Tobacco Documents Online

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

Smoking Incidence Among Hispanics 20% 19% / Males Females 17% 15% 15% 3% 1% 10% 8% 0% 1% 1% 18-24 25-34 35-49 50 + Total E666ZOZVOZ

BRAND OF CIGARETTE SMOKED MOST OFTEN MEN 1. Marlboro is the brand of cigarette Hispanics smoke most often as their regular brand, with over half of all respondents (57%) using any type of Marlboro. • Marlboro's non-menthol cigarettes were preferred over menthol. The King-sized non- menthol in a red box was the type used most often by Hispanics (20%). • Marlboro maintains an even greater market share among male smokers between the ages of 18 and 24. More than four-out-of-five (86%) Hispanic male smokers in this age group use Marlboro as their regular brand. • Those of Puerto Rican descent, the majority of which live in the New York area, are the least likely to smoke the Marlboro brand (22%) and the most likely to smoke Newport (30%). Winston was also popular among Puerto Ricans (13%) and Cubans (15%). Hispanic Cigarette Usage Study - 7- June 1994

BRAND OF CIGARETTE SMOKED MOST OFTEN - By Gender and Age - iM 18-24 25-34 35-49 50+ Fe- Fe- Fe- Fe- Total Male male Male male Male male Male male BASE: Total Sample (1000) (125) (58) (183) (112) (197) (127) (113) (85) Net: Marlboro 57 86 72 74 55 53 37 47 20 Non-menthol Red kings/box 20 33 16 33 23 17 6 16 5 Non-menthol Lights kings/box 7 13 7 13 7 5 4 5 13 Non-menthol Red kings/soft 4 3 2 6 4 5 4 8 8 Non-menthol Med. kings/box 3 3 3 3 2 5 2 3 2 Non-mentho1100's/box 3 3 14 3 4 2 2 2 1 Non-menthol Lights kings/soft 3 1 3 2 4 5 4 2 1 Non-menthol Lights 100's/box 3 6 12 1 2 3 2 1 5 Menthol Kings/soft (Green) 2 6 2 -- 1 1 2 2 3 Non-menthol Lights 100's/soft 1 2 -- -- -- 1 2 3 2 Non-menthol Med. 100's/box 1 2 -- 2 1 1 -- -- 1 Non-mentho1100's/soft 1 2 -- 1 1 1 1 -- -- Menthol Lights Kings/box 1 1 2 2 -- -- -- -- 1 Non-menthol Medium Kings/soft 1 1 -- 1 -- 1 2 -- 1 Marlboro (Others) 8 11 12 7 7 9 6 6 9 Net: Winston 7 1 4 1 9 9 15 14 Non-menthol Red Kings/soft 4 -• 2 -- 5 7 8 7 Non-menthol Red Kings/box 1 - 2 -- 2 Non-menthol Lights 100's/soft 1 -• -- -- 1 1 2 Winston (Others) 1 1 ** ** 1 1 Net: Newport (menthol) 5 6 9 4 13 4 6 4 1 Menthol Kings/box 3 2 5 2 6 2 2 4 -• Menthol 100's/box 1 2 -- 1 3 1 Menthol Kings/soft 1 1 - 1 1 2 -- 1 Newport (Others) 2 2 3 2 4 1 1 ** ** Net: Benson & Hedges 5 2 3 2 8 4 9 4 8 Non-menthol Kings (not 100'S) Flat Box 1 -- 2 -- 1 1 2 1 2 Non-menthol 100's Regular/soft 1 -- -- -- 3 -- 2 -- 1 Menthol Lights 100/soft 1 -- -- -- 1 -- 1 1 2 Menthol Ultra Lights 100's/box 1 -_ 2 1 1 -- -- Benson & Hedges (Others) 2 2 2 2 2 2 4 2 5 Net: Salem (Menthol) 5 5 5 8 4 14 Non-menthol Kings/soft 1 1 2 1 1 4 Non-menthol Lights Kings 1 1 2 1 2 -- 2 Non-menthol 100's 1 3 1 1 Salem (Others) 2 1 ** 1 3 3 2 3 7 N O A N 0 N) ~ -.0 Hispanic Cigarette Usage Study - 8- June 1994 ~ r_n

BRAND OF CIGARETTE SMOKED MOST OFTEN (continued) - By Gender and Age - BASE: Total Sample *M 18-24 25-34 35-49 50+ Fe- Fe- Fe- Fe- Total Male male Male male Male male Male male (1000) (125) (58) (183) (112) (197) (127) (113) (85) Net: Camel 3 2 3 6 3 5 - 3 Non-menthol Fifter Kings/soft 1 1 -- 1 -- 2 - 2 Non-menthol Filter Kings/box 1 1 2 1 1 1 - - Non-menthol Lights Kings/box 1 -- -- 1 1 1 -- -- Camel (Others) 1 -- 2 3 1 1 -- 1 Net: Kool (Menthol) 2 1 1 3 5 2 4 Menthol Filter Kings/soft 1 1 -- 2 2 -- 1 Menthol 100's 1 1 1 2 1 1 Kool (Others) 1 ** ** 1 ** 1 1 1 1 Net: Virginia Slims 2 6 - 5 Non-menthol Ultra Lights 1 3 Net: Basic 1 - - 1 - 1 - 1 Net: Capri 1 - 3 1 1 - 1 Net: Dora] 2 - 2 1 2 1 4 1 5 Net: GPC 2 - - 1 1 2 2 2 4 Net: Kent 1 - - 1 - 1 1 2 2 Net: Misty 1 - - - - 1 3 - 2 Net: More 1 - - - - - - 1 1 - 2 Net: Parliament Ughts 1 1 - 1 1 1 2 Net: Raleigh 1 - - - - 2 1 3 2 Net: Viceroy 1 1 3 1 2 Other brands 6 2 2 3 1 5 3 6 7 None//don't know 1 - - 1 - 2 - 2 2 Responses mentioned by less than 1% of total are excluded from table. ** Answered by less than 1%, R N a .p N 0 N ~ ~ Hispanic Cigarette Usage Study - 9- June 1994 SO m

BRAND OF CIGARETTE SMOKED MOST OFTEN - By Country of Origin - TV Country of Origin Mexico Puerto Rico Cuba Other BASE: Total Sample (553) (90) (72) (233) Net: Mariboro 62 22 51 62 Non-menthol Red kings/box 21 11 24 22 Non-menthol Lights kings/box 7 3 6 9 Non-menthol Red kings/soft 6 - 3 3 Non-menthol Med. kings/box 4 2 3 2 Non-menthol 100's/box 3 2 3 3 Non-menthol Lights kings/soft 3 - - 6 Non-menthol Lights 100's/box 3 - 3 3 Menthol Kings/soft (Green) 2 1 3 1 Non-menthol Lights 100's/soft 1 - - 2 Non-menthol Med. 100's/box 1 - 1 1 Non-mentho1100's/soft 1 - - - 1 Menthol Lights Kings/box ** 1 - 1 Non-menthol Medium Kings/soft 1 - - 1 Marlboro (Others) 9 1 6 7 Net: Winston 6 13 15 2 Non-menthol Red Kings/soft 3 7 10 1 Non-menthol Red Kings/box 1 3 - - Non-menthol Lights 100's/soft -1 - - 3 - Winston (Others) 2 3 3 - Net: Newport (menthol) 1 30 - 7 Menthol Kings/box 1 16 - 3 Menthol 100's/box ** 4 - - Menthol Kings/soft - 2 - 1 Newport (Others) - 8 - 3 Net: Benson & Hedges 5 3 11 4 Non-menthol Kings (not 100'S) Flat Box 1 3 1 Non-menthol 100's Regular/soft 1 4 Menthol Lights 100/soft 1 1 - 1 Menthol Ultra Lights 100's/box 1 1 Benson & Hedges (Others) 2 - 1 3 Net: Salem (Menthof) 5 7 4 1 Non-menthol Kings/soft 1 1 1 - Non-menthol Lights Kings 1 1 1 - Non-menthol 100's 1 - - - Salem (Others) 2 4 1 1 N O 1P N O N ~ o Hispanic Cigarette Usage Study - 10 - June 1994 So v

