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DEVELOPMENT, INC. Hispanic/Transcultural

OO0 MARKET DEVELOPMENT, INC. Hispanic / Transcultural 1643 S~xth Avenue San D~ego, Cahfom~a 92101.2706 (619) 232.5628 Fax: (619) 232.0373 ~ FINAL REPORT: ClGARElq-E USAGE STUDY CONDUCTED AMONG HISPANICS June 1994 Prepared For: PHILIP MORRIS, U.S.A. New 'fork • -- San D~ego * Mex,co C,{y ~ ~7,emoer CASRQ, Advertising Research Foundat~n ESOMAR, Amencan Markebng ASSOC~ahQr~ Marketing Researcn ASSdC~t,Or,

Introduction TABLE OF CONTENTS Background and Objectives ................................. 1 Methodology ............................................ 2 Management Summary ..................................... 4 Detailed Findinqs 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 r~ o

INTRODUCTION

BACKGROUND AND OBJECTIVES Backqround ~ _. _ 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. Objective 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 0=,.4

METHODOLOGY Ooo 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. Hispanic Cigarette Usage Study - 2 - June 1994

MANAGEMENT SUMMARY

MANAGEMENT SUMMARY Marlboro is the leader in the Hispanic~igarette mark~il with :~ost(57%) s~oking 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 regSlar 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. h) Hispanic Cigarette Usage Study - 4 - June 1994

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% 15% 10% 5% 0% 8666~0~0~ 19% 8% 18-24 15% 1% 17% 13% Males t77] Females 16% 16% 1% 1% 25-34 35-49 50 + Total

BRAND OF CIGARETTE SMOKED MOST OFTEN 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 - ~ - - June 1994

BRAND OF CIGAREFI'E SMOKED MOST OFTEN - By Gender and Age - BASE: Total Sample 18-24 25-34 35-49 Fe- Fe- Fe- Total Male mal.___~e Mal..__~e mal__.__~e .Male male (1000) (125) (58) (183) (112) (197) (127) 50+ Fe- Male male (113) (85) Net: Madboro Non-menthol Red kings/box Non-menthol Lights kings/box Non-menthol Red kings/soft Non-menthol Med. kings/box Non-menthol lO0's/box Non-menthol Lights kings/soft Non-menthol Lights lO0's/box Menthol Kings/soft (Green) Non-menthol Lights l O0's/soft Non-menthol Med. lO0's/box Non-menthol lO0's/soft Menthol Lights Kings/box Non.menthol Medium Kings/soft Marlboro (Others) 57 86 72 74 55 53 87 47 20 20 33 16 33 23 17 6 16 5 7 13 7 13 7 5 4 5 13 4 3 2 6 4 5 4 8 8 3 3 3 3 2 5 2 3 2 3 3 14 3 4 2 2 2 1 3 1 3 2 4 5 4 2 3 6 12 1 2 3 2 1 5 2 6 2 -- 1 1 2 2 3 1 2 ...... 1 2 3 2 1 2 -- 2 1 1 .... 1 1 2 -- 1 1 1 1 .... 1 1 2 2 ........ 1 1 -- 1 -- 1 2 -- 1 8 11 12 7 7 9 6 6 9 Net: Winston Non-menthol Red Kings/soft Non.menthol Red Kings/box Non-menthol Lights 100's/soft Winston (Others) 7 1 - 4 1 9 9 15 4 .... 2 -- 5 7 8 1 .... 2 -- 2 .... 1 ........ 1 -- 1 1 ** ** 1 1 _ ! 4 14 7 2 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 Newporl: (Others) 2 2 3 2 4 1 1 ** ** Net: Ben,son & Hedges Non-menthol Kings (not 100'S) Flat Box Non.menthol 100's Regular/soft Menthol Lights 100/soft Menthol Ultra Lights 100's/box Benson & Hedges (Others) Net: Salem (Menthol) Non-menthol Kings/soft Non-menthol Lights Kings Non-menthol 100's Salem (Others) 5 2 3 2 8 4 9 4 1 -- 2 -- 1 1 2 1 1 ...... 3 -- 2 -- 1 ......1 -- 1 1 1 ......2 . 1 1 -- 2 2 2 2 2 2 4 2 5 2 - 1 5 5 8 4 1 ...... 1 2 1 1 1 1 .... 2 1 2 -- 1 ........... 3 1 2 1 ** 1 3 3 2 3 8 2 1 2 5 14 4 2 1 7 Hispanic Cigarette Usage Study - 8 - June 1994 ,,o

