saying that they had to choose between the option as like they switch between the brands or not
and the level of the people who had tick on the option like they switch the brand or not were like
more or less same.
84
13.33 2.67
7.Do you think that increasing habit of
youth smoking affect the society?
Yes
No
Can't say

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8. is there any other person smoking in your family?
a) Yes b) No
Answer:-
a) Yes (56%)
b) No (44%)
TABLE NO:-8
A 84 56
B 66 44
TOTAL 150 100
GRAPH NO:-8
INTERPRETATION: As per the result 56% of respondent knows that how many of family
members smoke in their family and according 44% of respondent no other family member smoke
in their family apart from them. it is showing that most of the family members they don’t know
that about how many of family member smoke in their family because most of the family
members like to smoking out of the home, they try to avoid smoking at the home because
somewhere they don’t want to show their bad habit to the family members or they have some
kind of fear of parents. And most of the youth smoke in their friend circle so most of the family
members are unaware about their habit so most of the family members they don’t know exactly
how many of person smoke in their family. So exact result cannot be found out.
56
44
8.Is there any other personsmoking in your
family?
Yes
No

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9. Which factors influence you to smoke?
a) Advertisement b) Trend c) Friend circle d) Society
Answer:-
a) Advertisement (14.67% )
b) Trend ( 48.67% )
c) Friend circle (36%)
d) Society (.66%)
TABLE NO:-9
A 22 14.67
B 73 48.67
C 54 36
D 1 .66
TOTAL 150 100
GRAPH NO:-9
INTERPRETATION: When enquired on the reason of the smoking that why the people
smoke whether due to trend, friend circle ,advertisement, society it is found that 48.67% of the
total respondents replied positive that is they do smoking because it trend or fashion. They said
that smoking is the trend of the generation and the fashion as well and use to adopt the fashion as
it is their living style and they like. Whereas the majority of the total respondents replied that
they do not believe in the fashion or the trend of the smoking. So they do not smoke because
smoking is the fashion or trend but smoking is their habit and they use to smoke for the
refreshment. They smoke when they are tired or they are frustrated during the work situation. So
the smoking is fashion or trend for the respondents but for the majority it is an habit and the
source of the refreshment more than fashion or trend.
10. Will you allow your kids to smoke?
14.67
48.67
36
1.2
Advertisement
Trend
Friend circle
Society

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a) Yes b) No
Answer:-
a) Yes (8%)
b) No (92%)
TABLE NO:-10
GRAPH NO:-10
INTERPRETATION:- We enquired in the pie chart through market research about the
given question and we get a result that 92% people response no to the question because smoking
is a bad habit which causes disease like cancer etc and which is injurious to health and no
parents want that their kids life is in danger or we can say that every parents want that their child
live a healthy life.
8
92
Yes
No
A 12 8
B 138 92
TOTAL 150 100

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11. Will your life partner smoke?
a) Yes ( ) b) No ( )
Answer:-
a) Yes (6%)
b) No (94%)
TABLE NO:-11
A 9 6
B 141 94
TOTAL 150 100
GRAPH NO:-11
INTERPRETATION:-. We enquired in the pie chart through market research about the
given question that 94% people response no to the question because smoking is not the good
habit and it cause many diseases like cancer etc and every partner want that their life partner live
a healthy life which is essential for the family and which is benefitted for the coming generation
or the young generation.
6
94
Yes
No

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12. How much do you agree with the statement that “smoking is best source of reducing stress”?
a) Strongly agree b) Agree c) Disagree d) Strongly disagree
Answer:-
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
TABLE NO:-12
A 101 67.33
B 42 28
C 6 4
D 1 .67
TOTAL 150 100
GRAPH NO:-12
INTERPRETATION. We enquired in the pie chart through marketing research project as
we see that maximum number of the people strongly agree that smoking is the best source of
reducing stress and about 28% people are agree about with the same statement and only 1.4%
people are disagree and only .67%people are strongly disagree with the same statement as we see
the result in the previous question that maximum number of people response that it is the best
source of reducing stress or people smoke to overcome the tension or to get freshness or it is
trend.
67.33
28
1.4 0.67
12.How much do you agree withthe statementthat
“smoking is bestsource of reducing stress”?
Strongly agree
Agree
Disagree
Strongly disagree