BRAND OF CIGARETTE SMOKED MOST OFTEN (continued) - By Country of Origin - *M Country of Origin Mexico Puerto Rico Cuba Other BASE: Total Sample (553) (90) (72) (233) Net: Camel 3 1 4 Non-menthol Filter Kings/soft 1 - 1 Non-menthol Filter Kings/box 1 - 1 Non-menthol Lights Kings/box ** 1 ** Camel (Others) 1 - - 1 Net: Kool (Menthol) 1 7 2 Menthol Filter Kings/soft 1 3 1 Menthol 100's 1 Kool (Others) 1 Net: Virginia Slims 1 2 3 2 Non-menthol Ultra Lights 1 1 1 Net: Basic 1 - - 1 Net: Capri 1 3 Net: Dora! 2 - - 2 Net: GPC 2 1 3 - Net: Kent - 2 - 1 Net: Misty 1 1 - 1 Net: More 1 Net: Parliament Lights - 3 - 2 Net: Raleigh 1 2 Net: Viceroy 1 - 1 Other brands 6 3 7 7 None/don't know 1 - 1 Responses mentioned by less than 1% of total are excluded from table. ** Answered by less than 1%. N O -P~ N 0 N -0 0 -0 Hispanic Cigarette Usage Study - 11 - June 1994 co

LENGTH OF TIME SMOKED BRAND MOST OFTEN , EE TM Most Hispanic smokers are loyal to their current brand, with the average Hispanic smoker having used their regular brand for the past 7.8 years. • The majority of Hispanics smokers (59%) have been using their regular brand for five or more years. • Young Hispanic smokers (those between the ages of 18 and 24) have been with the brand of cigarettes they smoke regularly for the past 4 years, with females having been with their brand slightly longer than their male counterparts (4.5 vs. 4.0 years). • Puerto Ricans are most loyal to their current brand of cigarettes, having smoked the brand for the past 9.7 years. N 0 .P N 0 N ~ -0 ~ ~ Hispanic Cigarette Usage Study - 12 - June 1994

LENGTH OF TIME SMOKED BRAND MOST OFTEN - By Age and Gender - iM 18-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female BASE: Total Sample (1000) (125) (58) (183) (112) (197) (127) (113) (85) % % % % % % % % % Net: Less than 1 year 5 11 7 4 3 5 6 3 4 3 months or less 2 3 5 1 2 2 4 1 2 4 to 6 months 2 7 2 2 1 2 2 2 1 7 to 11 months 1 1 -- 2 -- 2 -- -- -- 1 to 2 years 7 12 14 6 10 4 5 5 5 2 to 3 years 9 23 16 7 7 5 6 5 6 3 to 4 years 7 14 12 6 7 4 4 2 8 4 to 5 years 10 15 22 13 9 8 6 4 5 Net: 5 or more years 59 22 28 62 63 69 72 74 63 5 to 10 years 18 18 21 24 28 14 17 11 12 10 or more years 41 5 7 38 36 55 54 64 51 Don't know 4 2 2 3 1 7 2 6 11 Mean (in years) 7.8 4.0 4.5 7.8 7.6 9.2 8.9 9.9 8.9 Hispanic Cigarette Usage Study - 13 - June 1994 N ~ A N O w 0 0 0 0

LENGTH OF TIME SMOKED BRAND MOST OFTEN - By Country of Origin - iAl Country of Origin Mexico Puerto Rico Cuba Other BASE: Total Sample (553) (90) V2) (233) Net: Less than 1 year 7 2 3 4 3 months or less 1 1 4 to 6 months 3 1 3 7 to 11 months 1 1 ** 1 to 2 years 7 3 13 7 2 to 3 years 9 7 4 9 3 to 4 years 6 3 6 7 4 to 5 years 11 6 6 9 Net: 5 or more years 56 76 65 59 5 to 10 years 18 14 21 19 10 or more years 38 62 44 40 Don't know Mean (in years) ** Answered by less than 1%. 7.5 9.7 8.2 7.8 Hispanic Cigarette Usage Study - 14 - June 1994

AVERAGE NUMBER OF PACKS SMOKED iM Hispanics smoke just over four (4.1) packs of cigarettes per week, with older males (those 50 or over) smoking the most (5.5 packs per week) and females between 18 and 24 smoking the least (2.7). • Hispanic males in the 18-24 age group smoke slightly less than the average Hispanic (3.4 packs per week). • Those from Cuba smoke the most packs per week (7.0) compared to the other ethnic groups. Hispanic Cigarette Usage Study - 1-5- June 1994 rU 0 .~ N 0 w 0 0 0 ~

AVERAGE NUMBER OF PACKS SMOKED - By Age and Gender - iM 18-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female BASE: Total Sample (1000) (125) (58) (183) (112) (197) (127) (113) (85) % % % % % % % % % 1 pack per week 28 34 45 34 38 17 24 14 26 More than 1 pack (net) 71 62 54 65 61 81 73 86 73 2-4 packs per week 34 33 36 34 28 34 32 39 34 5 or more per week 37 29 18 31 33 47 41 47 39 Mean (Packs per week) 4.1 3.4 2.7 3.3 3.6 4.8 4.2 5.5 4.4 N O .p N O W O Hispanic Cigarette Usage Study - 16 - June 1994 O O w

AVERAGE NUMBER OF PACKS SMOKED - By Country of Origin - s.n rM Country of Origin Mexico Puerto Rico Cuba Other BASE: Total Sample (553) (90) (72) (233) 1 pack per week 32 13 7 30 More than 1 pack (net) 66 86 93 70 2-4 packs per week 35 38 17 34 5 or more per week 31 48 76 36 Mean (Packs per week) 3.6 4.7 7.0 3.9 0 0 Hispanic Cigarette Usage Study - 17 - June 1994 0

WHETHER SMOKED OTHER SIZE, TYPE, BRAND OF CIGARETTES 'M Half of all respondents smoked another type of their current brand of cigarettes or another brand of cigarettes entirely before choosing their regular brand. • Nearly all of those that had smoked a different type before choosing their present brand and type were smoking a different brand completely (46%). • Smokers between the ages of 18 and 24 were the least likely to have been with another brand before smoking their present brand (26% for both males and females). Hispanic Cigarette Usage Study - 18 - - - June 1994

WHETHER SMOKED OTHER SIZE, TYPE, BRAND OF CIGARETTES - By Age and Gender - ?M 18-24 25-34 3549 50 + Total Male Female Male Female Male Female Male Female BASE: Total Sample (1000) (125) (58) (183) (112) (197) (127) (113) (85) Net: Other type or brand 50 34 31 40 54 57 55 71 54 Other type/size of current brand 4 8 5 3 6 4 4 5 -- Other brand from current brand 46 26 26 38 47 53 50 66 54 No previous brand 44 63 60 55 44 36 43 26 31 Don't know 6 2 9 4 3 7 4 6 15 N O A N O W O Hispanic Cigarette Usage Study - 19 - June 1994 O O rn

