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I I I I I I ~ I I A I I I I I I I I I A STUDY OF SMOKERS' HABITS AND ATTITUDES WITH SPECIAL EMPHASIS ON LOW TAR AND MENTHOL CIGARETTES VOLUME I Prepared for PHILIP MORRIS UoS.A. March 1979 Copy No ll 0 The ROPER ORGANIZATION Inc, 0-. I

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I 1 I FOREWORD I Purpose Of The Study I The major purposes of this study were threefold: - To assess the market for low tar brands of cigarettes in terms I of usage, awareness, trial and attitudes I - To assess the market for menthol cigarettes in terms of usage and attitudes I - To examine differences between menthol and non-menthol smokers I with regard to things other than smoking (beverage drinking, I food and flavor preferences, snacking and dessert habits, physical exercise practices, etc.) to explore whether there I are basic taste preference differences among menthol smokers I that might present product opportunities beyond menthols for Philip Morris I In addition to the major purposes of the study, there were two secondary I purposes: - To examine differences between smokers and non-smokers on the I same things explored for menthol versus non-menthol smokers I - To update certain trend data on such things as the incidences of smoking, changes in types of cigarettes smoked and attitudes I towards the smoking and health controversy I How The Study Was Conducted I The interviews in this study were obtained by interviewing a representa- tive nationwide cross section of 4016 people 18 years of age and over, which I yielded 1367 smokers. I In addition to the basic study, and in order to enlarge the base of menthol smokers and of smokers of Carlton, Now and True, interviews were obtained among an I

2 I I oversample of these smokers. In three separate issues of ROPER REPORTS, 6000 respondents were screened for menthol smokers, and in two issues of ROPER REPORTS I 4000 respondents were screened for smokers of Carlton, Now and True. The names and I addresses of these smokers were assembled, and interviewers went back to them to attempt a subsequent interview, using the same questionnaire as that used in the basic study. In total, 310 menthol smokers were interviewed in these oversample interviews and 28 Carlton, Now and True smokgrs. I I Results of the oversample interviews are not included in the total sample I results for any questions. They are included in the base for cross tabs by brand and type I where they would not distort the results for any group. Thus, they were included in the cross tabulation bases for the following groups: Menthol filter 80/85 menthol 100's menthol I I I Low tar non-menthol Low tar menthol Ultra low tar non-menthol Ultra low tar menthol All brand smoker cross tabs where oversamples of brand smokers occurred I I I I Because the large number of menthol smokers interviewed in the oversample could have overbalanced certain categories with menthol smokers, oversample inter views are not included in the cross tabulation bases for the following categorie - s: I Non-menthol filters Full flavor filters Low tar filters J ~ I I 80/85 low tars ~.n ~ ~ 100's low tars ~~ 80/85 non-menthol filters 100's non-menthol filters zr I

I I I I I I I I I I I I I I I I I I I I I I The sampling method used (for both the basic study and for ROPER REPORTS studies) was a modified probability sampling. Specific locations for interviewing were selected by probability methods down to the block in which interviews were made (or segments in the case of rural open country areas), but certain controls 3 were used in the selection of respondents at the block level in place of a proba- bility selection of respondents. The selection of locations was divided into three stages. The first stage consisted of a selection of counties which were drawn at random proportionate to population from all counties in the United States. The second stage consisted of a selection of locations (cities, towns or unincorporated places) within each county, with the selections again made proportionate to population in different sizes of community within the counties. The third stage consisted of a selection of specific points within the cities, towns and unincorporated places. In cities of 50,000 population and over, for which Census block statistics are available, blocks were selected at random proportionate to population. In smaller towns and cities, for which block statistics are not supplied by the Census, blocks were randomly se- lected from maps. In unincorporated places such as open country areas and urban fringe areas, segments were selected at random from county maps. Interviewers were given a specific starting household and a prescribed method of contacting households in each block and segment. Controls for sex, age and employed women were used in order to insure their proper representation in the sample. These assignments were made in accordance with Census statistics. All interviews were obtained in the homes of respondents (one interview per home), with interviews among men and employed women conducted during the even- ing or on Saturday, and other women (as well as male night workers) conducted during the day. interviewing on the basic study was carried out between November llth and 25th, 1978. interviewing on the oversample interviews were carried out at intervals between December 8, 1978 and January 6, 1979.

