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Qualitative Research Into Ryo Habits and Attitudes

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Qualitative Research Into Ryo Habits and Attitudes Colgithomi Associates Market Research Consultants QUALITATIVE RESEARCH INTO RYO HABITS AND ATTITUDES THE DEBRIEF PRESENTATION DOCUMENT Prepared by : Colquhoun Associates Prepared for: Patrick Roozeman, Gallaher Ltd Project Tri,/9834/ GC March 1998 82 Surhiton Hill Park, Surbiton, Surrey KT5 SER Tcl: 0181 399 2741 Fax: 0181 399 7159 Mobile : 0830 256137 Page Number I BACKGROUND 1 II RESEARCH OBJECTIVES III METHOD AND SAMPLE 3 IV MAIN FINDINGS 4 I . Tar and Nicotine 1 .1 Current Perceptions 1 .2 Expectations 5 1 .3 Overall 6 1 .4 Reactions to Levels 7 2 . Tar/Nicotine Matrix 8 2.1 Expectations 2.2 TN Matrix 9 2._'.1 Initial Responses 2.2.2 Subsequent Understanding 10 2.2.3 Summary of Understanding 3 . New Low Tar Proposition 11 4. Tobacco Characteristics 12 4.1 Overview 4.2 Arrival at Preferred Brand 13 4.3 Preferred Brands 4 .3.1 Old Holbom 4.3.2 Golden Virginia 14 4 .3.3 Drum 4.3.4 Samson continental 4.4 Birds Eye Stem 15 4.4.1 Old Holbom Loyalists 4.4.2 Drurn/Samson continental 16 4.5 Moisture Levels 17 4.6 Drum/Samson continental -Potential 19 4.6.1 BES 4.6.2 Moisture Level 5 . Packaging 20 5 .1 Old Holborn 5.1 .1 Pack Shape ". 1 .2 Pack Feel 5.1 .3 Seal 21 I ." Extemal Seal 5.1 .6 Cellophane Proposition _' Golden Virginia 2 3 5.2.1 Pack Shape 2. 2 Pack Feel Wrap Cellophane .3 2 . 5 5 .2 .4 Double Wrap Seal External 5 .3 Drum/ Samson continental 5.3 .1 Pack Shape 5.3 ? Pack Feel 5.3 .3 External Seal 5 .3 .4 Wrap 6. Papers 6.1 Overview 6 .1 .1 Green Papers 6 .1 .2 Red Papers 6 .1 .3 Blue Papers 6 .1 .4 Perforated Papers 6.? Filters 6 .3 Rolling Machines 6.4 Product Combinations V CONCLUSIONS AND RECOMMENDATIONS APPENDICES 1 RECRUITMENT QUESTIONNAIRE II DISCUSSION GUIDE III TAR/NICOTINE MATRIX EXAMPLES I V PRODUCT BANK Qualitative Research into RYO Habits and Attitudes The DebriefDocument I BACKGROUND Gallaher have identified several issues concerning RYO habits and attitudes which need to be addressed. Each of the four issues (Tar an Nicotine (T/N), Birds Eye Stem, Packaging, Moisture Levels) are imterlinked. Current Government rergulations do not require manufacturers to display Tar and Nicotine levels on RYO packs. Future legislation may insist on this information being made available to the consumer, possibly represented in a matrix format printed on the RYO pack. This information should be ]iresented in a clear and understandable context. The publishing of this information may have an effect on the perceptions of RYO smokers towards rolling tobacco. Some types of tobaccc (e.g. Drum/Samson continental) contain Birds Eye Stem (BES) which is produced by using the whole leaf in processing. The introduction of BES into the Old Holborn rolling tcibacco may have an effect on the brand in terms of perceived quality, appeal, taste. Current Old Holborn packaging uses an integral pack seal to maintain the moisture levels in the tobacco until opened by the consumer. Some other brands use cellophane around the pack (Golden Virginia) which could be used an alternative seal for the Old Holbom tobacco pack. The UK moisture levels for rolling tobacco are currently 26% compared to 20% on the continent. An increase in moisture levels in continental brands or a decrease in UK (Old Holborn) moisture levels may impact on the appeal of the current Old Holborn brand . In February 1998 Colquoun Associates was invited to conduct research . This document comprises a summary of their findings, conclusions and recommendations . Colquhoun Associates .