PREVIOUS BRAND, SIZE OR TYPE OF CIGARETTE SMOKED MEN iM Marlboro was the brand Hispanics mentioned most often as the brand of cigarette they smoked prior to choosing their current brand (18%). Among those who do not currently smoke Marlboro, 34% smoked the brand previously. • Winston was the next most mentioned brand used previously by respondents. 13% of all respondents used to smoke Winston, with 16% of those who currently use Marlboro being former Winston users. • The brand mentioned most often by current Marlboro users was Raleigh, with about one- in-five (18%) previously using the brand as their regular cigarette. N 0 .A N O W O O Hispanic Cigarette Usage Study - 20 - June 1994 ~

BRAND, TYPE AND SIZE OF PREVIOUS BRAND - By Marlboro Usage - *M - Smoke Marlboro most often Total Yes No Base = Used other brand, (458) (224) (234) type and size before % % % Marlboro (net) 18 - 34 Marlboro (unspecified) 12 -- 24 Marlboro Lights 3 -- 6 Marlboro 100's 1 -- 2 Marlboro 100 Lights 1 -- 1 Winston (net) 13 16 10 Winston (unspecified) 12 15 9 Raleigh (net) 11 18 3 Salem (net) 8 5 11 Salem (unspecified) 5 3 7 Salem Lights 1 1 2 Salem Menthols 1 ** 1 Salem 100's 1 ** 1 Camel (net) 6 Benson & Hedges (net) 4 5 3 Kent (net) 3 2 3 Virginia Slims (net) 2 2 3 Newport (net) 2 3 2 Kool 2 2 2 Alas 2 3 ** Responses mentioned by less than 2% of total are excluded from table. ** Answered by less than 1%. Hispanic Cigarette Usage Study - 21 -

REASONS FOR BUYING BRAND MOST OFTEN iM The desire to try a brand and type of cigarettes was the reason Hispanics cited most often as why they first purchased their regular brand (22%). Hispanic Cigarette Usage Study - 22 - June 1994

REASONS FOR BUYING BRAND MOST OFTEN - By Marlboro Usage - Smoke Marlboro most often Total Yes No Base: Total Sample (1000) (567) (433) TM Wanted to try this particular brand 22 23 20 Wanted a change/wanted to try something other than regular brand 8 7 9 Because of friends/family 8 10 5 The flavor/taste 7 8 6 I like it 6 5 6 Price (brand was on sale or less expensive than regular brand) 5 1 10 Store was out of stock of regular brand 4 7 2 Are smooth/smoother 3 3 4 Less strong 3 3 3 It's a new brand _ 2 2 2 Came to live in the U.S.A. 2 3 1 Are stronger 2 2 2 The first one I tried 2 2 1 Special deal or promotion (free cigarettes or a free gift) 1 1 1 Are better 1 1 1 Gift 1 - 1 1 Other 13 11 15 Don't know/refused 16 16 16 Hispanic Cigarette Usage Study - 23 - 0 0 June 1994 0

USAGE OF COUPON TO BUY REGULAR BRAND IF RECEIVED TM Almost every respondent (85%) would use a coupon to purchase their regular brand of cigarettes if they received one. Hispanic Cigarette Usage Study - 24 - June 1994

USAGE OF COUPON TO BUY REGULAR BRAND IF RECEIVED - By Marlboro Usage - E.u rU Smoke Marlboro most often Total Yes No Base: Did not begin buying regular brand because of coupon (999) (567) (432) Yes 85 85 85 No 8 10 6 Don't know 7 5 9 N O A N ~ W Q Hispanic Cigarette Usage Study - 25 - June 1994 O r-+ N

OTHER BRANDS PURCHASED IN PAST SEVEN DAYS EM ,, Few Hispanics (14%) have purchased a brand of cigarettes other than their regularly used brand in the past seven days. • When an alternative brand was purchased, Marlboro was bought more than any other brand (5%), with no other brand being purchased by more than 1% of all respondents. N Hispanic Cigarette Usage Study - 26 - June 1994 W

OTHER BRANDS PURCHASED - By Marlboro Usage - Smoke Marlboro most often Total Yes No Base: Total sample (1000) (567) (433) Bought other brand of cigarettes in past seven days 14 14 15 Net: Marlboro 5 4 7 Non-menthol Red kings/box 1 1 1 Non-menthol medium kings/box 1 ** 1 Non-menthol red kings/soft 1 ** 1 Menthol Kings/soft (Green) 1 ** 1 Marlboro (Others) 3 2 3 Net: Camel 1 1 1 Net: Doral 1 2 ** Net: Benson & Hedges 1 1 1 Net: Basic 1 1 1 Net: GPC 1 1 ** Net: Winston 1 1 1 Net: Salem (Menthol) 1 1 1 Other Brands 4 4 5 Responses mentioned by less than 1%o of total excluded from table. ** Answered by less than 1%. Hispanic Gigarette Usage Study - 27 - June 1994

REASONS FOR OTHER BRAND PURCHASE TM The fact that their normal brand was out of stock (20%) and lower price (13%) were the two reasons Hispanics cited most as reasons for purchasing an alternative brand to supplement or replace their currently used brand. • "Out of stock" was particularly high among those who do not smoke Marlboro most often (30%). Hispanic Cigarette Usage Study - 28 - - June 1994 ~ 0 .p ~ 0 0 0 H ~

REASONS FOR BUYING BRAND INSTEAD OF REGULAR BRAND IN PAST SEVEN DAYS = By Marlboro Usage - Base = Bought Brand Store was out of stock of regular brand Price (brand was on sale or less expensive than regular brand) To try this particular brand Wanted a change/Wanted to try something other than regular brand Because of friends/family Special deal or promotion (free cigarettes or a free gift) 2 for 1 deal Came to live in U.S.A. Other Don't know/refused Smoke Marlboro most often Total Yes No (139) (75) (64) % % % 20 12 30 13 13 13 9 13 3 8 4 13 6 4 8 5 4 6 2 4 -- 1 3 18 19 14 21 27 14 EMS N 4 ~ N O W Hispanic Cigarette Usage Stud - 29 - June 1994 O O u y Q

REASONS FOR BUYING BRAND INSTEAD OF REGULAR BRAND IN PAST SEVEN DAYS - By Other Brand Bought - ••0 "M~EM Marlboro Came] - Doral Winston Benson & Hed~es Base = Bought Brand (51) ( 11)r ( (9)r (7) Store was out of stock of regular brand 29 9 9 44 29 Wanted a change/Wanted to try something other than regular brand 12 -- -- - -- To try this particular brand 6 18 18 -- 14 Because of friends/family 4 18 22 Price (brand was on sale or less expensive than regular brand) 2 36 I like it 2 The flavor/taste 2 Came to live in U.S.A. 2 Stronger 2 2 for 1 deal 18 9 Special deal or promotion (free cigarettes or a free gift) -- -- - 18 11 14 Less strong -- 9 -- -- Other 8 27 -- 11 14 Don't know/refused 31 9 9 11 28 x Caution: Small base size, N O P N O W O O Hispanic Cigarette Usage Study - 30 - June 1994 ~

USAGE OF COUPON TO BUY OTHER BRAND IF RECEIVED tM Of those who have bought another brand of cigarettes, most (78%) would use a coupon to buy a brand other than their regular brand if they received a coupon. Hispanic Cigarette Usage Study - 31 June 1994

iM Bought Benson & Any Brand Marlboro Camel Doral Winston Hedges Base = Bought brand but not (138) (51) (11)* (11)* (9)' (7)* because of coupon Yes 78 71 100 100 78 86 No 10 10 -- -- 22 Don't know 12 20 -- -- -- 14 , Caution: Small base size. Hispanic Cigarette Usage Study - 32 - June 1994 USAGE OF COUPON TO BUY OTHER BRAND IF RECENED - By Other Brand Purchased -

