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= M M M mm =M~Mmmm mmm MM go PRIZM FACT BOOK YEAR ENDING DECEMBER 1990 Prepared For: PHILIP MORRIS U.S.A. 120 Park Avenue New York, NY 10017 Prepared By: WINONA MRB, INC 8200 HumboldiAvenue South Minneapolis, MN 55431-1486 ~ ~ VSMS0050% L9 MARKET RESEARCH BUREAU, INC.

1990 CONSUMER TRACKING STUDY SMOKER PROFILE SAMPLE POPULATION TOTAL SMOKERS N = 185,315,592 24,081 LIFE-STYLE CLUSTERS: SOCIAL GROUP 1: BLUE BLOOD ESTATES 1.3 0.2 MONEY & BRAINS 1.0 0.4 FURS & STATION WAGONS 4.2 2.0 SOCIAL GROUP 2: POOLS & PATIOS 3.5 2.2 TWO MORE RUNGS 0.7 0.6 YOUNG INFLUENTIALS 2.7 1.5 SOCIAL GROUP 3: YOUNG SUBURBIA 6.5 5.2 BLUE-CHIP BLUES 6.8 6.8 SOCIAL GROUP 4: URBAN GOLD COAST 0.4 0.1 BOHEMIAN MIX 0.9 0.3 BLACK ENTERPRISE 0.8 0.8 NEW BEGINNINGS 3.7 3.8 SOCIAL GROUP 5: GOD'S COUNTRY 3.2 2.7 NEW HOMESTEADERS 4.6 5.9 TOWNS & GOWNS 1.9 1.9 vsz5soo9oz TABLE 1 (PAGE 1 OF 3)

r NNW m 1~ im l~ ~ ~ ~ ~ ~ m i~ A 1990 CONSUMER TRACKING STUDY SMOKER PROFILE SAMPLE POPULATION TOTAL SMOKERS N 185,315,592 24,081 SOCIAL GROUP 6: LEVITTOWN, U.S.A. 2.9 3.7 GRAY POWER 2.8 1.1 RANK & FILE 1.3 1.4 SOCIAL GROUP 7: BLUE-COLLAR NURSERY 2.4 2.4 MIDDLE AMERICA 3.2 5.7 COALBURG & CORNTOWN 1.9 3.4 SOCIAL GROUP 8: NEW MELTING POT 0.8 0.6 OLD YANKEE ROWS 1.4 1.7 EMERGENT MINORITIES 1.7 1.3 SINGLE CITY BLUES 3.0 1.2 SOCIAL GROUP 9: SHOTGUNS & PICKUPS 1.9 2.8 AGRI-BUSINESS 2.1 3.5 GRAIN BELT 1.3 1.2 SOCIAL GROUP 10: GOLDEN PONDS 4.7 3.5 MINES & MILLS 2.9 2.8 NORMA RAE-VILLE 2.4 3.3 SMALLTOWN DOWNTOWN 2.0 1.9 sgzqsao9oz TABLE 1 (PAGE 2 OF 3)

m im 4w so low im sm MR wr A~ ~ 1990 CONSUMER TRACKING STUDY SMOKER PROFILE SAMPLE POPULATION TOTAL SMOKERS N = 185,315,592 24,081 SOCIAL GROUP 11: BACK-COUNTRY FOLKS 3.3 5.2 SHARE CROPPERS 3.8 4.0 TOBACCO ROADS 1.2 0.8 HARD SCRABBLE 1.5 1.1 SOCIAL GROUP 12: HEAVY INDUSTRY 2.3 1.7 DOWNTOWN DIXIE-STYLE 3.0 2.0 HISPANIC MIX 1.8 0.7 PUBLIC ASSISTANCE 2.5 1.2 CLUSTER CODE - 41 - 0.9 CLUSTER CODE - 42 - 0.1 RESIDENTIAL AREAS: SUBURB 33.6 25.1 URBAN 22.3 15.4 TOWN 29.2 33.5 RURAL 15.0 18.6 98Z92999oz TABLE 1 (PAGE 3 OF 3)

