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sI PHILIP MORRIS U. S. A. INTER-OFFlCE CORRESPONDENCE RICHMOND, VIRGINIA To: . Ms. J. Nash Date: December 29, 1982 F rom: . J. Jones Subject: . Focus Group Results on Cigarette Circumference ABSTRACT A series of focus group sessions was conducted to discuss consumer reaction to cigarette circumference and the number of cigarettes in a pack. A male and a female flavor-low group met in three cities to assess experimental cigarettes of three circumferences with either cork or white filters. Prior to exposure to the experimental models the idea of fewer than 20 cigarettes in a pack received favorable comments, whereas the idea of more than 20 cigarettes per pack was met with some concern. After exposure to the slim cigarettes there were a number of positive statements about the option of more cigarettes for the same price, providing the taste quality of the cigarettes was not exchanged for quantity. It is recommended that the planned Mall studies be conducted on the range of six circumferences with the filter to match the respondent's own brand. Circumference evaluation should be made independently of the question of number of cigarettes per pack. METHOD Six focus group sessions were conducted by Louise Wu during the week of December 6-9, 1982, to discuss 85mm cigarettes of three different circumferences (25mm, 23mm, and 22mm). We were interested in participant reaction to the number of cigarettes in a pack (20, 21, and 23 respectively), to the circumference, and to a cork or white filter. The 85mm model was selected over a 100mm model to minimize the effect of slim cigarette marketing strategies on the present evaluations. Two groups of primarily 80-85mm nonmenthol flavor low smokers, one male group and one female group, were assembled in each of three cities: Minneapolis, Denver, and Seattle. The groups ranged in size from seven to eleven smokers participating in sessions lasting approximately an hour and a half. The sessions began with smokers introducing themselves and briefly telling about their smoking histories. The moderator then asked the group for comments concerning the ideal number of cigarettes they would like to get in a pack, and what cigarette characteristics they would be willing to change in order to get this ideal number. The presentation sequence of the five cigarette models was altered for each focus group session. For each cigarette model the open pack of cigarettes was presented for viewing, the unlit rod was evaluated in terms of appearance and feel in the hand, and the lit cigarette was evaluated for such characteristics as taste, impact, and draw. Smokers were asked to record their initial reactions to the model prior to group discussion. The group sessions were concluded with a discussion of the overall impressions of the slim 85mm cork and white tipped models and the post-exposure impression of more than 20 cigarettes in a pack.

-2.~. SUMMARY OF GROUP DISCUSSION Ideal Number of Cigarettes Per Pack (Pre-exposure) The initial reaction to the question of the ideal number of cigarettes per pack was either to stay with 20 per pack (the number to which they were accustomed) or opt for fewer than 20 per pack. The three major explanations for choosing fewer than 20 per pack were economics, health issues, and convenience in carrying the pack. The perceived benefits of fewer than 20 cigarettes were expressed as: 1) psychological-to reduce the cost of a pack to small change, 2) the hope of encouraging the individual to smoke fewer cigarettes (if the cigarettes are not there the individual will not be tempted to smoke as many), 3) the smaller pack would be less bulky to transport and would be more appropriate for those who smoke less than a pack a day or for those who smoke in spurts, 4) fewer cigarettes per pack would prevent the cigarettes from drying out, and 5) the smaller pack would be chosen when the smoker is sick and wants only an occasional cigarette. The idea of more than 20 cigarettes in a pack met with several concerns. Most important, the smoker does not want to sacrifice quality for quantity. The size of the pack was also of importance--smokers do not want a larger pack because they want it to fit easily in their pockets. For those smokers who restrict themselves to a half pack per day (which is now 10 cigarettes), an increase in the number of cigarettes per pack would mean an increase in consumption. Concerns about a slimmer cigarette included a possible uncomfortable feel in the fingers and a faster burn rate (more cigarettes would be smoked yet each of them would be less satisfying). In spite of the doubts regarding more cigarettes per pack, the idea of getting more cigarettes for the same price was received with interest. Ideal Number of Cigarettes Per Pack (Post-exposure) After smoking the slim experimental models there was an overall positive reaction from many of the male and female smokers to the option of more than 20 cigarettes in a pack for the same price. Participants indicated that smokers rarely smoke all of the cigarette--they get satisfaction out of lighting the cigarette and taking the first few puffs, but the cigarette frequently just burns in the ashtray. Twenty-three cigarettes per pack was perceived as a way to reduce the amount of wasted tobacco. Regarding the diameter of the cigarette, some smokers saw no real difference in thickness. For these smokers the slight difference in size, even for the 22mm cigarette, was worth the significant increase in number of cigarettes per pack. Again, the primary concern expressed after exposure to the slim cigarette models was the taste of the cigarette. Smokers do not want to sacrifice quality and would opt for more than 20 cigarettes per pack perhaps only if it were offered for their own brands. There was still the concern that increasing the number of cigarettes per pack would encourage the smoker to increase the number of cigarettes smoked. (This concern was expressed by those who smoke less than a pack a day.) Some smokers were still concerned with the burn rate of a"narrow" cigarette. They expressed concerns about the ease of draw, the amount of smoke per puff and the impact of the smoke (questioning whether a thinner cigarette would give more concentrated smoke rather than evenly filling the mouth). Some smokers mentioned the uncomfortable feel of the thin cigarette in the mouth and in the hand, and the connotation of a slim cigarette as "a lady's cigarette."