BASE: Total Sample BRAND OF CIGARETTE SMOKED MOST OFTEN (continued) - By Gender and Age - .18-24 25-34 ' 3549 Fe- Fe- Fe- Male _male Male male Male male (125) (58) (183) (112) (197) (127) 50+ Fe- Male male (113) (85) Net: Camel Non-menthol Filter Kings/soft Non-menthol Filter Kings/box Non-menthol Lights Kings/box Camel (Others) Net: Koot (Menthol) Menthol Filter Kings/soft Menthol 100's Kool (Others) Net: Virginia .Slims Non-menthol Ultra Lights 2 3 6 3 5 - 3 - 1 -- 2 - 2 -- 1 1 1 .... 1 1 1 ...... 3 1 1 - 1 -- 1 1 3 5 1 -- 2 2 -- 1 1 2 1 ** 1 1 - 4 - 6 2 4 1 1 1 1 - 5 1 Net: Basic Net: Capri Net: Dora] Net: GPC Net: Kent Net: Misty Net: More Net: Parliament Lights Net: Raleigh Net: Viceroy Other brands 1 - 3 2 - 2 2 - 1 - 1 - 1 - 1 1 1 - 1 - 6 2 1 2 1 2 3 - 1 - 1 - 1 2 1 4 1 1 2 2 1 - 1 1 - 1 3 - 1 1 1 1 2 - 2 1 3 - 1 1 5 3 - 1 1 5 2 4 2 2 - 2 - 2 3 2 2 - 6 7 None//don't know 1 1 - 2 - 2 2 Responses mentioned by less than 1% of total are e~'~luded from table, ~ ~ ** Answered by less than 1%, Hispanic Cigarette Usage Study - 9 - June 1994 o,,

BRAND OF CIGARETTE SMOKED MOST OFTEN - By Country of Origin - BASE: Total Sample Mexico (553) Country of OriQin Puerto Rico Cuba (90) (72) Net: Madboro Non-menthol Red kings/box Non-menthol Lights kings/box Non-menthol Red kings/soft Non-menthol Med, kings/box Non-menthol 100's/box Non-menthol Lights kings/soft Non-menthol Lights 100's/box Menthol Kings/soft (Green) Non-menthol Lights 100's/soft Non-menthol Med. 100's/box Non-menthol lO0's/soft Menthol Lights Kings/box Non-menthol Medium Kings/soft Marlboro (Others) Net: Winston Non-menthol Red Kings/soft Non-menthol Red Kings/box Non-menthol Lights lO0's/soft Winston (Others) Other Net: Newport (menthol) Menthol Kings/box Menthol 100's/box Menthol Kings/soft Newport (Others) (23,3) 62 22 51 62 21 11 24 22 7 3 6 9 6 3 3 4 2 3 2 3 2 3 3 3 6 3 3 3 2 1 3 1 1 2 1 1 1 1 - 1 ** 1 1 1 1 9 1 6 7 Net: Benson & Hedges Non-menthol Kings (not lO0'S) Flat Box Non-menthol lO0's Regular/soft Menthol Lights lO0/soft Menthol Ultra Lights lO0's/box Benson & Hedges (Others) 6 13 15 2 3 7 10 1 1 3 - =1 ; - 3 - 2 3 3 - 30 16 4 2 8 3 11 Net: Salem (Menthol) Non-menthol Kings/soft Non-menthol Lights Kings Non-menthol 100's Salem (Others) 4 1 1 1 1 1 1 1 1 1 2 4 Hispanic Cigarette Usage Study - 10 - June 1994

BRAND OF CIGARE-Iq'E SMOKED MOST OFTEN (continued) - By Country of Origin - BASE: Total Sample Mexico (553) Country of Ori,qin Puerto Rico Cuba (90) (72) Net: Camel Non-menthol Filter Kings/soft Non-menthol Filter Kings/box Non-menthol Lights Kings/box Camel (Others) Net: Kool (Menthol) 1 7 Menthol Filter Kings/soft 1 3 Menthol 100's 1 1 Kool (Others) 2 Net: Virginia Slims Non-menthol Ultra Lights 2 1 3 1 Net: Basic 1 Net: Capd Net: Doral 2 Net: GPC 2 Net: Kent Net: Misty 1 Net: More - Net: Parliament Ughts - Net: Raleigh 1 • Net: Viceroy 1 1 2 1 1 3 2 3 3 Other brands 6 3 7 None/don't know 1 1 ~er 4 1 1 1 2 1 1 2 1 Responses mentioned by less than 1% of total are excluded from table. ** Answered by less than 1%. ro o Ix) ,o ,~o Hispanic Cigarette Usage Study - 11 - June 1994

LENGTH OF TIME SMOKED BRAND MOST OFTEN 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. O Hispanic C.igarette Usage Study - 12 - June 1994

