O O N O 1~ CEJ 00 W )L Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 t· O O N O W m a ClibPDF - v~~fastio.soni me mpdsconolt Yrtseukwfors~ ~ ~~tinebcrat~u~l ~b Ili~chmm0l n nSn (W ') ~g Mel IbP ~ la ;i iJ ClibPDF - v~~fastio.soni me marlrt·consult iastiu fdr ~rml;rurforschung und ma~ctingbcratung gmbh Bl~chenaaDe 11 2[XX) ~iamburg 30 ~le~on (040) '381528 Telex 2163 820 me d Telefa~ (WO) 38 3238 PROJEKT 1227,87 ROSVLTS PROP1 8 ER(mP DTSeOSSrD~S CQZPILED WR BIAIT VII(, 8 EXPORT Ltd, SOOTHUIPTLI~ IIEIIIBURGr 3JLY 1987 ,Ilpha, (eaprf) Acceptance teer; Gad~i~ h) M~RlbKrmplllrMufl O DiCScr kd Ma~ Icli~lw(r~hlW D~D~f B1Pt AO ~ XO)MOI) Kto.·Nr. IXOIW HuPby#Splt~w(BUmlJn I~o.·Nr 103~1210n1 C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 me a o o N o cp m C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 INDEX PAGE O. INTRODUtiiON i. SUMMARY ANO RECOMMENDATIONS OF INSTITUTE 2 2, BACKGROUND AHD OBSECTIYES OF SURVEY 12 3. SCOPE OF THE SURVEY id 4, SUBJECT AREA ANO DISCUSSION PROCEOURE 16 5, SURRARY ANO COMMENTARY ON RESULTS 22 5,1. Evaluation of CAPRI (blind sample) in terms of 23 optical impression 5.i.;. Spontaneous reaction 23 5,1,2, Advantage~ldis~dvantages 28 5.1,3, Reaction to the lour principle benefits of concern 31 5.:.C. Ranking of the advantages (inct. the four 35 principle benefits of concern) and disadvantages 5.'..5. willingness to purchase of CAPRI in comparison to 37 own usual brand 5,2, Evaluation of eAPRI in terms of smoking experience 43 5.3. Evaluation of pack and Grand name 50 5,4 Acceptance of the ultra-slim shape for own usual brand 54 5.5. Price acceptance of CAPRrlown usual brand with and 56 without the four 'principle benefits of concern" 5.6, Marketing strategy according to respondents 59 APPENDIX Standard exPressions for the four principle benefits of concern Scoring booklet b mCO Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 `I O, IHTRODUC;IOI On the 05.06.1981 hr Ferris of B,A,T UK b EXDOt: Ltd., Southampton, commissioned us to carty out eight group discussions on the subject 'Projec: Alpha Acceptance Test', The scoDe of the survey was established in a briefing given by nr Ferris and Herrn Wernjt:, B,A,T Cigaretrenfabfiken GmbH, hamburg, on 05406,1987, as well as our written offer of 10,06,1987, As che survey was carried out simultaneously in the UK, Switzerland and in ilnland, the procedure and subject area was to be standardised as far as possible, The subject areas (see 4) of the pte~a discussions and the Scoring Booklet tilled out oy the respondents Isse appendix) were compiled on the basis of the material provided by f!r Ferfis ans reviewed by tne client prior to the grouP discussions being held, All eight discussions took place in the premises of ~arkt·consult institute Hamburg on 15,06,, 16,06,, 18,06,, 19,06, and 20,06,1987, and these were partly observed by the client through I one-way window in a separate rOOP, 1~C03 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 1, SUnlARY ANO RICDMI~NOATIONS O~ rKSitTUti The following summary and recommendations are based on eight group discussions carried out on 15,06,, 16.06,, 18,06., 19,06, and 22.06,1987 with smokers from the following target grouts: Group i: all male, low tar" 501 aged 20·30, 501 aged CO·50 social class CllC2 Group 2: all mate, full flavour' 501 aged 20-30, 501 aged aG·jO social class 01162 Group 3: all female, low tar S0I aged 20·30,. 501 aged 1G·50 social class CllC2 Group 4: all female, full flavour 501 aged 20·30, 501 aged 4G·50 social class CllC2 Group 5: mixed sex, mixed delivery aged 20·50 social class 5161 Group 6: Fixed sex, mixed delivery aged 20·50 social class C210E 1)1C Oe0 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Group 7: tired lex, full Ilavour aged 20·50 social class Clle2 Group 8: mixed sex, low tar aped 20-50 social class CllC2 Low ~ar : Lord Extra, R6, Krone, Kin, Atika, Atlka de lure Full Flavour: Marlboro, HE, Camel Filter, Peter Stuyvesant aromatisEh, West, Ernte 23, Lux filter, Marlboro 100, tlB 100 me cpls Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ ;he objective of the survey was to ascertain acceptance levels of the new ultra·sli~ cigarette CAPRr, with particular respect to the four principle benefits of concern: · lower sidestrean - lower ash generation - lower risk of accidental fire · lower biological activity The following criteria were 01 prime interest: · importance of the four product benefits compared with one another, as well as in comparison to other benefits conceived by the respondents · influence of the four product benefits on the willingness to purchase eAPRI · credibility of the four product benefits alter sampling - acceptance of the ultra·sii~ shape for the respondents' own usual brand mC 03W Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i I And furthlrlorl: · Icccpt~ncr of the 'feel' Ind "hlndlfng' · cxplctation of tlste · ~ecrpt~nca of the DICL Ind the brlnd n~~e · ptlec ~cecpt~nel · guidelines for I possible CIPRI nirtitlng strltcpy O ClibPDF - v~~fastio.soni In brief, the survey led to the following main conclusions: Acceptance of 'Capri the ultralinf~h~ee positions CAPRI spontaneously Is a feminine, elegant cigarette for special occasions, Accordingly, several female respondents show interest in the cigarette, whilst the men distance themselves from it and fear being made to loot ridiculous, The new shape is generally found to be interesting, although there is little willingness 13 consume. Associations are made with a target group, although the extent to which identification wisnes are aroused is not clear (elegant women, career women, fashion-conscious people, yuppies, casuallorestige smokers, newcomers), ~he shape also aPpears not very acceptable for the own usual brand, Only a:ew women found if interesting for special (evening) occasions. The taste is assumed by the respondents to be mild or very mild, Only very few anticipate it having a strong taste. In view of the smell, the tobacco is considered to be full in flavour, The snaking experience gives rise to surprise · CAPRI tastes stronger than expected, The taste is by and large found appealing to smoters of iar·taf cigarettes, whilst full·~lavour smokers consider eAPRr too lilt, me s Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 CAPRI comes off badly when compared to the own usual brand, It gives the same catch/hit in the throat, does not taste as pood, is of poorer Quality, and little sloking sensation is felt, although longer and harder puffs have to be taken, After samgling, willingness to purchase is much lower than for the own usual brand. The greatest amount of interest is still shown by The women and low·tar smokers, Reactions to thelour principle benefits After introduction of the four benefits, only '!ower sidestream" aroused the interest of the group participants, d Cigarette producing a lower ouantity of smoke obviously fits in with current trends and is found advantageous for both smokers and non-smokers alike, It could also contribute to alleviating the conflict between smokers and non· smokers, espeCially a: the workplace, 'loyer_as?ge_?_qfqt_ion' is considered 1 far-fetched and ridiculous argument, Apart from the fact that the coaDaratively lower amount of tobacco contained in CAPR1 is bound to produce less ash, smokers are completely indifferent to the amount of ash any cigarette produces, mC Irl Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ___ ihe respondents also mock the benefit *!o~er IiIk of accidental fire' as being ridiculous a::d irrelevant, Smokers consider themselves ::oughtful enough not to cause a fire whilst smoking, i,e, cigarettes are nor smoked in bed and no i:: stubs are thrown into the forest, etc, Besides :~is, 'Lower risk of accidental fire' arouses I~e suspicion that the cigarette will go Out :3less one constantly puffs any at it, e,g, during In exciting conversation, As cigarettes have an unpleasant taste when relir, the responoe!::s cFiticise this benefit as being more of a disadvantage, 'Ip?et~P?p~ogiFpl activity' is In aspect wnich, if at all "understood', is interpreted as being 'healthierlless harmful'. A degree of interest is shown by l0w·tdr smokers, However, most o':he respondents cannot make anything of the statement, stover biological' is synonymous with 'mo·e chemicals: which are assumed to be cont~:ned~in the filter or in the paper, The word 'bio;ogical', as such, is also round partially distur)ing, as it is often used or misused for many products. in general the respondents find the statement hard to believe for the following reasons:'~he standard biological rest' is not explained: scientists only 'assume' that fewer illnesses are caused - they are not sure: the layman has no possibility for testing the statement himself. mC 03 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I :i When the cigarette is sampled, 111 eight groups test the aspects '1ower sidestre~ml and'lower risk of accidental fire' and find them not to be applicable. According to the respondents, tAPRI Produces just Is much sidestFeae as other cigarettes and glows right down to the filter without going out when left in the ash·tray, Is these empirical criteria are proven to be false, is is partly assumed that the benefit 'lower biological aetiviry' is also probably ~alJe. In any ease, this Point loses credibility after sampling, That the four Principle benefits of concern indeed do make CAPR~ more interesting than if it were merely different from other cigarettes in view'of its appearance is shown in the price the respondents are willing to pay. nore would be paid for eAPRl if it could be assumed that all benefits are true than if this were not the case, Acceptance of the pack and the brand name ··--·-----·---.........................