-3- Adjustment to a Narrower Circumference Several smokers indicated that they could more readily adjust to the 23mm circumference (21 per pack) from their own cigarette; the 22mm circumference (23 per pack) would require a greater adjustment. The 22mm circumference cigarette, when presented first, was described as feeling "awkward" to someone who has been smoking the usual circumference cigarette for over 25 years. Other men and women felt that it did not bother them; they did not pay any attention to the smaller circumf erence. This was a characteristic that smokers felt they could get used to, "the way we got used to small cars." A few males mentioned the association of a thin cigarette with a woman's cigarette, but they recognized that this view could change. (One male made the comparison with the impression of filtered cigarettes when they were first introduced.) Some males were surprised with how comfortable the 23mm cigarette felt in their fingers. Many of the women expressed strong interest in a thinner 85mm cigarette. As long as they liked the taste of the cigarette, they did not feel as though they were "giving up anything" to get more cigarettes per pack. A thin cigarette was also viewed as an acceptable alternative to the smoker's own 25mm circumference cigarette because it offered them variety--there may be some occasions or situations where they would like a slimmer cigarette. After exposure to the slim cigarettes the participants were given a control cigarette of a circumference similar to their own brand. The reaction to this familiar cigarette size was that it "looks fat and feels fat," or that it feels "normal." Many smokers were surprised at how quickly they had become accustomed to the thinner cigarettes. Apart from the initial adjustment, several smokers, both men and women, felt that it would not make much difference if the cigarette was slimmer. More Than 20 Per Pack-The Scale of Implications The impact of an increase in the number of cigarettes per pack depended on the level of the evaluation--considering only the individual rod, the increase per pack, and on the larger scale of the carton. This has direct implications for marketing the product. If the smokers are looking at the amount of tobacco they are purchasing on a per-rod basis, they are concerned that they are losing tobacco. If the cigarette is thinner it should also be longer to give the same amount of tobacco. Also, if the filter is long the rod should also be long to keep the cigarette in proportion. On the level of a single pack, some smokers felt that only one additional rod was an insignificant increase, that it would not make the change to another brand of cigarette worthwhile. The smokers who disagreed with this comment pointed out that the smoker is very aware of getting down to the last cigarette in a pack, and now there would be one more cigarette there. Some smokers thought the idea of more cigarettes per pack was not attractive until it was expressed in terms of the number of extra packs per carton. On this larger scale, one smoker expressed the benefit as: "You can plan to have enough cigarettes for one extra day."

-4- Cork versus White Filter Some smokers say that the filter color does not make any difference, but many smokers have a definite preference and can readily describe why they prefer one filter over the other. The white filter was described positively as being attractive and seeming cleaner. The negative statements were: that it is too easy to reverse the cigarette and light the wrong end; that the white filter sticks to the lips and tears the skin off; that the smoker can see how brown the mouth end becomes after smoking in contrast with the whiteness of the filter; that it is associated with a menthol cigarette; and that it shows lipstick s tains . The cork filter was described in positive terms as looking "more appropriate," and that it allows the smoker to rapidly distinguish which end to light. As an interesting side comment on the perceptual impact of the filter color, cork appears to make the filter look shorter than an unringed white filter. Before exposure to the cork version of the 22mm cigarette, some smokers expressed the concern that a cork f ilter would make the filter appear even longer than the white filter. In actuality, however, the cork-tipped version of the 22mm cigarette was received positively as having a shorter filter. Slim 85mm Cigarettes versus Slim 100's The specific topic of why smokers who liked the experimental slim 85mm cigarettes did not smoke slim 100's was not explored, but some possible explanations that came out of the group discussions were: 1) the 100mm length of currently marketed slim cigarettes is not acceptable, 2) the obvious marketing strategy of targeting the female smoker, or 3) the negative associations with the white tip expressed in the previous section. In one of the female groups, the slim cigarettes were favorably seen as more feminine than their own and as feeling more dainty in the hand and as being elegant. These smokers do not like the length of the thin cigarettes currently being marketed. They feel that the 100mm cigarette gets in the way and that it looks strange, off-balance. One woman said that as a short person she would look out of proportion smoking a 100mm cigarette, and that 85mm cigarettes were for short people and the 100's were for tall people. This perhaps demonstrates the impact of marketing, where the Virginia Slims advertisements portray a tall, thin model figure, and may have to some degree segmented the female market. Appearance of the Experimental Models With the increasing cost of cigarettes there is a great deal of attention paid to the amount of tobacco being purchased for the money. Smokers had a strong negative impression of the experimental cigarettes as being only half a cigarette, the other half was filter. Particularly with the white filter, the proportion of filter to cigarette makes it appear that "the smoker i,s getting gypped." Without printed brand names or rings, the filter visually extends down to the overtipping. A ring on a white filter appears to make two important ' contributions to the evaluation of a cigarette: besides breaking the continuity of the long filter, it makes the cigarette look less plain. The smokers indicated that they would want a little color, a stripe or a ring, to distract

