THE SEVERAL FACTORS THAT AFFECT THE BUYING BEHAVIOR OF SOME

VAPE USER AROUND METRO MANILA

A Thesis Presented to the Faculty of College of Business and Administration

Polytechnic University of the Philippines

Sta. Mesa, Manila

In Partial Fulfillment for the Subject Thesis Writing MARK 4113

By:

Ian Van M. Baeza

Jeffrey B. Jaramillo
Mark James N. Firmanes
Dave Josef J. Mateo
Dane Lorenz F. Gonzales
Alec Zachary B. Segovia
Raiven D. Clores
Victor Palomera
John Allen M. Martinez
 ABSTRACT

Title:

Researchers:

Ian Van M. Baeza

Jeffrey B. Jaramillo
Mark James N. Firmanes
Dave Josef J. Mateo
Dane Lorenz F. Gonzales
Alec Zachary B. Segovia
Raiven D. Clores
Victor Palomera
John Allen M. Martinez

Degree: Bachelor of Science in Business Administration Major in Marketing

Management

Institution: Polytechnic University of the Philippines

Date: March 18, 2017

Adviser: Prof. Blessing Glova

Introduction

With the look and feel of real cigarettes, electronic cigarettes are experiencing a

boom in popularity, the electronic cigarette community are rapidly growing and

continues to grow because of many factors driving people to use the non-combustible

cigarette also known as ―Electronic Cigarette‖.

Sales for e-cigarettes have skyrocketed since 2004, and it is estimated to have

reached $650 million in Europe and $1.7 billion in United States in 2013 (Fairchild et al.,

2014).

But first of all what is e-cigarette/Vape? Electronic Cigarette is a battery

operated nicotine delivery devices released in 2004 to provide a way to more safely

mimic the experience of tobacco cigarettes (Cobb et al., 2010) It is also composed of a

cartridge (where you put the e-liquid and the one who creates vapor), Cartomizer (The

cartridge and atomizer rolled into one), E-liquid (also known as e-juice), nicotine, and

flavoring. Naturally, Vape is for adult smokers who wish to continue their smoking habit

in a much safer way. It utilizes a propylene glycol or vegetable glycerin based liquid,

mixed with small amounts of nicotine and food grade flavoring that then get vaporized in

a small battery powered atomizer, simulating the experience of smoking. Using e-

cigarette is also like using a normal cigarette but unlike typical cigarette, vape comes

with different shapes and sizes. The users of electronic cigarettes (e-cigarettes or

electronic nicotine delivery systems) heat a nicotine solution to generate vapor that is

inhaled, without the burning of tobacco and its toxic constituents (Benowitz &
Goniewicz, 2013). Early and mid-2000s mark the modern era of vapes when many

manufacturers started creating and selling small, portable vaporizers.

There are several factors why people vape or usually take up vaping as an

activity, these are to quit smoking, to socialize, because it‘s trending, etc. (Lewis, 2016).

In this study, the researchers will identify the significant difference between the factors

affecting people‘s usage of Electronic Cigarette and the association between buying

behavior of the electronic cigarette users.

Background of the Study

Vaping was invented way back 1960‘s but of course it‘s not like the e-cigarette

today in terms of physical appearance and sensation. The first electronic cigarette

patent was filed in 1963 by a dude named Herbert. Then came along Hon Lik, the father

of modern vape. A Chinese pharmacist. ―Ruyan‖ which means ―like smoke‖ is the first

name of vape. Twelve years ago, he invented vaping and his purpose of inventing this

is to reduce the health risk of smoking because his father died because of lung cancer.

(Ridley, 2015) The Ruyan believe to be a hit and as the time goes on its slowly made its

way internationally which is now called ―Electronic Cigarette or Vape‖.

Thousands of people appear to have been helped to quit smoking by using e-

cigarettes, according to new study hailed by campaigners as a sign that the

controversial device is helping to improve people‘s health.

The researchers, from University College London (UCL) and Cancer Research

UK, estimated that 18,000 people in England became ―long-term ex-smokers‖ in 2015

as a result of taking up vaping.

 They said that attempts to stop smoking had stayed roughly the same, but e-

cigarette use was associated with a greater chance of success.

Several studies have suggested that physical and behavioral stimuli—such as

merely holding a cigarette—can reduce the craving to smoke, even in the absence of

nicotine delivery. Given that both nicotine and smoking-related cues appear to influence

cigarette craving, e-cigarettes may present a unique opportunity to promote smoking

cessation. (Siegel et al, 2011)

E-cigarettes were used much as people would use nicotine replacement

medications: by former smokers to avoid relapse or as an aid to cut down or quit

smoking. Further research should evaluate the safety and efficacy of e-cigarettes for

administration of nicotine and other substances, and for quitting and relapse prevention.

(Etter et al, 2011)

E-cigarettes are used primarily for smoking cessation, but for a longer duration

than nicotine replacement therapy, and users believe them to be safer than smoking.

(Dawkins et al, 2013)

Research Question

The researchers aims to answer the following questions:

1. Who are the users of E-cig in terms of:

1.1 Sex
 1.2 Age

1.3 Status

1.4 Income

2. What are the several factors that drive people to use electronic cigarette?

3. How are the buying behavior of respondents associated with each other?

3.1 Level of nicotine

3.2 Level of vapor

3.3 Flavor of juice

3.4 Frequency of buying juice

3.5 Amount spent in buying juice

4. Is there a significant difference on respondents‘ assessment of perceived factors of

using e-cigarette when they are grouped to the following demographics:

4.1 Age;

4.2 Sex;

4.3 Status; and

4.4 Income
Research Objectives

1. To know the profile of the respondents in our research.

2. To determine the several factors associated why people use e-cigarette.

3. To know the association` between the buying behavior of the respondents in terms of

level of nicotine, level of vapor, flavor of juice, frequency of buying juice, and amount

spent in buying juice.

4. To know the significant difference on respondents‘ assessment of perceived

factors of using e-cigarette when they are grouped according to age, sex, status and

income.

Null Hypothesis

There is no significant relationship between personal characteristics of

respondents such as: age, sex, marital status and allowance, and their monthly

income/allowance.

There is no significant relationship between the factors affecting their buying

behavior in terms of level of nicotine, level of vapor, flavor of juice, frequency of buying

juice, and amount spent in buying juice.

Alternative Hypothesis

There is a significant relationship between personal characteristics of

respondents such as: age, sex, marital status, and allowance, and their monthly

income.

