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000 ••MARKET DEVELOPMENT, INC. Hispanic/Transcultural a t

MARKET DEVELOPMENT, INC. Hispanic / Transcultural 1643 Sixth Avenue San Diego, California 92101-2706 (619) 232-5628 Fax. (619) 232•0373 FINAL REPORT: CIGARETTE USAGE STUDY CONDUCTED AMONG HISPANICS June 1994 Prepared For: PHILIP MORRIS, U.S.A. N O .A N 0 N . ~ - - -- . _ _ - -- ~0 Oa New vork • _ San D ego_ - ~ Mex'co Citv E' Memoer CASRO Advemsing aesearch FoundaUOn, ESOMAP,, American Marketing Assocanon MarKeting Resea,cn Assocracon

TABLE OF CONTENTS Pa4e Introduction Background and Objectives ................................. 1 Methodology ............................................ 2 Management Summary ..................................... 4 Detailed Findincgs Incidence of Cigarette Smoking .............................. 6 Brand of Cigarette Smoked Most Often ......................... 7 Length of Time Smoked Brand Most Often ...................... 12 Average Number of Packs Smoked ........................... 15 Whether Smoked Other Size, Type, Brand of Cigarettes ............ 18 Previous Brand, Size or Type Smoked ......................... 20 Reasons For Buying Brand Most Often ......................... 22 Usage of Coupon to Buy Regular Brand ........................ 24 Other Brands Purchased in Past Seven Days ..................... 26 Reasons For Other Brand Purchase ........................... 28 Usage of Coupon to Buy Other Brand ......................... 31 Where Cigarettes Usually Purchased ........................... 33 Awareness of and Participation in Marlboro Miles Promotion ......... 36 Awareness of and Participation in Marlboro Adventure Team ......... 38 Demographic Summary .... . ........................ ....... 40 Appendix __ English Questionnaire

INTRODUCTION

BACKGROUND AND OBJECTIVES Background TM PHILIP MORRIS, U.S.A., expressed interest in research designed to measure Hispanic consumers' usage and purchase behavior of the cigarette category. Market Development, Inc., a firm that specializes in market research in the U.S. in general, and Hispanic research in particular, was asked to conduct research to provide the information needed. Obiective The primary objective of the research was to measure usage and purchase habits of Hispanic cigarette smokers in general, and males 18-24, in particular. Hispanic Cigarette Usage Study - 1- June 1994 N 0 ~ N O N S4 0 co V

METHODOLOGY iM The study was conducted among self-identified U.S. Hispanic men and women who were 18 years of age or older and smoke cigarettes. A total of 1,000 telephone interviews were conducted from April 25, 1994 to May 6, 1994. • 618 interviews were conducted among males and 382 interviews were conducted among females. Interviews were conducted across the United States and telephone numbers were pulled from a dual-frame sample: • A Random Digit Dial (RDD) sample was generated from all U.S. telephone exchanges with a Hispanic population density of 30% or greater, and • For all exchanges with a Hispanic population density of below 30%, a listed-surname sample was used. All interviewing was conducted in Spanish or English depending upon the respondent's preference from MDI's own WATS interviewing facility. The average interview length was 8 minutes. N O .p N 0 N 0 0 00 Hispanic Cigarette Usage Study - 2- June 1994 co

MANAGEMENT SUMMARY

MANAGEMENT SUMMARY s.n rM Marlboro is the leader in the Hispanic cigarette market, with most (57%) smoking one of the various Marlboro types as their regular brand. • This is especially true among males between the ages of 18 and 24. Nearly nine out of every ten men in this age group (86%) smoke Marlboro as their regular brand. Specifically, the non-menthol, Kings in a red box were preferred by men 18-24 (33%). • Winston was the next most popular brand among all smokers (7%). • Puerto Ricans are the least likely to smoke Marlboro (22%) and the most likely to smoke Newport (30%). Many Hispanics (57%) have been with their current brand for at least 5 years and few (14%) have purchased another brand of cigarettes other than their regular brand in the past 7 days. • Puerto Ricans are most loyal to their current brand of cigarettes, having smoked the brand for the past 9.7 years. Most respondents would use a coupon if they received one to purchase their regular brand or another brand of cigarettes (85% and 78%, respectively). Fewer than one in five Hispanics over the age of 21 participate in cigarette company promotions (16%), with less than one in every ten currently collecting Marlboro Miles of any kind (9%). • Despite the low participation, many Hispanics (38%) are aware of the Marlboro Miles campaign. Among females 21-24, awareness of the campaign was highest (44%). • Awareness of the Marlboro Adventure Team was low overall (18%) among Hispanics 21 years or older. Awareness of the team was highest among those in the 21-24 age group (29% among males and 28% among females) and males in the 25-34 age group (26%). • Few Hispanics currently collect Marlboro Miles associated with the Marlboro Adventure Team (5%). Of those that do collect Miles, however, nearly all (4%) have redeemed some or all of their miles for merchandise. Hispanic Cigarette Usage Study - 4-

DETAILED FINDINGS

INCIDENCE OF CIGARETTE SMOKING AMONG HISPANICS Overall, Hispanic males smoke more than Hispanic females in the U.S. (16% vs. 11 %). • Cigarette smoking is highest among males 18-24 (19%) and males 35-49 (17%). Females between the ages of 18-24 have the lowest cigarette usage (8%). Hispanic Cigarette Usage Study - 6- June 1994