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CONFIDENTIAL O.e-loG-a'/ ( 6J Consumer Research Report MRD#CR66-21(b) CAMEL MENTHOL CONCEPT STUDY PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N.C. LA 0 0 ~ N O O

SUMMARY CAMEL MENTHOL Concept Study MRD#CR66-21 (b) This is a study to ascertain consumer opinions, among whites and Negroes, on the concept of a CAMEL menthol cigarette.* Results 1. Overall response to the idea of a mentholated CAMEL is fair. Attitude comments were approximately equally divided between favorable and unfavorable mentions. Negroes gave a better ratio of favorable to unfavorable attitude comments than did white respondents. Negro men had the most favorable reaction. 2. Negroes and whites differ markedly over their notions as to what mentholated CA-hSELS would taste like. Negroes believe it would taste mild (men 22%, women 26%) whereas whites think it would taste strong (men 16%, women 29%). 3. Both Negro and white respondents feel that CAMEL MENTHOLS would have about the same amount of menthol as SALEMS and considerabl less than Kools. -From 16-32$ of the groups interviewed fe t that CAMEL MENTHOL and SALEM have either a "very high" or a "fairly high" menthol level, but from 50 to 77% graded Kool in that man- ner. Copies sent to: Messrs. W. S. Smith, Jr. Howard Gray W. R. C. R. A. A. H. A. Sugg Rechholtz Judge Blevins, r. B. A. R. G. Stewart Weber Marketing Research Department July 8, 1966

CAMEL Menthol Concept Study MRD#CR66-21 (b) This is a study to ascertain consumer opinions, among whites and Negroes, on the concept of a CAMEL menthol cigarette. Requested by: Mr. Howard Gray Background: In anticipation of CAMEL MENTHOL'S introduction into test markets this concept study was conducted to obtain an indica- tion of its acceptance among smokers and to examine this as to dif- ferences by white vs. Negro. Location: Cleveland, Ohio Chicago, Illinois Method: Interviews were conducted on'a door to door basis among adult smokers. Respondents were asked questions about the idea (favorable and unfavorable) of a CAMEL menthol cigarette with follow-up emphasis on its taste characteristics and likelihood of buying. An "amount of menthol" scale was also administered. Dates of Interviewing: Weekends of June 11 and June 18, 1966. Distribution of Interviews: A total of 656 interviews were made: 335 with white adult smokers and 321 with Negro adult smokers. The interviews were distributed so as to be reasonably representative of the white and Negro populations of Cleveland and Chicago. Note: 1. This study was conducted as a hook-on to MRD#CR66-21(a), the SALEM vs. Kool Brand Profile Study. 2. While all racial and ethnic groups generally have a tendency to react more favorably when asked to give attitudes than their subsequent behavior would justify, it is possible that Negroes are even less critical in an interviewing situation than whites tend to be.

2 ATTITUDE TOWARD CAMEL MENTHOL A sealed CAMEL MENTHOL package was displayed throughout the interview. Consumers were asked, "Here's a cigarette they might bring out (pause)...." "What do you think of the idea of a CAMEL MENTHOL cigarette?"...."What makes you feel that way?" Some people made more than one comment. Cleveland & Chicago Combined White Negro Male Female Male Female Base - total in each group (164) (171) (161) (160) Favorable Comments $ $ $ ~ Good idea for CAP4EL smokers who want menthol 10 8 6 13 Would not be as strong if mentholated May be good because CAMELs are 1 8 9 11 o~d/reliable/good/etc. 9 9 14 9 They would sell easily 7 6 9 7 Would taste good 1 2 1 6 Package makes cigarette look cool - 4 1 1 CAMELs need a change Good idea because tired of 1 1 3 6 other brands - - 2 1 A good idea, just 18 19 16 9 Miscellaneous favorable comments 3 5 12 9 50 62: 73 72

3 ATTITUDE TOWARD CAMEL MENTHOL A sealed CAMEL MENTHOL package was displayed throughout the interview. Consumers were asked, "Here's a cigarette they might bring out (pause)...." "What do you think of the idea of a CAMEL MENTHOL cigarette?"...."What makes you feel that way?" Some people made more than one comment. Base - total in each group Unfavorable Comments Would ruin CAMELs/prefer CAMELs the way they are Everyone is coming out with menthol There are enough menthol cigarettes/ not need more Menthol cigarettes have no tobacco flavor Would not taste good Would ruin CAMEL's good taste Would be too strong Not many people like CAMELs Prefer other brands/don't like CAMELs Just don't like menthol Prefer non-filter Not like the package Miscellaneous unfavorable comments Cleveland & Chicago Combined White Negro Male Female Male Female (164) (171) (161) (160) $ $ $ $ 8 4 6 4 7 11 7 6 7 8 2 2 2 - 1 3 1 1 3 - 4 - 2 3 6 9 1 1 - 1 6 12 8 9 13 16 7 9 1 - 2 - 1 1 - 2 4 5 5 6 55 61 49 52

4 ATTITUDE TOWARD CAMEL MENTHOL TASTE "How do you think these CAMEL MENTHOL cigarettes would taste?" "Please try to describe the taste they would have." Some people made more than one comment. Cleveland & Chicago Combined White Negro Male Female Male Female Base - total in each group (164) (171) (161) (160) $ ~ $ $ Description of Taste Would be strong/very strong tasting/ like regular CAMELs 16 29 9 8 Would have more tobacco taste than other menthol cigarettes 7 5 2 2 Like any other menthol cigarettes 8 11 15 18 Would taste like SALEM/Kool 13 8 15 10 All menthol cigarettes taste the same 5 5 2 3 Would be mild/lighter tasting .-6 8 22 26 Cool tasting/m entholated 4 8 12 13 Would have men thol/tobacco taste 4 2 6 3 Soothing/refre shing/satisfying - 2 6 11 Would be smoot h tasting - 2 2 6 Would taste go od, just 3 6 12 3 Too much menth ol/strong menthol 2 5 5 6 Would have too strong a tobacco flavor 1 3 6 3 Would be bitte r - 2 - 1 Would taste li ke medicine - 1 6 6 Would not tast e good, just 2 2 2 3 Miscellaneous favorable descriptions 4 2 5 6 Miscellaneous descriptions unfavorable 6 5 5 9 81 107 134 137