~~ fhe ZOO_E:arton (only shown in four groups) is considered deceptive when Compared to the anormal" size and gives a false impression in view of the contents and the shape of the packet, as well as the cigarettes themselves. mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ihe packer as such is judged positively. ibe flat, nandbag·friendly shaPe and the elegant, coloured design is found to be aopealing, albeit feminine, At first glance the Packet appears unusual for a cigarette and resembles more a Perfume, soap or bar of chocolate. In general, however, the packet is accepted as being suitable for cigarettes, ihe name CAPRl arouses positive associations with sun, south, vacation and mildness, although it also reminds of products vith the same naPe:'CdQ:i ice- cream', "Capri Sonne' [lemonade) and *~cr~ CdDrj'. Nevertheless it is, by and large, acceotsc, IIralesies.lor.?nrketi?n.!ccoidlls.tn.rers~ncr?tr According lo:ae rerPondenrS,;he adver:'sinp should relate to tne target groups mentioned earlier and should specially emphasire the u~;ra· slim shape,;ne cigarette's elegance and the flavour, ihe four princiPle benefits apDeartoo rational and incredible and should therefore not be eentioned.':ower sidesrream" could Dossii;y be mentioned, but this should then be true,;he price should be suited to the target group and cost a little mote than other cigarettes (Da d.· , maybe On 5,·). me o03 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I : In view of the results presented here,the institute considers a successful launch of [APRI onto the german market to be doubtful, there are considerable barriers against the uttra- slim shape and, of the four principle benefits of concern, only 'lower sidestream' and possibly "lower biological activity' · if they are really true and can be proven - are of interest to Smokers, In general, the interest shown In CAPRI by those who do not dismiss it entirely for themselves is low and is timired Eo IDeciai occasions, This means that CAPRI would not even have the chance here of becoming the main usual brand, but would simply play a secondary role. CAPRI could possibly be introduced via a 'rrend· setter' group of opinion mulripliers, if this group's interest could be aroused by targeted marketing, However,;he four benefits · with exception of slower sides~real' · are not convincing enough for this grout. A strategy based on no,e Plorlbnal Iro~rrr .ul~ II toro lutoeirfui. / If tAPRr is at all to be launched using the benefits, it is urgently necessary that it is improved, such that the credibility of the benefits is increased. Heverthetess it is a matter of speculation whether a market can be created at all by these aspects, mC C~J9 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 2, BACKGROUHO ANO OBJEEtIVIS pi SURVEY After being present for some time in the USA, B,A,T now Intends to launch the cigarette CAPR~ on the European market, eAPRI differs from normal cigarettes not only because of Its ultra·rlim shape but also in view of four principle benefits of concern: · lower sidestream · lower ash generation · lower risk of accidental fire lower biological activity The objective of this survey, apart from the general establishment of the acceptance level for CAPRI and the ultra-slim shape, was to ascertain the influence of the four product benefits on the acceptance of CAPRI, The following aspects were of special interest: - importance of the four product benefits compared with one another as well as in comparison to other benefits conceived by the respondents influence of the four product benefits on the wil!ingners to purchase of eRPRI P mC OO Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~___ - credibility of the four product benefits after salnpling acceptance of the ultra-slim shape for the respondents' own usual brand Besides these, further acceptance criteria were Investigated, such as: - 'leel' and 'handllng' · expectation of taste · acceptance of the pact and the brand name · otice acceptance and, last but not least, guidelines lot 1 possible lartaring s;:ateOY lot CAPRI were discussed. O ClibPDF - v~~fastio.soni 3, SCOPE Or THE SURVEY I total of tight group discussions were carried our with smokers from the following target groups: Group i: all male, low tar 506 ag~d 20·30, 506 aged 60·50 social class CIICZ Group 2: all male, full flavour 506 aged 20·30, 50', aged 40-50 social class CllC2 GroUp 3: all female, low tar 506 aged 20·30, 506 aged 60·50 social class Clit? Group a: female, full flavour 506 aged 20·30, 50', aged 60·50 social class tllC2 Group 5: mixed sex, mixee delivery aged 20·50 social class BICI Group 5: mixed sex, mixed delivery aged 20·50 social class CZI0E Group I: mixed sex, full flavouf aged 20·50 social class CllC2 Group 8: mixed sex, low tar aged 20·50 social class CllC2 mCO Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 j :j Low·tar smokers are smokers of the brands: · Lord Extra · ed · Krone · Kirn · ~tika · Alika de Lure Full·flavour smokers are smokers of the brands: · Rarlbofo · HE · Camel Filter · Peter Stuyvesant ~ramatisch · west · Ernte 23 · Lux filter - Marlboro 100 · ha 100 None of the group participants had personal contact to the cigarette industry, advertising, market research or the cigarette trade, B O Q O mC CrJ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 4, SUBJECT AREA ANO DISCUSSION PROCEDURE I, W~nni no ~p Greeting of PartiCipants and drawing ol attention to confidentiality of discussion subject, · Brief personal introduction of the respondents (age, occupation, current cigarette brand) · What is the main usual brand and are any other brands purchasedl · How long have you been smoking your main brand? · why do you smoke this brandf - what Characteristics of your main brand are most important to you! B, Introduction and evaluation of tAPRI i, Introduction of the blind saaple, - I would now like to show you a cigarette, You may take it out of the packet and take a good look at it, but do not light it yet, - Spontaneous reaction what do you think of this cigarette? mC O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 · What do you think of the apoearancelthe shape! · what do you think of the si2elthe widthlthe length! · How does it feel! · What do you imagine it to taste like? - How would you describe the smoker of this cigarette? what kind of person do you think would buy and smoke this cigarette? · How do you think your friends and relatives would react if you snaked this cigarette? What do you think they would say if they saw you with this cigarette for the first tire! · What advantages could this cigarette have over other cigarettes! Please write one word on each card. collect cards (unsortedl on flip chart. - What disadvantages could this cigarette have in comparison with ether cigarettes! Please write one word On each card, Collect cards (unsorted) on flip chart, mC O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 2, Presentation of the four benefits (il otherwise not mentioned), · The manufacturer of this cigarette has also Given thought to how this cigarette may differ from other cigarettes, and has come up with the following features which we would now like to present to you: " lower sidestrean " lower ash generation r lower risk of fire I lower biological activity Presentation of four benefits with explanationlbrief discussion on meaningl importance of aspects, · I would now like to ask you to make a ranking of these 4 characteristics and the advantages you have mentioned. Which is most important, which second-nest important, and which is Of least importance! · Let us now make a ranking of the disadvantages, Which of the disadvantages you have indicated is post serious, which next serious, and which is least serious! 3, Willingness to purchase QPRt compared to own usual brand, Icight hypotheses) O mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 a. Sanpi ing. - Now r would like you to light this cigarette and tate a few puffs, · Spontaneous reactions, · How does it taste! · How does it feel: in the hand/mouth! · Now that you have smoked the cigarette, if you think once more of the four points: · lower sidestream " lower ash generation · loner risk of fire · lower biological activity, Do these four points seen credible to you! 5. Ranting of product features, willingness to purchase after sampling and preferred product feature. a second cigarette may be smoked if desired. 6. Presentation of pact. · I would now like to show you the pack for this cigarette, As this is a sample mock·up for test Purposes, I request you not to open It, P · Spontaneous reactions. N mC O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 · What do you think of the pack! What do you particularly like or dislike about itl - What does the naPe CIPRI suggest to you! What do you think of when you hear this name! · how do you like the naPe CAPRI for this cigarette! Ranking of willingness to purchase after presentation of pack. ~. Acceptance of the ultn·rlim shaPe for own usual brand, · Imagine that your own usual brand had this shape and that it also had lower sidestream, lower ash, lower life-risk and a considerably netter result in the standard biological res;, How would you like this! · And how would you like it if your own usual brand was available in this ultra·rlim form without these four benefits! That is to say, that your own cigarette remained the same except for the shape, Ranting of willingness to purchase, 8, Price acceptance of CAPRl:lown usual brand withlwithout benefits, mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 9, Marketing strategy. Imagine that you were the sanufacrurer of this cigarette and had to conceive a strategy to launch it on the larket: - What type of smokers would you address in your advertising? Which category of person would you principally ail your strategy atT What price would you Sell this cigarette for? - Which benefits would you specially emDhasitel mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I ;; i SUMMARY ANO COMhINTARY ON RESULTS In the following the results of all eight group discussions are summarised and discussed, in so far as they conform to one another, Where differences between the groups are evident (e,g. betweeen men and women of low·tar smokers and full·flavaur rmoter~) there are mentioned separately, mC O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 5.1 Evaluation of eAPRI (blind sample) in terms of optical impression 5.1,1. Spontaneous reaction """"""""""'"'""' The Iwediate reaction of the participants on presentation Of the blind sample is surprise at the unusual shape, At first the respondents clearly do not consider eAPR~ quite seriously, Spontaneous reactions to the shdpe refer to associations, such · loilypop stick - matchrtick·like - Chinese chopstick · pen, pencil · savoury