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REPORT 09 THE 1981 NATIONAL SMOKING HABITS SURVEY IN SAUDI ARABIA Prepared for B.A,T. (U.K. AND EXPORT) LTD, 67o85583o

I g n REPORT on THE 1981 NATIONAL SMOKING HABITS SURVEY IB SAUUI ARABIA E I] L Prepared for B.A.T. (U.K. ~D EXPORT) .TD. by N.E.M.E. - MARKETING RESEARCH CENTRE [HELLAS) E.P.E. E 24 [ppodamou Str. Tel. 7018082 Telex 218602 Athens August, 1981 670855531

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TABLE OF CONTENTS (Cont.) SECTION 6 - Media 6.1 Newspaper readership 6.2 Radio listening APPENDIX A - Sample Structure APPENDIX B - Methodology APPENDIX C - Questionnaire 55 6O 62 63 67 G70S55 I L.

i. L~ INTRODUCTION I, This report presents the results of a basic consumer survey on smoking habits carried out in Saudi Arabia on behalf of B.A.T. (U.K. and Export) Ltd. The overall objective of tbe survey was to obtBin information on consumer habits and attitudes with regard to smoking. More specifically, the detailed objectives were defined as: I. Tofe=~t~.the smoking habits of the population, i.e~i~n~iden--c~ ~ ~/f smokin umber of cigarettes smoked per day,etc. ~ 2. Tn measure brand and sector (UK vs. US/Mild vs, Strong) shares by ethnic, age, socio-economie and professional group, 3. TO investigate brand awareness, tria|, loyalty and brand switching behaviour among cigarette smokers, 4. To establish purchasing habits. 5. TO establish brand images of major U.K, and U.S. brands. 6. TO establish the smoker profiles of each brand, 7. To establish attitudes to smoking and health. The survey was carried out among two separate samples: an adult male sample of I:534 cigarette §reekers, and an adult female sample of 122 cigarette smokers. The method of respondent selection was essentially that of quota sampling for males, whilst the seveFe constraints on interviewing women // ~ in Saudi Arabia meant that females were essentially purposively selected. 6,0'8o5834

! ! !: The findings of the survey among females are given in a supplementary report, this present document covering only the male eBmple. It should be pointed out that the survey had to be conducted under extremely difficult conditions. Apart. from the adverse climatic environment (fieldwork was carried out n t~y~ne when mean dally temperatures are around 115°}, the survey coincided with an a~tive anti-smoklngcam_~ by the governmentthrough the media. Furthermore, the Emirs of certain Emirates refused to permit a survey on smoking to be c~rried out as they considered it would be countrary to th~ public interest. Consequently, the freedom to open|y conduct interviews for the survey was severiy ~estrlcted~and it was not possible to intervie~ at all in a number of towns as originally planned. The survey coverage had, therefore had to be confined to the major urban c~ntres of Jeddah~,Riyadh end Full details of the research methodology and--a~mplestruc~ure are given iB Appendices a~ the end of the report, ~ogether with a copy of the ouestionnaire u~ed. 670855835

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I ! r tJ i] E C b 4. 5. 4, On the whole the two main B.A.T, brands, S.E.F:K. and B & H S,F., do not enjoy particularly favourable images among smokers in general. In terms of product characteristics,S.E.F.K, is perceived as strong, irritating, having most nicotine, ~ors~ ~oDacco quality, least easy to draw and heavy. B & H S.F. shares a similar image on man~ attributes,althougn it is generally more favourably regarded than S.E.F.K. In contrast,Rothmans K.S. and Marlboro have generally favourable images. The occuoation image of the two brands in basically down market, whilst in nationalizy terms both are perceived as being suitable for Asians, but B & M S.F, is even more smrongly associated with Sudanese/ Somalis (reflecting its smoker profiiei. Attitunes to smoking and health A substantial )roportion (around a half to %wo-tbirds) of smokers claim to have taken some Bction- rincipally trying to give~ or cut dow" cigarettes - for supposed health.reasons. In total, 40~ o. smokers J{~" - specifically mentioned cancer as a perceived health prOblem associated with smoking, and many also mentioned coughing chest and lung diseases~/o/¢,~ tiredness_ etc. as notential problems. Nicotine was by Far the mostFz~i~ frequently mentioned 'harmful' element, but a third of smokers ~ mentioned ~ar. Generally, U.S. brands have a better image than Virginia brands as being less harmful to health. 670855837

I 5. n SECTION I MARKET STRUCTURE L] P, l~ E I,I Regular brand Due to a numoer of changes in the design of t~e survey, ~hich were principally maoe in order to improve ~ne represen~Btiveness of the sample, this year's figures are not directly comoarable with that of prevlou5 years. Conseouenbly, the repor~ is limited ~o presenting ~ne findings for this year's survey.m~ Taking the coco~ttry as a whole~!t is evident ~hat Rothmans K.S. remains the lead~gbrand with a ~% share, but is being hard Dressed Marlboro, which in total (including Marlboro Lights) nas ~22~share Dy of regular brand penetration, Kent is clearl~ the third bran~n the market with an overall share of 14%. • . l - d %=A mpA no other V1rg~nla brands, ]unhlll K.S. and Cravet~ A wlth aroun ~5~ to-J6~ shares aoDear to be keeping ahead of the three main B.A.T. brands, S.E.F.K,, B & H S.F. aria Du Maurier, each of which has a snare of between 2% and, 4%. In total. CarrerasERothmans ~ranos nold 40% of the marKe~ comparea to ll~ for B.A.T. On a sector basi~, Virginia still controls slightly more of the market thBn America~ Dranos - 5A}" comoared tc 45%. 670855838

Regular brand Base: All smokers Rothmans K.S. Craven'A'K.S. Dun~ill K.S. Other Carreras/Rothmans Total 27 6 2- 2 B &H S.F. S.E.F,K." 3 Ou Maurier S.K= 2 ! P.G.L. 1 / B & H Special Mild ] o,I-/ Other Virginia ~'P~ 3 L3 Marlboro K.S. 18 ~-o Marlboro lO0 2 u Marlboro LI gnus 2 I~ Kent K.S. 6 - <ent lO0 ~ 6 7 Kent Golden Lights 5 2 Winston K.S. 4 ?- Other American O Other I I00 C~ Total Carreras IRothmans 40 Total B.A,T, II Total Virginia 54 Total American 45 670855839 f: