Study
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Study type
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Sample size
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Intervention
(Size of packaging)
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Population
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Outcome
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QATSDD Score
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Sponsorship status by tobacco company
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Marti &Sindelar (2015)
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Computer- based online survey
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N=868
(survey)
N=593
(focus group)
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standard (20 units), smaller (10 units), and larger (30 units) packs
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· recruited from the Yale School of Management eLab (elab.som.edu), USA
· sample was restricted to those who correctly answered a quality-control question
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· About one third of current smokers would be interested in buying a smaller pack of 10 cigarettes and that most of them reported consumption regulation as their main reason for choosing a smaller pack. (attempt to reduce cigarette consumption) , followed by price and convenience (urge to buy cigarettes)
· These smokers are willing to pay a premium for the relatively smaller pack, which is consistent with a demand for a pre-commitment device.
· Results from regression models show that preferences for pack sizes match current consumption of cigarettes.
· However, smokers who are interested in quitting and who have a higher degree of self-control have a preference for smaller packs.
· No empirical evidence on whether smaller pack are attractive to young adults.
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71%
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Not sponsored by a tobacco company
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Farrell, Fry &Harrus (2011)
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Hypothetical modelling count data processes
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N=5766
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5,10.15 and 20 cigarettes per weekdays
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Adults aged 16-74 years living in England
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-This article hypothesized the importance of pack sizes on cigarette consumption in a given period based on data of the Health Education Monitoring Survey (HEMS) 1998
-Smokers regulate their consumption in accordance with the size of packets that are available. (attempt to reduce cigarette consumption.
-The estimation results suggest that the (expected) number of cigarettes smoked by a typical smoker is 10 per day – equivalent to the amount contained in the smallest packet that consumers can purchase in England.
-The results suggested government to allow cigarettes to be sold in smaller packs to reduce cigarette consumption.
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74%
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Not sponsored by a tobacco company
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Wilson et al. (1987)
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Cross-sectional study
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N=567 adolescent
N=500 adults
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Packets of 15
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Adolescents aged 14 and 15,
Adelaide, Australia
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· Conducted in the Adelaide metropolitan area
· 56.3% among adolescent smokers had purchased packets of 15 in the month prior to the survey vs 8.8% among adult smokers
· Price and concealment were known to be important purchasing factors (urge/ tendency to buy cigarettes) among adolescents..
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50%
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Not sponsored by a tobacco company
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Levy J & Wood M.
(1995)
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Qualitative study (In-depth interview)
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N=20
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Packet of 10
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Adults aged 21-29 year old,a specific brand smokers, New York, USA
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· A number of smokers said they would buy 10’s(urge/ tendency to buy cigarettes)
instead of traditional packs
· Purchase interest was driven by:
o Expected lower price
o Compactness of the pack
o Uniqueness of the products
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31%
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Sponsored by a tobacco company
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Study
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Study type
|
Sample size
|
Intervention
(Size of packaging)
|
Population
|
· Outcome
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QATSDD Score
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Sponsorship status by tobacco company
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Lopez (1992)
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Qualitative study-(one-on-one interviews)
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N=36
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Packet of 10’s
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Smokers of a specific brand and competitive smokers-women, in Orlando, FL
· White and African-American
· Ages of 18-40
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· Women were motivated to purchase 10’s pack as the pack was seen as more discreet, cute and easy to fit into places like purses or pockets. (tendency/urge to buy)
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21%
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Sponsored by a tobacco company
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Wolf (1993)
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Qualitative, twelve triads
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N=12 triads,
conducted August 11-12, 1993
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Special Packet of 10’s
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Adults ages 25-44 in Chicago, IL , smoke non-menthol, full flavor or lights, kings or 100’s
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(tendency/urge to buy)
· Low price-as the way to experiment with a new brand
· Stylish look
· Easier to carry
· More discreet
· Reduce cigarette consumption
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21%
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Sponsored by a tobacco company
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Gomez & Guevara (1993)
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Cross sectional study(Consumer Research Report)
interview
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N=1000,
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14’s pack users
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Male and female smokers who claimed to smoke at least 5 cigarettes per day, in Puerto Rico
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· Usage of 10 packs declined significantly since 1992 from 11.1 to 7.9%. This happened in the San Juan region and among smokers under 35 years of age
· However, share for the 14’s pack was high (21%)- continues to skew to males and 18-24 year olds
· Primary reasons for 10’s and 14’s pack size preference were(Urge to buy/urge/ tendency to buy cigarettes)
o Cost (more economical /cheaper)
o One smokes less with smaller pack size
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17%
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Curtis J. G. (1985)
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Beta qualitative research
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N=43 uniFocus interviews, Pittsburg, Pennyslvania on May 8 and 9, 1985.
N=10/43 in a group dicussion, 9 May 1985
|
10’s pack and 25’s pack cigarette
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Women, aged between 18 to 24, at least 4 pack of cigarettes per week.
|
· The women were shown visuals and alternative package configurations, probed for imagery and opinions.
