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im® i ~w ~m !1 = mmm M = M ® MAIM WASHINGTON TAX TEST PRE WAVE JUNE 1993 Prepared For: PHILIP MORRIS U.S.A. 120 Park Avenue New York, NY 10017 Prepared By: WINONA MRB, INC. 8200 Humboldt Avenue South Minneapolis, MN 55431-1486 S9iaLST6irtlZ WINONA MRB = INC =

WINONA MRB 95bL8Ibir4Z ABOUT THE STUDY

ABOUT THE STUDY WINONA MRB = INC ® ® L96L?t6toz i

"M 4W "K Zia we so W M. M W ~ M ABOUT THE STUDY BACKGROUND AND OBJECTIVES On July 1st, a new Washington State tax will be introduced which will increase the tax on a pack of cigarettes by 20 cents. In order to understand the impact that this tax will have on smokers, Philip Morris U.S.A. sponsored a marketing research study to measure consumer purchase behavior before and after the tax is introduced. The primary objective of this research is to measure consumer reaction to the cigarette tax increase by comparing brand and volume share levels of smokers before and after the July 1st tax increase. The data in this report reflects the results from the pre-wave research. METHODOLOGY Winona MRB, Inc. completed the data collection phase of the project through its WATS telephone facility in Phoenix, Arizona. Data processing was also completed by Winona. Interviewing was conducted June 26 - 30, 1993. The sample for dialing was generated randomly from a tape of direct mail recipients from the state of Washington. In order to participate in the study, respondents had to be a cigarette smoker, 21 years of age or older. 9C6L916t0Z WINONA _ MRB INC - V

ww" a* M i: tam 11I 'qw, /RS" ~ am mw-~ OW No i.._"y' ,,40 s-R.~ so ~ w, ~ A quota of 1000 interviews was established for this project. Quotas for gender, age and regular brand were established in order to reflect national proportions. They are as follows: Males 50% Females 50% 21-44 66% 45-64 27% 65+ 7% Marlboro Smokers 25% Other Philip Morris Premium Smokers 25% Non-Philip Morris Premium Smokers 25% Discount Smokers 25% A copy of the questionnaire is appended to this report. WINONA MRB 6G6L8T6~~~ INC= -