WHERE CIGARETTES USUALLY PURCHASED TM Respondents generally purchase their cigarettes at a grocery store (25%), a convenience store (23%), a supermarket (23%), or a liquor store (18%). • Males in the 18-24 age group purchase their cigarettes from a convenience store more than any other age group (33%). • Cuban respondents are more likely to purchase cigarettes at a supermarket than a grocery store (33% vs. 14%). Those of Mexican origin are the least likely to purchase their cigarettes at a wholesale club like Price Club (3%). Hispanic Cigarette Usage Study - 33 - June 1994

WHERE CIGARETTES USUALLY PURCHASED rM - By Age and Gender - 18-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female BASE: Total Sample (1000) (125) (58) (183) (112) (197) (127) (113) (85) Grocery store 25 25 29 26 30 19 22 23 38 A store like 7-11, Majik Markets, or Circle K (convenience store selling gas) 23 33 24 26 28 19 17 22 13 Supermarket 23 15 19 21 24 25 24 26 25 A gas station (not a - convenience store) 18 18 19 20 21 25 13 12 11 Liquor store or package store 9 8 17 15 5 10 6 6 8 At a wholesale store like the Price club 7 2 3 5 8 9 9 6 7 Anywhere 4 2 7 4 3 4 6 3 2 From a delicatessen 3 2 2 2 5 4 4 4 4 A drug store 3 2 2 2 2 2 6 4 7 Discount store (like K-mart or Target) 3 1 -- - 2 5 2 5 4 6 Cigar store or candy store 1 2 2 2 At work 1 3 1 2 1 1 Military store, like the PX, ship store or commissary 1 1 2 -- -- 1 2 1 2 Department store 1 2 2 1 -- 1 2 -- -- At a variety store like Woolworth's 1 -- 2 1 -- 1 1 -- 2 At the movies or theater 1 2 -- -- -- 1 1 1 Other 6 5 2 7 3 8 10 8 5 Don't know/Refused 2 1 2 3 -- 3 2 4 2 N 0 ' Answered by less than 1%. .P N O W O d N ~ Hispanic Cigarette Usage Study - 34 - June 1994

WHERE CIGARETTES USUALLY PURCHASED - By Country of Origin - s.n TM Country of Origin Mexico Puerto Rico Cuba Other BASE: Total Sample (553) (90) (72) (233) Grocery store 26 33 14 24 A store like 7-11, Majik Markets, or Circle K (convenience store selling gas) 27 11 10 23 Supermarket 20 23 33 25 A gas station (not a convenience store) 19 16 22 18 Liquor store or package store 13 4 1 7 At a wholesale store like the Price club 3 16 15 10 Anywhere 3 7 7 3 From a delicatessen 4 A drug store 2 6 4 3 Discount store (like K-mart or Target) 6 1 Cigar store or candy store 1 4 2 At work 1 - - - 1 Military store, like the PX, ship store or commissary 1 - - 1 Department store 1 3 At a variety store like Woolworth's At the movies or theater 1 1 ** Other 6 11 10 5 Don't know/Refused 2 1 3 3 N 0 ** Answered by less than 1%. P N 0 W O 0 Hispanic Cigarette Usage Study - 35 - June 1994 N N

AWARENESS OF AND PARTICIPATION IN MARLBORO MILES PROMOTION LM Few Hispanics (16%) have participated in a cigarette company promotion and fewer still currently participate in the Marlboro Miles campaign (9%). • More than a third of respondents are aware of the Marlboro Miles promotion (38%), with younger females being most likely to have heard of the promotion (44%). • Males in the 25-34 year old group and the 21-24 year old group were most likely to collect Marlboro Miles (15% and 14%, respectively). Hispanic Cigarette Usage Study - 36 - June 1994

PARTICIPATION IN CIGARETTE PROMOTIONS - By Age and Gender - TM 21-24 25-34 35-49 50 + T ota l Male Female Male Female Male Female Male Female BASE: 21 years old and over ( 929 ) (76) (36) (183) (112) (197) (127) (113) (85) % % % % % % % % % Participate in promotions 16 9 17 21 13 19 13 11 16 Merchandise give-aways 6 8 6 10 5 8 4 4 2 2-for-1 offers 5 3 11 5 6 4 6 7 4 Coupon redemption 5 3 6 3 5 5 9 4 8 Contests/Sweepstakes 2 -- 3 5 -- 2 2 1 1 Other promotions 1 -- -- 3 1 1 1 -- 2 Don't know 1 -- -- 1 -- 2 -- 2 -- Do not participate 84 91 83 79 87 81 87 89 84 AWARENESS OF AND PARTICIPATION IN MARLBORO MILES - By Age and Gender - 21-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female BASE: 21 years old and over (929) (76) (36) (183) (112) (197) (127) (113) (85) % % % Aware of Marlboro Miles 38 36 44 38 37 Collect Marlboro Miles 9 14 11 15 12 10 Aware, but do not collect Marlboro Miles 29 21 33 26 _ 25 27 34 34 35 Not aware of Marlboro Miles 60 65 53 59 59 60 62 58 59 Hispanic Cigarette Usage Study - 37 -

AWARENESS OF AND PARTICIPATION IN MARLBORO ADVENTURE TEAM iM Awareness of the "Marlboro Adventure__Team" is low arrmong Hispanics, with less than one-fifth (18%) aware of the promotion. • Awareness among those in the 21-24 age group is highest with nearly one-third having seen or heard something about the Marlboro Adventure Team (29% among males, 28% among females). Males 25-34 were also likely to be aware of the Adventure Team (26%). • Few Hispanics are currently participating in the promotion, with only 5% collecting the Marlboro Miles associated with the team, and only 4% actually redeeming miles to order Marlboro merchandise. Males in the 21-24 age group have the highest participation level, with 12% collecting miles and 9% having ordered merchandise. , N 0 A N O G) O Hispanic Cigarette Usage Study - 38 - June 1994 O N ~

•0• AWARENESS OF AND PARTICIPATION IN MARLBORO ADVENTURE TEAM ~om - By Age and Gender - - 21-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female BASE: 21 years old and over (929) (76) (36) (183) (112) (197) (127) (113) (85) Aware of Adventure Team (net) 18 29 28 26 20 19 11 9 6 Do not participate 1 1 -- 1 1 1 2 1 -- Collect Marlboro Miles (sub net) 5 12 6 10 7 3 2 - 1 Collect miles, have not ordered merchandise 1 3 -- 2 2 1 -- -- -- Collect miles, have ordered merchandise 4 9 6 8 5 2 2 -- 1 Aware, but don't know participation level 12 16 22 15 12 16 8 8 5 Not aware of Adventure Team (net) 80 71 69 73 80 79 87 89 87 Hispanic Cigarette Usage Study - 39 -

!00 DEMOGRAPHIC SUMMARY Over half of the respondents are Spanish dominant (52%). ME iA/ • Those in the 18-24 age group are less likely to rely on their Spanish-speaking skills, with 46% of males and only 28% of females being Spanish dominant. Most respondents prefer to read any advertising, including cigarette advertising, only in English (42% and 38%, respectively). • Younger Hispanics (18-24) are most likely to prefer reading any advertising in English. Those from Cuba are more likely than all other ethnic groups to read Spanish-language newspapers and to prefer to read any type of advertising in Spanish. The Hispanics interviewed were mostly foreign-born (59%) and of Mexican origin (55%). Respondents of Puerto Rican origin (9%) and Cuban origin (7%) were the next most common ethnic groups. • Including those born in the United States, the average Hispanic smoker has lived in this country for 24 years. Those in the 18-24 age group have resided in the United States for an average of 13.5 years. The average Hispanic household has a median annual income of $20,500. Hispanic Cigarette Usage Study - 40 - June 1994

