Reference no: EM133560879

Case Study: Electronic cigarettes (e-cigarettes) have gained increasing popularity worldwide. The global market for ecigarettes is projected to reach $US$24.61bn in 2023 (Statista, 2022). Alongside growing popularity and consumer demand are concerns being raised about the unknown, long-term health impacts from vaping and calls to address the weak regulatory control of marketing and distribution of vaping devices and products. Many e-cigarette brands are owned by tobacco companies who are investing in marketing and communication strategies to position vapes as a 'better alternative' to smoking. It is not just big tobacco that promotes the 'healthness' of vaping. Early health commentary also claimed the use of e-cigarettes, or vaping, as a game-changing innovation that would dramatically reduce tobacco smoking. The increasing rate of vaping-related illnesses however has called this positioning into question, with some health professionals now arguing that vaping will put at risk decades of tobacco control achievements and even has the potential to re-establish smoking as a normative behaviour (Henningfield, Higgins, & Villanti, 2018). Why do consumers vape? It is that consumers are buying into the "cool" lifestyle associations with the product (Nancarrow and Page, 2002), or is it that consumers feel that they are a making a 'moral choice' in selecting vaping over the main alternative (cigarettes). E-cigarettes are a legal product that includes nicotine. However, increases in vaping among teenagers and aggressive advertising targeting teens has increased calls to regulate marketing activities. Recently, leading brand Juul settled a US lawsuit over its practice of targeting teens through social media (Allem, 2021). And, new vape product continue to enter the market; the most recent entrant is the "wellness vape" which contain vitamins, hormones or essential oils. The marketing of "wellness vapes" claim this delivery system supports faster absorption into the bloodstream, so, theoretically, the vitamins and supplements could act faster when inhaled. But are they harmless? Concerns about a lack of evidence about the risks associated with inhaling these products rather than swallowing challenge this assumption (Scott and Jasper, 2022). How should these products be marketed? How are consumers managing conflicting sources of evidence about vaping products? Insight from consumers to guide a business case is needed. What is the state of consumer vulnerability in this market? How does current marketing activities manipulate vulnerable segments, and should there be more responsible marketing of these products? From a theoretical perspective you can investigate the "sociability of vaping" using a range of consumer behaviour theories aligned with social marketing and responsible marketing research. Consumer behaviour concepts such as: consumer culture, motivation and cognition (e.g., attitudes- behaviour theory) and rational decision making are applied in social marketing. Regardless of your chosen research question, think about how consumer psychology can be examined and how marketers and/or policy makers can be informed by your investigation.

Question: Write down in own words the topic in which above. Cover key points about the consumer focus - consider generational group, e.g., Gen Z, gender, age, etc. Describe the consumer problem and/or trend you aim to research and identify 2-3 industries that will find your case study research useful to inform future marketing strategies. Detailed explanation needed.