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13. Do you realize apart from showing health concern on cigarette packet any other programme
should launch by government to stop smoke?
a) Agree b) Disagree c) Can’t say
Answer:-
a) Agree ( 86% )
b) Disagree ( 11.33% )
c) Can’t say ( 2.67% )
TABLE NO:-13
GRAPH NO:-13
INTERPRETATION:- When enquired on the ban of the cigarette as it is harmful for the
health it is found that 86% of the total respondents replied that the government should ban the
cigarette production and rest of the respondents that is 11.33% of the total respondents are not
agree with that. The variation in the reply might be due the inconvenience which the general
people face due to the persons who use to smoke at public places so the majority replied for the
ban on the production as the cigarette causes harm for the environment and the public as well.
And the rest 1.4% response can be due to the user of the cigarette and they do not like that there
should be ban on the production of the cigarette. thus as the majority is concern it can be said
that the society is not in the favor of the production of the cigarette and thus the government
should take action against the cigarette and it should be ban on the public under the age of 18
years.
14. Do you Smoke in front of your family members?
86
11.33 1.4
13. Do you realize apart from showing health
concernon cigarette packetanyother
programme should launch by government to
stop smoke?
Agree
Disagree
Can't say
A 129 86
B 17 11.33
C 4 2.67
TOTAL 150 100

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a) Yes b) No
Answer:-
a) Yes (18.67%)
b) No (81.33%)
TABLE NO:-14
A 28 18.67
B 122 81.33
TOTAL 50 100
GRAPH NO:-14
INTERPRETATION:- As per the above pie chart and according to the result of marketing
research most of the Indian executives try to smoking in front of their family because they think
it is against of our tradition. They avoid because in family there are some children and these
things affect them and may they saw these kind of things in the among the family, they can also
start these kind of habit, that’s why they avoid smoking in front of family. Some of the
respondents think that these kinds of things leave bad impression in the mind of family members.
So it is considered that the respondents who smoke secretly from the family, they think if they
start smoking in front of family then their bad habit become in the eyes of the family. There are
18.67% executives who want to smoke in front of their family members, because they think it is
their own habit and it does not affect the other person in the family, and as per my concern they
are not social person.
15. Which factor motivates you to purchase this brand?
a) Price b) Availability c) Package d) Flavor
18.67
81.33
14.Do you Smoke in front of your family members?
Yes
No

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Answer: -
a) Price (1.33%)
b) Availability (36%)
c) Package (9.33%)
d) Flavor (53.34%)
TABLE NO:-15
GRAPH NO:-15
INTERPRETATION:- The above question focuses on factor which influences a respondent
in order to choose a specific brand different people have their own preference in order to choose
a brand most people says the flavor is one of the major factor in order to choose a brand and
their percentage is 53.34% few people gave emphases on availability and their percentage 36%
few says that package is one of the factor their percentage is 9.33% few people says that price is
also of the appealing feature that fantasize them and their percentage is 1.33% apart from these
factor respondents have their own other factor which influence them to smoke. In the above
question i have tried to know that which feature actually appeals them while choosing a brand
apart from the above option peoples were suggesting their option as a feature which appeals
them to choose a brand few of the people were saying that there are some of the feature like
popularity of the brand among the youth, few of the people were saying that feature like brand
ambassador of a specific brand also appeals them to choose a specific brand.
CHAPTER-6
1.33
36
9.33
53.34
15 which factormotivates you to purchase this
brand?
Price
Availability
Package
Flavour
A 2 1.33
B 54 36
C 14 9.33
D 80 53.34
TOTAL 150 100%