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

BASE: Total Sample Net: Less than 1 year 3 months or less 4 to 6 months 7 to 11 months 1 to 2 years 2 to 3 years 3 to 4 yea.rs 4 to 5 years Net: 5 or more years 5 to 10 years 10 or more years Don't know LENGTH OF TIME SMOKED BRAND MOST OFTEN - By Country of Origin - Country of Od,qin Mexico Puerto Rico Cuba Other (553) (90) (72) (233) 7 2 3 4 3 1 1 1 3 1 3 1 - 1 ** 7 3 13 7 9 7 4 9 6 3 6 7 11 6 6 9 56 76 65 59 18 14 21 19 38 62 44 40 5 2 4 4 Mean (in years) 7.5 9.7 8.2 7.8 ** Answered by less than 1%. 0 Hispanic Cigarette Usage Study - 14 - June 1994

AVERAGE NUMBER OF PACKS SMOKED 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. 0 0 0 o Hispanic Cigarette Usage Study - 15 - June 1994

BASE: Total Sample 1 pack per week More than 1 pack (net) 2-4 packs per week 5 or more per week AVERAGE NUMBER OF PACKS SMOKED - By Age and Gender - 18-24 25-34 Total ~ + Male Female Male Female Male Female Male Female (1000) (125) (58) (183)(112) (197) (127) (113) (85) % % % % % % % % % 28 34 45 34 38 17 24 14 26 71 62 54 65 61 81 73 86 73 34 33 36 34 28 34 32 39 34 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 C, Hispanic Cigarette Usage Study - 16 - June 1994 ~

t¸* BASE: Total Sample 1 pack per week More than 1 pack (net) 2-4 packs per week 5 or more per week AVERAGE NUMBER OF PACKS SMOKED - By Country of Origin - Co~r~try of Od~qin Mexico Puerto Rico Cuba (553) (90) (72) 32 13 7 35 38 17 31 48 76 30 7O 34 36 Mean (Packs per week) 3.6 4.7 3.9 o Hispanic Cigarette usage Study - 17 - June 1994

WHETHER SMOKED OTHER SIZE, TYPE, BRAND OF CIGARE'FI'ES 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). o 4~ O O Hispanic Cigarette Usage Study - 18 - June 1994

WHETHER SMOKED OTHER SIZE, TYPE, BRAND OF CIGARETTES - By Age and Gender - BASE: Total Sample Total (1000) % 18-24 25-,34 35-49 50 + Mal_..__~e Femal~e Male Female Male. Female Male. Female (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 r~ 0 o Hispanic Cigarette Usage Study - 19 - June 1994 o~

PREVIOUS BRAND, SIZE OR TYPE OF CIGARET'I'E SMOKED 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. 0 o O Hispanic Cigarette Usage Study - 20 - June 1994 ,,4

BRAND, TYPE AND SIZE OF PREVIOUS BRAND Base = Used other brand, type and size before Marlboro (net) Marlboro (unspecified) Marlboro Lights Marlboro 100's Marlboro 100 Lights Winston (net) Winston (unspecified) - By Marlboro Usage - Smoke Madboro most often Total Ye__~s N_go (458) (224) (234) % % % 18 - 34 12 -- 24 3 -- 6 1 -- 2 1 -- 1 13 16 10 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 5 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 - June 1994

REASONS FOR BUYING BRAND MOST OFTEN 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%). N 4~ 0 Hispanic qigarette Usage Study - 22 - June 19~4 -4

Base: Total Sample REASONS FOR BUYING BRAND MOST OFTEN - By Marlboro Usage - Wanted to try this particular brand Wanted a change/wanted to try something other than regular brand Because of friends/family The flavor/taste I like it Price (brand was on sate or less expensive than regular brand Store was out of stock of regular brand Are smooth/smoother Less strong It's a new brand Came to live in the U.S.A. Are stronger The first one t tried Special deal or promotion (free cigarettes or a free gift) Are better Gift Other Don't know/refused Smoke Marlboro most often Total Yes N_.go ( 000) (567) (433) % % % 22 23 20 8 7 9 8 10 5 7 8 6 6 5 6 5 1 4 7 3 3 3 3 2 2 2 3 2 2 2 2 10 2 4 3 2 1 2 1 1 1 1 1 1 1 1 1 1 13 11 15 16 16 16 Hispanic Cigarette Usage Study - 23 - June 1994

USAGE OF COUPON TO BUY REGULAR BRAND IF RECEIVED ,. 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

Base: USAGE OF COUPON TO BUY REGULAR BRAND IF RECEIVED - By Marlboro Usage - Did not begin buying regular brand because of coupon Smoke Marlboro most often Total Ye._3s N._go (999) (567) (4~2) Yes No Don't know 85 85 85 8 10 6 7 5 9 Hispanic Cigarette Usage Study - 25 - June 1994 ~