stick - 'Mikado' stick · straw · a·Tip After the surprise reaction associations are drawn to other Rakes of similar cigarettes. the uttra· slim shape reminds of More and Slack Lady, Kim and Eve, oriental cigarettes, but also unsuccessful Irtampt~ it r~iling ~nr't pwn. Thl vhife ~ollur ~nd filter remind of Barclay and Cartier. O mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 the spontaneous acceptance of The shape is ambivalent, the long slim form being found, on the one hand, interesting and appealing, particularly I by women who occasionally smoke 10Omn cigarettes. On the other hand, CAPRI gives the imDresrion of being 'unfinished','like a half·finished cigarette" or like a "sampie cigarette'. The handling and feel of the Cigarette appears unusual and takes some getting used to, Only a few participants spontaneously consider it to feel comfortable in the hand, The majority, however, LOnliier i:[IO Illi~(tl, IW min. tDa Rdpary .i too light, It is hardly noticed that a cigarette is 1 held between the fingers and that one pay fear drooping or breaking it, the respondents believe CAPRI to look aesthetic in a graceful, slim lady's hand, although ridiculous and silly in a man's hand, CAPRI could only possibly suit a very 'soft" kind of man, mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Correspondingly, the respondents primarily consider women to be the prime potential target group for tAPRr · very Particular kind of women who may be decribed as follows: · very feminine · slim - sporty and elegant · fashion conscious · self·assured · extravagant - concerned with their appearance · slightly snobbish, arrogant · successful · drivers of a Bnw convertable or a sports · upper ~iddle·class, good income If men at all are to be considered as a target group for CAPRI, these are of a similar genre: · yuppies · softies (eansies) - 'scene' trendles me Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 According to the respondents CAPRI could also be of Interest to young people who have lust begun smoking. Our participants do not consider the CAPRI smoker a 'real" or 'typical' stoker, but a · 'show' smoker · prestige smoker · casual smoker possibly even a non-smoker who uses the cigarette to gel noticed, It is assumed tnat CAPRI is not smoked for smoking satisfaction but to be 'in' and to belong to a special group · to be different irom the masses. this belief imolies that not a great deal of taste or smoking satisfaction is expected from CAPRI, Accordingly, most participants assume CGPRf, in view of its ultra-slim shape. to be mild or very~ mild, Several respondents expect, in addition, a sweet or perfumed taste. On the other hand, a number of participants assume a fuller or stronger taste because of the dark tobacco and pronounced arena, Notwithstanding the assumptions of a mild or stronger cigarette, virtually all respondents believe that, due to the extremely small diameter and relatively long filter, the smoker would have to take a long hard draw on CAPRr, mC P Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ The ambivalence regarding the acceptance of CAPRI Leeoaes evident once again in the assumed reactions I of friends or acouaintances when one is seen with this cigarette, a portion Of the participants, notably women, assume positive curiosity when first seen with CAPRI, It is assured that others would shaw interest and lay want to try out the cigarette themselves, Other respondents, mainly men, fear negative implications of appearing silly,'pueer' OF'gay' when seen smoking this cigarette, The respondents expect the CAPRI smoker to be a person with self·eonfidence, because the Cigarette certainly makes hip conspicuous and a point of Interest to others, Even these who spontaneously accept CAPRI see a limit to its application opportunities, People do not always want to be the centre of attention and, as such, would only smoke it on special occasions, e,g, evenings, at parties, at the theatre, in exclusive restaurants, etc, occasions when one is correspondingly well·dressed and in a good mood, And, on occasions where negative reactions are generated, the possibility still exists to step Lack out of the limelight and keep one's 'image' by explaining that tAPRI had only been bought for this one occasion 'as a gag', mC Ifl Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 !,!,2:.?~~!?~!~~!~!!!p~!r~!p?! So that the advantages and disadvantages of CIPRI in conDarlson with other cigarettes could be obtained from each participant without them being influenced by the others, they ware asked to write these down for themselves on cards. The aspects later brought Into the discussion with the lour orinciple benefits of concern were not spontaneously mentioned by the respondents thml~vts, They relate I~r, to the 100elrlncl ol the cigarette, expected taste and the target proup. Here tDO, the an~v~cnr oDirian h~b toulrdr CIPII is evident throughout the eight proups, Nevertheless, the women react In general more positively than the men towards the shape of the cigarette, and the lon·rar smokers have 1 more lavourable expectation of the taste than the full· Ilavour cigarette smokers. To summarise, the following advantages and disadvantages of elPRI in comparison to other cigarettes were stated: ·~be lep_e~ln~! is aDDeallng, interesting and effective, especially to women. Both men and women consider the cigarette new, striking, elegant, delicate and gr~ellul, CIPRI is therefore generally regarded to be extremely feminine, 1 leature which is found a dlsdadvantage by the men who, lurthtr~ro, consider It to be too long and thin, and nartly, even ugly. O ClibPDF - v~~fastio.soni i .~he handljng~a~d~!eel of CAPRI is judged by several women to be advantageous, They consider that it is easy to handle and sits well in the hand. The majority, however, especially the en, find the shape to be clumsy and unusual. The cigarette is too long and too thin between the fingers, which thus lakes it appear too delicate or fragile, In part, it is also found disadvantageous that CAPRI neither fits in a cigarette ease nor a normal ashtny. - the ~e~p~a~p~n~f~2l_e is assumed, by a portion ol the low·tar smokers, to be new and pleasant, light and mild, However, some fear it could be too strong. On the other hand, full-flavouf smokers tend to have a negative expectation of taste. CAPRI appears to be too mild, so that they would have to smoke very many of them, and that the taste is unpleasant or synthetic. Besides this, the cigarette has too little tobacco and too much paper for their taste, In accordance with the expectation of taste, low·tar smokers imagine CAPRI to be agreeable and healthier than other cigarettes, As it contains less tobacco, tewer harmful ingredients are expected, In addition, it seems to be an advantage that the cigarette is smoked laster, since less is then smoked in me Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i On the other hand, the full·ft~v~ur smokers consider it a disadvantage that the cigarette Is sloked in too short a time, - Apart from this, all groups express concern at the snotjngq~a~sufre. CAPRI appears to all to be too tightly packed, It is therefore assumed that long hard draws have to be made or that the cigarette quickly goes out, It is also feared that the ash easily drops off, - Women partly find it positive that CAPRI Gives the impression of being a woman's cigarette and ladylike ('it Suits me'), Nevertheless, they also partly criticise, as do the men, for it appealing to a very limited targey_grqup, CAPRI is not a cigarette for every smoker, not at all for men ('you'd make 1 fool of yourself'), only suits a select group of women. snobbish, trendy, more for yuppies, and is often nor accepted for oneself ('doesn't suit me'), Nevertheless, the exPected slim, small packer shape is judged positively, handy and ideal for the handbag, 'the p_r_ice_exoectation is just as ambivalent at the reaction to the cigarette, Some assume a favourable price because it does not contain much tobacco, Others expect it to cost the same as other cigarettes and imagine it to be Door value lot money. O ·; ' me Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 5,1.3, Reaction to the four principle benefits of concern After the group participants bad stated the advantages and disadvantages of CAPRI compared to other cigarettes, the four principle benefits at concern which differentiate CAPRI from other cigarettes were brought into the discussion (see appendix for description): - lower sidestream loner ash generation ··lower risk of accidental fire - lower biological activity Of these benefits 'tower sideJtream' attracted the greatest interest, The idea as such, to bring out a cigarette with this characteristic, is sDontan· eausly judged positively. The dispute between smokers and non·sn~okers is becoming increasingly tough and the anti·smoting campaigns stronger, Several smokers have already been engaged in disputes at the workplace or amongst friends, It is believed that 'lower sidestream' is a convincing argument to quieten misgivings from ncn·snokers and is simultaneously a plus for smokers themselves who consider the slete emitted by a Glowing cigarette to be more of a burden than the smoke generated when the cigarette itself Is puffed at, mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i 'Louer Eidertrean' tirs in with current tr!ndt and sany smokers would prefer to reach for a cigarette offering this benefit to avoid conflict with nbn- smokers in certain situations (e.g, at the workplace), However, not all resDondents are convinced of this argument, Some hold the opinion that a non-smoker would always feel inconvenienced by a smoker irrespective of how much sidestream a cigarette produces, And annoyance from smoke is created anyway after a draw is taken and the smoke is exhaled, The credibility of this claim is also conttaver· sill. At first, the majority adopt a positive standpoint and believe that eAPRI really does not produce so much Jidestre~m, The small diameter of the cigarette together with the tightly packed tobacco are judged as indications that this is so. noreover, it is imagined that this cigarette does not burn down so fast and therefore lasts longer, In contrast to this are others who fear the opposite, namely, that the cigarette goes our very easily. SdPe consider the argument to be simply incredible or as being intentionally deceptive · it is inevitable that less sidestream is caused in comparison to 'normat" cigarettes when CAPRI contains less tobacco in any case! Other, more critical Darticipants, assume that lore dangerous . substances are taken in to the body when smoking CAPRI because those that would otherwise be contained in the sidestream will be inhaled. mC ~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Nevertheless, of the four benefits,'lower sioe- stream' is by far the one most favoured by the respondents and would also be an interesting feature if also applicable to other cigarettes. 