30
RESEARCH FINDING
CHI SQUARE TEST:-
The chi square test is one of the simplest and most widely used non – parametric tests in
statistical work. It makes no assumption about the population being sampled. The quantity X2
describes the magnitude of disperancy between the Theory and observation. If X2=0, this means
that observed and expected frequencies coincide. Greater the value of X2, the greater would be
the discrepancy between observed and expected frequency. The formula for computing X2 is
∑ (O - E) 2/ E.
NULL HYPOTHESIS – we will assume that there is no habit of smoking among Indian
executives
ALTERNATIVE HYPOTHESIS- – we will assume that there is habit of smoking among Indian
executives
 If TabX2 ≥ Cal X2 → Null Hypothesis will be accepted.
 If TabX2 < Cal X2→ Null Hypothesis will be Rejected.
Observations of the respondents:-
Q. No. A B C D total
5 42 81 27 0 150
12 101 42 6 1 150
13 129 17 4 0 150
Total 272 140 37 1 450
Expected value
Q. No A B C D
5 57.33 46.66 12.33 0.33
12 57.33 46.66 12.33 0.33
13 57.33 46.66 12.33 0.33
171.99 139.98 36.99 0.99
Chi-Square Test For option A

31
Q. No. O E (O - E)2
∑(O - E)2
/ E
5 42 57.33 235.00 4.09
12 101 57.33 1907.06 33.26
13 129 57.33 5136.58 89.59
126.94
Chi-Square Test For option B
Q.No. O E (O - E)2
∑(O - E)2
/ E
5 81 46.66 1179.23 25.27
12 42 46.66 21.71 0.46
13 17 46.66 879.71 18.85
44.58
Chi-Square Test For option C
Q. No. O E (O - E)2
∑(O - E)2
/ E
5 27 12.33 215.20 17.45
12 6 12.33 40.06 3.24
13 4 12.33 69.38 5.62
26.31
Chi-Square Test For option D
Q.No. O E (O - E)2
∑(O - E)2
/ E
5 0 0.33 0.10 0.003
12 1 0.33 0.44 1.36
13 0 0.33 0.10 0.003
1 0.99 0.64 1.36
DEGREE OF FREEDOM
= (C-1) (R-1)

32
= (3-1) (4- 1)
= 2*3
= 6
CHI SQUARE: - ∑ (O - E) 2/ E
For all the options Chi Square = (126.94+44.58+26.31+1.36) = 199.19
At 5 % level of significance, value of tabulated t is 12.392 at 6 degree of freedom.
Since it is less than calculated t, so null hypothesis will be rejected.
And Alternate hypothesis will be accepted.
FINDING
1) 86% executives want to ban on production of cigarette.
2) 62% executives start smoking in the age 15-20 years.
3) As per the result 48.67%% executives smoke due to trend..
4) Mostly person prefers gold flak cigarette and love flavor in cigarette.
5) As per result 84.67% executives want to smoke in the smoking zone.
6) As per the result 81.33% executives try to avoid smoking in front of family.
7) 94% executives not allow their life partner to smoke and92%executives not allow their
kids to smoke.
8) As per the result 90% executives says that they know about their brand from their friends
.
9) As per the result 84.67% executives says that they prefer smoking in the smoking zone.
10) As per the result 67.33% executives says that smoking is the best source of reducing stress.
CHAPTER-7

33
CONCLUSION
In New Delhi, Noida, Gr. Noida Region,
This research is actually not a marketing research. The research is based on the conception and
perception of Indian executives about the smoking or their habit. We faced various limitations in
conducting our research that is “SMOKING AMONG INDIAN EXECUTIVES”. We have our
level best to find out their views regarding smoking in NCR region. We have a great experience
while conducting the research because we came to meet many corporate personalities as well as
private employees in various fields and collecting their views regarding the research. We visit
many places like SHASTRIPARK, ROHINI, PITAMPURA, LAXMINAGAR, KAROL BAGH,
PATPARGANJ, MAYUR VIHAR, NOIDA, and GREATER NOIDA.
Analytical tools of research are deficient and can’t give us precise idea, especially on the
behavioral, as aspect. We have completed our research project in which there are many helping
hands involved. Inspire of few limitation we found the research is a challenging and fruitful. Its
gives us enough knowledge of the corporate people conception about the various department.
CHAPTER-8