OTHER BRANDS PURCHASED IN PAST SEVEN DAYS 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. Hispanic Cigarette Usage Study - 26 - June 1994 o~

Base: Total sample OTHER BRANDS PURCHASED - By Marlboro Usage - Smoke Marlboro most often Total Yes N~o (~000) (567) (43.3) % % % Bought other brand of cigarettes in past seven days 14 14 15 Net: Marlboro Non-menthol Red kings/box Non-menthol medium kings/box Non-menthol red kings/soft Menthol Kings/soft (Green) Marlboro (Others) 5 4 7 1 1 1 1 ** 1 1 ** 1 1 ** 1 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% of total excluded from table. ** Answered by less than 1%, 0 Hispanic Cigarette Usage Study - 27 - June 1994 0 o

REASONS FOR OTHER BRAND PURCHASE 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

REASONS FOR BUYING BRAND INSTEAD OF REGULAR BRAND IN PAST SEVEN DAYS - By Marlboro Usage - , Base = Bought Brand Smoke Marlboro most often Total Ye__.~s N_go (139) (75) (64) % % % Store was out of stock of regular brand 20 Price (brand was on sale or less expensive than regular brand) 13 To try this particular brand 9 Wanted a change/Wanted to try something other than regular brand 8 Because of friends/family 6 Special deal or promotion (free cigarettes or a free gift) 5 2 for 1 deal 2 Came to live in U.S.A. 2 12 30 13 13 13 3 4 13 4 8 4 6 Other 18 19 14 Don't know/refused 21 27 14 0 Hispanic Cigarette Usage Study - 29 - June 1994

REASONS FOR BUYING BRAND INSTEAD OF REGULAR BRAND IN PAST SEVEN DAYS - By Other Brand Bought - Base = Bought Brand Madboro Camel Dotal Winston (sl) (1 (9)"- Store was out of stock of regular brand 29 9 9 44 Wanted a change/Wanted to try something other than regular brand 12 ..... To try this particular brand 6 18 18 -- 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 Less strong .... 9 -- Other 8 27 -- 11 Don't know/refused 31 9 9 11 Nms~m & 29 oo oo 14 14 28 Caution: Small base size, Hispanic Cigarette Usage Study - 30 - June 1994

USAGE OF COUPON TO BUY OTHER BRAND IF RECEIVED ~, 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 - 3i - June 1994

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

OO0 WHERE CIGARE]-FES USUALLY PURCHASED 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 o

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

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

AWARENESS OF AND PARTICIPATION IN MARLBORO MILES PROMOTION ~ 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 June 1994

PARTICIPATION IN ClGAREFFE PROMOTIONS - By Age and GencJer - Total BASE: 21 years old and over (9"29) % 21-24 25-34 35-49 50 + Male. Female Male Female Male Female Male. Female (76) (36) (183)(112)(197) (127) (113) (85) % % % % % % % % Participate in promotions 16 9 17 21 13 19 13 11 16 Merchandise give-aways 6 2-for-1 offers 5 Coupon redemption 5 Contests/Sweepstakes 2 Other promotions 1 Don't know 1 8 6 10 5 8 4 4 2 3 11 5 6 4 6 7 4 3 6 3 5 5 9 4 8 -- 3 5 -- 2 2 1 1 .... 3 1 1 1 -- 2 .... 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 40 38 37 38 39 Collect Marlboro Miles 9 14 11 15 12 10 4 5 Aware, but do not collect Marlboro Miles 29 --21 3% ~ 26 " 25~-- 2~~~ 34 ~ Not aware of Marlboro Miles 60 65 53 59 59 60 62 2 34 35 58 59 O 4~ Hispanic Cigarette Usage Study - 37 - June 1994

AWARENESS OF AND PARTICIPATION IN MARLBORO ADVENTURE TEAM Awareness of the "Marlboro Adventure, Team" is low among 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. 4~ Hispanic Cigarette Usage Study -38 - June 1994

AWARENESS OF AND PARTICIPATION IN MARLBORO ADVENTURE TEAM - By Age and Gender - BASE: 21 years old and over 2-~-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female (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 0 0 Hispanic Cigarette Usage Study - 39 - June 1994 0~

DEMOGRAPHIC SUMMARY Over half of the respondents are Spanish dominant (52%). • 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