DEMOGRAPHICS - By Age and Gender - TM 18-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female BASE: Total Sample (1000) (125) (58) (183) (112) (197) (127) (113) (85) Language used at home Net: Spanish Dominant 52 46 28 55 50 56 51 62 54 Spanish all of the time 36 29 17 42 29 35 38 44 40 Spanish more than English 17 18 10 13 21 21 13 18 14 Spanish and English equally 25 24 38 25 21 24 23 30 22 Net: English dominant 23 30 35 20 29 20 26 8 24 English more than Spanish 12 13 24 8 20 10 12 4 12 English all of the time 11 17 10 12 9 10 14 4 12 Average # of Hours Watch Televisio n Total 18.4 15,6 19.8 15.0 21.1 18.6 20.7 18.9 20.8 Spanish 7.9 5.6 6.7 6.2 9.2 7.8 9.2 10.1 9.2 English 10.5 10.0 13.1 8.8 11.9 10.8 11.4 8.9 11.6 Average # of Hours Usten to Radio Total 21.4 23.5 26,8 23.0 23.5 18.6 20.5 17.0 18.5 Spanish 11.6 9.9 10.9 10.8 14.5 11.2 10.7 13.1 13.8 English 9.8 13.6 15.9 12.1 9.0 7.5 9.9 3.9 4.7 Frequency of reading a Spanish-language newspaper Net: More than once a week 22 24 12 22 16 27 22 28 15 Everyday 9 11 5 6 4 12 8 15 8 4-6 times a week 2 2 -- 2 3 3 1 3 1 2-3 times a week 11 11 7 14 10 12 13 11 6 Once a week 16 10 7 17 21 17 21 18 11 Less often than once a week 17 21 31 21 20 15 16 9 11 Never 42 44 47 37 43 38 40 41 60 N O .A N O CA) Hispanic Cigarette Usage Study - 41 - June 1994 O O ~ ~

DEMOGRAPHICS - continued - ' 18-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female BASE: Total Sample (1000) (125) (58) (183) (112) (197) (127) (113) (85) Frequency of reading an EnQlish-languaQe newspaper Net: More than once a week 48 54 55 48 44 48 44 49 44 Everyday 28 28 29 24 21 29 28 36 32 4-6 times a week 5 10 5 3 6 6 2 3 2 2-3 times a week 15 15 21 20 17 13 14 10 9 Once a week 12 13 14 14 15 12 17 4 5 Less often than once a week 9 6 14 7 13 10 9 7 11 Never 29 26 17 28 28 27 28 36 39 Language preferred to read advertisi ng English 42 52 64 35 44 41 45 30 38 Spanish 36 30 19 38 33 38 39 42 47 Both 20 18 16 24 22 20 15 25 14 Language preferred to read cigarette advertising English Spanish 38 32 - 48 27 -- 57 17 36 32 - 37 35 36 34 37 33 27 37 40 40 Both 27 25 24 29 28 29 29 33 19 Marital Status Single 29 75 54 33 29 13 17 12 15 Married 53 23 26 56 56 69 54 63 51 Divorced 8 1 10 4 7 11 17 8 6 Separated 4 -- 7 3 7 5 6 4 5 Widowed 4 --- 2 -- -- 1 6 8 21 Household size (mean) 4.1 4,8 5.0 4.4 4.4 4.1 4.0 3.3 2.7 Education Finished high school or more 50 50 57 54 64 54 50 30 35 Hispanic Cigarette Usage Study - 42 - June 1994

DEMOGRAPHICS - continued - iM 18-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female BASE: Total Sample (1000) (125) (58) (183) (112) (197) (127) (113) (85) Employed 67 85 53 89 52 85 46 56 29 Country of birth/origin Foreign-born 59 53 33 68 59 68 58 62 47 U.S. born 38 46 66 28 40 30 41 35 49 Mexico 55 59 59 61 48 57 47 57 53 Puerto Rico 9 1 7 8 17 8 14 12 7 Cuba 7 5 5 4 5 11 12 8 5 Spain 4 4 2 3 4 2 6 3 5 Dominican Republic 3 3 2 1 5 3 2 2 5 Colombia 2 -- 2 2 4 3 2 4 -- El Salvador 2 4 3 3 1 2 1 2 2 Guatemala 2 3 -- 1 2 3 2 1 - Ecuador Nicaragua 1 1 2 2 -- 2 1 1 1 1 2 1 1 2 -- 1 1 Peru 1 2 -- 1 2 1 1 2 -- Honduras 1 2 -- 1 -- 1 1 -- -- Other Years in U.S. Mean U.S. citizenship (among foreign-born) Yes No Desire to move back to country of ori in Yes No DK/no answer Home ownership Rent Own DK/no answer Hispanic Cigarette Usage Study 24.0 13.5 13.5 16.4 19.0 23.8 27.0 38.6 44.8 30 18 21 25 36 23 38 49 40 68 80 79 74 64 74 60 50 55 47 58 37 59 39 47 37 43 30 42 33 53 30 54 41 56 37 55 11 9 10 11 6 11 7 20 15 58 63 59 66 70 59 65 37 36 38 31 40 28 29 38 34 56 58 N O 4 6 2 6 2 3 2 7 6 ~ N O W - 43 - June 1994 O O w O

DEMOGRAPHICS - continued - 1. 18-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female BASE: Total Sample (1000) (125) (58) (183) (112) (197) (127) (113) (85) Occupation Service worker 29 40 33 22 28 20 40 32 52 Operations/semi-skilled worker 17 15 17 13 14 25 7 17 13 Laborer 16 16 7 25 2 18 3 18 - Craftsman/foreman 11 10 3 18 2 9 5 18 - Professional/technical 10 9 10 8 24 7 16 5 9 Proprietor/manager 7 5 7 7 5 10 9 - 9 Sales worker 6 3 10 4 9 6 7 5 4 Clerical worker 4 2 13 3 16 1 10 - 9 Age (mean in years) 38 21 21 29 29 41 42 59 61 Income (median in $000) $20.5 $21.7 $18.3 $20.7 $19.3 $22.6 $20.4 $17.9 $17.5 0 I N ~ 0 W 0 0 W Hispanic Cigarette Usage Study - 44 - June 1994 ~-A

DEMOGRAPHICS - By Country of Origin - Country of Origin BASE: Total Sample Language used at home Mexico Puerto Rico Cuba Other (553) (90) V2) (233) Net: Spanish Dominant - 58 40 63 44 Spanish all of the time 40 27 44 29 Spanish more than English 18 13 18 16 Spanish and English equally 25 31 19 23 Net: English dominant 17 29 . 18 33 English more than Spanish 10 14 8 13 English all of the time 7 14 10 19 Average # of Hours Watch Television Total 16.9 22.5 21.4 19.8 Spanish 7.9 9.7 10.5 6.7 English 9.1 12.7 11.0 13.0 Average # of Hours Listen to Radio Total 21.3 25.1 18,6 21.0 Spanish 13.0 17.1 9.9 7.8 English 8.3 8.0 8.7 13.2 Frequency of reading a Spanish-lanquaqe newspaper Net: More than once a week 19 26 42 26 Everyday 7 13 26 9 4-6 times a week 1 1 4 3 2-3 times a week 11 11 11 14 Once a week 18 14 18 13 Less often than once a week 20 13 13 15 Never 42 46 28 44 N O A N 0 W O Hispanic Cigarette Usage Study - 45 - June 1994 O W N