34
SUGGESTION
Today’s customer centered market has more choice because of their different habit,
opinions, perception, personality etc. They become dynamic. Hence the behavior changes day by
bay. So on the basis of the finding of this report we would like to give following suggestion:
(1) Cigarette is injurious for health, many of decease like cancer are arising due to the cigarette
so government should ban on production of cigarette.
(2) Below poverty line person are spending so much money on smoking.so government should
provide license to sale cigarette.
(3) Some element like nicotine are using in the production of cigarette which is harmful for
health. So government should ban to using these element.
(4) we want to say that the person who belong the teen he should avoid the smoking.

35
CHAPTER-9
BIBLIOGRAPHY
ANNEXURE
WORD OF THANKS
LIST OF RESPONDENTS

36
BIBLIOGRAPHY
BOOKS:
Kotler Philip ,Marketing management .
Beri G.C ,Marketing research.
Sharma D.D ,Marketing research.
Boyd, W. Harper, Marketing research.

37
ANNEXURE
MARKETING RESEARCH PROJECT
“Smoking habit among Indian Executives”
Dear Sir/Madam,
We Ditesh Agarwal & Dhananjay kumar Dubey students of PGDBM of “Ishan
Institute of Management & Technology, Greater Noida” are conducting marketing research
project Titling.
“Smoking Habit among Indian Executives”
Kindly extend your co-operation in filling up this questionnaire and enable us to conduct the
research successfully. We promise that the information given by you will be kept confidential.
PERSONAL INFORMATION
NAME………………………………………………………………….AGE …………
OCCUPATION: ………………………………………………………………………..
ADDRESS……………………………………………………………………………...
MOBILE NO.……………………. Email ID………………………………………….
QUESTIONNAIRE
1. What brand do you smoke?
a) Gold Flake ( ) b) Wills ( ) c) Four Square ( ) d) Any other ( )
2. From which age you started smoking?
a) 10-15 years ( ) b) 15-20 years ( ) c) 20-25 years ( ) d) 25-30 years ( )
a) Home ( ) b) Smoking Zone Area ( ) c) Public Place ( ) d) Room Recreation( )
a) TV ( ) b) Friends ( ) c) Newspaper ( ) d) Radio ( )
5. How many cigarettes you smoke/consume in a day?
a) 1-5 ( ) b) 5-10 ( ) c) More than 10 ( )

38
6. Are you aware about harms of smoking after printing a warning statement on packet of
cigarettes?
a) Yes ( ) b) No ( )
7. Do you think that increasing habit of youth smoking affect the society?
a) Yes ( ) b)No ( ) c) Can’t say ( )
8. Is there any other person smoking in your family?
a) Yes ( ) b) No ( )
a) Advertisement ( ) b) Trend ( ) c) Friend circle d) Society ( )
a) Yes ( ) b) No ( )
a) Yes ( ) b) No ( )
12. How much do you agree with the statement that “smoking is best source of reducing
stress”?
a) Strongly agree ( ) b) Agree ( ) c) Disagree ( ) d) Strongly disagree ( )
13. Do you realize apart from showing health concern on cigarette packet any other
programme should launch by government to stop smoke?
a) Agree ( ) b) Disagree ( ) c) Can’t say ( )
14. Do you smoke in front of family members?
a) Yes ( ) b) No ( )
15. Which factor motivates you to purchase this brand?
a) Price b) Availability ( ) c) Package ( ) d) Flavor ( )
“THANK’S FOR YOUR KIND CO-OPERATION”

39
WORD OF THANKS
At the end we would like to thank all those who have directly or indirectly helped me to conduct
the survey and complete this project successfully.
We would also like to thank all the readers who would study this project. We request the readers
to let us know the mistakes we have committed.
Thank You.
DITESH AGARWAL
ENR: - 17022

