Young Adults Attitude Towards E-cigarettes

Challenge: To familiarize analyzing and setting up research data, my Market Research class at Charles University of Madrid III set out a project to collect survey participants and interpret data with the use of SPSS. I choose to examine young consumer attitudes concerning e-cigarettes.

​

Solution: During this research study, I managed to collect 30 participants mainly spanning in the United States and Spain. I learned how to clean/import data and convert it into binary variables, use regression analysis and ANOVA to find correlations and develop a cluster analysis to determine two consumer behaviors on e-cigarette use: risk-averse and risk-takers. 

​

Risk-averse strongly believe that e-cigarettes are dangerous and more addictive than tobacco cigarettes. They believe that e-cigarettes are mainly targeting the youth with stylish marketing on social media through the use of vibrant colors and fun flavors.

​

Risk-takers has a more neutral take on these ideas, and as such is more associated with using them for fun. Surprisingly, many participants in this survey do not use e-cigarettes to cope with negative emotions, but rather to produce (or to help produce) positive emotions. Therefore it is assumed that e-cigarettes are used mostly for social events, fun, or pleasure.