BC~ETBBlltLII; Zhe de~ccl to which the cigarette could be
                ~described as acce~table.

      (BIIRN RITE AHD PIR~MESS.3caled against avenge ewpctznans)

    i. As the ibhouse panel teet lunctlon ~ovea out fr$ a relatively
      rcl~dcted role in direct feedback to the product dePclopwnl
      function with no semantic link to consumer product testing, a meee
      appropriate structilre of reporting respondbtlity mag be an important
      consideration;


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    gn QBSEAeBrIONS

    i, The Australian marRet has developed a' strong pricelvalue for money
         orientation with an eroding image prestige aspect, This would
         indicate that conjoint or trade-off style preference test methods will
         have particular applicability,

    2,   Brand switching activity is high, therefore the style of switching
         analysis will be important,

    31   The currently used switching index is rightly based on independent
         sampling, Haever, tracing individual ~poldng careers and deriving
         ~ switching pattern data is not possible with this type of
         approach,

    9,   The brand image research battery may contain potential redundancies
         and iou salience items, and suffers from the weakness that the
         majority or attributes have been generated inlhouse,

    5,   The current ~making and health index is largely descriptive in rature,
         and potentially an elaborated reflection of more fundamental processes
         (e,g, edgnitive ronJanan~e-dfsJoMnce) vhtch if isolated would be
         easier to relate predictively to concrete behavicurs such as quitting
         and switching,

     6,  For a market which is broadly homogeneous by product but highly
         differentiated by region and consumer, a move to employing a
         segentation strategy to understand the market would be strongly
         advised,


     .BCTION POINTS

     i,  Several models of conjoint or 'trade·o[f' preference testing are now
         available, all of which are particularly useful in situations where
         consumer trade elf of basic product attributes against image and
         pricel~uality characteristics the purchase deciai~on, DomiMnt
         statistical models are EYLNOYI and IINHAP (oI which the latter is
         recc~nended and soon to be available from GR a DC), Exploratorl pilot    0~
        work in this area could most fruitfully Jegent by brand smokers,          ~C


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