40
LIST OF RESPONDENTS
S.N Name Age Address occupation Mobile no Email-Id
1 MaheshAgarwal 26 Shastri Park Employee 9310024948 agarwal.mahesh099@gmail.co
2 RakeshSingh 31 Laxmi Nagar Financial Manager 7428176012
3 YogeshAyaldasani 24 Tughlakabad MarketingManager 9711053958 yogesh.ayaldasani@gmail.com
4 RehanAftab 26 Shastri Park Employee 9999059166
5 DhirenKhulbe 27 Shastri Park Employee 7838322829
6 AbhishekBansal 26 Shastri Park Employee 9871873949
7 TanveerAlam 27 Shastri Park Employee 8010151721
8 NishantShah 28 Shastri Park Employee 9899146278
9 AbhishekChauhan 27 Shastri Park Employee 9811752048
10 Pramod 32 Badarpur SalesManager 9999558867
11 Dhruv 30 Badarpur SalesExecutive 9953072397
12 AbhishekDutta 24 Shastri Park Employee 9971316476
13 MahabeerPandey 32 Delhi Software Engineer 9971221751 mahabeer789@yahoo.co.in
14 MaheshSingh 35 Rohini MarketingManager 9811086271 mahesh04singh@gmail.com
15 GunjanSingh 29 Rajouri Garden Businessman 9999889383
16 Manmohan Singh 24 SouthEX Executive 9015655259 manmohan@gmail.com
17 Ashwini 30 Rohini Engineer 9958019666
18 SantoshKumar 28 Mangolpuri WebDesigner 8806686620 santoshKumar123@yahoo.co
19 Gaurav 25 Karol Bagh Employee 9873815156
20 Dilip 27 Karol Bagh Employee 8826307721
21 AlokAgarwal 28 Yamuna Vihar Employee 9810758107
22 PrabhashSingh 45 ShalimarBagh Businessman 9911629141
23 SumendraKrTiwari 29 ShalimarBagh SalesManager 8754414353
24 SachinSingh 24 Mangolpuri IT Manager 9650014808
25 ParamjeetSingh 27 Shastri Park Employee 9953763053
26 Ammay Uttam Nagar WebDeveloper 9015735783
27 Karamvir 24 Uttam Nagar WebDeveloper 9899786538
28 DeepakSingh 24 Uttam Nagar WebDesigner 9210377807
29
RanjeetKumar
Ranjan 29 Laxmi Nagar Employee 9311141351
30 Reena 24 Nagloi IT 9868646350
31 SachinBansal 25 Laxmi Nagar BPO 9958124564
32 SunnySingh 29 Shastri Park Employee 9818297497
33 Ram Ujagir 35 Mangolpuri Businessman 9958959113
34 Pradeep 25 Uttam Nagar WebDeveloper 9911889057
35 MaheshSingh 28 Laxmi Nagar MarketingManager 9811086271 Singh.mahesh@gmail.com
36 Rajivkumar 26 ShalimarBagh MarketingExecutive 9310461096
37 Vkashkumar 27 GaneshNagar Sudent 7838324307