There is a significant relationship between the buying behavior of the

respondents in terms of level of nicotine, level of vapor, flavor of juice, frequency of

buying juice, and amount spent in buying juice.

Review of Related Literature

This chapter discusses some literatures, which are relevant to the study. It also

presents some studies and synthesis of the reviewed literature and studies for the better

view of this research.

Nicotine is addictive. We are, then, in the business of selling an addictive drug

effective in release of stress mechanisms. (Brown, Williamson, 1963)

The first time that objective measures of smoking cessation are reported in

smokers with a documented history of recurring relapses, who quit smoking after taking

up an E-cigarette with the intention of quitting tobacco smoking. This was accomplished

by heavy smokers who repeatedly failed in previous attempts with professional smoking

cessation assistance based on the usual nicotine dependence treatments and smoking

cessation counselling. Some studies have found that multiple failed attempts have a
negative effect on a smoker‘s confidence in being able to quit smoking cigarettes.

(Owen N, Brown SL: Smokers unlikely to quit. J. Behav Med. 1991).

Many people who smoke are likely to have tried electronic cigarettes. Health care

professionals should therefore be sufficiently informed about ECs to provide smokers

who ask about ECs with accurate and balanced information. Stop-smoking specialists

are often asked by their patients about the use of ECs and the majority of patients seen

in the mental health and drug addiction fields are tobacco smokers and likely to show

interest in these products. (Beard E, Brose LS, Brown J, West r, McEwen A, 2014)

(Hiscock R, Goniewicz ML, McEwen A, 2014).

Smokers who have been unable to quit by using standard treatment or for

smokers unlikely to try standard medications, health professionals should consider

discussing the option of trying an EC. The American Heart Association recommends

that health professionals should not discourage EC use when a person has made

repeated efforts with conventional treatment yet field and when conventional treatment

is not tolerated or is rejected by a person who wants to use ECs to help them quit

(Bhatnagar A, Whitsel LP, Ribisl KM, Bullen C, Chaloupka F, Piano MR, Robertson RM,

McAuley T, Goff D, Benowitz N, American Heart Association Advocacy Coordinating

Committee, 2014).

―Nicotine-free‖ juice has been detected to still contain nicotine (Cheah et al,

2012, Hutzler et al, 2014).

Using E-cigarette in indoor environments may involuntarily expose non-users to

nicotine but not to toxic tobacco specific combustions (Czogala et al, 2014).
 Electronic Cigarette may be considered as a lower risk substitute for factory-

made cigarettes. In addition, people report buying them to help quit smoking, to reduce

cigarette consumption, and to relieve tobacco withdrawal symptoms due to workplace

smoking restrictions (Zezima K, 2009)

The vapor constituents detected were propylene glycol, glycerin, nicotine,

acetaldehyde, 1-methoxy-2-propanol, 1-hydroxy-2-propanone, acetic acid, 1-

menthone,2,3-butanediol, menthol, carvone, maple lactone, benzyl alcohol, 2-methyl-2-

pentatonic acid, ethyl maltol, ethyl cinnamate, myosamine, benzoic acid, 2,3-bipyridine,

co tinine, hexadecanoic acid, and 1‘1-oxybis-2-propanol. No TSNAs,

polyaromatichydrovarbons, or other tobacco smoke toxicants were detected. On the

basis of the amounts of these components present and an examination of the risk

profile of these compounds, the report concludes that the only significant side effect

expected would be minor throat irritation resulting from the acetaldehyde. (Menlo Park,

2009).

The reduction of craving was similar to that observed with the nicotine inhaler.

The electronic cigarettes produced fewer minor side effects than the nicotine inhaler

(Bullen, C., McRobbie, H., Thornley, S., Glover, M., Lin, R. and Laugesen, M. 2010).

Electronic cigarettes are capable of reducing cigarette cravings, but that the

effect is not due exclusively of reducing cigarette craving, but that the effect is not due

exclusively to nicotine. Bullen et al observe that the reduction in desire to smoke in the

first 10 minutes of electronic cigarette use appears to be independent of nicotine

absorption (Bullen, C., McRobbie, H., Thornley, S., Glover, M., Lin, R. and Laugesen,

M. 2010).

Electronic cigarette use improves respiratory physiology and subjective asthma

outcomes in asthmatic smokers. E-cigarettes are safer alternative to conventional

cigarettes in this vulnerable population (Russo C, 2016).

Smokers who reduce or quit smoking by using ECs may lower their systolic BP in

the long term, and this reduction is particularly apparent in smokers with an elevated

BP. By showing BP reductions when reducing or stopping smoking for a sufficient

period of time, this study adds to the current evidence that EC use appears to be less

harmful alternative to tobacco smoking (Nutt DJ, Phillips LD, Balfour D, 2014).

There is no findings of carbonyls (aldehydes) exhaled after taking e-cigarette

puffs. Moreover, it shows the absence of several toxic compounds not only in exhaled

breath but also in the aerosol, which is relevant to safety of e-cigarettes compared to

the huge emissions in tobacco cigarette smoke (Farsalinos, 2015).

Adolescents who have never smoked regular cigarettes, but had used e-

cigarettes, were substantially more likely to begin smoking than combustible cigarettes

over the next year. The increase in e-cigarette use, which may be followed by increases

in cigarette use, could result in an erosion of the progress that has been made over the

last several decades in tobacco control. We can‘t definitively conclude that e-cigarettes

causes kids to smoke cigarettes but didn‘t prevent from concluding that those teens who

had used e-cigarettes at baseline were substantially more likely to begin smoking

cigarettes (Barrington-Trimis J. 2014).

 The assessment of lung function demonstrated that neither a brief session of

active e-cigarette smoking nor a 1 hour passive e-cigarette smoking session

significantly interfered with normal lung function. On the other hand, acute active and

passive tobacco cigarette smoking undermined lung function, as repeatedly shown in

previous studies. E-cigarettes generate smaller changes in lung function but similar

nicotinergic impact to tobacco cigarettes (Flouris A. 2013).

Regular cigarette use has been group since the start of the 21 st century. A

research shows that bans on e-cigarette sales to minors appear to have slowed this

decline by about 70 percent in the states that implemented them. In other words, as a

result of these bans, more teenagers are using conventional cigarettes than otherwise

would have done so (Friedman A. 2015).

E-cigarettes are not completely risk-free but when compared to smoking regular

cigarettes, evidence shows they carry just a fraction of the harm. The problem is more

and more people think they are at least as harmful and this may be keeping millions of

smokers from quitting. Local stop smoking serves should look to support e-cigarette

users in their journey to quitting completely (Fenton K. 2015).