~T am ow V!im lw 1w tm!o w !m we am so go, -A* waj~ *a m WASHINGTON TAX TEST PRE-WAVE JUNE 1993 TABLE TITLES 01 Q.15 THINKING ABOUT THE WAY YOU PURCHASE CIGARETTES, IN THE PAST MONTH HAVE YOU CHANGED...? (MULTIPLE RESPONSES) Q.15/16AB HAVING CHANGED THE TYPE OF STORE OR PLACE YOU PURCHASE CIGARETTES IN THE PAST MONTH, WHERE DID YOU USED TO PURCHASE AND WHY DID YOU CHANGE? (MULTIPLE RESPONSES) 02 03 04 05 06 07 08 09 10 11 12 13 14 Q.15/16AB HAVING CHANGED THE TYPE OF STORE OR PLACE YOU PURCHASE CIGARETTES IN THE PAST MONTH, WHERE DID YOU USED TO PURCHASE AND WHY DID YOU CHANGE? (MULTIPLE RESPONSES) (AMONG THOSE WHO NOW PURCHASE IN A SUPERMARKET/GROCERY STORE) Q.15/16AB HAVING CHANGED THE TYPE OF STORE OR PLACE YOU PURCHASE CIGARETTES IN THE PAST MONTH, WHERE DID YOU USED TO PURCHASE AND WHY DID YOU CHANGE? (MULTIPLE RESPONSES) (AMONG THOSE WHO NOW PURCHASE IN A CONVENIENCE STORE) Q.15/16AB HAVING CHANGED THE TYPE OF STORE OR PLACE YOU PURCHASE CIGARETTES IN THE PAST MONTH, WHERE DID YOU USED TO PURCHASE AND WHY DID YOU CHANGE? (MULTIPLE RESPONSES) (AMONG THOSE WHO NOW PURCHASE IN A GAS STATION) Q.15/16AB HAVING CHANGED THE TYPE OF STORE OR PLACE YOU PURCHASE CIGARETTES IN THE PAST MONTH, WHERE DID YOU USED TO PURCHASE AND WHY DID YOU CHANGE? (MULTIPLE RESPONSES) (AMONG THOSE WHO NOW PURCHASE IN A WHOLESALE CLUB) Q.15/16AB HAVING CHANGED THE TYPE OF STORE OR PLACE YOU PURCHASE CIGARETTES IN THE PAST MONTH, WHERE DID YOU USED TO PURCHASE AND WHY DID YOU CHANGE? (MULTIPLE RESPONSES) (AMONG THOSE WHO NOW PURCHASE IN A DRUGSTORE) Q.15/16AB HAVING CHANGED THE TYPE OF STORE OR PLACE YOU PURCHASE CIGARETTES IN THE PAST MONTH, WHERE DID YOU USED TO PURCHASE AND WHY DID YOU CHANGE? (MULTIPLE RESPONSES) (AMONG THOSE WHO NOW PURCHASE ON AN INDIAN RESERVATION) Q.15/16AB HAVING CHANGED THE TYPE OF STORE OR PLACE YOU PURCHASE CIGARETTES IN THE PAST MONTH, WHERE DID YOU USED TO PURCHASE AND WHY DID YOU CHANGE? (MULTIPLE RESPONSES) (AMONG THOSE WHO NOW PURCHASE IN AN OTHER STATE) Q.16B WHY DID YOU CHANGE THE TYPE OF STORE OR PLACE YOU GO TO BUY CIGARETTES? (MULTIPLE RESPONSES) (AMONG THOSE WHO CHANGED THE TYPE OF STORE OF PLACE THEY PURCHASE CIGARETTES IN THE PAST MONTH) Q.15/17A HAVING CHANGED HOW OFTEN YOU PURCHASE CIGARETTES IN THE PAST MONTH, DO YOU NOW PURCHASE CIGARETTES MORE OR LESS FREQUENTLY? Q.17B WHY ARE YOU BUYING CIGARETTES MORE FREQUENTLY? (MULTIPLE RESPONSES) (AMONG THOSE WHO ARE BUYING CIGARETTES MORE FREQUENTLY IN Q.17A) Q.17B WHY ARE YOU BUYING CIGARETTES LESS FREQUENTLY? (MULTIPLE RESPONSES) (AMONG THOSE WHO ARE BUYING CIGARETTES LESS FREQUENTLY IN Q.17A) Q.15/18A HAVING CHANGED THE AMOUNT OF PACKS OR CARTONS YOU BUY IN THE PAST MONTH, HOW HAS THE AMOUNT YOU PURCHASE AT ONE TIME CHANGED? (MULTIPLE RESPONSES) 096ZS16tQz

WASHINGTON TAX TEST PRE-WAVE JUNE 1993 TABLE TITLES 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 19+3+~4E116to'G , Q.18B WHY DID YOU CHANGE THE AMOUNT OF PACKS OR CARTONS YOU PURCHASE AT ONE TIME? (MULTIPLE RESPONSES) (AMONG THOSE WHO HAVE CHANGED THE AMOUNT OF PACKS OR CARTONS THEY PURCHASE IN THE PAST MONTH) Q.15/19A HAVING CHANGED THE NUMBER OF DIFFERENT BRANDS YOU BUY IN THE PAST MONTH, DO YOU NOW PURCHASE MORE BRANDS OR FEWER BRANDS THAN A MONTH AGO? Q.19B WHY DO YOU NOW BUY MORE DIFFERENT BRANDS THAN YOU BOUGHT ONE MONTH AGO? (MULTIPLE RESPONSES) (AMONG THOSE WHO ARE BUYING MORE BRANDS IN Q.19A) Q.19B WHY DO YOU NOW BUY FEWER DIFFERENT BRANDS THAN YOU BOUGHT ONE MONTH AGO? (MULTIPLE RESPONSES) (AMONG THOSE WHO ARE BUYING FEWER BRANDS IN Q.19A) Q.15/2OAB HAVING CHANGED THE BRANDS OF CIGARETTES YOU BUY, WHAT BRANDS DO YOU BUY NOW THAT YOU DIDN'T BUY BEFORE? WHAT BRANDS ARE YOU NO LONGER BUYING THAT YOU WERE BUYING BEFORE? (MULTIPLE RESPONSES) Q.20C WHY DID YOU CHANGE THE SPECIFIC BRANDS YOU BUY? (MULTIPLE RESPONSES) Q.15/21A HAVING.CHANGED HOW OFTEN YOU USE COUPONS TO PURCHASE CIGARETTES IN THE PAST MONTH, DO YOU USE COUPONS MORE OR LESS FREQUENTLY THAN YOU DID A MONTH AGO? Q.22ABC DO YOU BUY YOUR CIGARETTES IN THE SAME STATE YOU LIVE IN? HAS THIS CHANGED IN THE PAST MONTH? WHY? Q.23A HOW MUCH DO YOU USUALLY PAY FOR A PACK/CARTON OF MARLBORO CIGARETTES? (AMONG MARLBORO SMOKERS) Q.23A HOW MUCH DO YOU USUALLY PAY FOR A PACK/CARTON OF OTHER PREMIUM CIGARETTES? (AMONG OTHER PREMIUM BRAND SMOKERS) Q.23A HOW MUCH DO YOU USUALLY PAY FOR A PACK/CARTON OF DISCOUNT CIGARETTES? (AMONG DISCOUNT SMOKERS) Q.23B HAVE YOU NOTICED A DIFFERENCE IN THE PRICE OF YOUR REGULAR BRAND OVER THE PAST MONTH? Q.23C WHAT CHANGES HAVE YOU NOTICED IN THE PRICE OF YOUR REGULAR BRAND? (MULTIPLE RESPONSES) (AMONG MARLBORO SMOKERS) Q.23C WHAT CHANGES HAVE YOU NOTICED IN THE PRICE OF YOUR REGULAR BRAND? (MULTIPLE RESPONSES) (AMONG OTHER PREMIUM BRAND SMOKERS) Q.23C WHAT CHANGES HAVE YOU NOTICED IN THE PRICE OF YOUR REGULAR BRAND? (MULTIPLE RESPONSES) (AMONG DISCOUNT SMOKERS) Q.24A/B HAVE YOU NOTICED A DIFFERENCE IN THE PRICE OF ANY OTHER BRANDS OF CIGARETTES OVER THE PAST MONTH? WHAT CHANGES HAVE YOU NOTICED? (MULTIPLE RESPONSES) aft ~` ~' ...~ ~ I~ ~t ~ ~' ~.. ~