QUESTIONNAIRE :'C~4() 5 t:?0 ::7:

STUDY f~659 November 1978 County Place Blk.# Time started Time finished Total minutes 14/15 1. I'm from The Roper Organization and we're doing a survey about attitudes toward cigarettes and smoking these days. Would you say that more people are smoking today, fewer people, or the same percentage of people are smoking today as were smoking ten years ago? More people smoking ........... 1 16/ Fewer people smoking .......... 2 Same percentage smoking ....... 3 Don't know .................... 4 2. How about during the next year or two--do you think more people will be smoking than are smoking today, fewer people, or just about the same percentage? More ............. 1 17/ Fewer............ 2 Same ............. 3 Don't know....... 4 3. Do you yourself smoke cigarettes, by that I mean as much as a pack a week? Yes .............. 1 (ASK 4) 18/ No ............... I Don't know....... 4. About how many cigarettes do you usually smoke per day now? (write in) Don't know....20-Y (SKIP TO 41--pAGE 12) 19/20 ~~

Page 2 5a. What brand of cigarettes do you now smoke most often? (DO NOT RECORD UNPIL Q.5b IS ASKED) b. Which of these (name brands) do you smoke? (HAND RESPONDENI' CARD AND POINT TO BRAND) Alpine ........ ............ ..21-1 Belair: King Size ................ 2 Belair 100's... 3 Benson & Hedges 100's: Gold, Regular ........................... 4 Benson & Hedges 100's: Green, Menthol ........................... 5 Benson & Hedges 100's Lights: Gold, Regular ..................... 6 Benson & Hedges 100's Lights: Green, Menthol .................... 7 Benson & Hedges: In the flat box .......................... 8 ------------------------------------ Camel: Non-filter ................ 9 Camel: Filter, King Size .......... 0 Camel Lights ...................... X ------------------------------------ Carlton: King Size, Regular.... 22-1 Carlton: King Size, Menthol ....... 2 Carlton 100's: Regular............ 3 Carlton 100's: Menthol ...........4 ------------------------------------ Chesterfield: Non-filter .......... 5 Chesterfield: Filter King Size... 6 Chesterfield 101's ................ 7 ------------------------------------ Decade: Regular .................. 8 Decade: Menthol ................... 9 ------------------------------------ Doral: Regular ................... 0 Doral: Menthol ................... X ------------------------------------ Eve: Regular .................. 23-1 Eve: Menthol .................... 2 ------------------------------------ Kent: King Size .................. 3 Kent 100's: Regular .............. 4 Kent 100's: Menthol .............. 5 (Kent) Golden Lights: King Size, Regular ........................... 6 (Kent) Golden Lights: King Size, Menthol ........................... 7 (Kent) Golden Lights 100's: Regular ........................... 8 (Kent) Golden Lights 100's: Menthol ..9 Kool: Non-filter (Menthol) ..... 24-1 Kool: Filter, King Size (Menthol). 2 Koo1 100's (Menthol) .............. 3 Kool Milds (Menthol) .............. 4 Kool Super Lights: King Size (Menthol) ......................... 5 Kool Super Lights: 100's (Menth.). 6 INSTRUCTION: RECORD FULL NAME OF Lark: King Size ................ 24-7 Lark 100's ........................ 8 ------------------------------------ * & M: King Size .............. 25-1 L& M 100's: Regular ............. 2 L& M 100's: Menthol ............. 3 L& M Flavor Lights: King Size.... 4 L& M Flavor Lights: 100's ....... 