-5- from the plainness of the white on white. To speculate, the plainness of unmarked white tipped cigarettes might increase the likelihood that they be evaluated as bland or tasteless. They said a cork filter does not make the cigarette look as thin or as long as a white filter: it divides the cigarette, breaking the appearance of a continuous white rod, and therefore the cigarette does not look off-balance when held. This distinction may be useful in future product testing. Cigarettes Purchased by the Pack or by the Carton There are several factors which influence whether a smoker will buy his/her cigarettes by the pack or by the carton. A smoker will buy cigarettes by the pack: because it is easier (psychologically) to spend change than to pay one large sum for a carton; because of where the cigarettes are purchased--in a 7- Eleven or in a vending machine; because there is believed to be a higher turnover rate for packs so the cigarettes would more likely be fresher; and because of the free pack coupons offered with the packs. Other reasons include wanting to grab just a single pack to throw in the pocketbook; buying cigarettes as the smoker needs them; believing that they would smoke twice as much if they purchased cigarettes by the carton; thinking that this pack will be the last before quitting; not wanting to have cigarettes just laying around; and sometimes wanting a different cigarette for a change. Smokers buy cigarettes by the carton for two reasons: because it is cheaper and because it is more convenient--there will always be a cigarette handy and it does not involve several trips to the store. We have not fully developed the implications of these findings, but the rationale for a smoker selecting a pack or a carton appears to be clearly defined for a given smoker. SUMMARY AND RECOMMENDATIONS The idea of fewer than 20 cigarettes per pack appealed primarily to the light smoker who does not want to carry 20 cigarettes with him/her and does not want the extra cigarettes to dry out. Conversely, the concept of more than 20 cigarettes per pack for the same price appealed to the individual who smokes more than a pack a day. One smoker combined these ideas saying that she would really like 20 of the slimmer cigarettes in a pack for less money. The timing appears to be right for offering the consumer a different number of cigarettes per pack. Most of the smokers reiterated concern over the rising cost of cigarettes and many appeared to be receptive either to the idea of more cigarettes per pack or to fewer cigarettes per pack. More than 20 cigarettes per pack was viewed as more cigarettes for the money, a good deal; fewer than 20 was viewed as a way to return to small change. The economic advantage may outweigh any possible drawbacks of a thinner cigarette--even for the men. Smokers brought up the fact that many cigarettes are smoked virtually unnoticed--there is satisfaction in the lighting of the cigarette and in the first few puffs, but then the cigarette just burns. These extra cigarettes per pack are viewed as "money in the pocket." After exposure to the experimental slim 85mm cigarettes, several smokers indicated that they liked the idea of more than 20 in a pack if: 1) the pack costs the same amount as 20 per pack, 2) the pack is the same size as the current pack, and 3) the cigarette tastes good.

-6- In the upcoming Mall test we should strongly consider providing the respondent with experimental cigarettes in the filter color of his/her usual brand. The appearance of the cigarette seems to be influential in consumer evaluation of this new concept, and we would not want to negatively bias our results by an extraneous variable such as filter color. In the present focus group sessions, the participants were made aware of the differences in circumference between the models by presenting the open pack and pointing out the number of cigarettes in the pack. We will want to present each model individually in the Mall test for discrimination and acceptability testing. The concept testing of fewer or more cigarettes per pack should also be pursued in the Mall format, but perhaps in the open-ended questions at the end of the questionnaire. As evidenced in the number of concerns about the idea of more than 20 cigarettes in a pack, the way in which the questions are addressed in the Mall test could strongly influence the results. We want to assess these concerns without suggesting additional concerns the smokers may not have thought about. Image and appearance characteristics should therefore be restricted to open-ended questions, and the smoke characteristics of the cigarette explored in the semantic differential scales. The draw, burn rate and impact characteristics were of concern to the participants and should be explored as part of the smoke qualities. In the impact questions we will want to look specifically at how the smoke fills the mouth. Results from the Mall test should give us additional information regarding the direction for future research. JAJ:yl cc: Mr. Mr. Mr. Mr. Mr. Mr. R. L. P. F. C. W. Thomson Meyer Gauvin Daylor Rowe Claflin Dr. Mr. Dr. Mr. Mr. W. H. D. W. F. Dunn Spielberg Ennis Houck Ryan Central File