WON maim4m ww~=` w=.--../' 4m m 1990 CONSUMER TRACKING STUDY INDICES SAMPLE TOTAL POPULATION SMOKERS LIFE-STYLE CLUSTERS: SOCIAL GROUP 1: BLUE BLOOD ESTATES 100 17 MONEY & BRAINS 100 44 FURS & STATION WAGONS 100 49 SOCIAL GROUP 2: POOLS & PATIOS 100 61 TWO MORE RUNGS 100 86 YOUNG INFLUENTIALS 100 56 SOCIAL GROUP 3: YOUNG SUBURBIA 100 79 BLUE-CHIP BLUES 100 100 SOCIAL GROUP 4: URBAN GOLD COAST 100 28 BOHEMIAN MIX 100 37 BLACK ENTERPRISE 100 101 NEW BEGINNINGS 100 103 SOCIAL GROUP 5: GOD' S COUNTRY 100 83 NEW HOMESTEADERS 100 129 TOWNS & GOWNS 100 100 4gz9so®9oz TABLE 2 (PAGE 1 OF 3)

1990 CONSUMER TRACKING STUDY INDICES SAMPLE TOTAL POPULATION SMOKERS SOCIAL GROUP 6: LEVITTOWN, U.S.A. 100 128 GRAY POWER 100 41 RANK & FILE 100 111 SOCIAL GROUP 7: BLUE-COLLAR NURSERY 100 101 MIDDLE AMERICA 100 179 COALBURG & CORNTOWN 100 175 SOCIAL GROUP 8: NEW MELTING POT 100 80 OLD YANKEE ROWS 100 118 EMERGENT MINORITIES 100 76 SINGLE CITY BLUES 100 40 SOCIAL GROUP 9: SHOTGUNS & PICKUPS 100 146 AGRI-BUSINESS 100 171 GRAIN BELT 100 90 SOCIAL GROUP 10: GOLDEN PONDS 100 75 MINES & MILLS 100 97 NORMA RAE-VILLE 100 139 SMALLTOWN DOWNTOWN 100 94 ggz9qoo9oz TABLE 2 (PAGE 2 OF 3)

~ *-N1 low ~w> low, i:im Im, dw 4m am Aw Nm 1990 CONSUMER TRACKING STUDY INDICES SAMPLE TOTAL POPULATION SMOKERS SOCIAL GROUP 11: BACK-COUNTRY FOLKS 100 156 SHARE CROPPERS 100 106 TOBACCO ROADS 100 71 HARD SCRABBLE 100 75 SOCIAL GROUP 12: HEAVY INDUSTRY 100 74 DOWNTOWN DIXIE-STYLE 100 67 HISPANIC MIX 100 37 PUBLIC ASSISTANCE 100 46 CLUSTER CODE - 41 CLUSTER CODE - 42 RESIDENTIAL AREAS: SUBURB 100 75 URBAN 100 69 TOWN 100 115 RURAL 100 124 sgz9soo9oz TABLE 2 (PAGE 3 OF 3)

» ~ 4M 40M *ft Oft WA 9W SM 4M; M-10 4M 407 IM 1990 CONSUMER TRACKING STUDY SMOKER PROFILE TOTAL SMOKERS PHILIP MORRIS AMERICAN BROWN & WILLIAMSON LIGGETT LORILLARD R.J. REYNOLDS N= 24081 10513 1506 2110 570 1924 7022 LIFE-STYLE CLUSTERS: SOCIAL GROUP 1: BLUE BLOOD ESTATES 0.2 0.2 0.4 0.0 - 0.4 0.2 MONEY & BRAINS 0.4 0.4 0.7 0.1 0.2 0.6 0.4 FURS & STATION WAGONS 2.0 2.2 2.5 1.6 0.9 2.7 1.7 SOCIAL GROUP 2: POOLS & PATIOS 2.2 2.2 3.5 1.6 2.5 2.1 2.0 TWO MORE RUNGS 0.6 0.6 0.5 0.6 0.2 0.8 0.4 YOUNG INFLUENTIALS 1.5 1.6 1.9 1.2 1.1 1.4 1.4 SOCIAL GROUP 3: YOUNG SUBURBIA 5.2 5.7 4.7 4.7 5.6 4.7 4.8 BLUE-CHIP BLUES 6.8 7.6 5.2 7.2 5.8 6.3 6.1 SOCIAL GROUP 4: URBAN GOLD COAST 0.1 0.2 0.1 - - 0.1 0.0 BOHEMIAN MIX 0.3 0.3 0.5 0.5 - 0.3 0.3 BLACK ENTERPRISE 0.8 0.4 0.9 1.7 0.5 3.1 0.6 NEW BEGINNINGS 3.8 4.5 3.8 3.5 3.2 2.9 3.3 SOCIAL GROUP 5: GOD'S COUNTRY 2.7 3.1 2.7 2.3 1.9 2.2 2.4 NEW HOMESTEADERS 5.9 6.7 5.3 5.0 7.0 2.9 5.8 TOWNS & GOWNS 1.9 1.9 2.0 1.6 2.5 1.6 1.8 d6z9So09oz TABLE 3 (PAGE 1 OF 3)

