Tobacco Documents Online

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 ~