DEMOGRAPHICS - continued - rM Country of Origin Mexico Puerto Rico Cuba Other BASE: Total Sample Frequency of reading an English-languac7e newspaper (553) (90) (72) (233) Net: More than once a week 44 62 47 53 Everyday 26 40 29 29 4-6 times a week 5 3 3 6 2-3 times a week 13 19 15 19 Once a week 14 7 11 12 Less often than once a week 10 7 4 8 Never 31 24 38 27 Language preferred to read advertising English 39 51 28 48 Spanish 43 23 50 31 Both 19 26 22 21 Language preferred to read cigarette advertising English 36 42 24 45 Spanish 37 24 43 28 Both 27 33 33 27 Marital Status Single 30 28 14 34 Married 56 41 60 51 Divorced 6 18 14 7 Separated 3 12 8 6 Widowed 5 1 4 2 Household size (mean) 4.4 3.2 3.5 3.4 Education Finished high school or more 41 54 67 68 N O -P N O W O O Hispanic Cigarette Usage Study - 46 - _ June 1994 W W

DEMOGRAPHICS - continued - E.n *M - Country of Origin Mexico Puerto Rico Cuba Other BASE: Total Sample (553) (90) (72) (233) Employed 67 52 79 69 Country of birth/origin Foreign-born 62 67 86 56 U.S. born - 39 33 14 44 Years in U.S. Mean U.S. citizenship (among foreign-bom) Yes No Desire to move back to country of origin Yes No DK/no answer Home ownership Rent Own DK/no answer 24.3 25.8 18.7 22.4 21 95 39 21 77 3 60 77 47 50 32 52 42 38 53 39 11 12 15 56 79 60 64 42 18 39 35 2 3 1 1 N O A N O W O Hispanic Cigarette Usage Study - 47 - June 1994 O W ~

DEMOGRAPHICS - continued - , Country of Origin Mexico Puerto Rico Cuba Other BASE: Total Sample (553) (90) (72) (233) Occupation Service worker 27 36 26 32 Operations/semi-skilled worker 19 15 16 12 Laborer 21 6 7 9 Craftsman/foreman 10 6 11 13 Professional/technical 8 11 11 12 Proprietor/manager 5 9 14 8 Sales worker 5 6 7 6 Clerical worker 3 9 5 6 Age (mean in years) 38 40 41 36 Income (median in $000) $20.6 $23.3 $28.6 $26.8 N 0 .A N O La O Hispanic Cigarette Usage Study - 48 - __ June 1994 O n 0

2042030036

CIGARETTE USAGE SURVEY MDI# 94-187-01(T) = Card 1 (5=0) Respondent #: (1-4) Language: Spanish ............. 1 (10) Respondent Name: English ............ 2 .. Telephone #: City: lnterviewer: Interviewer #: (6-7) Interview Length: (8-9) Date: SCREENER (BEGIN ALL INTERVIEWS IN SPANISH - SWITCH TO ENGUSH IF RESPONDENT DOES NOT UNDERSTAND.) Good morning/afternoon/evening, my name is _ from Market Development, a marketing research company. Today we are conducting a study about cigarettes and would like to include your thoughts and opinions. We are not seT(ing anything and your answers are strictly confidential. First of all, we are speaking with people 18 years of age and over. S1. Are you 18 years old or older? Yes ........................ 1 CONTiNUE No ......................... 2 PROBE: "May I please speak with someone who is 18 years old or older?" IF OUAUFIED RESPONDENT IS AVAILABLE, REPEAT INTRO AND CONTINUE INTERVIEW IF QUAUFIED RESPONDENT IS IN HOUSEHOLD, BUT NOT AVAILABLE, ARRANGE CALLBACK IF NO OUAUFIED RESPONDENTS ARE IN HOUSEHOLD, THANK AND TERMINATE S2. Are you of Hispanic or Latin origin? Yes ........................ 1 CONTINUE No ......................... 2 THANK AND TERMINATE S3. Including yourself, are there any people in your household of Hispanic origin 18 years of age or older who smoke cigarettes? Yes ........................ 1 CONTINUE No ......................... 2 THANK AND TERMINATE S4. Could you please tell me the ages of all the male smokers of Hispanic origin 18 years of age or older in your household? Male 1 Male 4 Male 2 Male 5 Male 3 Male 6 M01 N94•187-01{T) ' 1 -

S5. Could you please tell me the ages of all the ferrmale smokers of Hispanic origin 18 years of age or older in your household? Female 1 Female 4 Female 2 Female_5 Female 3 Female 6 S6a. Could you please tell me the total number of males of Hispanic origin 18 years of age or older in your household? Total number of males in household S6b. And could I please have the ages of these (INSERT NUMBER OF MALES IN Q.S6a) males of Hispanic origin 18 years of older in your household? Male 1 Male 4 Male 2 Male 5 Male 3 Male 6 S7a, Could you please tell me the total number of females of Hispanic origin 18 years of age or older in your household? Total number of females in household S7b. And could I please have the ages of these (INSERT NUMBER OF FEMALES IN Q.S7a) females of Hispanic origin 18 years of older in your household? Female 1 Female 4 Female 2 Female 5 Female 3 Female 6 MDI N44•187-01(r) - 2- 08/14/94 (Tue) 14.23

MAIN QUESTIONNAIRE Q1. Do you, yourself, smoke cigarettes? Record Start Time: Yes ........................ 1 No ......................... 2 CHECK UST OF SMOKERS, AND ASK FOR YOUNGEST AVAILABLE SMOKER 18 YEARS OF AGE OR OLDER 02. Do you smoke filter or non-filter cigarettes, or both? Filter ....................... 1 Both ....................... 2 Non-filter .................... 3 CHECK UST OF SMOKERS, AND ASK FOR YOUNGEST AVAILABLE SMOKER YEARS OF AGE OR OLDER 18 02a. About how many packs or cartons of cigarettes do you smoke in an average week? ANSWER IS IN DAYS ASK:) About how many packs would that be in a week? (IF packs or cartons 02b. You say you smoke (INSERT ANSWER FROM Q.2a). Is that correct? Yes ........................ 1 - (CONTINUE) No ......................... 2 - (RE-ASK Q2a) 02c. Could you please tell me your exact age? 03. What is your regular brand of cigarettes, that is the brand you smoke most often? (DO NOT READ UST. ACCEPT ONE ANSWER ONLY) USE PRE-UST HERE Q4. And is that menthol or non-menthol? READ UST AGAIN, IF NECESSARY (ACCEPT ONE ANSWER ONLY) Menthol ....................... .1 Non-menthol ................. 2 05. And is that the regular full flavor, the lights, or the ultra lights? READ UST AGAIN, IF NECESSARY (ACCEPT ONE ANSWER ONLY) Regular full flavor .............. 1 Lights ...................... 2 Ultra lights ................... 3 06. Is the length the standard king, the long 100's, or the extra long 120's? READ UST AGAIN, IF NECESSARY (ACCEPT ONE ANSWER ONLY) Standard king . ................ 1 Long 100's, or ................. 2 Extra long 120's ............... 3 07. Do you usually buy cigarettes in the soft paper pack or the hard box pack? READ UST AGAIN, IF NECESSARY (ACCEPT ONE ANSWER ONLY) Soft paper pack ............... 1 Box ........................ 2 N O MDI *84•187-01(T) - 3- 06/14/B4 (Tue) 14.23 (V O w O O W '40