5 StrikeE Non-filter......... 6 J~Tjl~T - Lucky Ten ......................... 7 Lucky 100's ....................... 8 ------------------------------------ Marlboro: King Size, Red ...... 26-1 Marlboro 100's .................... 2 Marlboro Lights: King Size ....... 3 Marlboro Lights: 100's ........... 4 Marlboro: Menthol, Green _ 5 - Max: Regular ..................... 6 Max: Menthol ..................... 7 ------------------------------------ Merit: King Size, Regular........ 8 Merit: King Size, Menthol........ 9 Merit 100's: Regular ............. 0 Merit 100's: Menthol ............. X ------------------------------------ More Regular ................. 27-1 More: Menthol ...............,..... 2 ------------------------------------ Multi£ilter: Regular ............. 3 Multifilter: Menthol ............. 4 ------------------------------------ Newport: King Size (Menthol) ...... 5 Newport 100's (Menthol) ........... 6 Newport Lights (Menthol) .......... 7 ------------------------------------ Now: Regular ..................... 8 Now: Menthol ..9 ---------------------°------------- Old Gold: Non-filter.......... 28-1 Old Gold: Filter, King Size ...... 2 Old Gold 100's .................... 3 Old Gold Lights .._ 4 Pall Ma11: Non-filter, Red ....... 5 Pall Mall: Filter, King Size, Red. 6 Pall Mall Extra Light ............. 7 Pall Mall 100's: Gold, Regular... 8 Pall Mall 100's: Green, Menthol.. 9 Pall Mall Light 100's ............. 0 ------------------------------------ Parliament: King Size ............ X Parliament 100's ..Y ----------------------------------- Philip Morris ................... 29-1 Raleigh: Non-filter.......... 29-2 Raleigh: Filter, King Size ...... 3 Raleigh 1010's .................... 4 Raleigh Lights ................... 5 Raleigh Lights 100's ..6 Real: Regular ................... 7 Real: Menthol ................... 8 ----------------------------------- Sa1em: King Size (Menthol) ...... 9 Salem 100's (Menthol) ............ 0 Salem Lights: King Size (Menthol) X Salem Long Lights: 100's (Menth.) Y Saratoga 1201s: Regular....... 3Q-1 Saratoga 120's: Menthol......... 2 Silva Thins: Regular............ 3 -- --------------- Si1vaThins_--Menthol_____________4 - Ta11 120's: Regular ............. 5 Tall 120's: Menthol............. 6 - --------------------------------- Tareyton: King Size ............. 7 Tareyton 100's ................... 8 Tareyton Lights: King Size ...... 9 Tareyton Long Lights: 100's ..... 0 Tareyton Low Tar Menthol......... X ------------------°---°---------- True: Blue, Regular.......... 31-1 True: Green, Menthol ............ 2 True 100's: Regular ............. 3 True-100's_--Menthol.............. -----------4 Vantage: King Size, Regular..... 5 Vantage: King Size, Menthol ..... 6 Vantage 100's ................... 7 ----------------- °---------------- Viceroy: King Size .............. 8 Viceroy 100's .................... 9 Viceroy Rich Lights: King Size... 0 Viceroy Rich Lights: 100's ...... X Virginia Slims: Regular...... 32-1 Virginia Slims: Menthol ..2 -----------------------°---------- Winston: King Size, Red ......... 3 Winston 100's: Regular........., 4 Winston 100's: Menthol .......... 5 Winston Winston Lights: King Size ....... 6 Lights: 100's ........... 7 Other~J 33- } (write in) 34- Menthol 8 Non-menthol 9 No regular brand .......... I I Don't know ................ BRAND SMOKED MOST OFTEN AND ME NTHOL OR NON-MENTHOL ON OVERFLAP. (SKIP TO 13) -.-'o~'9L's't')z