Smokers who switch to vaping remove almost all the risks smoking regular

cigarettes pose to their health. Smokers differ in their needs and it‘s advisable for them

not to give up on e-cigarettes if they do not like the first one they try. It may take some

experimentation with different products and e-liquids to find the right one (Hajek P.

2013).
 The reformed smoker is the most common vape user. They have beat a long and

difficult battle of addiction to traditional tobacco cigarettes. These vapers are no

healthier, happier and advocates for the future of vaping.

Smokers turned Vapers are usually more educated than the general public when

it comes to the safety and studies regarding vaporizing. These people are aware of the

fact that vaping is 95% safer than traditional cigarettes. And they choose to vape

because there are studies that advice that vaping does not impact lung or heart health.

―Even if there are long term vapers, this is not a problem, as long as they quit smoking.

The problem is combusted tobacco, not nicotine. At the dosage used by vapers or users

of nicotine gums or patches, nicotine is not toxic. Long term vaping is not a public health

problem; not any more than long term use of nicotine gums.‖ (Dr. Jean-Francois Ether,

2014).

Vape fanatics are lovers of taste, cloud production, smoothness, and hits. These

experienced users are open to trying new flavors, combinations, PG/VG ratios, and

adore discussing these topics with fellow vape devotees.

They also often have many different juices or herbs that they use for different

experiences or needs. And most likely, they have tried add-ons to devices such as

bubblers to enrich both the taste and vapor. ―I watched while the LED light that

stimulates the red ember of a burning cigarette glowed in response to my pull on the E-

cigarette, and as I pulled away and breathed in, I fell in love. There was the kick I had

been craving; there was the feeling of something in my hand; there was the smoke that

danced from my mouth like a frozen whisper.‖ (Sur La Terre Magazine, 2015)
 The vape herbalists know the endless bounty of nature, they recognize that

almost any ailment can be relieved using a form of herbal or aromatherapy. While the

medicinal vaper most likely users dry herbs or therapeutic juices which are different

than usual e-juice to help alleviate their symptoms which can range from headaches to

digestive issues. Whether the plant product used for vaping is lavender or even tobacco

the means by which users choose impacts their health above all. ―If those young people

are people who would have smoked but instead they‘re using e-cigarettes, then that‘s a

huge public health gain. If they‘re people who would never have smoked but they‘ve

taken up e-cigarettes, frankly in public health terms it‘s not really an issue – it‘s like

drinking coffee or something, there‘s no real risk associated with it.‖ (Dr. Robert West,

2014)

For social or active people vaporizing can be an excellent way to mingle amongst

friends or even strangers. Vapers connect with others over vaping stories, juice flavor,

sharing of juice or herbs, and advice or tips from trusted sources. Similar to wine

parties, or fondue there is now a rise of vaping parties or vape groups. The social vaper

usually had their first vaping experience amongst a group of friends. They tend to love

the more bold and trendy devices. ―If we‘re honest, blowing smoke makes people feel

pretty cool. A lot of us kids used to act like we were smoking cigarettes when it was cold

out and you could see your breath in the air. Even though you might think it looks dumb,

some people think it makes you cool, and it can give the person who‘s vaping a

heightened sense of self security.‖ (Ian, 2016)

Many tobacco consumers simply enjoy vaping. In fact, vaping has become a

competitive sport. The sport of cloud chasing involves generating a staggering amount

of vapor. There is a social aspect here, too. Vapers enjoy the company of other vapers

and discussing their devices and coil builds. Many of these gatherings lead to

impromptu cloud contests.

This is called cloud chasing. Cloud chasing is the fervent pursuit of the biggest

possible vapor clouds. To get the biggest vapor clouds you require low resistance

atomizers on your vape tank or RDA, rebuildable drip atomizer, with the RDAs, many

cloud chasers take immense pride in building their own low resistance coils. Combine

those specialized low resistance subohm atomizers with today‘s powerful vape mods

capable of a variety of outputs to achieve the ideal for the most amount of vapor. You

will find cloud chasing competitions at many vaping events. Beyond cloud chasing,

vaping has become a passion for many. Vaping is a technology and the experience can

be different every time you hit the fire button on a vape mod. (McConnell, 2016)

Framework of the Study

Consumer Decision Making Process. The consumer decision making is a

complex process which involves stages from problem recognition to post-purchase

activities. All consumers have their own needs in their daily lives and these needs make

them engaged into different decisions. These decisions can be complex depending on

the consumer‘s opinion about a particular product, evaluating and comparing, selecting

and purchasing among the different types of product.

 Five Stage Model initially proposed by Cox et al. (1983) is considered to be one

of the most common models of consumer decision making process and it involves five

various stages. These stages are: recognition of need or problem, information search,

comparing the alternatives, purchase and post-purchase evaluation. This simple model

clearly illustrates and explains how the consumers make a purchasing decision.

1. Problem/Need Recognition. According to Bruner (1993) recognition of a problem

arises in the situation where an individual realizes the difference between the actual

state of affairs and desired state of affairs. Neal and Quester (2006) further state that

the recognition of a problem or need depend on different situations and circumstances

such as personal or professional and this recognition results in creation of a purchasing

idea.

Solomon et al (2006) classifies the human needs into two different categories

depending on their nature. The following categories are

mentioned: psychological and functional or physical needs.

The human need has no limit therefore; the problem recognition is repetitive in

nature. According to Maslow‘s theory, human beings are always dissatisfied, when an

individual‘s need is satisfied, another one will come out and this trend continues

repetitively.

2. Information Search. Search of information process itself can be divided into two

parts as stated by Oliver (2011): the internal search and external search. In internal

search, the consumers compare the alternatives from their own experiences and

memories depending on their own past experiences and knowledge.

 Colleagues, peers, friends and family members are highlighted as another

important source of information by Kahle and Close (2006). Moreover, according to

Kahle and Close (2006) the nature of influence of peers, friends and family members

upon information search and consumer decision making process in general depends on

a range of factors such as the nature of relationships, the level of personal influence,

the extent of ‗opinion leadership‘ associated with specific individuals etc.

3. Evaluation of Alternatives. In this stage the consumer analyzes all the information

obtained through the search and considers various alternative products and services

compares them according to the needs and wants.

According to Ha et al (2010), the process of evaluation of alternatives can

sometimes be difficult, time consuming and full of pressure for a consumer. This is

because it is quite hard to find an ideal product or service that satisfies the needs of the

customer as there are numerous factors that hinder the consumer purchasing decision

making process.