'Lower ash generation" is considered a far-fetched argunent by all participants. Although it is believed that CAPRI produces less ash than other cigarettes because it burns less tOLaCCOI this aspect is nevertheless dismissed as being uninteresting and not to be taken seriously. The benefit "lower risk of accidental fire' is similarly judged irrelevant and ridieulous~ at the introduction of this criterion minds are spantan· eously turned to people who smoke in bed, people who throw their lit cigarette ends into the wood and absent·ninded people. This aspect is not considered relevant in the respondents' own cases because they think themselves careful enough not to start a fire In this way, On the other hind, i; is feared - and this is a crucial point · that the cigarette goer out quickly if nor continually puffed at. With hindsight, this is assumed to Se the explanation for the 'lower sidestreaw" feature, which gains credibility through this, although at the same time adopts a negative touch since a cigarette that has gone out tastes unpleasant once it is relit. me Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Finally,'lower bloloplcal activity" is an aspect which the respondents find dflllculty In grasDlnp. The given explanation does not make the nclninp of the term clear - it appears illogical and conlr~dlctory, hut encourages speculation as to how it should he interpreted, '10W(F blOJoP1ca] activity' sounds 'environment· friendly', "healthy', "Ilke In ceo·ei~~Flttl', although 'no·one knows what's behind It' and 'danage to health cannot he Ixmlnsd or estimated hy smokers themselves', as long 15 it Is not known what the tests are supposed to prove and exactly how they are carried out, the test result remains vague and non·dll[rlptlvc, The respondents consider 'lower biological activity' as being supoortlve to current envlron- mental and health eonsciausncsf. Some find this appealing, although it is fFequcntly judped negatively, The exoresslon 'blologlcal" is used too often and is also misused - It is simply too well- worn, ~he term also conjures implications of I different nature,'less bioloplcll' is synonymous with 'more chemicals' - It is assumed that chemical preDaratives are contained In the DIDeF OF the cigarette filter. Several low·tlr smokers find the aspect "lower biological activity' attractive because It~pDellr to their conscious endeavours to smoke 'healthler' dpnaa. HDwrv(r; d~ ~·nt *·I Ir~r· I able and unbellevalle to a great extent to most O rrfpandantl, N ClibPDF - v~~fastio.soni i j 5,1,4, Ranking of the advantages (incl, the 1 pFin- .......rle!e.benefiIr.or.Eorrer?!.!ed.dl!!"u!?'!n"r The ranking of the advantages of CAPRI shows once more the importance attached to each principle benefit of concern by the respondents, The most interesting aspect,'lower sidestfearn'. is I considered an enormous advantage and occupies one of the top three positions in every group, "Lower biological activity', interpreted ar'being 'healthier' and 'less harmful'i also seems of importance to the respondents and thus frePuently I emerges in the top of the ranking hierarchy. Nevertheless, this presumes that this cfiterion~ actually is true (which would first have to be proven), In contrast, "1ower risk of accidental fire' seems unimportant and, accordingly, occupies a ranking position at the bottom end of the scale, And, finally, "lower ash generation" is dismissed as being totally irrelevant, This aspect nearly always occupies last position inthe ranking and is therefore nor regarded as being advantageous for a cigarette, mC W Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I :hl Iluourill, apli~al !Iltura af [I)Ri giua DY the reslondenrs tneeselve~, as well a the assumed positive packet features (small, handy), occupy mostly middling positions in the ranking, If the taste is to be recognised by the group as an advantage this is always placed at the top of the list, Taste can therefore be unequivocally considered the most imDortant criterion for a cigarette. For this reason, this aspect was introduced in the ranking formation in one group at a later stage. The thin clumsy shape of CAPRI is considered the most serious disadvantage and is placed at the too of the scale in five of the eight groups, The feminine appeal and, consequently, the limited target group, is also considered a grave disadvantage, and are to he found ftelustly arongs~ the top places, ihls is once again evidence I of the negative attitude towards the new ulrra·riin shape, mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 5,1.5, Willingness to purchase CAPRI in comparison to own usual brand The analysis of the willingness to purchase CAPRl in comparison to the respondents' own usual brands outlined In the Scoring Booklet - based on eight different hypotheses - confirms once more the respondents' lack of enthusiasm for the four principle benefits of concern · lower sidestream · lower ash generation - lower risk of accidental fire - lower biological activity as well as the - ultra-slim appearance. The following sunanary rePresents the mean values of the willingness to purchase in consideration of the eight hypotheses. Apart from the total results, the values for men and women as well as for lull· flavout and low·rar smokers ate also given separately. The raring scale extends from 1 · considerably less willing", through a · my own usual brand, to 7 1 considerably more willing", if there is absolutely no willingness to buy CAPRI for 1 specific hypothesis this can be indicated by ticking the box i. 0), lalso compare Scoring · O Booklet in appendix), O in comparison to own usual brand 03 mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 As a relatively high proportion of :ae respondents made use or this possibility to indicate that they are not at all willing to buy CAPRI, the value O (2ero) is included in the calculation of the means. Whilst this may not correspond to normal practice in the formulation of statistics, this assures that the mean values retain their nelinal relevance and are nor positively upgraded, as would be the case under the correct statistical calculation of mean values. For this reason we have derided to follow this rule · also in the case of the willingness to purchase scales eombleted later, For the sake of completeness, besides the mean values, the following tables also snow the number of respondents who would not buy CA~SI. mC N Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~6tal Male Fe- Full Low male Flavour iar sample 64 32 32 32 32 IMAGIHE ,,, .,, this ultFa·slim product tastes andsa~~ies jusf_a~we!! conventional cigarettes .,. and has the combined benefits of lover 'sidestream', lower ash and 4,1 3,7 4,6 3,9 4.3 fire risk, and a significantly (4) (3) (1) I·) (4) better performance in the standard biological test and does have the benefit of perf· otning significantly better in the 3,8 3.3 4.2 3.0 4,1 standard biological test, (but no (5) (4) [11 (2) ·[3) lower 'sidestream', lower ash and fire risk) and has the benefits of lower 'ridestream", lower ash and lire 3,0 2,6 3,5 2,8 2.8 risk, (but no advantage In the (8) (1) (1) (4) (4) standard biological test), but has no other additional benefits apart from its unique 2.4 l,g 2.9 l,B 3,1 dDDeir~nce. (12) (9) (3) (9) (3) lean values (0 · I : 8 · no willingness to purchase such a product at all (nuwber of respondents in brackets) 1 · considerably less wilting 4 · ay own usual brand 1 · considerably lore willing) O O IU O IU U mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Total Male Fe· Full low male Flavour Tar sanDle 64 32 32 32 32 IIIAGINI .,. ,,, this ultra-slim product does not t-a_ste_andsa~~!y~~eui_tes~o_wlll as conventional cigarettes ,,, bur it does have the benefits of lower "sidestream', lower ash and 1,8 1.3 2,3 2,0 1,6 fire risk, and a significantly (17) (12) (5) (8) (9) better performance in the standard biological test but it doer have the benefit of perf· otning significantly better in the 1,1 l;d 2,0 1.7 1,7 standard biological test. (but no (22) (14) (8) (11) ~11) lower 'sidestream', loner ash and fire risk) but it doer have the benefits of loweF'sides:ream', lower ash and 1,a 0.9 1.9 1,5 1.3 :ire risk, (bur no advantage in the (24) (17) (7) (11) (13) standard biological test). and has no other additional benefit apart from its unique 1,2 3,7 1.4 1,1 appearance. (27) (18) (9) (15) (12) mean values (0 · 7 0 · no willingness to purchase such a product at 411 (numbar of respondents in brackets) 1 · eonsiderabty less willing d.ay own usual brand 7 1 considerably more willing) mC 03 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 These results clearly show that The taste of tne cigarette · as Previously nentionea (see 5,1,4,) · is most isDoFtant to the respondents, willingness to purchase only exists when CAPRI is assumed to taste and satisfy as well as normal cigarettes, If the four principle benefits or concern are added to this point CAPRI would be bought just as gladly as the own usual brand, i,e. in some cases there night be a willingness to switch brands. In this instance women and low·rar smokers show greatest interest las with the other hypotheses), whereas men and ~ull·fldvour smokers show a low level of interest throughout in the new cigarette. To a certain extent, CAPRI would be interesting even if it only achieved a better result in the standard biological test. iFresPective of whether the other benefits were applicable, as it would then be considered 'more healthy'. The willingness to purchase falls quickly when the 'lower biological activity" is not valid even