krrft sm low' I= >•li m-m 1990 CONSUMER TRACKING STUDY SMOKER PROFILE TOTAL SMOKERS PHILIP MORRIS AMERICAN BROWN & WILLIAMSON LIGGETT LORILLARD R.J. REYNOLDS N= 24081 10513 1506 2110 570 1924 7022 SOCIAL GROUP 6: LEVITTOWN, U.S.A. 3.7 3.6 3.3 2.8 3.0 5.5 3.7 GRAY POWER 1.1 1.2 1.3 0.9 0.4 1.7 0.9 RANK & FILE 1.4 1.1 1.7 1.6 1.8 3.2 1.4 SOCIAL GROUP 7: BLUE-COLLAR NURSERY 2.4 2.3 2.4 2.2 3.0 2.1 2.7 MIDDLE AMERICA 5.7 5.7 6.8 6.2 5.1 5.1 5.7 COALBURG & CORNTOWN 3.4 3.3 2.7 3.9 5.4 2.8 3.5 SOCIAL GROUP 8: NEW MELTING POT 0.6 0.7 0.6 0.5 0.4 1.7 0.4 OLD YANKEE ROWS 1.7 1.9 2.0 1.5 1.8 3.2 1.1 EMERGENT MINORITIES 1.3 0.9 0.9 2.9 - 3.0 1.0 SINGLE CITY BLUES 1.2 1.4 0.8 1.3 1.8 1.2 1.0 SOCIAL GROUP 9: SHOTGUNS & PICKUPS 2.8 2.6 2.9 3.2 3.5 2.2 3.0 AGRI-BUSINESS 3.5 3.6 4.4 2.8 5.3 1.5 3.9 GRAIN BELT 1.2 1.1 0.7 1.9 2.5 0.8 1.1 SOCIAL GROUP 10: GOLDEN PONDS 3.5 3.7 3.2 3.3 4.7 2.2 3.6 MINES & MILLS 2.8 2.9 3.3 2.6 2.3 1.7 3.2 NORMA RAE-VILLE 3.3 2.9 3.1 3.1 2.6 3.4 4.2 SMALLTOWN DOWNTOWN 1.9 1.8 1.1 1.7 1.4 2.1 2.2 iszsr9oo9oz TABLE 3 (PAGE 2 OF 3)

no w m WR 1 !a ~ ~ , '!o am, w' im q~J am 1990 CONSUMER TRACKING STUDY SMOKER PROFILE TOTAL SMOKERS PHILIP MORRIS AMERICAN BROWN & WILLIAMSON LIGGETT LORILLARD R.J. REYNOLDS N= 24081 10513 1506 2110 570 1924 7022 SOCIAL GROUP 11: BACK-COUNTRY FOLKS 5.2 5.1 4.9 5.1 5.6 2.2 6.2 SHARE CROPPERS 4.0 3.4 3.5 3.6 3.7 1.9 5.6 TOBACCO ROADS 0.8 0.7 1.1 0.9 0.2 0.9 1.1 HARD SCRABBLE 1.1 1.1 0.9 0.7 1.9 0.3 1.3 SOCIAL GROUP 12: HEAVY INDUSTRY 1.7 1.6 1.6 1.9 1.9 3.5 1.3 DOWNTOWN DIXIE-STYLE 2.0 1.6 1.0 3.5 1.6 3.5 2.2 HISPANIC MIX 0.7 0.7 0.9 0.6 0.5 1.2 0.4 PUBLIC ASSISTANCE 1.2 0.8 0.9 1.3 0.4 4.1 1.1 CLUSTER CODE - 41 0.9 0.8 1.1 0.9 0.9 0.6 0.9 CLUSTER CODE - 42 0.1 0.1 0.1 0.0 - - 0.1 RESIDENTIAL AREAS: SUBURB 25.1 26.7 25.7 22.3 21.2 29.3 23.0 URBAN 15.4 14.8 13.9 19.2 11.9 27.7 12.6 TOWN 33.5 34.3 32.6 31.8 36.0 26.0 35.1 RURAL 18.6 17.7 18.3 18.3 22.6 9.8 22.2 zsz99o09oz TABLE 3 (PAGE 3 OF 3)