Several factors and aspects need to be considered before making a purchasing

decision. Factors such as age, culture, taste, and, budget, all have an impact on the

evaluation process by the consumer.

4. Purchase Decision. In this stage, the consumer makes decision to make a final

purchase as he or she has already reviewed all the alternatives and came to a final

decision point. Purchase decision can further be classified into three different types:

planned purchase, partially purchase and impulse purchase (Kacen, 2002).

5. Post-Purchase Evaluation. The final stage in the consumer decision making

process is post-purchase evaluation stage.

This view is further supported by Ofir (2005) mentioning that the consumer

decision making process is a repetitive action and a good experience is vital in reducing

the uncertainty when the decision to purchase the same product or service is

considered the ext time.

The opinions of peers, friends and family regarding the purchases made is

specified as one of the most important factors affecting the outcome of post-purchase

evaluation by Perrey and Spillecke (2011).

Brink and Berndt (2009) also highlights the importance of the post-purchase

evaluation stage. According to the authors, the consumer may either get satisfaction or

dissatisfaction depending on the evaluation of the purchase and comparison of their

own expectations.

Significance of the Study

This study will benefit the manufacturers of the electronic cigarettes because our

research will mainly focus on the factors that drive people into using electronic

cigarettes. Once this study is done, it will reveal the reasons of many electronic

cigarette users on why they buy this product. And because of that, the manufacturer can

use this study to know more about the buying behavior of their customer.

The following individuals and organizations is relevant and will benefit to this

study:
 Electronic cigarette users. They can obtain a background information about

electronic cigarette.

Tobacco Cigarette users. They will have an understanding about the electronic

cigarette and why it is being used as an alternative for tobacco cigarette.

To the future researchers. This may be used by future researchers as a reference

material and guide in the conduct of a study similar to them.

Manufacturer of electronic cigarette. They will benefit from this study because

they can make their marketing strategy more efficient and dynamic.

RESEARCH METHODOLOGY

This chapter discusses the design and procedures undertaken while conducting

the study. This chapter presents the method of research, population, sample size and

sampling technique, description of respondents, research instruments, data-gathering

procedure and statistical treatment of data.

Research Design

This study used descriptive research method which is designed for the

researcher to gather information about the factors that affect the buying behavior of

vape users around metro manila. This method entitles the researchers to interpret the

theoretical meaning of the findings and hypothesis development for further studies.

(Salvador, Baysa and Geronimo 2008), the descriptive research is a study that can

obtain facts about existing conditions or detect significant relationships among current
phenomena. Factual information about the existing status of situations enables

members of the profession to make more intelligent plans about the future courses of

action, and helps them interpret problems effectively. They may also reveal

developments, conditions and trends that will convince people to keep pace with or

prepare for probable future events.

Selection of Research Sites/Sample Selection

Stratified random sampling was used. The steps were very similar to those in

random sampling except that the selection was from sub-groups in the population rather

than the population as a whole. It is a method of sampling that involves the division of a

population into smaller groups known as strata. In stratified random sampling, the strata

are formed based on members' shared attributes or characteristics. A random sample

from each stratum is taken in a number proportional to the stratum's size when

compared to the population. These subsets of the strata are then pooled to form a

random sample.

The study will have respondents directly from the chosen person as long as

he/she had used electronic cigarette. This will include all individuals regardless of their

profession or educational attainment etc. This sampling method is conducted where

each member of a population has an equal opportunity to become part of the sample.

As all members of the population have an equal chance of becoming a research

participant, this is said to be the most efficient sampling procedure. For this purpose, a

self-administered survey questionnaire in Likert format was given to the respondents to

answer.
Data sets and Resources

Two types of data were used: the primary and the secondary data. The primary

data was derived from the answers the respondents gave in the self-administered

questionnaire prepared by the researchers. The secondary data on the other hand,

were derived from the findings stated in published documents and literatures related to

the research problem. These were based from the recent literatures related to the

factors that drive people on using electronic cigarette and the effect of this to the human

body.

Data Collection Techniques

The data for this study were obtained through questionnaire. The survey

questionnaires are distributed to the respondents who are generally a vape users.

request was already sent to the area where we will conduct a series of survey. Upon

approval, the researcher will personally talked to them regarding the right scheduling of

conducting the survey to avoid inconvenience.

Direct-data survey aims on collecting pertinent data about technical analysis.

Accordingly, direct-data survey is used to reveal the status of some phenomenon within

an identified class of people, organizations, or regions at a particular time through

questionnaire and interview to directly collect information (Brubaker & Thomas, 2000).

Plan for Data Analysis (Statistical Treatment)

The study will make use of the following statistical tools.

 1. Frequency percentage distribution was used to show the population of the

samplesample
displaying a particular
displaying response.
a particular The formula
response. for theforfrequency
The formula the frequency

percentage is as follows:
percentage is as follows:

Where: % = is the frequency percentage

F = is the frequency distribution

N = is the total number of respondents

2. Percentage is a way of expressing a number as a fraction of 100 (percent

meaning
meaning ―per hundred‖
―per hundred‖ in ItLatin).
in Latin). It isdenoted
is often often denoted using
using the the percentage
percentage sign sign

―%‖, or abbreviation
―%‖, or abbreviation ―pct‖.
―pct‖. The The formula
formula for percentage
for percentage is below.
is below.

Where: N = given amount

3. Weighted mean was used to measure the general response of the survey

samples, whether they agree to a given statement or not. The formula is:

Where: = weighted mean of the population

= the sum of the product of the frequency and weight

 N = the number of respondents

The results of the survey were then processed by computing the weighted mean

of each survey item. The computed values were compared to the Likert scale for data

interpretation. Relevant literatures were also used to support the gathered findings.

The Five-point Likert Scale

Scale Range Interpretation

5 4.01 – 5.00 Strongly Agree

4 3.01 – 4.00 Agree

3 2.01 – 3.00 Uncertain

2 1.01 – 2.00 Disagree

1 0.01 – 1.00 Strongly Disagree

4. Pearson Correlation Coefficient

The Pearson correlation coefficient is a very helpful statistical formula that

measures the strength between variables and relationships. In the field of statistics, this

formula is often referred to as the Pearson R test. When conducting a statistical test

between two variables, it is a good idea to conduct a Pearson correlation coefficient

value to determine just how strong that relationship is between those two variables.