ATTITUDE TOWARD BUYING CAMEL MENTHOL "If they did bring out CAMEL MENTHOLS....How likely would you be to buy them?" The phrases of the scale (as shown below) were then read and the respondent was asked to choose a phrase that described his feelings. Cleveland & Chicago Combined White Negro Male Female Male Female Base - total in each group (164) (171) (161) (160) $ $ $ $ Likelihood of Buying Definitely would buy them 19 18 25 16 Probably would buy them 11 17 22 12 Might buy them 25 25 24 31 Not sure 7 7 11 12 Definitely would not buy them 36 33 18 29 100 100 100 100 Note: Caution is required in reading this table. Normally, this line of questioning does not actually predict consumer behavior, but rather serves to facilitate realistic expression of consumer attitudes.

AMOUNT OF MENTHOL IN CAMEL MENTHOL, SALEM AND KOOL "Would you expect the amount of menthol in these cigarettes to be.....?" (The phrases of the scale were then read.) White Negro Male Female Male Female Base - total in each group CAMEL MENTHOL (164) $ (171) $ (161) $ (160) $ Very high 16 16 15 19 Fairly high 10 12 17 10 About average 38 38 45 52 Somewhat low 15 14 9 9 Very low 15 12 5 3 Not know* 6 8 9 7 100 100 100 100 SALEM Very high 14 10 9 7 Fairly high 11 20 17 11 About.average 51 47 52 62 Somewhat low 16 15 10 9 Very low 5 5 3 6 Not know . 3 3 9 5 100 100 100 100 Kool Very high 47 50 39 29 Fairly high 26 27 20 21 About average 19 18 24 39 Somewhat low 4 2 6 4 Very low 1 0 4 1 Not know 3 3 7 6 100 100" 100" 100

INSTRUCTIONS MENTHOL CIGARETTE IMAGE STUDY MRD#CR66-21 This is a study to determine the consumer brand profile dif- ferences between SALEM and KOOL cigarettes. Cities: Chicago, Illinois; The Interview: and Cleveland, Ohio. Hello, I'm Miss/Mrs. from Marketing Research, and we're getting information about various products people use." 1. "In the past seven days have you, yourself, smoked any cigar- ettes, or not?" If yes, "About how many cigarettes do you usually smoke in a day?" Record under: 1-15, 16-25, 26 or more. Non-smokers (less than one cigarette per day) do not count toward quota and should not be interviewed further. 2. "What is your usual brand of cigarettes?" Recording: Check on list; if brand comes in more than one form ask if usually smoke filter/menthol or non-filter. 3a. "As you may know, different kinds of people may smoke different kinds of cigarettes. For example, a cowboy is often shown smoking Marlboro. We are interested in two brands of cigar- ettes--SALEM and KOOL (alternate from interview to interview as to which brand name is said first and circle which asked first at top of column) and would like you to try to tell us for various types of people which you think they would most likely smoke--SALEM or KOOL. "First we have a Bank President....Do you think a Bank Presi- dent would smoke SALEM or KOOL?" (Alternate which brand name is mentioned first as above. Follow same order throughout the interview.) If respondent cannot answer, say "It doesn't matter if you really.don't know whether a Bank President would smoke SALEM or KOOL....it's just your opinion we are after...Which do you think a Bank President might smoke: SALEM or KOOL'?" If you still can't get an answer record: Not Know. Also record in this same column if respondent states there would be no dif- ference (N.Diff). But give it a good try, without annoying the respondent, before you have to resort to this.

2 Continue throughout this section in this fashion, until you reach "Has the best tobacco taste" where the wording changes to: 3b. "Now, still thinking about SALEM and KOOL (Again, stick to the brand order you were following above) which do you think has the best tobacco taste....SALEM or KOOL?" No difference and Not know are treated the same here as above. Try to evoke a clear choice, but if this is impossible, record as N.Diff or N.Know. 4. Next ask about advertising (again using same brand order you have been following above) as worded on questionnaire. Record exactly what is said. 5. CAMEL MENTHOL Questions Show the respondent the package you have been given (up to this point the package should have been kept from sight). Do not unseal the package, do not let respondent have a sample (explain that this is your only pack and has to be returned to the office). Follow wording on questionnaire and be care- ful to record everything respondent says here regardless of how casual or unimportant you may think it is. Follow the arrows for your question order. Keep package on view until you reach end of menthol level for CAMEL MENTHOL. Respondent may hold package if he wants to, but don't offer to let him. IMPORTANT NOTE There was not enough room on the questionnaire for the following sec- tion on the amount of menthol in SALEM/KOOL. Put the CAMEL MENTHOL package out of sight and, using the rota- tion order you followed previously, say: "Now, what about SALEM/KOOL.... would you expect the amount of menthol in SALEM/KOOL to be:..." Always ask about CAMEL MENTHOL first, followed by SALEM/KOOL. 6. Classification: (a). Age - If you are unsure, ask "Approximately how old are you?" (b). Education - Ask "What was the last year of school that you comp ete ?" (c). Sex - record. (d). Race - record. Non-white, non-Negro, such as Oriental, should be recorded as white for this study.