0.8 9. 1s that the one with 20 cigarettes to the pack or 25 cigarettes to the pack? READ UST AGAIN, IF NECESSARY (ACCEPT ONE ANSWER ONLY) 20 per pack .................. .1 25 per pack ...... ,.............. . .2 How long have you smoked (INSERT BRAND FROM Q.3]? DO NOT READ UST (ACCEPT ONE ANSWER ONLY) 3 months or less . . . . ........................ 1 4-6 months ................................. 2 7-11 months ................................ 3 1 year to less than 2 years ..................... 4 2 years to less than 3 years .................... 5 3 years to less than 4 years .................... 6 4 years to less than 5 years .................... 7 5 years to less than 10 years ................... 8 10 years or more ............................. 9 Don't know ................................ X Refused ................................... Y 010. Before you started smoking [INSERT BRAND FROM 0.3], were you smoking some other type or size of [INSERT BRAND FROM Q.3], or were you smoking some other brand of cigarette? Some other type or size of same brand ........... 1 PROBE: "What other size or type was that?" Some other brand ........................... 2 PROBE: "What other brand, type, and size was that?" No previous brand ........................... 3 Don't know ................................ 8 Refused ................................... 9 011, Why did you begin buying [INSERT BRAND FROM Q.3]? DO NOT READ UST (ACCEPT MULTIPLE RESPONSES) Coupon ........-__- .................. _,........................ 1 2for1 deal ................................................... 2 Special deal or promotion (free cigarettes or a free gift) .................. 3 Price (brand was on sale or less expensive than regular brand) ............ 4 Store was out of stock of regular brand ............................. 5 Wanted a change/Wanted to try something other than regular brand ........ 6 It'sanew brand ............................................... 7 To try this particular brand ....................................... 8 Other (specify) ................. . . . . . 9 Other (specify) . . . . . . . . . . ..................... 9 Don't know ................................... ................ 0 Refused ......................... ....................... ........ X (IF COUPON NOT MENTIONED IN Q.11, ASK:) Q,11a Would you use a coupon to buy (INSERT BRAND FROM 0.3) if you received one? Yes .............-............................................1 No ..........................................................2 Don't know ...................................................3 3 MDI ,y94-187-01(l) - 4 - 08/14/94 (Tue) 14 23

Q12. How do you get your cigarettes normally? Do you get them...(READ UST)? (ACCEPT ONE ANSWER ONLY) By the pack ..................................................1 By the carton ............. ..,.................................... .2 Both by the pack and by the carton ................................ 3 013. deleted 014. You told me that your regular brand of cigarettes is [INSERT BRAND FROM Q.3]. In the past 7 days, what other brands of cigarettes have you bought for yourself? Please include all purchases, even if they were just a different type or size of your regular brand. DO NOT READ UST (ACCEPT MULTIPLE RESPONSES) USE SAME PRE-LIST AS IN 0.3 (IF NO REGULAR BRAND/JUST STARTED SMOKiNG MENTIONED IN 0.3, ASK:) in the past 7 days, what brands of cigarettes have you bought for yourself? Please include all purchases. (RECORD COMPLETE BRAND NAME - ACCEPT UP TO 5 MENTIONS - DO NOT PROBE) (IF BRAND MENTIONED IS THE SAME AS REGULAR BRAND, CLEAR WITH:) Disregarding (REGULAR BRAND], what other brands of cigarettes have you bought for yourself in the past 7 days? (IF NO PURCHASES IN THE PAST 7 DAYS MENTIONED, VERIFY:) You told me that in the past 7 days you did not buy any cigarettes for yoursetf. ts that correct? REPEAT CLEARING QUESTIONS (Q.4-8) FOR EACH BRAND MENTIONED IN Q.14 ASK 0.15 AND Q.15a FOR EACH BRAND MENTIONED IN Q.14: Q15. Why did you buy [INSERT OTHER BRAND FROM 0.14) instead of your regular brand? DO NOT READ UST (ACCEPT MULTIPLE RESPONSES) Coupon ..................................................... 1 2for1 deal .................................................. 2 Special deal or promotion (free cigarettes or a free gift) .................. 3 Price (brand was on sale or less expensive than regular brand) ............ 4 Store was out of stock of regular brand ............................. 5 Wanted a change/Wanted to try something other than regular brand ........ 6 It's a new brand ............................................... 7 To try this particular brand .............. ............................ . 8 Other (specify) ................ . .............. . 9 Other (specify) ...................... . . ....... 9 Don't know .... .................... .::-.........................0 Refused ...... . .................. ........... . ....... X (IF COUPON NOT MENTIONED IN Q.15, ASK:) Q.15a Would you use a coupon to buy (INSERT OTHER BRAND FROM 0.14) if you received one? Yes ........................................................1 No ......................................................... 2 Don't know .... ......................... -_......................... .3 N O MDI X94•1@7-01(l) -5- N 06/14/94 (7u9) 14.23 0 W ~ O .A ~

Q16. Where do you usually purchase your cigarettes? (DO NOT READ UST. ACCEPT MULTIPLE RESPONSES) Supermarket ................................................. 1 Grocery store . . . . _ . . .......................................... 2 A special kind of store that stays open long hours like 7-11, Majik Markets, or Circle K (a convenience store which might also sell gas) . 3 A gas station (not a convenience store) ............................. 4 A drug store ................................................... 5 Discount store (like K-mart or Target) . .............................. 6 Department store .............................................. 7 Newsstand or stationery store ..................................... 8 Cigar store or candy store ....................................... 9 Liquor store or package store ..................................... 0 Restaurant or bar .............................................. 1 Military store, like the PX or ship store or commissary ................... 2 Hotel store ................................................... 3 Office building lobby . . .......... . ................. . ............. 4 At the movies or theater ......................................... 5 At a variety store like Woolworths ................................... .6 Atwork ..................................................... 7 On an Indian Reservation ........................................ 8 At a wholesale store like the price club ................................ 9 from a vending machine ......................................... 0 From a delicatessen ............................................ 1 Anywhere .................................................... 2 Other ........................... 9 Don'tknow ..................................................0 Refused ..................................................... 8 (ASK Q.17 - Q.21 IF RESPONDENT IS 21 YEARS OF AGE OR OLDER IN Q.2c. OTHERWISE, SK1P TO Q.D1) Q17. Have you ever participated in any promotion sponsored by a cigarette company? By promotion I mean contests/sweepstakes, merchandise give-aways, two-for-one deals, or coupon redemption? Yes .......................... 1 (CONTINUE) No ........................... 2 1 1 (SKIP TO Q.18a) (DO NOT READ) Don't know/no answer ............ 3 J Q18. Which types of cigarette promotions have you participated in? (READ LJST) (ACCEPT MULTIPLE RESPONSES) (PROBE:) Are there any other types of cigarette promotions you have participated in? Contestsi"sweepstakes . . . . . . . . . . . . 1 Merchandise give-aways .......... 2 Two-for-one deal ................ 3 Coupon redemption ............. 4 Other: (SPECIFY) 06/14(94 (Tue) 1423 MDI d94-187-01M -6-

Q18a. Have you ever heard of Marlboro Miles? Yes .......................... 1 (CONTINUE) No .......................... 2 1 I (SKIP TO 0.19) (DO NOT READ) Don't know/no answer ............ 3 J Q18b. Do you collect Marlboro Miles? Yes .......................... 1 No .......................... 2 (DO NOT READ) Don't know/no answer ............ 3 019. Have you ever heard of "The Marlboro Adventure Team?" Yes .......................... 1 (CONTINUE) No .......................... 2 1 1 (SKIP TO 0.21) (DO NOT READ) Don't know/no answer ............ 3 J (IF RESPONDENT ANSWERS "NO/DONT KNOW' TO Q.18b AND "YES" TO 0.19, SKIP TO Q.D1) 020. Which of the following statements best describes your participation with the "The Marlboro Adventure Team?" (READ LIST. ACCEPT ONLY ONE ANSWER) I am aware of "The Marlboro Adventure Team" but have not participated in the promotion ... 1 I have collected Marlboro Miles but have not ordered any merchandise ................ 2 ~ I ~ (SKIP TO Q.D1) J I have collected Marlboro Miles and have ordered merchandise ................... .3 - (ASK 0.21) (ASK 0.21 IF COLLECTED MARLBORO MILES IN Q.18b. IF NOT, SKIP TO Q.D1) 021. What did you order when you redeemed your Marlboro Miles? (READ LIST. ACCEPT MULTIPLE RESPONSES) (PROBE:) Did you order any other merchandise? Sleeping bags . . . ......... . .............. 1 Jackets .............................. 2 Shorts ...............................3 Watches ..................,............4 Cigarette lighters ............... . ....... 5 Caps ...................... .,........... 6 Other: (SPECIFY) 7 8 (DO NOT READ) Have not ordered any merchandise ......... 1 MDI N94-187-01(T) - 7- OB/14/94 (iue) 18,23