when the three other benefits are asuumed true. If the only special feature of CAPRI was its ultra-slim shape (Lut with good taste) the willingness to purchase is very low, a reflection of the fact that the shape alone cannot provide enough stimulus to purchase, CAPRf cannot hold its own against the competition if it is assumed that it does not taste OF Satisfy as well as normal cigarettes, The willingness to purchase dwindles the more the benefits are removed the number of these who would not buy increases, IP mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 II can thus be seen that CAPRI is only of interest I· to the respondents when it tastes good and has all benefits in addition, rhe shape alone is considered disadvantageous without good taste andlor the benefits. mC O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 5.2. ~valuat:an or inPRI in renns of smoking Ixll,in~l The respondents' misgivings regarding handling and feel of this ultra·rlia cigarette are confined when CI\PRI: is sampled (see 5,1,1,), It is found to feel unusually thin both in the mouth and in the hand. eonnparisons with toothDickS and straws etc, are drawn anew, )levertheless, a number of the women participants consider the cigarette chic and elegant in the hand, the appearance alone is enough to put the men off accepting tAPRI as a cigarette for themselves, noreover, they fear it could slip unnoticed through the fingers or break if it were more tightly gripped, the smoking experience itself takes everybody by surprise, CAPRI turns out to be stronger than presumed by way of appearance, Although several participants find the cigarette to be extremely mild for the first few puffs, they also sense a certain strength on smoking further, Low-tar smokers consider tAPRI strong enough, in individual Eases, too strong. In contrast, full-flavour smokers consider CAPRl too weak in comparison with their own usual brand, The taste of the cigarette is judged differently from one individual to another. Some like it, others do not, Some people criticfse it as being too perfumed, others find it cool, almost like I menthol cigarette, a eaten/hit in the throat is frepuently experienced. Overall, women and lov·t~r O smokers appear to more readily aeceDI eAPRI Than N men and smokers of full·flavour cigarettes. O mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i a more frequent criticism is that the ultra·slia shape and the long tilter make it necessary to take a long hard dry on the cigarette in order to experience the normal smoking pleasure, naFeover, the CAPRI burns down very quietly, such that in the end 'little is got out of it' in comparison to other cigarettes, The results of the written product evaluation portrayed in the following table underline and confirm once more the impression ascertained in the free discussion. mC IV Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Total hale Fe· Full Low sale ilavour far sample 64 32 32 32 32 throat eatchlhit ' 4.1 4,3 4,0 3,7 416 accegta~ilifylpreference ' 3,3 2,9 3,7 2,8 3,8 taste quality 1 3,2 2,8 3,5 2,8 3,6 irritation ' · 3,1, 2,9 3.2 2.7 3,4 dry effort ' 3.0 2.8 3,3 2,1 3.4 willingness to purchase the ultra·slim cigarette after 2.2 1~4 2.9 1,9 2,5 having saoted it " (15) (11) (4) Is) (7) mean valuer (' 1 · 7 : 1 · considerably less a · same Is my usual brand I I considerably more (" 0 · 7 : O I no willingness to purchase such a product at all (nuaber of respondents in brackets) 1 i considerably less willing 1 · my own usual brand 7 · considerably sore willing) mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ A throat hitlcatch is experienced virtually to the same extent with CAPRI as with the own usual brand. although it does not taste as good and is of poorer puality, In addition, there seems to be less evidence of smoke and longer draws have to be taken, Correspondingly, the willingness to purchase CAPAI after sampling is much lower than that for the own usual brand. hen and ~ull·ftavout smokers are especially critical, the participants in each of the eight groups examined the applicability of the benefits "lower sidestrean",'lower ash generation' and 'lower risk of accidental fire', and they all arrive at the same negative concluslonS~ According to the respondents. CAPRI produces just as much sidestrearn as other dparertes~ And on the rare occasion that lower sidestrearn is in fact observed, this is immediately attributed to the cigarette's small diameter. eAPRf would produce just as much sidestreal as ether cigarettes 11 the diameter were normal. the asn produced whilst smoking CAPRI, although less in volume than cigarettes with normal diameter, is clearly a factor of less tobacco being burned, As the ash easily falls off the cigarette end it has to be flicked off much more frequently than Is usual. In addition, the ultra·slin cigarette cannot be held firmly in the indentations of an ashtray, If the ash resulting from the same amount of tobacco were to be taken for conDarison the respondents believe there would be no difference between CAPRf and normal cigarettes. O mC Irl Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 The aspect "lower Fisk of accidental fire" proves also to be inapplicable, The cigarette does not go out if it is left to burn on its own, but smoulders right down to the fitter, As these three criteria can be empirically tested. the participants therefore also frequently doubt that the fourth benefit 'lower biological activity' is also true, This aspect. regarded in any case with scepticism. becomes even more incredible~ This lack of credibility of the four principle benefits of concern particularly comes to light in the selection of the most appropriate product description from the eight hypotheses. Almost one· half the participants choose the stalement:'this ultra-slim product doer not taste and satisfy Quite so well as conventional cigarettes, and has no other additional benefit aDart from its unique appearance', A further one-fifth choose the statement: 'this ultra·slin product tastes and satisfies just as well as conventional cigarettes, but has no other additional benefits apart from its unique appearance". This is evidence that the majority of the respondents hold the opinion that none of the four benefits applies ant that CAPRI is only different from other cigarettes in view of ifs ultra-slim aDDearanee, The men prove once again here to be the most critical. The following table summarises once more the preference far the lost applicable product description for CAPRI, mC CI1 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Total hale Fe· ~ult Low male Illvour Tar sample · 64 32 32 32 32 1EIAGlNE ,.I ... this ultFa·sllm product deer not taste and~~sqt~fi_ clu_ilte_so_well as conventional cigarettes and has no other additional benefit apart from its unique 29 18 11 17 12 appearance. but it does have the benefit of p~rforning rigsi:icanrly Bl~ta~ 1 2 1 5 in the standard biological test, (but no lower 'sldestrean', lower ash and fire risk) bur it does have the benefits of lower 'sidestrean'. lower ash and 2 2 fire risk, and a significantly better performance in the standard biological test but it does have the benefits of lower'sidestre~r', lower ash and 2 1 2 fire risk, (but no advantage in the standard biological test), all figures absolute mC Co Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Total hale Fe· Full Low sale Ftavour Tar sarnple 64 32 32 32 32 IMAGINE ,,, this ultra·Elin product tastes !~d_~!ali sfies_jl!st_a_I swell as conventional cigarettes ,.. but has no other additional benefits apart from its unipue 12 6 6 2 10 aDDearance. and does have the benefit of performing significantly better 5 2 3 · 5 in the standard biological test, (but no lover 'sidestream', lower ash and fire riskl and has the combined benefits of loner "sidestream", loner ash and 6 2 4 3 3 fire risk, and a significantly Letter performance in the standard biological test and has the benefits of lower 'sidestreaa", lower ash and fire 1 · 1 1 risk, (bUt 80 advantage in the standard biological test), 111 figures absolute me pw Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 5,3, Evaluation of pack and brand name the 2_00_cartq? for CAPRI: (shown only in four of the eight groups) is appealing In optical terms, although the shape is untypical for a cigarette and much too large relative to the ultFa·slim shape of CAPRI. The appearance of the 200 carton leaves a positive impression: it is high-class, exquisite, like a gift and looks expensive, However, the delicate dlriIn rsainlr ol ;~pt II Ihl(Oll~el C 1 DI~1UII at first glance, and not a cigarette, The site of the carton gives rise to spontaneous criticism. The ultra·rlin shape of eAPRI leads to expectations of a smaller packet and carton. However, as the carton is just as large as that of other cigarettes, it is felt that one is being cheated ('trick-package", "seems more than it is'), Accordingly, the majority reaction to the dividing boards between the packets is negative. The pack- aging is considered exaggerated and unneeesssary, The positive aspect that dividing boards make it easier t~ take the packets out of the carton is only mentioned in odd eases, The packet itself is judged positively, The neat style, the colour scheme, the artistic illustration and the flat, handy shape give an impression or harmony, is found attractive, exclusive, delicate and tasteful, but striking and unusual neverthe· less, As the cigarette itself, the packet appears very ladylike and feminine, "unsuitable for men', mC PCrl Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 The feminine design makes the packet unusual for a cigarette, if it were not known that it was a packet of cigarettes it would be assumed that other articles of a feminine nature were contained, such as: perfume, soap, handkerchiefs, tampons or a bar Of Chocolate, Nevertheless, the Dacket is by and large accepted as being suitable for a cigarette, fhe air of femininity Of both product and packet represent a fitting picture, Crilicism of the packet is only lade in the odd care and then refers either to the sPall printing of the name or the English claim 'ttim ~ light', which nc·one has a clue what to make of, the shape of the packer meets with general approval, even from the men. It