Formula
 In order to determine how strong the relationship is between two variables, a formula

must be followed to produce what is referred to as the coefficient value. The coefficient

value can range between -1.00 and 1.00. If the coefficient value is in the negative

range, then that means the relationship between the variables is negatively correlated,

or as one value increases, the other decreases. If the value is in the positive range, then

that means the relationship between the variables is positively correlated, or both values

increase or decrease together. Let's look at the formula for conducting the Pearson

correlation coefficient value.

5. Anova or Analysis of Variance

Anova is a statistical test which analyzes variance. It is helpful in making

comparison of two or more means which enables a researcher to draw various

results and predictions about two or more sets of data. Anova test includes one-

way anova, two-way anova or multiple anova depending upon the type and

arrangement of the data. One-way anova has the following test statistics:

Where,
 FF = Anova Coefficient

MSTMST = Mean sum of squares due to treatment

MSEMSE = Mean sum of squares due to error.

Formula for MST is given below:

Where,

SSTSST = Sum of squares due to treatment

pp = Total number of populations

nn = Total number of samples in a population.

Formula for MSE is given below:

Where,

SSESSE = Sum of squares due to error

SS = Standard deviation of the samples

 NN = Total number of observations.

6. T-test

A t-test‘s statistical significance indicates whether or not the difference

between two groups‘ averages most likely reflects a ―real‖ difference in the

population from which the groups were sampled.

t-test - hand calculation - for independent samples:

6.1. List the raw scores by group

6.2 . Calculate the sum of the scores for the first group ( X) and for the second group

( Y)

6.3 . Square each individual score and sum those for each group, and

6.4 Use the following formula to calculate the t-ratio.

= sum the following scores

= mean for Group A

 = mean for Group B

X = score in Group 1

Y = score in Group 2

= number of scores in Group 1

= number of scores in Group 2

Scope and Limitations of the Study

The researcher formulated the scope and limitations of this project to identify the

boundaries of this study. The study will focus on the factors that drive people to use

electronic cigarette, demographics of the respondents and the association of buying

behavior in terms of level of nicotine, level of vapor, flavor of juice, frequency of buying

juice, and amount spent in buying juice. It was conducted in some vape shops around

Metro Manila as perceived by the owner of the vape shops. This only includes those

people who are using electronic cigarette and excludes non-electronic cigarette users.

Definition of Terms

World Health Organization (WHO). A specialized Agency of the United Nations

that is concerned with international public health.

‗Throat hit‘ or ‗kick‘ a common word in the vaping world which means the throat

sensation.The stronger the nicotine, higher the sensation.

E-liquid, e-fluid, or e-juice. It is the mixture used in vapor products including e-

cigarettes. E-Liquids come in many variations, including different nicotine strengths and
many different flavors. The main ingredients are propylene glycol, glycerin, and

flavorings; and most often, nicotine in liquid form.

Aerosol.Also known as vapor. Usually

contains nicotine, glycerin,propylene,glycol, flavors and aroma transporters. The

nicotine levels in the vapor varies either from puff-to-puff or among products of the

same company.

Nicotine is a potent parasympathomimetic alkaloid found in the nightshade family

of plants (Solanaceae) and is a stimulant drug.

Propylene glycol, also called propane-1, 2-diol, is an organic compound with

the chemical formula C3H8O2. It is a viscous colorless liquid which is nearly odorless but

possesses a faintly sweet taste. Chemically it is classed as a diol and is miscible with a

broad range of solvents, including water, acetone, and chloroform.

Glycerol.Is a simple polyol compound. It is a colorless, odorless, viscous liquid

that is sweet-tasting and non-toxic.

Cigarette.A cigarette is a small cylinder of finely cut tobacco leaves rolled in thin

paper for smoking. The cigarette is ignited at one end causing the cigarette to smolder

and allowing smoke to be inhaled from the other end, which is held in or to the mouth

Atomizer.The heating element component of an electronic cigarette that

vaporizes the liquid.

Cartomizer.A cartridge that combines an atomizer with an e-liquid reservoir.

Coil. The atomizer‘s heating element.

 Doubler or tripler. Terms referring to e-liquid without nicotine that can be used to

add flavor and reduce nicotine content of another liquid containing it.

Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

1. Profile of the Respondents

1.1 Sex

Table 1 shows the frequency and percentage distribution of respondents by sex.

Table 1

The Frequency and Percent Distribution of the

Respondents by Sex

Sex Frequency Percentage

Male 135 90

Female 15 10

Total 150 100

Table 1 shows the frequency and percent distribution of the respondents by sex.

The number of male respondents (90%) have a large gap to the female

respondents (10%) with a total of 135 male and 15 female. Based on the figure,
 the dominated gender among the respondents are male. This shows that most of

the users of e cigarette are male.

According to the Centre for Disease Control, men are more likely to use e-

cigarettes than women. They found that 4.2% of men and 3.4% of women are

vapers. The study examined the smoking habits of men and women in the United

States in 2013 and 2014. When comparing the results of the study, smoking

traditional cigarettes declined, and younger people are the most prominent users

of e-cigarettes. Brad Rodu of R Street summarizes the results of the study;

Among men, smoking declined from 20.5 percent to 18.8 percent, despite the

fact that 4.2 percent were e-cigarette users. Smoking among women also

declined, although the drop wasn‘t as strong. Overall, 3.4 percent of women

currently used e-cigarettes in 2014 (Aimee, 2016)

1.2 Age

Table 2 shows the frequency and percentage distribution of respondents by age.

Table 2

The Frequency and Percent Distribution

of the Respondents by Age

Age Frequency Percentage

17 years old and below 13 8.7

18-35 years old 128 85.3

36-55 years old 9 6

 55 years old and above 0 0

Total 150 100

Table 2 shows the frequency and percent distribution of the respondents by age.

The age bracket of 18-35 years old has the most percentage of electronic cigarette

users, with a frequency of 128 which is equivalent to 85.3%. The respondents under the

age group of 17 years old and below have the frequency of thirteen (13) representing

8.7%. The respondents at 36-55 years old follows with a frequency of nine (9) leading to

6%. Lastly, the age bracket of 55 years old and above have a zero (0) frequency. This

shows that this age bracket have the least frequency that equivalent to 0 percent. The

table shows that most of the users of electronic cigarette are the people who are in legal

age and included in the labor force that are able to buy the product. The remaining are

youths.