CLASSIFICATION D1. Finally, I'm going to ask you some classification questions that will help us divide the interviews into groups. Who would you say is the principal grocery shopper for your household? (ACCEPT ONLY ONE ANSWER.) Self ..............................................................1 Spouse ...........................................................2 Other (SPECIFY WHOM AND RECORD GENDER) ........................... 9 D2. Would you say that at home you speak... (READ UST) (ACCEPT ONLY ONE ANSWER) Spanish all of the time ................................................ 5 Spanish more than English ............................................ 4 Spanish and English equally ........................................... 3 English more than Spanish ............................................ 2 English all of the time ................................................ 1 D3. About how many hours do you personally spend watching television in an average week? (RECORD EXACT NUMBER) IF RESPONDENT DOES NOT GIVE EXACT NUMBER, SAY: "Can you do your best to give me an exact number please?" hours D4. Of those hours, how many are spent watching Spanish-language television and how many are spent watching English-language television? (RECORD WHOLE NUMBERS ONLY) Spanish English D5. About how many hours do you personally spend Ilstening to the radio in an average week? (RECORD EXACT NUMBER) IF RESPONDENT DOES NOT GIVE EXACT NUMBER, SAY: "Can you do your best to give me an exact number please?) hours D6. Of those hours, how many are spent listening to Spanish-language radio and how many are spent listening to English-language radio? (RECORD WHOLE NUMBERS ONLY) Spanish English N O ~ I N O MDI N94•187-01 (T) - 8- 06/14/94 (7ue) 14..23 0 O . A ~

D7. How often do you read or look through a Spanish-language newspaper? Do you read or look through a Spanish-Ianguage newspaper...(RE,AD UST)? (ACCEPT ONE ANSWER ONLY) *Every day ..... ........... .......... .............................. 1 *4 - 6 times a week .................................................2 *2 - 3 times a week ................................................. 3 *Once a week, or _ - ................................................ 4 *Less often than once a week ......................................... .5 *Never (DO NOT READ) ..............................................8 *Don't know (DO NOT READ) .......................................... 9 D8. How often do you read or look through an English-language newspaper? Do you read or look through an English-language newspaper...(READ UST) (ACCEPT ONE ANSWER ONLY) *Every day ........................................................ *4 - 6 times a week ................................................. *2-3timesa week ................................................. *Once a week, or ................................................... 1 2 3 4 8a. *Less oftenthan once a week .........................................5 *Never (DO NOT READ) .............................................. 8 *Don't know (DO NOT READ) .......................................... 9 When you see advertising, do you prefer to read the advertising in English or Spanish? English ................................................. Spanish ................................................ (DO NOT READ) Both ............................................... 1 2 3 D8b. When you see cigarette advertising, do you prefer to read the cigarette advertising in English --- - --- : - or Spanish? English .................................................1 Spanish ................................................ 2 (DO NOT READ) Both ...... . ...... . . .................................. 3 D9. Are you currently...(READ UST)? Single .......................................................... 1 Married .......................................................... 2 Divorced ......................................................... 3 Separated, or ........................ .:.............................. .4 Widowed .........................................................5 Refused (DO NOT READ) ...... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 MDI N94•187-01(r) .9 06/14/94 (ius) 14.23 -p cn

D10. How many people including yourself live in your household? people 999 Refused (DO NOT READ) D11. Omitted D12. Omitted D13. Would you please tell me the last grade of school that you completed? (DO NOT READ UST) (ACCEPT ONE ANSWER ONLY) Some grade school ................................................. 1 Finished grade school ............................................... 2 Some high school .................................................. 3 Finished high school ................................................ 4 Commercial or technical school ........................................ 5 Some college ...................................................... 6 Finished college .................................................... 7 Graduate studies ................................................... 8 No School ........................................................ 9 Refused .......................................................... 0 D14. In what country were you born? United States ................ 1 Argentina ................. 2 GO TO D16 Honduras ...................... 13 Bolivia ....................3 Mexico ........................ 14 Brazil .................... 4 Nicaragua ..................... 15 Chile .................... 5 Panama ....................... 16 Colombia ....... . . . . . . ._- . 6 Paraguay ...................... 17 Costa Rica ........... . .... 7 Peru ............ ........ ...... 18 Cuba .................... 8 Puerto Rico .................... 19 Ecuador .................. 9 Dominican Republic .............. 20 El Salvador ............... 10 Uruguay ....................... 21 Spain .................... 11 Venezuela ..................... 22 Guatemala ............ . .... 12 Other (specify) ..... . .99 015. Are you planning to move back to this country sometime in the future? Yes ..................... No ...................... Don't know ............... 1 2 3 GOTO D17 GOTO D17 GOTO D17 MDI 894.187-01(f) • 10 - 06/14194 (Tue) 7423 N 0 ~ N 0 CA) 0 a .Q a~

D16. What is your origin or descent? (IF RESPONDENT MENTIONS SPANISH, ASK "What country are you from?") Argentinean ............... 2 Bolivian .................. 3 Brazilian .................. .4 Chilean .................. 5 Colombian ................ 6 Costa Rican ............... 7 Cuban ................... 8 Ecuadoran ................ 9 Salvadorean ............... 10 Spanish .................. 11 Guatemalan ............... 12 Honduran ...................... 13 Mexican ....................... 14 Nicaraguan .................... 15 Panamanian .................... 16 Paraguayan .................... 17 Peruvian ....................... 18 Puerto Rican ................... 19 Dominican ..................... 20 Uruguayan ..................... 21 Venezuelan .................... 22 Other (specify) .................. 99 Don't know (DO NOT READ) Refused (DO NOT READ) GOTO D17a D17. And for how many years have you lived in the United States? (RECORD EXACT NUMBER) years All my life (DO NOT READ) .................................. 98 Refused (DO NOT READ) ................................... 99 D17a. Do you rent or own the place you currently live? Rent ...................................................1 Own ....................................................2 Don't know ............................................. 3 Refused ................................................4 D18. Are you employed outside of the home or not? Employed .............................................. 1 Not employed ...................... _.................... 2 Refused (DO NOT READ) ....... ............ 9 ASK D18a IF EMPLOYED IN D18 D18a. And what is your occupation? ASK D20 IF BORN OUTSIDE U.S. D20. Are you a U.S. citizen? Yes ............ ................. ..._. .................... 1 No .................. ., . . . . . ......... ...................... _2 Don't know Refused (DO NOT READ) 06/14/94 (Tue) 14.23 M01 y94-187-01(7)

D21. And finally, is your yearly household income over or under $25,000? IF UNDER: "Is that over or under $15,000? IF OVER: "Is that over or under $40,000? Under $15,000 .. ......................................... 1 $15,000 - $24,999 ......................................... 2 $25,000-$40,000 ......................................... 3 Over $40,000 ............................................ 4 Don't know ............................................. 8 Refused ................................................ 9 This completes our interview today. Thank you for your time. Now, could you please tell me if any of the other people you mentioned were smokers in your household are currently home and available to also complete this interview? Yes, another respondent called to telephone ................ 1 GOTO INTRO AND CONDUCT IMERVIEW No, another respondent is not available ................... 2 ARRANGE CALLBACK No, no other respondents in household ................... 3 TERMINATE MDI N94•187-01(T) - 12 - 06i1a/g4 (Tue) 14.23 N 0 A N 0 W O O .A co

i