is nice and flat and handy, and therefore just as well·suited for a shirt or jacket pocket as a small evening handbag. Although It was spontaneously criticised that the packer would nor fit into a cigarette vending machine, this point is not found to affect the acceptance of the packet later on because exclusive brands are not sold in vending machines anyhow, mC Irl Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 _· The name CAPRI, on the one hand, is reminiscent of the Italian island and conjures associations of: · sun, south, vacation, belch, bathing · Italy, blue lagoons, island · Rudi Schurike (singer famous for sang about Capri fishermen) · freedom - cocktails and lonp·drlnks (Campari, Cuba libre) And, on the other hand, other products sharing the Sie name, such as: - Capfi lee cream - Capri Sonne (lelowde) - Ford Capri This similarity to other produCts is partly criticised and considered an unimaginative, trivial copy of a brand name which, in any case, is over· used, On the other hand, the name 'CAPRI' has a good ring to it , is profound, recalls positive associations and, because it fits in well with the general packet design, is by and large accepted, mC 03 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 the positive appeal of the packet also has an effect on the willingness to purchase CAPR1, The Dean values tire slightly in comparison to those givenafter sampling · in the case of women these rise considerably, Hevertheless, the own usual brand would still be preferred, Total hale Fe· Full low Dale ~lavout Tar sample 66 32 32 32 32 willingness to purchase the ultra-slim ,,, after having smoked it 2~2 1,a 2,9 1,4 2.5 (15) (111 [4) (8) (7) after having seen the 2,6 1,1 3,8 2,0 2,8 brand name and pack design (24) (19) (5) (13) (11) mean values (8 · 7 O · no willingness to purchase such a product at all (number of respondents in brackets) 1 .considerably less willing a · my own usual brand t · considerably sore willing) mC P Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 5,4, Acceptance of tne ult;a·rtia shape for own usual brand the ultra·slll shape is largely rejected for the own usual brand, host participants would rather Switch their own brand completely rather than have to buy it Is an ultr~·slil cigarette, This is irrespective of whether the cigarette additionally offered the four principle benefits of concern (lower sidestream, lower ash generation, lower risk of accidental fire, lower biological activity), or not, The shape alone is deterrent enough for the majority. Interest in the ultra·slim snipe is only shown in rare cases, In as ouch, several women land even two men) say that they would buy the ultra·slim version of their usual brand now and then for special occasions, although stick to the 'normal' shaPe for the rest of the tint, Furthermore, several respondents show interest under the assumption that the four principle benefits of concern are applicable. they believe tnese four advantages could outweigh the disadvantages of the shape such that they Ray even be prepared to switch to the ultra·sli~ version, although they would basically prefer I normal cigarette having these four benefits, mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 As shown in rne following table, the wi;tingnerr to i purchase the own usual brand with ultra·slim snaoe (W(lhdY[ th( fWI p~inliple Lmtllrr o( con.ml ii / lower than the willingness to purchase CAPaI, This is evidence of the barriers towards the ultra·slim shape, If there is at 111 willingness to accept the shape, then rather for CAPRI than ~or:be own usual brand, Total hale fe· lull Low male rlavour Tar sdaple 64 32 32 32 32 willingness to purchase ... the ul:ra·rli~ after 2.2 1,4 2,9 :,9 2.5 having smoked i; (15) (11) (4) (8) (7) the ultra·slim after 2.6 1.1 3~8 2,0 2.8 having seen the brand (24) (19) (51 (13) (il) name anc pack design the own usual brand 2.0 1,1 3,0 1,8 2.3 in an ultra·slim version (231 (15) (71 (11) (121 mean values (0 · I 0 ~ no willingness to purchase such a product at all (number of FesDandents in brackets) 1 · considerably less willing 4 · my own usual brand 7 · considerably wore willing) b mC 03 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~L P~ce Iccegtancl of CRblIlown urual brand ritn and YrIhPUt the 1 p~nei~e bcncRrl of len(ern j at the end of the discussion the participants are asked to state how nuch they would be prepared to pay for CIPRI or theft own usual brand with the ultr~·slin shape under each of the following conditions: · with lower sidestrean, lower ash and fire risk I · with lower lider:Fe~~, lower ash and fire risk, and a significantly better perforlance in the standard biological test · with no obvious additional benefits apart IroP its appearance, It is shown that the najorlty of respondents are ~t~r ~I~ U ~·d ~n ~ at mbn(~ / Ply anything It all for CaPRI or their own usual brand In the ultrl·sllm shape. N~vsftncltls,·the price acceptance increases proportionately to the benefits, l,e, nos; would be paid If all four benefits were valid, and if only the three benefits I lower IldlStrlll, lower 1sh and fire risk were Ipplie~ble, nore would be paid stilt for the cigarette than 11 no additional benefits were offered apart Irol the unlpue shape. me ClibPDF - v~~fastio.soni ihe following table shows the average price acceptance for CAPli or the own usual brand in the ulrn·slim shape, The price difference ~I· takes the normal price of OR 3.80 for the own usual brand as a base, A detailed breakdown of the results far the sub· groups (malelfema)e, low·tatlfull·flavour) is not nade here as this would complicate the readability. Ir should. nonetheless, be mentioned that · in agreement with the previous results - the women tend to be willing to ply a higher price than the men, and the 16n·rar smokers would be more willing to pay more tnan smokers of full·fl~vour cigarettes, mC C~3P Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 P Price acceptance cosparcd to own usual brand sane less nothi~ ,on 0,10 · on 0,10 sln~ple .ro On 3.80 to On 0·00 N · 64 ~ On 0,50 · on 3.00 CAPRI with the benefits of rl 17 20 16 lower sidestream, 1 d lower ash and fire risk, and a signifi· ~ On 0,20 · On 1,00 cantly better perforaance in the biological test with the benefits of 4 18 19 23 tower sidestream, I d lower ash and fire i risk ~ On 0,23 · On 0.85 without obvious 1 15 19 29 additional benefits, apart froln its d appearance ~ on 0.20 · On 0,85 ULTRA SLIM VERSION OF THE OWNBRAHO with the benefits of 12 If 18 17 loner sidestream, d loner asn and fire risk, and a rignifi· ~ On 0,31 · on O,sB cafitly better perfonance in the biological test with the benefits of 4 20 16 24 lower sidesrream, lower ah and fire 1 B risk ~ on 0,30 · On 0.73 without obvious Is 16 30 additional benefits, Iparf frola its / appearance · 01 0,81 All figures absolute O mC 03P Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 j 11 5,6, Marketing strategy according to the respondents At the end of the discussion we wanted to know how the respondents would go about marketing CAPRT, i,e, what target group would the cigarette be aimed at, what price would it be sold at and what advantages should be emghasised in the advertising, In this last point of the discussion the respondents basically once again summarised the results of the whole discussion and developed I marketing strategy, whereby they exclude themselves as potential consumers and distance themselves from CAPRI, the target gFouo is seen to be the type of woman described earlier in the discussion (see 5.1.1.), CAPRI is now seen more of a cigarette for the spotry·elegant, career-oriented, well-off woman, who is accustomed to luxury. follows fashion, and wishes to stand out from the rest, Because of the pack design men are excluded completely as a target group, unless they are 'pay', Young women who have just begun smoking could be thought of as a further target group because CAPRI allows them to underline their own personal character. Furthermore, casual smokers and others who reach for a cigarette for reasons or prestige, to stand out from the masses, adopt a touch of extravagance OF luxury, which they light really not be able to afford, may be considered, mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~~I Besides this, it can pe imagined that CAPRI be targeted at low·;ar and health·conscious cigarette smokers, as well as people who are on an "eeo' or 'bic·trip', The majority Of respondents believe that the price level should be at least the normal price lot cigarettes 1011 3,80), As CAPRI contains less tobacco this would mean that it was actually more expensive than other cigarettes, Otherwise, relative to the described target group, the price could be above aveFige 10h 4,00 to 011 5,00), Only then would it be possible to win over the potential reserves or consumers who abide by the motto 'it was always a little pore expensive to have a special taste', If it is considered how little the respondents themselves are prepared to pay for CAPRI lsee 5,5,) it becomes clear how greatly (with the tate exception) they distance themselves as potential consumers of this cigarette · Only very few plead the ease of selling CAPlll at a price far below that of other cigarettes tea. Oh 2,001, thus keeping it comparable to other cigarettes in terms or suamity of tobacco against price. As the unusual appeaf- ance, in any case, only appeals to a small target group the price has to be high to make production at all worthwhile and to attract the attention of such a group of potential CAPRI smol(ers,'The more expensive the cigarette, the more likely it is to be bought', although, according to the objective opinion of the respondents, CAPRI is not worth the higher price, mC m Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 In the first place the advertising should emphasise - the unique appearance (of cigarette and packet) the eleganeelcxtfavapanee of the brand - the flavour (mild and aromatic) The respondents believe the four principle benefits of concern to be too rational and factual for these to be emphasised, Cigarette advertising should · especially with this cigarette - appeal rather to the emotions, portray a specific lifeslyle, If at all, the benefits should be mentioned in a by-the- way fashion tin small print). As