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PROJECT I. THE CONSUMER AND HIS RESPONSE TO THE ENVIRONMENT SUMMARY OF MAIN CONCLUSIONS The discussion in General Session following the Project chairman's summary of the three syndicate reports was devoted mainly to three clearly recognised needs : - (i) For more information about consumers themselves, their behaviour in relation to the Smoking & Health environment and thei-r reactions and attitudes t0 the product character- istics and brands being offered. (ii) For more information of a qualitative kind about smokers' motives, attitudes, anxieties and the specific Smoking & Health influen.ces affecting them. (iii) To know more about the possible benefits of smoking which might be exploited and promoted %0 m/pport both the habit generally and brands in particular, and the ways .of achieving this. Expanded information in these three areas is required if we are to ade- quately understand the dynamics underlyin9 brand switching, quitting, al~d startin9 which, of course, is fundamental to effective strategy formulation in product development and communication in the pursuit of share & volume expansion. The specific recommendations were as follows:- I. Consumer and Brand Characteristics (a) That research should be carried out to extend and amplify our knowledge about the changes taking place in the incidence of smokers of brands (and thereby different delivery levels), the switching between brands (and delivery levels) and starting and : quitting. Analysis of results would seek to map the relat~on- ships between consumer switching between brands and deli~ery levels on the one hand~ and starting and quitting bn the other. (b) We should research smokers' awareness and knowledge of~ and attitudes to, the various anti-smoking pressures and sources of anti-smoking propaganda. Attitudes to Hi-Fi brands should be explored also. BAT Industries document for Province of British Columbia 14 November 2000 BAT INDUSTRIES 00290468

The information thus obtained would be necessary in order that more accurate predictions could be made of the opportunities for new brands, for the definition of new sub-segments and to aid in the design of new brands to exploit such opportunities. " Method For the most part, this information can be obtained at no great extra cost by extending the scope of the General Consumer Surveys presently carried out by most ~ompanies. It would be necessary, of course, to interview samples of non-smokers (in order to locate recent quitters and potential re-starters) and a number of additional questions would have to be incorporated. ?r~.que,!cy In order to measure movements and trends of all the important variables/ relationships, it would be essential to carry out these surveys at frequent intervals, ie. at least once each year. l~o]e of the Centre It was the opinion of all delegates that the role of the Centre should be:- (i) To assist companies who request advice on the planning of the method, content of questionnaires, sampling, etc. (ii) Suggest definitions which are common, or at least can be related in the interpretation for "smokers", "quitters"~ frequencies of smoking categories, etc. (iii) Suggesting common headings for the summaries of results and interpretations. (iv) Ensuring that copies of %he summaries of results are distributed to companies which can make effective use of them. ~I. Qualitative and Personalit~ Information _ ~ So as to reveal the reasons for the behavioural facts of brand .switching and quitting by reference to the motives of smokers and their.attitudes to the Smoking & Health pressures~ tw~ types of consumer motivational/attitude research were recommended:- (i) Qualitative in-depth research by .small group or individual interview. This will be specially devised by each company so as to fit in with the particular nuances of its own market and the scale and extent will vary according to local needs. BAT Industries document for Province of British Columbia 14 November 2000 BAT INDUSTRIES 00290469

(ii) Life style or Pers¢~nal£ty research where carried out should be adapted to include relevant aspects of the Smokin~ & ][ealth issuc, e~. analysis by smo]¢crs o~ low dclivery brnnds mid switchers between su~ brands. Benefits of Smokin~ The need was reco~nised by all to identify the benefits o~ smokin@ and to exploit these, both as a counter to anti-smokin~ influences and specifical~y as an aid in promotin~ smoking, if possible. It was strongly recommended that research into this subject should be carried out: (i) Initially, by extensive ~desk researchj~, to explore the dimensions of the problem and assess which potential benefits would seem to be worth ~urther detailed study. (ii) Subsequently, to research the consumer credibility of such benefits, the ways in which they should be transmitted and, as appropriate~ provide input to new product development. Wh£1st some work at the initial sta~es might be carried out by the companies, it was considered that the research should be inspired, initiated and co-ordinated by the Centre. ~. Finally, it was a~reed that the interpretive summary of any ad hoc research related to Smokin~ & Health undertaken locally would be sent to Millbank for re-distribution in the event that the results had applica'tion to a similar problem in another country where the problem had not yet been researched. And more ~enerally, that leadin~ indicators in the more advanced Smokin~ & Health countries could be watched for in others. 21.10.76 Project Chairm~n: Aol. Kalhok BAT Industries document for Province of British Columbia 14 November 2000 BAT INDUSTRIES 00290470