According to Simply E liquid, 2015 the majority of people who vape fall in the age

range of 18 to 29 with a frequency of 106 out 200 representing 53%. The second largest

group is also on the younger end of the spectrum, consisting of 30 to 39 year olds, with

a frequency of 58 out of 200 equivalent to 29% followed by those in their 40s with

frequency of 24 out of 200 or 12% and then those in their 50s with frequency of 11

equivalent to 5.5% and up to age 64 with only 1 frequency or 0.5%.

Those in the age group of 65 and over only make up a small percentage of

vapers, probably because vaping is a newer hobby that has come about as the

popularity of smoking has greatly diminished. Nevertheless, it‘s great to see that people
of all ages are enjoying vaping, even if the older crowd only makes up a small part of

the overall vaping community.

1.3 Marital Status

Table 3 shows the frequency and percentage distribution of respondents by civil

status.

Table 3

The Frequency and Percent Distribution

of the Respondents by Civil Status

Civil Status Frequency Percentage

Single 134 89.3

Married 15 10

Legally Separated 1 0.7

Widow/Widower 0 0

Total 150 100

The table above shows in terms of being single has the most percentage of

electronic cigarette users, with a frequency of 134 which is equivalent to 89.3%. The

respondents who are married have the frequency of fifteen (15) representing 10%. The

respondents who are legally separated with a frequency of one (1) leading to 0.7%.

Lastly, the widow/widower have a zero (0) frequency. This shows that this have the

least frequency that equivalent to 0 percent. The table shows that most of the users of

electronic cigarette are the people who are single that are able to buy the product.
 According to the study of Simply E Liquid, 2015. When it comes to

demographics, it‘s important to also note the marital status of individuals, as it‘s

interesting to note whether hobbies and habits change once a man or woman gets

married and/or has children. And when it comes to something like vaping, many are

curious to know whether or not vapers stick with their habits after they settle down and

have a family. After all, many smokers choose to quit once they‘ve found their spouse

and started a family, especially since they want to be healthy for years to come and

smoking has such terrible effects on health.

The majority of people in the vaping community are single with a frequency of 70

out 200 representing 35%. The second largest group, though, consists of men and

women in relationships with frequency of 66 out of 200 equivalent to 33%. Married

people make up the third largest segment of the vaping population with frequency of 56

out of 200 or 28%, while divorced individuals make up the smallest portion with

frequency of 12 out of 200 equivalent to 6%.

1.4 Monthly Allowance/Income

Table 3 shows the frequency and percentage distribution of respondents by

monthly allowance/income

Table 4

The Frequency and Percent Distribution

of the Respondents by Monthly Allowance or Income

Monthly
Frequency Percentage
Allowance/Income

5,000 – 10,000 96 64
 11,000 – 20,000 36 24

21,000 – 40,000 15 10

41,000 above 3 2

Total 150 100

The table above shows that the monthly allowance/income bracket of 5,000-

10,000 Php has the most percentage of electronic cigarette users, with a frequency of

96 which is equivalent to 64%. The respondents under the allowance/income bracket of

11,000-20,000 Php have the frequency of thirty-six (36) representing 24%. The

respondents with allowance/income bracket of 21,000- 40,000 Php have fifteen (15)

with a frequency of 10%. Lastly, the respondents with above 41,000 Php monthly

allowance/income with a frequency of three (3) which is equivalent to 2%. The table

shows that most of the users of electronic cigarette are the people who have a monthly

allowance/income of 5,000-1000 php.

According to Snowdown, 2015, ‗If you can afford to smoke, you can afford to buy

your own e-cigarettes. I estimate that my vaping habit costs around £30 a month,

including occasional hardware upgrades. When I smoked, the cost was closer to £200

and that was only because I went abroad often enough to avoid UK duty. At current

prices, a pack-a-day habit can cost up to £300 a month if you buy your cigarettes in

Britain. Surveys consistently show that one of the major reasons for smokers wanting to

quit is the prospect of saving money, but when vaping is an order of magnitude cheaper

than smoking, the incentive to switch to e-cigarettes already exists. They do not need to

be given away at the taxpayer's expense.‖

2. Assessment of the Several Factors that drive people to use Electronic

Cigarette

Table 5

Respondent’s Assessment to the Several Factors that Drives people to use

Vape around Metro Manila

Factors Weighted Average Interpretation

To quit Smoking 4.51 Strongly Agree

For Satisfaction 4.13 Strongly Agree

Trendy 3.26 Agree

To socialize 3.17 Agree

For Enjoyment 3.69 Agree

Peer Pressure 2.89 Somehow Agree

Affordable 3.63 Agree

Because of Agree
3.81
Cloud/Vapor

Out of Curiosity 3.12 Agree

Because of Flavors 4.01 Strongly Agree

 Relaxation and therapy 3.99 Agree

To look cool 2.33 Somehow Agree

Table 9 shows the respondents assessment to the several factors that

drive people to use electronic cigarette. It states that the top factor for them is to

quit smoking with a weighted average of 4.51. The next highest factor is ―for

satisfaction‖ with a weighted average of 4.13. The 3rd highest is ―because of

flavors‖ with a weighted average of 4.01. Followed by ―Relaxation and therapy‖

with 3.99. Next is ―Because of Cloud/Vapor‖ with 3.81. Next is ―for enjoyment‖

with 3.69. Next factor is ―Affordable‖ with 3.63. Next is ―Trendy‖ with 3.26. To be

followed by ―To socialize‖ with 3.17. Next is ―Out of curiosity‖ with 3.12. Next is

―peer pressure‖ with 2.89. Lastly, ―to look cool‖ with a weighted average of 2.33.

By capturing tweets related to vaping between 2012 and 2015, the

researchers found the reason people gave for vaping changed over the years.

In 2012, about 43 percent of people who used e-cigarettes mentioned

quitting tobacco cigarettes as the reason they vaped. Social image was the

second most-popular reason, but accounted for only 21 percent of responses.