they are not applicable in any case. it is Ltst to leave them out completely, However,']ower sidestream' is of enough interest to the respondents for it to Se mentioned. Nevertheless, if special emphasis is to be given to this point, the benefit must also be applicable, i,e. certain changes would have to be made to the cigarette, Interest is partly shown In the benefit 'lower biological activity' in view of the present trend of health-eonsriousness, The expression, however, is too confusing and in need of explanation if It it to be used In this way. assuming that this statement is true. the respondents believe that the comoaralivety beneficial or harmless nature of CAPRI should be enphasised, hamburg, 09.07,1987 PR/ Nh me 03p Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 APPENDIX Stmdard uptcssiolls for the foPr principle bmsfits of concern. Scoring Boo~lct, mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ _ snrolln ~IJtrOl m ~I a ~oP~ene ~ ~OflEIIED Illlntla l~m ,.,..'lon ~lo~~n, rd oftll Ir~~r~ t~~ltll n Illtilll i~itltd OI Otll~l ~ii,et,a I! 8~t i~ elll~a ~idl~tr~~ I~o~l - dr ~~~ tilt Ilorl~rl oif ei(lrltt~l L,ttll~ ~f~, ~i~ Iltn lli~ eip~lrte grodl~l th~ l~~n dtl 111 tie ~lob ~I or I1I rt~ ~llo t~~( o~ it, bit tpduce_J the cert ot tdlceo bit i~ ~l~tlfall~ ~lo~ldltld aQ Ilttlr IlttJ. b I rl~~lt, tl, ~lo~l ~rPldetfq off tie cil~tltt~ pd fillil( tl~ r~l ~ill~ ~idfieotb lo~lr, tlcrcforl rcCeilg tL I~el ai ~I111, ~1 ~itltion ·a plltrll aqnec, ClibPDF - v~~fastio.soni WENIGEA NEBENRAUCH .. NICH'TRAUCHER UND AUGH RAUCHER WERDEN MANCHMAL GEST~Rf GOER BEUStlGt OURCH DEN SOGENANNTEN NEBENRAUCH - DAE ISf DER RAUCH, DER ZWISCHEN DEN ZDGEN BEIM VERGIIMMEN ENTStEHT, DI~SE SUPER·SCHL~NKE CIGARETTE GIST DEM RAVCHER AL1EN RAUCH, OEN DER SIGH BEIM ZIEHEN WVNSCHT, ABER V E R I N G E R T OIE MENGE TABAK, DIE BNNLOS tW I S C H E N DEN ZUGEN VERG1IMMT, ALS ERGEBNIS WIRD DER RAUCH, DER AUS DER CIGARETTE KOMMT VND DEN RAUM FCILIT, DEUTLICH WENIGER UND DAMIT VERRINGER'f SIGH DER GERUCH, DIE AVGEN· REltUNG UND DIE A1LGEMEINE BEL~SflGUNG. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 STMDIIILD ~IPRESSrOO ~011 USE fll MTRODOEIIIG TEE IdV ~SB BEIIEO~ ,..,, "belu~~ this product is less rrsteful of tobacco, bit msurin~ trat tobacco is not unneeetluil~ ~louldlnd bctrtcn puffs it produen overall oufh less ph~sieal pnantitr of ash eolpared vitb convePtional ci~~retbs, mC C·l Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 WENIGER ASCHE ,,.WEIL DIES~ PRODVKT WENIGER VERSCHWENDERISCH MI'I OEM TABAK UMGEHI, INDEM ES SICHERS'TEUT, DASS ES ZWISCHEN DEN ZOGEN NIGHT UNNtlt~lG GLIMMf UND SOMIT EINE GERINGERE MENGE ASCHE ERZEVGT ALS NO RMALE CIGARE~EN. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ST1FD1RO EPPSS~OII FOR ftSZ fp WILODI1CrlC TBE ~ FIRE RISI( Bb~tEPf~ ,,.,, "bbcauJe this product burns frJPalll brtwetn puffs, Ln(aueh sP9yr Ilt-md "ePa1" and sill tend to ~elf·cxtioguish if left alone for 1 sipnifieant period of tiPe, it represents a such lower tis~ of accidental tire due to nepligence," mC UIIn Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 WENIGER FEUERRISIKO DIESES PRODUKT BRENN'T ZWISCHEN DEN ZOGEN LANG· SAMER, HAT ONEN VIEL K1EINEREN GLUTKEGEL UND NEIG~ DAZU, SIGH SE1BST AUSZULI)SCHEN, WENN ES EINE BESTIMMfE WEILE SI~H SEIBS'I C)BERLASSEN BIEIBi. DAS BEOEU'IET EIN VIEL GERINGERES FEUERRISIKO BEl UNACHTSAMKEIT. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 S~MD~F~RP EXPRESSrOlS FOR tlSE xn rrrmoPne~Je m MVE~QI B~6~0CTCILt Icrrpm 8t~rr .,,.. "sose independent scientists believe that tobacco products that do well in the standard biological test lard in tcstin~ lanll types of consurer product) ray be less liblll to cause disease. This ultra-slia style product cores out sipnificantlp better in this test than any other tobacco product. bore specifically, on a conparison based on an equal uopnt of tobacco burnt, the ultra·Jlio smole colas oat significantly better on the test. me Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 WENIOER BIOL001SEHE AKTIVI'T~T UNABHANGIGE WISSENSCHAF[1ER MEINEN, DASS TABAK~ PRODUK'TE, DIE IN DEN STANDARD BIOLOGISCHEN TESTS (DER TEST WIRD FOR VIEIE ARTEN VON KONSVMGOTERN VERWENDET) GUT ABSCHNEIDEN, WAHRSCHEIN1ICH WENIGER KRANKHEltEN VERVRSACHEN, DIESES SUPER·SCHLANKE PRODVK'I SCHNEIDET OEVTIIeH BESSER AE ALS JEDES ANDERE 'IABAKPROOUKT. GENAUER GESAGT, BEIM VERGIDCH, OER AUF D E R S E LB E N MENGE VERBRANN'TEN `TABAKS EASIERT, KOMMT OAS SUPER·SCHLANKE FORMAT ALS DEU1~IICH BESSER AVS DEM TEST HERAUS, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i i. SeoRB aooxlnT 011~ OSOlll aalUla: gO~m: me Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 flbeaJE ,,,,, This ultrs-slin product taster ad satisfies jnst as well 15 conlentionI1 cigarettes, but has no other additional benefits apart frop its MiPUC appearance, Bow willing would pou be to pnrchase such a product coppuad to pur own usual brand? a own usual brand eoPsidenbly ~ood~OO non willingeaoJiderlblp less tilling willing to purchpr such 1 product at ~11 IIO (Plcuc tie~ this bor if pit wanld not be mC (r Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~Sm ..... ~ ~ltn-ll~ Irart ~tll ~ ~tlfsiill l~lr II ~cll r eatntio~ll eilrcttc~ P1 1011 Int tit bm~fit of ~rf~l si~fi~dly ~cttcl it t~, ~t~l IL1P(lc~l t,lt. lair ul ~ firl ril~) L dllh( *I11 lo~ )I to Pla~lle ~lcl I)ro~t e~li tp Pt a ~I~11 Irrdt ga r~ll Itol e·lid,rll~ ~, ob300 rte dllL1eo~~idlrJlf lell dllbg dllil to pelr~ ~~8 1 Tdret It ~11 01 (Iler~ tie~ t~il k i~ PP n~ld rt bl ClibPDF - v~~fastio.soni ~UGIIE ..... This Qtn-slL product euta and aatiJfiv just n well as ewosntioul cigarettes J hu the benefits of lover sidr- strau, lover uh and fire tL~, (But no adoantage in the biological test) Bow willing would pou be to purchase such I product eo~partd to pour own usual brand? usual brand eonsider~bll o 0[3 O oOO considctablp less willing tote willing willing to purchase such I product at Dr n (Plcua tie~ tbis box if pou would not be mC 0\ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 IMGIBE ..... This ultra·Bi~ product tastes and satisfies just as well as conventional cigarettes and has the conbined benefits of lover sidestrean, lover uh and tire rL~, and 1 significantly bitter perforpance in the standard biological test, Bow villin0 would you be to purchase such a product Eaqared to your own usual brand? nyom usual brand considerably ~ Ii odO OI1 sore Killing considerably less willing (Please tier this box if you would not be D xilling to purchase such a product at all O mC IrJ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~n ...,. ~I drnll~ ~rolrt ~~I wt tl~tl ~a I~ti~t~ sitl ~I ~11 a eoa!~t~l cil~rlttl~, ·a Ir to daitirl Inlfft I~rt ira ft~ dCI Ipyarl. t~ ~illilg ·dd p~ ~ to pe~~~l I~cl ~ pr~et eo~puca to lot m al~l brrdl 1~ PIPI1 br·d eolliitrP11 'O o hO 00 rn dlltl~ earidcr8lf Icl~ dlli~g (~II~~~ tiB tit la ff p r~)d lot bl O dllLI to pbn ~~e~l product ~t 41 P ClibPDF - v~~fastio.soni ~UCI]IF ,.,,, Ihis Illtn·lli~ product does not taste and satisfy eitl II all as con~eotional cigarettes, but it does Ine the benefit of perfoning significantly better in the standard biological test. (8ut PO lower sidestrean, lower uh or fire risk) How willing would you be to purchase such a product colpared to your on usual hrand? 4yop usual brand coPsid~rablf · 3 3j0 00 are nillin(leopsiderably less willing (Pleue tie~ this bor if you wonld not be O willing to purchase such I product It all mC UI Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 lhb6lbb ,,,,, This ultrrllin product does Pot taste and satisfy quits a well as oonwentional cipuettes, but it does bne the benefits lower sideJtrem, lower uh ad fire risk, (Bpt no IdVUltl~C in the bialopical test) How xilling would you be to purchase such I product equcd to your own usual brand? my own usual brand considerably II I I I I I I I I I considerably less willinp - L" ' ' I I I I lore willing willing to purchase sucb 1 product It all O (IlauL tick this bar if you would not be mC P Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~hi~ ultra-slin product does not taste and satisfl quite so well as con~ePtionll eigarettas, but it does bate the benefits of lower sidestreaP, lover uh and fire risk, and 1 significlntlp batter psrfon~nee in the standard bioloqioal test. Bow willing would ion be to parehase such a product conpared to loot own usual brand? Pf own UJPa1 brand eouidenb~ oon3n00 Pore tilling considatablp less xilling (Please tic~ this bor if iou would Pot be ~ b ~illio~ to purcbase lPch a product at 111 O mC0\ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 !.SKALIERONG NAME: PAUPTMARKE : GRUPPE: Q me Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·1· kellen Sie sich vor .., diese supersehlanke Cigarette sehmeckt und befriedigt genauso gut wie herk6mnliche Cigaretten, hat aber aur3er ~hrern einzig· artigen Aussehen keine weiteren charakteristisehen Merl(male. Wie grob dre Ihre Bereitschaft, so eine Cigarette in Vergieieh ru Ihrer eigenen Hauptmarke tu kaufen ? meine eigene Hauptmarke deutlich ~iocoOO deutlich geringere griiBere Sereitschaft Bereitschaft (wenn Sie ilberhaupt nieht bereit w'dren, so eine 01 Cigarette tu kaufen, maehen Sie bitte hier ein Kreut mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i j ·2- Stellen Sie sich vor ,,,. diese sulerschlanke Cigarette sehmeckt und befriediet genauso gut vie herk~mn~lieh3 Cigaretten und schneidet aueerdern in ten Standard Biologischen Tests wesentlicn Cesser ah, (Sie hat aber weder ueniger NeCenrauch, noeh weniger Asche, noch weniger Feuerrislko.) uie grod ware ihre Bereitschaft, so eine Cigarette in Vergleieh tu ihrer eigenen Hauptmarke tu kaufen ? rrine eigene Haupunarte ~oocol~ deutlich deutlich geringere gr60ete Bereitscnaft Bereitschaft Cigarette 2u kaufen, machen Sie bitte hier ein Kteuz OO (nenn Sie iiberhaupt nicht bereit wPren, so eine mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 j ·3· Stellen Sie sich ver ... diese ~uperschlanke Cigarette schmeckt und befriedigt genauso gut wit herk6lmlicne tigaretten und hat au8erdem weniger Neben· rauch, weniger Ascheund weniger Feuerrisiko, (Sie schneidet aber fn dan Standard Blalogischen Tests nicht besser ab.) j Wie pro0 ware Ihre Serolacha~t, so eine tlqareae im Yergleich 1~ Ihrer eigenen