~\"9834,GCI.Ifarch 1998 Page Number 1 levels Nicotine 0 sought;knowledge °prin . researchconsumer knowledge Nicotine levels Qt Specifically ~ ~be current tobacco s ,°o ~ bacco to ify ent id ceptions per ~~,tiy to Holborn tobacco . ormat f coos explore lborn Ho matrix s ° pea °o~toto etce4~to ~,~,e O`11 ote4 " ycws~ $ea s . ce4 `°cws et,`4et ~,~e 4ac c~ . a"tetS`a a~t~e tcrixet`c aeo~,~` o~ a"`ett` t",e a44ea a c~eot ~ s e t o~ cv~eotvoea~`ca~,oo~ er4~ e e~be`ct`4 .S~es~~4~a S~v~e ~ o The Debrief Document Qualitative Research into RYO Habits and Attitudes III METHOD AND SAMPLE SIX, ONE AND HALF HOUR GROUP DISCUSSIONS WITH OLD HOLBORN, GOLDEN VIRGINIA AND DRUM/ SAMSON CONTINENTAL SMOKERS The Sample Specification ; SEX REGION GROUP RECRUITMENT SPECIFICATION AGE Male W.Midlands Group I Old Holborn smokers 25-34 S.W.London Group 2 Old Holborn smokers 25-34 Male Male W.Midlands Group 3 Old Holborn smokers 35-54 W.Midlands Group 4 Drum/Samson continental 25-34 Male smokers ~.f Male S.W. London Group 5 Golden Virginia 25-34 smokers S.W. London Group 6 Golden Virginia 35-54 Male smokers " Smoking at least 12.5g of preferred brand per week " All smoking RYO for at least 2 years " All smoking preferred brand for at least 1 year 3 Colquhoun Associates JN'9834iGC/_Varch 1998 Page Number Qualitative Research into RFO Habits and Attitudes The Debrief Document IV MAIN FINDINGS 1 . Tar and Nicotine 1 .1 Current Perceptions NOT SPONTANEOUSLY RAISED AS AN ISSUE MAJORITY DISINTERESTED IN TAR/NICOTINE ISSUES CONCERNING ROLLING TOBACCO ROLLING TOBACCO IS WITHOUT ROLLING TOBACCO IS PERCEIVED FILTER - EXPECTATIONS OF TO BE LESS HARMFUL THAN CIGARETTES INCREASED TAR/NICOTINE LEVELS - WITHOUT CHEMICALS PERCEIVED INDIVIDUAL CONTROL OF TAR/NICOTINE LEVELS THROUGH CONSUMER INVOLVEMENT (ROLLING) _ LESS Colquhoun Associates J.,\'98341GCl MArch 1998 Page Number 4 The DebriefDocument Qualitative Research into R YO Habits and Attitudes 1 .2 Expectations Increased Levels (majority) SOME PERCEIVE RYO TOBACCO TO (B&H) CONTAIN MORE T/N LEVELS THAN CIGARETTES PERCEPTION DRAWN FROM; TOBACCO IN "RAW" FORM WITHOUT FILTER THEREFORE HIGHER T/N LEVELS THAN CIGARETTES T/N THE STRONGER THE TASTE OF TOBACCO THE MORE IT WILL CONTAIN u OLD HOLBORN - MED TO HIGH LEVELS GOLDEN VIRGINIA - MED LEVEL DRUM - HIGH LEVEL SAMSON - MED TO HIGH LEVEL Page Number 3 Colquhoun Associates J.V983-1/GC/.March 1998 Qualitative Research into R YO Habits and Attitudes The DebriefDocument Decreased Levels SOME PERCEIVE LESS T/N IN ROLLING TOBACCO THAN IN CIGARETTES PERCEPTION DRAWN FROM ; LACK OF CHEMICALS IN TOBACCO SIZE COMPARISON WITH CIGARETTES (AMOUNT) TOBACCO LESS COMPACT (DRUM/SAMSON) RICHER, FINER TOBACCO MAY CONTAIN INCREASED T/N LEVELS OLD HOLBORN - LOW GOLDEN VIRGINIA - LOW SAMSON CONTINENTAL- QUITE LOW DRUM - VERY LOW 1 .3 Overall Expectations of T/N Levels RESPONDENTS DID NOT SPONTANEOUSLY IDENTIFY PAPER POROSITY AS HAVING AN EFFECT ON TN LEVELS DIAMETER OF TUBE WAS IDENTIFIED AS HAVING IMPLICATIONS FOR T/N LEVELS, BUT TO AN UNKNOWN DEGREE 6 Colquhoun Associates J.V983-1/GC/ttarch 