Page 3 6. Here is a list of pairs of phrases, with boxes numbered in between. (HAND RESPONDENT CARD) Would you read down that list and for each pair tell me the number of the box that shows how you feel about (full name of brand smoked most often). For example, if you think it is for heavy smokers, give it a one. If you feel it is for light smokers give it a seven. If you feel it is someplace in between, give it a number closer to the word or phrase that best describes your brand. (GET AN ANSWER FOR EACH PAIR) a. It's for heavy smokers... b. It has an aftertaste..... c. It has a good aftertaste. d. It has a very strong taste .................... e. It has a good taste ...... f. It's slow burning ........ g. it has an easy draw...... h. It has a good aroma ...... i. it's cool tasting ........ j. It's satisfying .......... k. It has a rich tobacco taste .................... 1. It smokes mild ........... m. It's smooth on my throat. n. It's low in tar and nicotine ................. o. I like the filter ........ p. Can smoke a lot of them safely .............. q. it's stylish ............. r. It gives me a lift ................... s. It leaves no tobacco breath ................... t. It's a high quality cigarette ................ Don't know 1 2 3 4 5 6 7 y It's for light smokers 35/ 1 2 3 4 5 6 7 Y it has no aftertaste 36/ 1 2 3 4 5 6 7 Y it has a bad aftertaste 37/ it has a very weak 38/ 1 2 3 4 5 6 7 Y taste 1 2 3 4 5 6 7 Y It has a poor taste 39/ 1 2 3 4 5 6 7 Y It's fast burning 40/ 1 2 3 Y it has a hard draw 41/ 1 2 3 4 5 6 7 Y It has a bad aroma 42/ 1 2 3 4 5 6 7 Y It's hot tasting 43/ 1 2 3 4 5 6 7 Y It's not satisfying 44/ Does not have a rich 45/ 1 2 3 4 5 6 7 Y tobacco taste 1 2 3 4 5 6 7 Y It smokes harsh 46/ 1 2 3 4 5 6 7 Y it's hard on my throat 4-7/ It's high in tar and 48/ 1 2 3 4 5 6 7 Y nicotine 1 2 3 4 5 6 7 Y I don't like the filter 49/ Have to watch the 50/ 1 2 3__ 4 5 6 7 Y number I smoke 1 2 3 4 5 6 7 Y It's ordinary 51/ It doesn't do a thing 52/ 1 2 3 4 5 6 7 Y for me It leaves a tobacco 53/ 1 2 4 7 breath ~ 4- c7 It's a low quality r_p 54/ :D 1 2 3 4 5 6 7 cigarette n 4-

Page 4 7. The tar content of cigarettes is measured in milligrams. Do you happen to know how many milligrams of tar there are in your brand? (IF "YES") How many? (write in number) No, don't know...... 56-Y 55/56 8. You said your regular brand is (full name, brand smoked most often). Would you say that it is very low in tar, low in tar, about average, slightly above average, or high in tar? Very low in tar .............. 1 57 / Low in tar ................... 2 About average ................ 3 Slightly above average ....... 4 High in tar .................. 5 Don't know................... 6 9. About how long have you been smoking (full name, brand smoked most often)? Less than 1 month........... 1 ~ .3 years up to 4 years .......... 7 58/ month up to 3 months ...... 2 t i t ~ years up to 6 years.......... 8 1 3 months up to 6 months..... 3 i i ~ 6 years up to 8 years.......... 9 months up to 1 year....... 4 t t t ~ years up to 10 years ......... 0 year up to 2 years........ 5 t t i i 0 years or more ............... X years up to 3 years....... 6 r i i i on't know ..................... Y 10a. Some brands come in more than one type or size. Before you started smoking (full name of brand smoked most often), were you smoking some other type or size of (first name of brand smoked most often), or were you smoking some other brand? - 59/ Other type or size of Other brand .................. 2 (ASK c) brand smoked now ............. 1 (ASK b) 1 ~ lOc. What one brand did you smoke most often b. What type or size of (first name of brand) before you started smoking (full name of did you smoke before you started smoking brand smoked most often)? 60/ (full brand name)? SHOW CARD AS DOUBLE CHECK, RECORD ON OPPOSITE PAGE) i j i i 1 Gave brand ................. 1 o previous brand.......... 2 (SHOW CARD AS DOUBLE CHECK, RECORD ON OPPOSITE PAGE) SKIP TO 13) t•) i t Just started smoking ....... 3 -F~ G3 i t Ll 0 t ~ i hJ Ln