About the database   Quick Search   Advanced Search   Search Results   Other Collections   Research   FAQ's   Acrobat Reader	What's New plus Hot Docs Subject Guide Help Title: Low tar band market overview and lights review - November 1994 Organisation: WD & HO Wills (Australia) Bates: 403695105/403695156 Date: November 1994 Rating: Source: British American Tobacco (BATCo) Page Count: 52 Type: Speech, presentation, etc. URL: http://bat.library.ucsf.edu/tid/ddw60a99 Subject: brand, low yield cigarette, marketing research Summary: The author is inferred. "The focus of this presentation is to provide an overview and understanding of the dynamics and characteristics of the 0-4mg tar band segment and the perception of Lights from recent studies such as the GCS ..." Qualitative research smoker reaction to the concept of Benson & Hedges Lights December 1988 Lenehan Lynton Bloom, Blaxland (page 38 of the pdf): Notes respondents were exposed to 3 name descriptors and were requested to position them in relation to expected tar deliveries - Extra Lights, Ultra Lights, Lights and a row of mg contents 16, 12, 8, 6, 4, 2. "Respondents got a 'surprise' when they read the mg content of the proposed range. They feel they have been somewhat mislead from the point of view that these are really 'normal' mild's posing as 'something' healthier." Evaluation of a 35's line extension for Benson & Hedges, Chris Adams Research, November 1991 (page 41 of the pdf): "Key Findings" included that "Lights was perceived as a clever psychological ruse intimating that the smoker was indulging in a low tar content, an innocuous cigarette." Project on Pacific 65's concept and communications test December 1992 (n=500 commodity brand smokers) - page 42 of the pdf: The study found that 16% of those surveyed preferred Lights because they thought they would be "safer for health reasons". B&H conjoint analysis September 1992 (page 49 of the pdf): A survey of 286 Sydney smokers found that the taste descriptor (27%), pack design (25%) and price (18%) were determined as the most important factors when considering to purchase B&H. "Other characteristics to keep in mind" (page 51 of the pdf): Notes that smoking opportunities in the workplace are declining. Notes that "smokers of lower tar bands feel they wish to quite smoking ... when smokers do give up 85% do so without cutting down on the number of sticks per day they smoke." [Ed: This may be useful to refer back to if investigations of the use of light and mild are carried out. Often coined lights and milds] View File