BASE: Total Sample Total (lOOO) % DEMOGRAPHICS - By Age and Gender - 18-24 25-34 35-49 50 + Male Female Male Female Male Female Male Female (125) (58) (183) (112) (197) (127) (113) (85) % % % % % % % % Lan,qua,qe used at home Net: Spanish Dominant 52 Spanish all of the time 36 Spanish more than English 17 Spanish and English equally 25 Net: English dominant 23 English more than Spanish 12 English all of the time 11 Averaqe # of Hours Watch Television Total 18.4 Spanish 7.9 English 10.5 Averaqe # of Hours Usten to Radio Total 21,4 Spanish 11.6 English 9.8 Frequency of reading a Spanish-lanqua,qe newspaper Net: More than once a week 22 Everyday 9 4-6 times a week 2 2-3 times a week 11 Once a week 16 Less often than once a week 17 Never 42 46 28 55 50 56 51 62 54 29 17 42 29 35 38 44 40 18 10 13 21 21 13 18 14 24 38 25 21 24 23 30 22 3O 35 20 29 20 26 8 24 13 24 8 20 10 12 4 12 17 10 12 9 10 14 4 12 15.6 19.8 15.0 21.1 18.6 20.7 18.9 20.8 5.6 6.7 6.2 9.2 7.8 9.2 10,1 9.2 10.0 13.1 8.8 11.9 10.8 11.4 8,9 11,6 23.5 26,8 23.0 23.5 18.6 20.5 17.0 18,5 9,9 10.9 10.8 14.5 11.2 10,7 13.1 13,8 13,6 15.9 12.1 9.0 7.5 9.9 3.9 4.7 24 12 22 16 27 22 28 15 11 5 6 4 12 8 15 8 2 -- 2 3 3 1 3 1 11 7 14 10 12 13 11 6 10 7 17 21 17 21 18 11 21 31 21 20 15 16 9 11 44 47 37 43 38 40 41 60 4~ Hispanic Cigarette Usage Study - 41 - June 1994

BASE: Total Sample Frequency of reading an En,qlish-lan.qua.qe newspaper DEMOGRAPHICS - continued - " 18-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female (1000) (125) (58) (183) (112) (197) (127) (113) (85) % % % % % - % % % % Net: More than once a week 48 Everyday 28 4-6 times a week 5 2-3 times a week 15 Once a week Less often than once a week 28 29 24 21 29 28 36 32 10 5 3 6 6 2 3 2 15 21 20 17 13 14 10 9 12 13 14 14 15 12 17 4 5 9 6 14 7 13 10 9 7 11 Never 29 26 17 28 28 27 28 36 39 Lan.quacle preferred to read advertisin,q 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 advertisin.q English Spanish Both 38 32 27 Marital Status 48 57 36 37 36 37 27 40 27 17 32 35 34 33 37 40 25 24 29 28 29 29 33 19 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 4,1 4.8 5,0 4,4 4.4 4,1 4,0 3.3 2.7 Household size (mean) 50 50 57 54 64 54 50 30 35 Education Finished high school or more o o Hispanic Cigarette Usage Study -42- June 1994 o o

DEMOGRAPHICS - continued - BASE: Total Sample Employed Country of birth/od,qin Foreign-born U.S. born Mexico Puerto Rico Cuba Spain Dominican Republic Colombia El Salvador Guatemala Ecuador Nicaragua Peru Honduras Other Years in U.S. Mean 18-24 Total Mal__._~e Femal__..._~e (1000) (126) (58) % % % 67 59 53 33 38 46 66 55 59 59 9 1 7 7 5 5 4 4 2 3 3 2 2 -- 2 2 4 3 2 3 -- 1 2 -- 1 2 2 1 2 o- 1 2 -- 24.0 25-34 35-49 50 + Ma~__~e Fem~ Male .Female Ma~e Female (183) (112) (197) (127) (113) (85) % % % % % % 68 59 68 58 62 47 28 40 30 41 35 49 61 48 57 47 57 53 8 17 8 14 12 7 4 5 11 12 8 5 3 4 2 6 3 5 1 5 3 2 2 5 2 4 3 2 4 -- 3 1 2 1 2 2 1 2 3 2 1 - 1 1 2 1 .... 1 1 1 2 1 1 1 2 1 1 2 -- 1 -- 1 1 .... 13.5 13.5 16.4 19.0- 23.8 27,0 38.6 U.S. citizenship (among forei,qn-bom) Yes No Desire to move back to country Yes No DK/no answer Home ownership 30 68 47 42 11 18 21 25 36 23 80 79 74 64 74 58 37 59 39 47 33 53 30 54 41 9 10 11 6 11 38 49 40 60 50 55 37 43 30 56 37 55 7 2O 15 Rent 58 63 59 66 70 59 65 37 36 Own 38 31 40 28 29 38 34 56 58 DK/no answer 4 6 2 6 2 3 2 7 6 4~ r~ Hispanic Cigarette Usage Study - 43 - June 1994