Hauptnlarke ru kaufen ? rine eigene Hauptmarke i I oaoOO oO deutlich deutlich gmqrrt Bereltschait Cigarette a kaufen, lachen Sie bitte hiet tin KrEut II (renn Sie iiherhaupt nicht bereit naren, so eine !O mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 r 7 ·1· Stellen Sie sich vor ,,. diese superschlanke Cigarette schmeckt und befrledigt genauso gut wie herk8anliche Cigsretten und hat aderdcm weniger Ne~en· ranch, weniger Asehe, weniger Feuerrisiko und ein Hesentlich besseres Ergebnis in ten Standard Blologisehen Tests. wie 9roa wire Ihre Bereitschaft, so eine Cigarette im Yergleich tu Ihrer eigenen Hauptmarke tu kaufen ? meine eigene liauotmarke deutlich ~ooo~OO deutlich geringere gr60ere Bereitschaft Bereitsehaft (wenn Sie Ibethaupt nicht bereit wlren, so eine D Cigarette ru kaufen, machen Sie bitte hier ein Kreut mC N Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·5· Stellen Sie sieh ver .,. diese superschlanke Cf garette sehmeekt und befriedigt nicht so gut wie herkb;mnliche Cigaretten und hat ader ihrern einrigartigen Aus· sehen ~eine weiteren charakteristlschen Mertmale. Pie OroG ware Ihre Bereitschaft, so eine Cigarette im Vergleieh ru Ihrer ciqenen Hauptmarke ru ~aufen i meine eigene Hauptmarke ~oooonO deutiich deutlich geringere gr68ere Sereitschait Bereitsehaft Cigarette ru kaufen, nachen Sie bitte hier ein Kreuz 01 (wenn Sie Iberhaupt nieht bereit dren, so eine mC W Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~--c~-~------7 ·s- Stellen Sie rich vor ,,, diele ~qersehlanke Cigarette sehcckt und befriedigt nieht so gut wie herkiimnriche Cigaretten, aber sie seheidet in den Standard Bio· logischen Tests wesentlich besser ah. (Sie hat aber weder weniger Nebenrauch, noeh weniger Asche, naeh weniger Feuerrisika.) j Wie groe wrre Ihre Bereitschlit, so eine cigarette im Vergleich zu Ihrer eigenen Hauptmarke ru kaufen '!. meine eigene H~upt~narke deutlich ·io3000 deutlich geringere grBere ae~ei#chaf; Bereitschaft (Henn Sie iiberhaupt nieht bereit waren, sd eine [1 P Cigarette ru kaufen, Riachen Sie bitte hier ein Kreut mC p Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 i ·7- Stellen Sie sich vor ,,~ diese superleklanke Cigarette schmeckt und befriedigr nicht so put wie herklimnllehe Cigaretten, aber sie hat weniger Nebenrauch, weniger Asehe und weniger Feuerrisiko, (Sie schneidet aber in den Standard Biotogischen Tests nretlt besser ah,) Wie gro0 ware Ihre Bercitschaft, so eine Cigarette in Yergleich zu Ihrer eigenen Hauptmarke tu kaufen i meine eigene Hauptmarke ~ooooOO deutlich deutlich gerindere grBaere aereitsChaff Bereitschaft Cigarette zu kaufen, maehen Sie bitte hier ein Kreux D! (wenn Sie IberhauPt nieht bereit wlren, so eine mC ;I Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Stellen Sie sieh ver ,,, diese superschlanke Cigarette schcckt und befriedigt nicht so gut wii'herkiin~nliche Cigaretten, aber sie hat weniger Nebenrauch, weniger Asche, weniget Feuerrislko und ein wesentlieh besseres Ergebnis in den Standard Biotogischen Tests, Wie gta0 dre Inre Beteirschdt, So eine Cigarette im Yergleicn lu Ihrer eigenen Hauptmatke tu kaufen ? meine eigene Hauptmarke I 1 deutlich ooao0 oO gr6Gere deutliel, geringere Bereitschaft Bereitschaft Cigarette tu kaufen, naehen Sie bitte hier ein Kreut O (wenn Sie imerhauPt nicht bereit wareo, so eine mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 2. 5 CD BE B O O I 1 E T WUIE: aan vsoIl anurP: eRaUP: P O O 10 O 03 P Y me Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Pilar judge this ultra-Jlin cigarette in eoqdsoo to posr own usual brand Illown usual brand I less oooO c[jO draw effort nOre draw effort npPited reguired ogown usual brand lesJ I sore ateh/bit IlooO cOO eatch/bit in tbroat in tbtat op own usual brand less I I I I lore irritation hnnl I I I I I ) I irritation in throat Y U U ) I I I I I in thtoat $ own usual bread poorer oooO aaO better taste taste pPalitlf ~u~litr 4 own usual brand i P recptlblt On oO ~oO pte~n~bL O less spo)11 O ao~a N mC Q Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Now that you have saoted this ultra·sliP product ... How willing would you be to purchase such a product eolDlred to your own usual brand? my own usual brand considerably ~, ad0[l[l more willing considerably less willing willing to Durehlre such a product at ~11 OO (Plelse ticl: this box if you would not be mC 9 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 rrDm ewergtbing gou now how of the ultra-slip product, having supled it, which of the following descriptions is the lost accurate? please tict one box. o This ultrrslin product tutcs ad satisfies jllbt U well as conventional cigarettes, b9t hu PO other additional benefits apart fret its unique appearance. Cj o this ultra-slim product Lut# and satisfies just Is well as conventional cigarettes lad doe have the benefit of performing Si~PifietDtl~ better in the standard biological test. (BUt PO lower lideStlelPI lower uh aPd fire ril) C o This ultra-slim product tutes and satisfies jut as well as conventional cigarettes ad has the benefits of loner sidesttea, loner uh and fire rislt. (Ilst no advutage in the biological test) o This ultra-slim product tutes d satisfies just as C well u conventional cigarettes and has the combined b#sfits of lover sidestrean, lover uh and fire l"i9k, aod a ~i~nifieaotly better perforluce in the standard biological test. rj o This ultra-slim product does not tute and satisfp quite as well as conoentional cigarettes, md has no addition3 benefit apart from its unique appearance. O o this Pltrrslin product does not taste and satisfll quite as well as conventional cigarettes, but it does have the benefit of performing Ji~nifieaotl~ better in the Jtaodard biological test. (But no lower sidestreu, lover ash or fire tis~) a This ultra-slim prodnct does Pat taste and ntisflt O quite so well as conventional cigarettes, but it does have the benefits lower ddatnu, lover uh and fire riJ~, (But no advutage in the biological test) quits so well u contentioul cigarettu, but it dOCS O b this ultra-slim prodnct does not tute and satisfy hue the benefits of lower sidatnu, loner uh and O iire risr, ud 1 siCifiemtb Letter perfara~ec in O the standard biological test. mC 03O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 2,SKA1~ERUNG NAME: HAUPT~RKE: GRUPPE : me 03 C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·9· Bitte beurteilen Sie diese superschlanke Cigarette Im Yergleich lu Ihter eigenen Hauptmarke meine eigene Hauptnarke zieht f ~chlechter , ooO aoO rieht deutlieh deutlieh besset Eine eigene Hauptmarke ·oo~000 kratzt kratzt deutlich deuttich meht weniger im Hall im Hals meine eigene Hauptmarke spiire deut· spore deutlich ~or0[100 lich weniger mehr vorn Rauch vDrn Raueh im Mund und im Mund und im Hals im Hals melne eigene Hauptmarke hat eine f oooooo0 deutlich hat eine schlechtere deutlieh bessere Pualitlt Pualitlt ~neine eigene Hauptmarke oooll ooO schmeckt OO Ichmeckt deuttleh schlechter deutlich besser mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 10 - Nachden Sie jetzt d~ese supetsehlanke Cigarette gcraucht haben ,,, wie grdQ ware Ihre Bereitschaft, so eine Cigarette irn Yergleieh zu Ihrer eigenen Hbuptmarke lu kaufen i meine eigene Hauptmarke deutiich ~oooor;O deutlich geringere grB0ere Bereitschaft Beteitschaft (wenn Sie Uberhaupt nicht bereit w;dren, so eine O o mC Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ ·11· rJach allem, was Sie nun ijher diese suoerschlanke Cigarette wissen · und Sie habensle ja auch geraueht - was wijrden Sie dann sagen, welche der folgenden Aussagen beschreibt diese Cigarette am beaten ? Bitte kreuten Sie eine der Aussagen an, O a Oiese suoersehlanke Cigarette schmeckt und befriedigt genauso gut rie herklmnliche Ciqaretten, hat aber ~der ihrem einzigartigen Aussehen keine weiteren charakteristisehen Merksale. O a Diese superschlanke Cigarette schmeckt und befriedigt genauso gut vie herkijmnliche Cigaretten und sehneidet au0erdem in den Standard Biologischen Tests wesentlich besser ab. (Sie hat aber weder weniger Nebenrauch, noch weniger Asche, noch weniger Feuerrisiko.) O I Oiese superschlanke Cigarette schmeckt und befriedigt genauso gut vie herk8mnliche Cigaretten und hat au0er· dem weniger Ne~enrauch, weniger Asche und weniger Feuerrisiko. (Sle sehneldet aber in den Standard Bio- logirchen Tests nicht besser ah,) 11 a Oiese superschtanke Cigarette schmeckt und befriedigt genauso gut vie herkbliche Cigaretten und hat auaer· dem weniger Nebenrauch, weniger Asehe, weniger Feuer- risiko und ein wesentlieh besseres Ergebnis in den Standard Biologischen Tests. O a Oiese superschianke Cigarette schmeckt und befrledigt nieht so gut vie herkijnmtiehe Cigaretten und hat au8er ihtem einzigartigen Aussehen keine weiteren charak- teristischen Merkmale. e Si ese supersehlanke Cigarette schmeckt und befriedi gt B nieht so gut vie herkanmliche Cigaretten, aber sie schneidet in den Standard Biologischen Tests wesent· lich besser ah, (Sie hat aber weder weniger Nebenraoeh, noch weniger Asche, noch weniger Feuerrisiko,) I Oiese supersehlanke Cigarette schmeckt und befriedigt O nicht so gut vie herkiimnliche Cigaretten, aber sie hat weniger Nebenrauch, weniger Asehe und weniger Feuer· risito, (Sie sehneidet aber in den Standard Bioto· gischen Tests nieht besser ah,) nieht so gut vie herkllrche Cigaretten, aber sie hat D O I Ofese supersehlanke Cigarette schmeekt und befriedigt O neniger Nebenrauch, neniger Asche, weniger Feuer- rislko und ein wesentlich ~elseres Ergebnis in dan O Standad Biologischen Tests, ~23 me Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 How that you hue seen the product with 1 brand name and pack design .~. how willing would you be to purchase such a brand compared to your own usual brand! my own usual brand considerably n I I I I I I I I I I considerably less willing - " u I 1 I ( I I I I mote willing willing to purchase such a product It ~11 [I IPO (Plelre tick this box If you wculd not be mC U1 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 12 - Naehdem Sie nun die Packung und den Markennamen dieser superschlanken Cigarette gesehen habcn .,, Yie groa w'dre Ihre Bereitschaft, so eine Cigarette ia~ Yergleich 2u Ihter eigenen Hauptmarke ru kaufen ? meine eigene Hauptmarke 1 ~ooooCO deutlich deutlich