41
38 Chandansingh 25 Mayur vihar Job 8882032368 chandansingh05@gmail.com
39
Muneshwarkr
prasad 24 Badarpur Job 9911804010
40 Arsad 28 DLF saket Engineer 9717722546 arsad0061@gmail.com
41 Saqeeb 25 alpha2 Operation 7599054380
42 DeepakPandey 26 Noida Office Manager 9555045990 deepakrishu@gmail.com
43 Manoj kumar 25 Patpatganj Job 9540845658
44 Vikashchandra 28 Rajouri Garden SalesExecutive 8800573356
45 Balram 25 Anandvihar Employee 9811777868
46 Shahwar 29 Pitampura Orientation 9953122345
47 Alok 27 Wazirpur Job 7827356845
48 AjitKumarYadav 25 Gamma Employee 8802463701
49 ChandanJha 30 Pitampura IT 9911076122
50 Shideshwar 33 ShalimarBagh IT Manager 9312617639
51 RupakKumar 28 Badarpur Employee 9555414501 rupak.srivastava@gmail.com
52
PardumanKumar
Singh 25 alpha2 Employee 9971196589
53 Shiv 29 Rohini SalesExecutive 9891939290
54 PrashantSingh 28 Badarpur Employee 9911973998
55 Ajitkumar 27 Rohini J.Executive 9958823156
56 Dijendra 32 Rohini Executive 8826008552
57
PrashantKumar
Singh 24 Kalkaji Employee 8604124752
58 VishwaPrakash 23 Mayur vihar Employee 9560821082
59 AshishKumar 28 SouthEX Employee 9971569652
60 KundanKumarTiwari 23 Patpatganj Employee 8010278598
61
Harbir Singh
Chauhan 24 Noida Businessman 9718160143
62 Gaurav 28 Rohini FieldManager 9211400245
63 Rahul 32 Rohini Manager 7428125400
64 Bachan Singh 29 Karol Bagh Accountant 9971776986
65 Ankit 30 Rohini C.A 9711143545
66 Bunty 24 Laxmi Nagar Employee 9711257156
67 Vishal Purty 27 Sagarpur Engineer 8010856450 vishal.purty@gmail.com
68
MukeshKumar
Gupta 26 Mayur vihar Job 9718777843
69 VikasDubey 28 PandavNagar Job 9718824798 vikashdubey@gmail.com
70 SumitKumarVerma 28 Laxmi Nagar MarketingExecutive 9718860299
71 ManishKumar 26 Shastri Park Employee 9582092035
72 Ravi 27 NewDelhi WebDeveloper 971638824
73 Anuj 32 Dwarka AssistantManager 9911411205
74 AnupamSingh 25 Laxmi Nagar MarketingExecutive 9.2899E+10
75 AbhishekSarraf 28 Laxmi Nagar HR Manager 9311087026
76 Akhil Agarwal 24 Laxmi Nagar Employee 9811373747

42
77 Bharat Prasad 36 Pitampura RM 9213780457 Prasad.bharat@gmail.com
78 AnishSingh 32 Laxmi Nagar Finance Manager 9310815622
79 AanshetKumar 26 Laxmi Nagar
Relationship
Executive 9911544332
80 Jai kumar 51 Anandvihar Govt. employee 8527112613
81 AftabAlam 29 Mitra Society st/employee 9650281373
82 Pawan 29 Rohini Accountant 9810450526
83 SubodhKumar 30 ShalimarBagh SalesManager 9990265097
84 AmanSingh 26 Laxmi Nagar MarketingManager 9311548223
85 AmitShukla 25 Pitampura MarketingManager 9990526989
86 Gauhar 30 Pitampura
Relationship
Executive 7428106888 gauhar102@gmail.com
87 RupamDeka 27 Laxmi Nagar Employee 9873750985
88 Prasenjit 27 Laxmi Nagar Employee 9873408034
89 RaupyaDas 27 Laxmi Nagar Employee 7838715386
90 VivekSiddharth 28 Laxmi Nagar Employee 9958437406
91 RanjeetJha 35 ChawlaColony Teacher 9718442073 ranjeet.jha@gmail.com
92 SachinKumar 30 Mohan Nagar ,gz SalesManager 9868304650
93 AnandKumarTiwari 26 Patpatganj Job 7827667901 anand@gmail.com
94 SaantoshTiwari 29 Laxmi Nagar Job 9911448031 santosh@gmail.com
95 RakeshTiwari 26 PandavNagar Job 9015658194
96 RajeshSharma 25 Laxmi Nagar Job 9555687710
97 Vivek 21
Alpha,Greater
Noida st/employee 9555323992
98 TahseenAhmad 25 Jagat Farm Businessman 9990255117
99 Ravi Ranjan 28 Laxmi Nagar MarketingExecutive 9310710418 johny.ravi@gmail.com
100 VishnuPrasad 24
Beta , Greater
Noida MarketingExecutive 7827112522
101 Gavrav Kumar 25 NewDelhi MarketingManager 9312939800 gaurav22@gmail.com
102 AnwarSalik 27 NewDelhi Businessman 9990486686 anwar.salik@gmil.com
103 VaibhavSharma 29 Delhi Engineer 9811458548
104 Sunil Upadhayay 30 Budhvihar Engineer 8447455575
105 Satya Narayan 22 Shahj pur Employee 7428524548 satyanarayan.mahaputra@gm
106 SamsherKhan 27 Laxmi Nagar Employee 9810765000
107 RajnishMalik 27 Laxmi Nagar Employee 9953044361
108 RajeshGoyal 32 Kotla Employee 9818257370
109 LalitFouzdar 26
Ghondachowk
,Delhi Employee 9990540265 Fouzdar2007@gmail.com
110 AmitKumarBansal 28 Karol Bagh Employee 9873032033
111 Aashishgaurav 30 Dwarka IT Manager 9716456056
112 Ramashankardora 24 Shakar pur Employee 9650940887
113 Shayamal 27 Dwarka AssistantManager 9350449602
114 Dhiraj kumar 27 Laxmi Nagar WebDeveloper 8010236697
115 Sidheshwarjha 30 Pitampura Engineer 9971235873 sidheshwarjha@gmail.com