DEMOGRAPHICS - continued - BASE: Total Sample 18-24 25-34 35-49 50 + Total Male Female Male Female Male Female Male Female (1000) (125) (58) (183) (112) (197) (127) (113) (85) % % % % % % % % % Occupation Service worker 29 Operations/semi-skilled worker 17 Laborer 16 Craftsman/foreman 11 Professional/technical10 Proprietor/manager 7 Sales worker 6 Clerical worker 4 40 33 22 28 20 40 32 15 17 13 14 25 7 17 16 7 25 2 18 3 18 10 3 18 2 9 5 18 9 10 8 24 7 16 5 5 7 7 5 10 9 3 t0 4 9 6 7 5 2 13 3 16 1 10 52 13 9 9 4 9 Age (mean in years) Income (median in $000) 38 21 ~1 29 29 41 42 59 61 $20.5 $21,7 $18,3 $20.7 $19.3 $22.6 $20.4 $17.9 $17,5 N N Hispanic Cigarette Usage Study - 44 - June 1994

DEMOGRAPHICS - By Country of Origin - Mexico BASE: Total Sample (553) Lan.qua.qe used at home _ Net: Spanish Dominant 58 . Spanish all of the time 40 Spanish more than English 18 Spanish and English equally 25 Net: English dominant 17 English more than Spanish 10 English all of the time 7 Avera,qe # of Hours Watch Television Total 16.9 Spanish 7.9 English 9.1 Avera.qe # of Hours Us-ten to Radio Country of Oriqin Puerto Rico (9o) 27 13 3.1 14 22.5 9.7 12.7 Cub.._..._~a 19 10 21.4 10.5 11.0 Ot~er 29 16 23 13 19 19.8 6,7 13.0 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 42 Frequency of reading a ~panish-langua.qe newspaper Net: More than once a week 19 Everyday 7 13 26 4-6 times a week 1 1 4 2-3 times a week 11 11 11 Once a week 18 14 18 Less often than once a week 20 13 13 Never 42 46 28 26 9 3 14 13 15 44 o Hispanic Cigarette Usage Study June 1994 0

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

BASE: Total Sample DEMOGRAPHICS - continued - ~ .... O0untn/Of Ori,qin Mexico Puerto Rico Cuba (553) (90) (72) OO0 Other Employed Country of birth/orig, in Foreign-born U.S. born Years in U.S. Mean U.S. citizenship (amon,q forei.qn-born) Yes No Desire to move back to country of ori.clin Yes No DK/no answer Home ownership Rent Own DK/no answer 67 52 79 69 62 67 86 56 39 33 14 44 24.3 25.8 18.7 21 95 39 21 77 3 60 77 47 50 32 ~2 38 53 11 12 15 52 39 9 56 79 60 64 42 18 39 35 2 3 1 1 o Hispanic Cigarette Usage Study - 47 - June 1994

DEMOGRAPHICS - continued - • BASE: Total Sample Mexico (553) Country of Origin Puerto Rico Cuba (90) (72) O{her (233) Occupation Service worker Operations/semi-skilled worker Laborer Craftsman/foreman Professional/technical Proprietor/manager Sales worker Clerical worker Age (mean in years) Income (median in $000) 27 36 26 32 19 15 16 12 21 6 7 9 10 6 11 13 8 11 11 12 5 9 14 8 5 6 7 6 3 9 5 6 38 40 41 36 $20.6 $23,3 $28.6 $26.8 o o o Hispanic Cigarette Usage Study - 48 - June 1994

APPENDIX D~

CIGARETTE USAGE SURVEY MDI# 94-187-01 (-I') Respondent #: Respondent Name: Telephone #: Card I (5=0) Language: Spanish ............. 1 (lO) English .............. 2 City: Interviewer: Interviewer #: (6-7) Interview Length: (8-9) Date: SCREENER (BEGIN ALL INTERVIE3NS IN SPANISH - SWITCH TO ENGUSH IF RESPONDENT DOES NOT UNDERSTAND.) Good morning/afternoon/evening, my name is ~ from Market Development, a marketing research company. To_day. We are conducting a study about cigarettes and would like to include your thoughts and opinions. We--are~oE-seq[i~-g ~RytRing an~ your answers are strictly confidential. First of all, we are speaking with people 18 years of age and over. $1. Are you 18 years 01d or older? Yes ........................ 1 CONTINUE PROBE: "May I please speak with someone who is 18 years old or older?" IF QUAUFIED RESPONDENT IS AVAILABLE, REPEAT INTRO AND CONTINUE INTERVIEW IF QUALIFIED RESPONDENT IS IN HOUSEHOLD, BUT NOT AVAILABLE, ARRANGE CALLBACK IF NO QUAUFIED RESPONDENTS ARE IN HOUSEHOLD, THANK AND TERMINATE $2. Are you of Hispanic or Latin origin? Yes ........................ 1 CONTINUE No ......................... 2 THANK AND TERMINATE $3. Including yourself, ~re there any-people in your household of Hi~panlc origin 18 years of age or older who smoke cigarettes? Yes ........................ 1 CONTINUE No ......................... 2 THANK AND TERMINATE $4. 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 MO~ #~4.187~1(T) - 1 - 06/14/~-4 ('TUe) 14 23