m m m m lxw um " tm Im w w no w w as a- w Ift m WASHINGTON TAX TEST PRE-WAVE JUNE 1993 TABLE TITLES 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 Q.25ABC SUMMARY OF AWARENESS OF WASHINGTON STATE CIGARETTE TAX Q.25BCDE AFFECT OF WASHINGTON STATE CIGARETTE TAX ON FUTURE PURCHASES Q.10 BRANDS PURCHASED IN THE PAST 14 DAYS Q.10 VOLUME OF BRANDS PURCHASED IN THE PAST 14 DAYS Q.13 WHY DID YOU BUY THAT BRAND INSTEAD OF YOUR REGULAR BRAND? Q.12B WHEN WAS THE LAST TIME YOU BOUGHT CIGARETTES FOR YOURSELF? (AMONG THOSE WHO HAVE NOT PURCHASED ANY CIGARETTES IN THE PAST 14 DAYS) Q.12C WHAT WAS THE LAST BRAND OF CIGARETTES YOU BOUGHT? (AMONG THOSE WHO HAVE NOT PURCHASED ANY CIGARETTES IN THE PAST 14 DAYS AND KNOW WHEN THEY LAST PURCHASED CIGARETTES) Q.4 REGULAR BRAND (FAMILY LEVEL) Q.4 REGULAR BRAND SUMMARY (INCLUDES INFORMATION FOR "BRAND SMOKING TODAY" FOR RESPONDENTS WITH NO REGULAR BRAND) Q.5 HOW LONG HAVE YOU SMOKED YOUR REGULAR BRAND OF CIGARETTES? Q.6 PREVIOUS BRAND (FAMILY LEVEL) (AMONG PAST 2 YEAR SWITCHERS) Q.6 PREVIOUS BRAND SUMMARY (AMONG PAST 2 YEAR SWITCHERS) Q.2A/B DO YOU SMOKE CIGARETTES? DID YOU EVER SMOKE CIGARETTES? Q.2C WHEN DID YOU STOP SMOKING? (AMONG THOSE WHO DO NOT CURRENTLY SMOKE) Q.2D WHY DID YOU STOP SMOKING? (AMONG THOSE WHO USED TO SMOKE) Q.2C WHEN DID YOU STOP SMOKING? (AMONG THOSE WHO USED TO SMOKE) Q.7 WHERE DO YOU USUALLY BUY YOUR CIGARETTES? (MULTIPLE RESPONSES) Q.8 HOW DO YOU NORMALLY GET YOUR CIGARETTES? DEMOGRAPHICS Z96L816~'T0Z

WINONA MRB INC C9bMO€7Z CHANGE IN PURCHASE RE'HAVIOR

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