1998 Page Number Qualitative Research into RYO Habits and Attitudes The DebriefDocument BIRDS EYE STEM (BES) TOBACCO WAS SEEN TO BE LESS COMPACT AND DRIER THAN FINER CUT BRANDS - SOME RESPONDENTS PERCEIVED THIS AS A FACTOR IN REDUCING T/N LEVELS 1 .4 Reaction to TIN Levels RESPONDENTS (MAJORITY) EXPECTING RESPONDENTS (SIZEABLE MINORITY) INCREASED T/N LEVELS EXPECTING DECREASED T/N LEVELS SURPRISINGLY PLEASED CURIOUS u MAJORITY OF RESPONDENTS SPONTANEOUSLY IDENTIFIED THE FOLLOWING ; NEARNESS OF OLD HOLBORN AND GOLDEN VIRGINIA T/N LEVELS - EXPECTED GOLDEN VIRGINIA TO BE MUCH LESS SURPRISE AT DRUM T/N LEVELS BEING LESS THAN OTHER BRANDS HOWEVER PERCEPTIONS AND ATTITUDES TOWARDS ROLLING TOBACCO AND PREFERRED BRANDS REMAINED UNCHANGED u IMPACT OF T/N LEVELS = MINIMAL (CURRENTLY) Colquhoun Associates .l.\'98341GCI.I March 1998 Page Number Qualitative Research into RYO Habits and Attitudes The DebriefDocument 2.0 Tar/Nicotine Matrix 2 .1 Expectations PERCEIVED DIFFICULTY IN REPRESENTING T/N LEVELS U PER GRAMME? U UNIVERSAL LACK OF UNDERSTANDING (AND INTEREST) IN FACTORS CONTRIBUTING TO TN LEVELS BENEFITS OF HAVING T/N LEVELS REPRESENTED ON PACK COULD NOT BE IDENTIFIED ` I WOULDN'T CHANGE MY TOBACCO BECA USE OF THE TAR LEVELS " OVERWHELMING LACK OF CURRENT INTEREST IN SEEING INFORMATION REPRESENTED Colquhoun .4ssociutes JA"98341GC%Warch 1998 Page Number 8 Qualitative Research into RYO Habits and Attitudes - The Debrief Document 2 .2 Tar/ Nicotine Matrix 2 .2.1 Initial Responses MAJORITY TAKE TIME TO UNDERSTAND AREAS OF INITIAL CONFUSION LACK OF EXPLANATION `~5 .2MM/7.2MM ,-j-UK/GERMAN PAPER y13 MG,ETC . CONFUSION OVER MATRIX FORMAT (CROSS REFERENCE) COMBINED T/N LEVELS +VE OVERALL LACK OF INTEREST u it YOU .WGHT LOOK AT IT ONCE, BUTSOON FORGETABOUT IT" Colquhoun Associates J.\'98341GC1.VMarch 1998 Page Number 9 Document Qualitative Research into R_YO Habits and Attitudes The Debrief 2 .2 .2 Subsequent Understanding CONTINUING LEVELS OF CONFUSION u " UK/GERMAN PAPER " 5.2/7 .2MM " DIFFERENCE IN 5 .2/7.2MM TAR LEVELS " UK PAPER - UNDERSTANDING ( GREEN?, RED?) " GERMAN PAPER - CONFUSION/ RELEVANCE /EURO GUIDE? " 5 .2/7.2MM - RELEVANCE/COMPARISONS (TMCKNESS OF CIGARETTE) " UKIGERMAN PAPER LEVELS - DIFFERENCE IN MG (5 .2/7 .2MM) 2.2 .3 Summary of Understanding SUSPICION/ APPREHENSION IN MATRIX INFORMATION u SUPPORTED BY BELIEF IN DIFFICULTY OF MEASURING RYO T/N LEVELS u RELEVANCE DISCOUNTED `STAR LEVEL COMPARISONS WITH CIGARETTES SUSPICIOUS - CHEMICALS `RELEVANCE OF TAR AMOUNT - "WHAT IS A DANGEROUS LEVEL?" -1-UNDERSTANDING/CLARITY OF MATRIX `*INCLUSION OF NICOTINE +VE "MIGHT BE USEFUL TO NEW RYO SMOKERS" ColqulhounAssociates J\'9834/GC/tlarch 1998 Page Number 1 0 Qualitatire Research into RY0 Habits and Attitudes The DebriefDocument 3.0 New Low Tar Proposition MAJORITY VIEW A LOW TAR PROPOSITION AS IRRELEVANT TO CURRENT PERSONAL PERCEPTIONS OF RYO TOBACCO PRINCIPAL FACTORS u RYO = TASTE/STRENGTH PERCEPTION OF LOW TAR WILL PRODUCE LOW TASTE/STRENGTH u LIGHT TOBACCOS LIKE AMBER LEAF ,CUTTERS CHOICES ALREADY AN OPTION u ALTERNATIVES ; REDUCE TOBACCO IN TUBE (CONSUMER CONTROL FILTERS SMALL MLNORITY SHOW INTEREST u BUT DEPENDENT ON TASTE OF ROLLING TOBACCO Colguhoun .Associates J.N'9834/GCi.llarch 1998 Page :'umber 1 1 Qualitative Research into R}'O Habits and Attitudes The Debrief Document 4.
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