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M 2 M O R A N IJ 0 M . October ].4, 1975 TO: R.A. PITTMAN .l.w. V.c. B.L. F.5. Groome 5reach Broecker McKeown W.L. Schermezhorn - M.O. Willson MPItD BOY. ANO SOFT PACK USHGE AND OEMOGRAPHICS (PROaBCT M19]5-61) ~T:CFl ir TnI F11.9 CL1 ~ 111 ."1 N1 "I na,," BACKGROUNB To determine box usage and denagraphic differences, if any, between mokers who purchased their cigarette baand in a hard box vr soft pack, data w s drawn from Wave 1E of the National Brand5witch- ing Study conducted in May, 1975 (Project k19]5-61). The sample consisted of about 1300 hard box users and 13,500 soft pack users. Similar data w obtained from Wave 16 conducted in May. 1974 (Project p19"l4a93) and Wave 12 conducted in May, 1972 (Proj.eot #1972- >2). 72). Since nhe sample from the Brand Switching Swdy is predominantly White smokers (wave 18 contained 2.5% Blacks), this data will be sed to describe °White" hard box and soft pzck us Por-Black mokers., box usa9e data w s drawn from the c r entBlack Smokers Study (p1915-60) conducted in May, 1975 a ongabout 1000 Black smokefs. Because the number of Black box us in the sample wa small, demographic data on Black box versus soft pack users has not been included. . - CONCLUSIONS 1. Relative to the May, 1974 sLULy, the cnr.ent study shows n0 significant changes i either box usage or demographics on box v sus soft pack users. 777077 05y

R.A. Pithman t61-' -2- `~ Ontober 14, 1975 2. Nine percent of all "White" •mokers most frequently puvchase their cigarettes i a box. Of the 9X af smokers who ... box , five percentage points a e Marlboro Filter 85 snukers, three percentage points a smokers of otiien n- enthol cigarettes 'and the r 1ing1% a enthol smokers. The 5Y who z e narlboro Filter05 tox asers account fon half of all Marlboro Filter 95 smokers. Relative to "White" smokers, a maller pementage of Black mkens puzchase Eheir brand i a box (5% v e 9Xd. This is due to.Maulbovo 85's low appeal among Blacks. 4. Sex orientation i milar a ong "White•• n- endiol hard box. and soft pack userssr Among '~White"mentholnsmokers, hard box - users hzve m male skew than soft pack u . Eoth n- entbol and menthol hard box users have a younger age profile than soft pack usems. ' OISCUSSION The following shovs the percent of "x9,ite^ cigarette smokers who purchase their cigarettes in a hard box. ' % "MHITE" SMOKERS WHO pURCHASE CIGARETTES IN 1WR0/SOFT PACN May 'vs stuay Mav '74 Study Mav ')2 Study Hard soft Hard Soft Hard 6oft a.. eo~ Toai B_ox Box Box Box Total TOT~AL 9 9~1 100 100 8 92 100 Non-Menthol 8 63 8 ti3 NA NA )4 Marlbono BS 5 5 10 5 5 4 4 6 A11 Other 3 59 61 3 58 NA NA 66 Menthol . 1 28 29 _1 ? NA _A 26 In the c enC study, 9Y of "White" cigarette smokcrs most frequently purchase their brand i a hard bax. Tbis is the same percentage a shown in the Ray, 19~4 study and i e percenti r the 1972 study. The ierease is due entirely to an mcrease in Marlboro Pi1Ter 85 box usage 77707 7 0 6 0

~~ G R.A. Pittman -3- October 14, 1975' currently, o r half Of all box u c s (5% out of 'Y%) a e Marlborq 85 u s(3% Out Of ~A) a other non- box u r One-thir] o_ all box e mentholsmoken.s. The remaining boxusers (1%) are menthol smokers. Consistent by study, abont a many Marlboro Filter 85 amokevs pur- chase their cigarettes i a box as .tn a soft pack. MSA year-to-date figures ending in May, 1975 on share of sales a similar to the share ofsmokcrs figures in thec ent study. (MSA: 912% of total cigarette sales a a boxr of Marlboro Filter 85's 12.6% share of sales, about halfe 6.']b-are sold i a box; of the 98.3%.menthol share Of sales -.6% are in a hard box.) For the c ent study, smoker share Of hard box relative to soft pack by mac appears in the table below: SMOBERS WHO PURCH45E CIGARETTCS IN 1NNH/SOFT PACK (BY Race) Most Frequently Black "wnite" Purchase Cigasettes in: Smokers Smokens Hard 6ox 5 9 Soft Pack . 95 91 100 100 Box usage is lowex a ong B1aLks than ^NUitsa". This i attributable to Mamlboro Filter H5's 1ow appeal amohg Blacks (3ffi Black smokee share Ile-us 10% "white" smoker share). Bemoeraphics of Aox and So£t pdCk Usera Aecause of the srt.al.l sample s e for Black hard bqx ues(less than 50), demographics on hafd = soft pack usage amongBlacks has not been included. For ^Fhite" sookers, demographic data in the c rent study on hard box relative to soft pack purchasers appears in the following table: 77707 7 0 6 1

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