(Ayers JW, Leas EC, Allem J-P, Benton A, Dredze M, Althouse BM, et al. 2017)

3. The relationship between the Buying Behavior of the Respondents

Table 6

Relationship between Buying Behaviors of Respondents

 Menthol Fruiting

buying juice in a
Menthol Pastry
Tobacco flavor
Effect of vapor

Effect of Juice

Amount spent
Preference of

Frequency of
nicotine level

Non Menthol

Non menthol
Nicotine on

satisfaction

satisfaction

satisfaction
on level of

on level of

in buying
Effect of

Fruiting
level of

Pastry

month
Buying Behaviors

Effect of Correlation
.171* .210* .003 -.098
Nicotine on Coefficient
level of P-value
.039 .011 .972 .239
satisfaction
Correlation ** *
Preference of .245 -.097 .195 .334**
Coefficient
nicotine level P-value .009 .305 .038 .000
Effect of vapor Correlation * ** *
.171 .245 .186 .066 .015
on level of Coefficient
satisfaction P-value .039 .009 .023 .422 .854
Effect of juice Pearson * *
.210 -.097 .186 -.030 -.006
on level of Correlation
satisfaction P-value .011 .305 .023 .718 .946
Correlation
Menthol Coefficient
Fruiting P-value
Correlation
Non Menthol Coefficient
Fruiting P-value
Correlation
Tobacco flavor Coefficient
P-value
Correlation
Menthol Coefficient
Pastry P-value
Correlation
Non menthol Coefficient
Pastry P-value
Correlation
Frequency of .003 .195* .066 -.030 .177*
buying juice in Coefficient
a month P-value .972 .038 .422 .718 .032
Correlation
Amount spent -.098 .334** .015 -.006 .177*
Coefficient
in buying P-value .239 .000 .854 .946 .032
*. Correlation is significant at the 0.05 level;
**. Correlation is significant at the 0.01 level

Table 6 shows the association between the Buying Behavior of the Respondents. The

Pearson r was used to determine the significant association between the effect of

nicotine on level of satisfaction and effect of vapor on level of satisfaction of the

respondents is 0.39 which is a low coefficient. Therefore, the null hypothesis that there
is no significant association between the effect of nicotine on level of satisfaction and

effect of vapor on level of satisfaction of the respondents is accepted.

The computed Pearson r for the significant association between effect of nicotine on

level of satisfaction and effect of juice on level of satisfaction of the respondents is

0.011 which is a low coefficient. Thus, the null hypothesis that there is no significant

association between effect of nicotine on level of satisfaction and effect of juice on level

of satisfaction is accepted.

The computed Pearson r for the significant association between preference of

nicotine level and effect of vapor on level of satisfaction is 0.09 which is a low

coefficient. Thus, the null hypothesis that there is no significant association between

preference of nicotine level and effect of vapor is accepted.

The computed Pearson r for the significant association between effect of vapor

on level of satisfaction and effect of juice on level of satisfaction is 0.023 which is low

coefficient. Therefore, the null hypothesis that there is no significant association

between effect of vapor on level of satisfaction and effect of juice on level of satisfaction

is accepted.

The computed Pearson r for the significant association between preference of

nicotine level and frequency of buying juice in a month is 0.38 which is low coefficient.

Thus, the null hypothesis that there is no significant association between preference of

nicotine level and frequency of buying juice in a month is accepted.

The computed Pearson r for the significant association between preference of

nicotine level and amount spent in buying is .000 which is high coefficient. Therefore,
the null hypothesis that there is no significant association between preference of

nicotine level and amount spent in buying is accepted.

The computed Pearson r for the significant association between frequency of buying

juice in a month and amount spent in buying is .032 which is low coefficient. Thus, the

null hypothesis that there is no significant association between frequency of buying juice

in a month and amount of spent in buying is accepted.

4. The Significance Between the Factors Affecting Respondents Usage of

Electronic Cigarette.

Table 7

Significant Difference Between the Factors Affecting Respondents Usage of Electronic

Cigarette when they are Grouped According to their Age Group
Mea F- P- Decisio Remark
Indicator Age Group n value Value n s
17 and below 4.00
Factors why people 18-35 years old Failed to Not
3.59 1.491 .219
use e-cigarette Reject Ho Significant
36-55 years old 3.55
Decision: If p-value<0.05 Reject Null Hypothesis otherwise Fail to Reject; Remarks: If decision is Reject Null
Hypothesis, Significant, Otherwise Not significant; Ho "Null Hypothesis"

Table 7 shows the significant difference between the factors affecting respondent‘s
usage of Electronic Cigarette when they are Grouped According to their Age Group. It
has an f-value of 1.491 and a P-value of .219 coming up to a decision of accepting the
hypothesis.

Table 8
Significant Difference Between the Factors Affecting Respondents Usage of Electronic
Cigarette when they are Grouped According to their Monthly Income/Allowance
Monthly Mea F- P- Decisio Remar
Indicator Income/Allowance n value Value n ks
5,000-10,000 3.72
Factors why 11,000-20,000 3.53 Not
Failed to
people use e- 21,000-40,000
2.330 .059
Reject Ho
Significa
3.27 nt
cigarette
41,000 and above 3.00
Decision: If p-value<0.05 Reject Null Hypothesis otherwise Fail to Reject; Remarks: If decision is Reject Null
Hypothesis, Significant, Otherwise Not significant; Ho "Null Hypothesis"

Table 8 shows the significant difference between the factors affecting respondent‘s
usage of electronic cigarette when they are grouped according to their monthly
income/allowance. It has an f-value of 2.330 and p-value of .059 with a decision of
accepting the hypothesis.

Table 9

Significant Difference Between the Factors Affecting Respondents Usage of Electronic

Cigarette when they are Grouped According to their Marital Status
Marital P-
Mean F-value Decision Remarks
Indicator Status Value
Single 3.64
Factors why people Married Failed to Not
3.47 .439 .646
use e-cigarette Reject Ho Significant
Separated 3.50
Decision: If p-value<0.05 Reject Null Hypothesis otherwise Fail to Reject; Remarks: If decision is Reject Null
Hypothesis, Significant, Otherwise Not significant; Ho "Null Hypothesis"

Table 9 shows the significant difference between the factors affecting respondent‘s
usage of electronic cigarette when they are grouped according to their marital status. It
has an f-value .439 and an p-value of .646 coming up with a decision to accept the null
hypothesis.

Table 10

Significant Difference Between the Factors Affecting Respondents Usage of Electronic

Cigarette when they are Grouped According to their Sex
Indicator Sex Mean T-value P-Value Decision Remarks
Factors why people Male 3.58 Failed to Reject Not
-1.825 .195
use e-cigarette Female 3.93 Ho Significant
Decision: If p-value<0.05 Reject Null Hypothesis otherwise Fail to Reject; Remarks: If decision is Reject Null
Hypothesis, Significant, Otherwise Not significant; Ho "Null Hypothesis"
Table 10 shows the significant difference between the factors affecting respondent‘s
usage of electronic cigarette when they are grouped according to their sex with. It has
an t-value of -1.825 and p-value of .195 coming up with a to accept the null hypothesis.