$5, Could you please tell me the ages of all the fernate 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 2 Female 3 Female 4 Female 5 Female 6 MOI #94.187-01 (q") -2- 06/14/94 ('rue) 14:23

Q1. Q2. MAIN QUESTIONNAIRE Do you, yourself, smoke cigarettes? Yes ........................ 1 No ......................... 2 Record Start "lime: CHECK lIST OF SMOKERS, AND ASK FOR YOUNGEST AVAILABLE SMOKER 18 YEARS OF AGE OR OLDER Do you smoke filter or non-filter cigarettes, or both? Filter ....................... 1 Both ....................... 2 Non-filter CHECK UST OF SMOKERS, AND ASK FOR YOUNGEST AVAILABLE SMOKER 18 YEARS OF AGE OR OLDER Q2a. About how many packs or cartons of cigarettes do you smoke in an average week? (IF ANSWER IS IN DAYS ASK:) About how many packs would that be in a week? packs or cartons Q2b. You say you smoke (INSERT ANSWER FROM Q.2a). Is that correct? Yes ........................ 1 --, (CONTINUE) No ......................... 2 .-* (RE-ASK Q.2a) Q2c. Could you please tell me your exact age? Q3. Q4. Q5. Q6. 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-LIST HERE And is that menthol or non-menthol? READ UST AGAIN, IF NECESSARY (ACCEPT ONE ANSWER ONLY) Menthol ..................... 1 Non-menthol ................. 2 And is that the re~Ol~r 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 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 Q7. 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 MDI #94.187-01(3") ° 3 " 06/14/9,4 (Tue) 14:23 O o

Is that the one with 20 cigarettes to the pack or 25 cigarettes to the pack? READ UST AGAIN, IF NECESSARY (ACCEPT ONE ANSWER ONLY) Q9. 20 per pack .................. 1 25 per pack .................... 2 How long have you smoked [INSERT BRAND FROM Q3]? DO NOT READ UST (ACCEPT ONE ANSWER ONLY) 3 months ~r 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 Q10. Don't know ................................ X Refused ................................... Y Before you started smoking [INSERT BRAND FROM Q.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: 'M/hat other brand, type, and size was that?" No previous brand 3 Don't know ................................ 8 Refused ................................... 9 Qll, Why did you begin buying [INSERT BRAND FROM Q.3]? DO NOT READ UST (ACCEPT MULTIPLE RESPONSES) Coupon .......................................................... 1 2 for 1 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) OCher (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 Q.3) if you received one? No ......................................................... 2 Don'tknow ..................................................3 #94-187-01(1") -4- 06/14/94 ('rue) I4:23 O 4~ O

Q12. How do ysQ get you~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 Q13. deleted Q14. 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 Q.3 (IF NO REGULAR BRAND/JUST STARTED SMOKJNG MENTIONED IN Q.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 yourself. REPEAT CLEARING QUESTIONS (Q.4-8) FOR EACH BRAND MENTIONED IN Q.14 ASK Q.15 AND Q.15a FOR EACH BRAND MENTIONED IN Q.14: Q15. Why did you buy [INSERT OTHER BRAND FROM Q14] instead of your regular brand? DO NOT READ LIST (ACCEPT MULTIPLE RESPONSES) Coupon ..................................................... 1 2 for 1 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) Other (specify) 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 Q.14) if you received one? Don't know .................................................. 3 MDI #94.187,,01(T) " 5 - 06/14~4 {'rue) 14,23