43
116 KundanKumarTiwari 28 Gaziabad MarketingExecutive 9971489753 kundankumar1@hotmail.com
117 DilipTiwari 25 Noida Finance Manager 955041802
118 Rupeshkumar 26 Laxmi Nagar Accountant 7838125078
119 Anurag 25 Dwarka Manager 9891069846
120 Dileshwar 29 Dwarka Manager 9911196305
121 Vijaykumar 27 Laxmi Nagar SalesManager 9711432004
122 Rahul 37 Delhi IT Manager 8802079608
123 Manjesh 26 Delhi Employee 9990605115
124 Shayamal 37 IT Manager 9741688736
125 Rumanakhan 29 New Delhi Cordinator 9953941226
126 Ruchi 25 Cordinator 9968037925
127 Gopal joshi 33 Uttam Nagar SalesManager 9811699057
128 Nipoo 31 ShalimarBagh IT Manager 9312617639
129 Bankteshkumar 34 ShalimarBagh IT Manager 9015082684
130 Grish pandey 29 Noida MarketingExecutive 9540504014
131 Aashishsingh 27 Noida Online marketingex 9990268321
132 Tarun kumar yadav 26 Saidulazaabdelhi Job 9999492579
133 Himanshukumar 29 Laxmi Nagar st/employee 8882485895
134 Nitinchauhan 28 Mayur vihar Job 7838615419
135 Sishirsingh 27 PandavNagar Job 9953810530
136 Bala 25 Saket Job 9811551050
137 Manjanu kumar 26 Pitampura WebDeveloper 8882369073
138 Piyushranjan 29 Laxmi Nagar Employee 9716937399
139 Rehansriwastav 26 Laxmi Nagar Employee 9266989055
140 Raj singh 25 Pitampura Engineer 9953245418
141 Indrakant 31 Okhala Manager 9990580124
142 Sujeetsingh 23 Laxmi Nagar Accountant 9999557274
143
Anirudh
bhattaacharya 28 Noida ResearchExecutive 9958254566
144 SumitTiwari 29 Noida Projectadviser 9650734928
145 DevbratGupta Pitampura Operation 9717845977
146 Luvkushshukla 30 Karol Bagh SalesExecutive 8010527587
147 Amreshchaudhary 29 Noida MarketingExecutive 9312251622
148 Dev 22 Pitampura WebDeveloper 9582088167
149 Aadityagupta 25 Rajouri Garden SalesExecutive 9540993073
150 Ramujagir 45 Mangolpuri Businessman 9958959113

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