Chapter 5

Findings, Conclusion and Recommendation

Summary of Findings

The research aimed to determine the different factors that drive people to use

electronic cigarette. The study also sought to know the demographics of the

respondent, to know the significant difference between the factors affecting the

respondent usage of electronic cigarette when they are grouped according to their age,

monthly income, allowance, marital status, and sex.

The researcher used description method in collecting data for the chosen field of

study. The respondents were composed of 150 vape users around Metro Manila. To

come up for appropriate interpretation, the data collected were tallied, tabulated and
analyzed. The statistical analysis was composed of Frequency Percentage, Likert scale,

Correlation, and Analysis of Variance, and T-test.

After the data, have been treated and interpreted, the significant of the study are;

as to profile of the respondents in terms of sex, almost all of the respondents are male.

Second in terms of age, most of the repondents fall under the age bracket of 18-35

years old. This indicates that most of the users have a capability to work and somehow

afford to buy electronic cigarette. Third are their marital status, the data shows that

majority of the respondents are single and lastly in terms of monthly income and

allowance, the data shows that half of the population fall under the 5,000-10,000

bracket and the rest have a 10,000 above income and allowance.

The data shows that the first reason why people use electronic cigarette is to quit

smoking tobacco cigarette. Next is for satisfaction they get from using vape. The third

reason was because of flavors of the electronic juice.

The association between the buying behavior of the respondents shows that

there is no significant association in terms of level of nicotine, level of vapor, flavor of

juice, frequency of buying juice, and amount spent in buying juice.

On the significant difference between the factors affecting respondents‘ usage of

electronic cigarette when they are grouped according to their sex, age marital satus and

monthly income or allowance, the data shows that it‘s not significant and we come up

with a decision of accepting the null hypothesis.

Conclusion

1. Majority of the electronic cigarette users are male with a total of 90%, in 18-35

years old and single in status. They all fall under the average income and

allowance of 5,000 – 10,000. This shows that almost all of the users are in

working age and have the capability to buy electronic cigarette and sustain the

expenses.

2. The research shows that the main reason why people use electronic cigarette is

to quit smoking tobacco cigarette. Next is for satisfaction they get, and lastly

because variety of flavors of electronic juice. Other stated factors didn‘t have that

much effect on why people are using electronic cigarette.

3. The study shows that there are there is no significant association between the

factors affecting their buying behavior in terms of level of nicotine, level of vapor,

flavor of juice, frequency of buying juice, and amount spent in buying juice.

4. The study shows that there is no significant relationship between personal

characteristics of respondents such as: age, sex, marital status and allowance,

and their monthly income/allowance.

Recommendation

With regards to the conclusions the following recommendations are hereby

forwarded:

This study has shown the major factors that drive people to use electronic

cigarette. These are to quit smoking, which ranked the highest. Next is for satisfaction.

And lastly is because of flavors. It also shows the association between the buying
behavior of the respondents in terms of level of nicotine, level of vapor, flavor of juice,

frequency of buying juice, and amount spent in buying juice.

To vape shop owners and business aspirants

- Since electronic cigarette just recently been recognize in the market. This study

will greatly help them to develop a more dynamic way to attract the attention of

their target market.

- Start by enhancing the product by using factors that greatly drive a people to use

electronic cigarette. Conduct a research about why is electronic cigarette is safer

than regular cigarette and try to develop a more sensational flavor that customers

will really like.

- In promoting the product, you may organize a vape convention, or vape trick

competition. It will help boost the awareness of the people about electronic

cigarettes.

- This study can also be used as an additional knowledge about the buying

behavior of an electronic cigarette user.

To future researchers

- We recommend to future researchers to use this study, and findings as a

guideline and a reference for a similar study to ours. They can also use this study

to gain additional knowledge about electronic cigarette.

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ACKNOWLEDMENT

The researcher is grateful for the assistance and encouragements for this study

to be finished. To them this acknowledgment is due to:

To their classmates, BSBA MM 3-2S P, who helped them to understand some

information that researchers have some conflict about it. For having funny moments in

times of stressful chapters of the study and for being there during ups and downs:

To the respondents from the area where they gathered the data who are not

hesitant at answering the questionnaire

To the Ms. Christine Mae Torriana who help them to analyze, and interpret the

data that they gathered

To Professor Blessing Glova , their adviser, for guiding and giving them enough

time to accomplish the study;

To their families, Jaramillo Family, Baeza Family, Firmanes Family, Palomera

Family, Martinez Family, Segovia Family, Clores family, Mateo Family and Gonzales for

their endless love, financial and moral support and extra patience when researchers

needed more time of doing the study and they are not able to do some household

chores and also for giving us the budget to be able to finish the thesis;

To Mrs. Chemaline Gonzales, who provided the researchers a place to work,

materials to use, food to eat, and bed to sleep in during overnights.

 Mostly, to our Almighty God for giving knowledge and wisdom and good health,

enough strength to face and overcome all the obstacles during the study and His

presence not only in the study but in their daily lives.

Questionnaire

Name (optional): _______________________

1. Gender
Male Female

2. Age
17 years old and below 36-55 years old
18-35 years old 55 years old and older

3. Monthly Income/Allowance
P5,000 – P10,000 P21,000 – P40,000
P11,000 – P20,000 P41,000 above

4. Marital Status
Single Separated Divorced
Married Widowed

5. Specify the description that fits you.

Past user of tobacco cigarette
Never used tobacco Cigarette
User of both E-cigarette and tobacco cigarette

6. Below are possible factors why people use E-cigarette or vape. Check the box that corresponds to
your perception for each factor.
 FACTORS Strongly Agree Somehow Disagree Strongly
Agree Agree Disagree

To quit
smoking

For
satisfaction

Trendy

To socialize

For
Enjoyment

Peer
pressure

Affordable

Because of
cloud/vapor

Out of
curiosity

Because of
flavors

Relaxation
and therapy

To look cool

6. Does the level of nicotine affect your level of satisfaction?

Yes No

6.1. If yes, what nicotine level do you prefer?

3mg 6mg
12 mg Pls. Specify____

7. Does the level of vapor affect your level of satisfaction?

Yes No

8. Does the flavor of juice affect your level of satisfaction?

Yes No
9. Which of the following juice flavor do they use?
Menthol Fruiting Menthol Pastry
Non Menthol Fruiting Non menthol Pastry
Tobacco flavor

10. How often in a month do you buy juice for e-cigarette?

Once Twice
Thrice Pls. specify ______

11. In a month, how much do you spend in juice?

₱300-500 ₱501-900
₱901-1200 Pls. specify______