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 At work ..................................................... 7 On an Indian Reservation ........................................ 8 At a wholesale store like the price club .... i ~ ........................ 9 from a vending machine ......................................... 0 From a delicatessen ............................................ 1 Anywhere .................................................... 2 Other Don't know .................................................. 0 Refused ..................................................... 8 (ASK Q.17 - Q.21 IF RESPONDENT IS 21 YEARS OF AGE OR OLDER IN Q.2c. OTHERWISE, SKIP 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) (DO NOT READ) No .......................... 2 7 Don't know/no answer ............ 3 J (SKIP TO Q.18a) Q18. Which types of cigarette promotions have you participated in? (READ us'r) (ACCEPT MULTIPLE RESPONSES) (PROBE:) Are there any other types of cigarette promotions you have participated in? Contests/sweepstakes ............ 1 Merchandise give-aways : ......... 2 Two-for-one deal ................ 3 Coupon redemption ............. 4 Other: (SPECIFY) -6- 06/14/~4 ('Tue) 14,23 0 0 0 0

Q18a. Have you ever heard of Marlboro Miles? Yes .......................... (DO NOT READ) Don't know/no answer ............ 1 (CONTINUE) (SKIP TO Q.19) Q18b. Q19. Do you collect Marlboro Miles? Yes .......................... 1 No .......................... 2 (DO NOT READ) Don't know/no answer ............ 3 Have you ever heard of "The Marlboro Adventure Team?" Yes .......................... (DO NOT READ) Don't know/no answer ............ 1 (CONTINUE) 2 I ] (SKIP TO O.21) 3 J (IF RESPONDENT ANSWERS "NO/DON'T KNOW" TO Q.18b AND "YES" TO Q.19, SKIP TO Q.D1) Q20, Which of the following statements best describes your participation with the "The Marlboro Adventure Team?" (READ UST. ACCEPT ONLY ONE ANSWER) 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 Q.21) (ASK Q.21 IF COLLECTED MARLBORO MILES IN Q.18b. IF NOT, SKIP TO Q.D1) Q21. What did you order when you redeemed your Marlboro Miles? (READ UST. 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 (DO NOT READ) Have not ordered any merchandise ......... 1 MDI #94-187-01 (-r) -7- 06/I4/£4 (Tue) t423 ACCEPT O 4~ 1'9 O

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 us'r) (ACCEPT ONLY ONE ANSWER) D3. 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 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 DS. English About how many hours do y0u personally spend iisteniSg tS~h~ ~adio in an average ~veek? (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 MDI #94.187-01 {T) - 8 - 06/14/94 (Tue) 1423

D7. How often do you read or look through a Spanish-language newspaper? Do you read or look through a Spanish-language newspaper,..(READ u.s'r)? (ACCEPT ONE ANSWER ONLY) *Every day 1 *4 - 6 times a week 2 *2 - 3 times a week ................................................. 3 *Once a week, or., .... ~.~...~..,,,~...~ ~,..~L,.~.~, ..... , .......... 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 us'r) (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 DSa. When you see advertising, do you prefer to read the advertising in English or Spanish? English ................................................. 1 Spanish ................................................ 2 (DO NOT READ) Both ................................................ 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 ............................................... ~ D9. Are you cu-rrently...(R-EAD usr)? ~: - Single ........................................................... 1 Married .......................................................... 2 Divorced ......................................................... 3 Separated, or ..... : ........................ : ....................... 4 Widowed .........................................................5 MOI #94.187-01('T) " 9 " 06/14/94 ("rue) 14:23 4~

D10. How many people including yourself live in your household? people 999 Refused (DO NOT READ) Dll. 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 GO TO D16 Argentina ................. 2 Bolivia ................... 3 Brazil .................... 4 Chile .................... 5 Colombia ................. 6 Costa Rica ................ 7 Cuba ....................8 Ecuador .................. 9 El Salvador ............... 10 Spain 11 Guatemala ................ 12 Honduras ...................... 13 Mexico ........................ 14 Nicaragua ..................... 15 Panama ....................... 16 Paraguay ...................... 17 Peru ..... : .................... 18 Puerto Rico .................... 19 Dominican Republic .............. 20 Uruguay ....................... 21 Venezuela ..................... 22 Other (specify) ....... 99 D15. Are you planning to move back to this country sometime in the future? Yes ..................... 1 No ......................2 Don't know ............... 3 GOTO D17 GOTO D17 GOTO D17 MD1#~.187-01~ - 10" 06114/~4 ("rue) 1423 0 0

D16. What is your origin or descent? (IF RESPONDENT MENTIONS SPANISH, ASK 'M/hat 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. D18. Do you rent or own the place you currently live? Rent ................................................... 1 Own ...................................................2 Don't know ............................................. 3 Refused ................................................ 4 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 Don't know Refused (DO NOT READ) M0~ #~4-187-01~ - 1 1 - 06/14/9,4 ['Tue) 1423

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 INTERVIEW No, another respondent is not available ................... 2 ARRANGE CALLBACK No, no other respondents in household ................... 3 TERMINATE MDI #94.187-01(T) - 12 - 0~/~4~4 ('rue) 1423 4~

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