· Preference for 10 pack were due to 2 factors (1) consumption, and (2) style. (urge to buy and reduce cigarette consumption)
· Reason for preference 10’s pack compared to 25’s pack were:
o A stylish look
o Ease of carrying
o Lower price
o Help to cutting down smoking
o Trial/sample pack
o Disadvantages
§ A heavy smoker would have to make several trips to the stores
· Reasons for 25’s pack
o Convenience
o Extra cigarettes that could act as cushion and value
o Disadvantages:
§ Bulkiness
§ Too many cigarettes for a light smoker
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26%
|
sponsored by a tobacco company
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Carter SH, 1986
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Qualitative study
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N=8 focus group discussion
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12’s pack cigarette
|
Philadelphia
Group 1: females, aged 18-24, N=10
Group 2: males, aged 18-24, N=8
Group 3: females, aged 26-35, N=8
Group 4: males, aged 26-35, N=7
Columbia
Group 1: females, aged 18-24, N=10
Group 2: males, aged 18-24, N=10
Group 3: females, aged 31-50, N=9
Group 4: males, aged 31-50, N=8
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· Cut down smoking (Reduce cigarette consumption)
· Convenience
· Unique
· Overall appearance
· Less price
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36%
|
|
Warner PA Assoc, 1990
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Qualitative study
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N=6 focus group
3 in Chicago
3 in Atlanta
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10’s pack
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Black adult smokers ages 18 to 24, in Chicago and Atlanta,
smoke 5 or more cigarettes per day
Not attended college
<$20000 annual household income
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· 10’s pack is the best alternative for occasional smokers
· Most likely to be selected by heavy smokers when they are:
o low on pocket funds
o going out to a club or party where the 10-pack is more convenient to carry in a pocket or small purse
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33%
|
sponsored by a tobacco company
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Gomez & Morales (1996)
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Qualitative study
-Island Tracking Study May 1996
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N=1000 , random interviews among smokers
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10’s, 14’s and 20’s pack
|
Male and female smokers, 18 to 65 years old in Puerto Rico, smoke at least 5 cigarettes a day
|
· Reasons for 10’s and 14’s pack (top 3)
o More economical/cheaper
o Smoke less
o Easier to carry/store
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55%
|
sponsored by a tobacco company
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Burke Marketing Research. Package size evaluation study(1983)
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Qualitative study
|
N=396
|
10, 12, 25 and carton of 5 packs
|
Male and female smokers in mall in US,
21 years and above
|
· Favourite package size is 20, alternative is 25 per package
· 25’s is preferable over 10’s or 12’s on measure of purchase intent and most likely to buy
· Reasons for 10’s pack and 12’s pack cigarette:
o Convenient of package size
o Small
o Easy to carry
o Reduce cigarette consumption
o Limit/ cut down on smoking (12%)
· 33% of smokers gave positive purchase intent for the 12 count size and 25% for 10 count size
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45%
|
sponsored by a tobacco company
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Generation Idea.( 1982)
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Qualitative study, Semi-rigid package study. A qualitative exploration of consumer reactions to a new type of packaging for cigarettes.
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N=4 focus groups
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12’s pack
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Panellist of Smokers
· Different segment of smokers by brand of cigarette smoked and by the type of packaging preferred
In Atlanta, USA
|
Tendency /urge to buy
· Small size pack is cute but holds too few cig (easy to lose)
· smaller package only appropriate for the social smoker
· good for evening use (fit better into the evening bag/ provide just enough for smoking after dinner)
· Affordable
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17%
|
sponsored by a tobacco company
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Paul A. Warner Assoc. (1990)
|
Qualitative study
|
4 focus group session
|
10 packs and 20 packs
|
Smokers in Cleveland, Ohio
|
Tendency/urge to buy
· most respondents admit that they have never wished that cigarettes were available in package sizes other than the standard 20’s, and prefer larger pack
· 10 pack reaction:
o this size would be helpful to people who are trying to cut down or quit smoking
o easy to carry
o cannot share with others-easier to remove the cigarettes
o easy to fit into a purse/pocket
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26%
|
sponsored by a tobacco company
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Market Research Document, (1991)
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Segmentation – Phase I – Focus Group Research – Ontario/ Quebec
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N=116
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with 15-, 20-, and 25-packs.
|
Canadian smokers, Canada
|
Reason for 15’s pack:
· beneficial to those with the least money (youth, beginner smokers, the poor) and was frequently referred to as the 'poverty pack'," with people admitting to having purchased 15's "with a self-conscious and self-deprecating laugh." (urge to buy)
· associated with those who were attempting to quit smoking" "through gradually cutting down. (reduce smoking consumption)
· for those who may desire an occasional change in brand."
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29%
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|
Shoi Balaban Dickinson Research Inc:
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Exploratory research,qualitative study
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N=56 respondents
(24 women and 32 men)
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package of 10, 15 and 25 cigarettes cigarettes
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- all respondents to be in the 18-54 year age range
- all respondents to smoke at least one-half pack of filter
cigarettes per day
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Response for 10 cigarettes:
· for special occasion use
· it is the potential to be viewed as a trial size which one would purchase in order to try a new brand .
(urge/tendency to buy)
· most respondents said that 10-pack appeared to be more bargain compared to the current pack.
Response for 15 cigarettes:
· To cut down on smoking.
· consider 15 cigarettes as too small for those who smoke more than 15 cigarettes per day
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31%
|
sponsored by a tobacco company
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Cox AR. Twelve pack focus groups(1983)
|
Qualitative study
|
N/A
Detroit and Tanpa
-at the retail outlet only.
|
12 packs
|
In USA
|
· 12’s pack did not generate much purchase.
· Useful for temporary promotional purposes to generate occasional trial.
· smoker who are interested to cut down / light occasional smokers, smokers who have not been smoking for a great deal of time would be interested in 12 packs
· 79% of the smokers probably and would not probably buy 12 pack
· Over half of the buyer said they would probably or definitely buy 12 pack again.
· Skewed towards young adults(mean) and lower income smoker.
Some of the reasons for buying 12 pack are:
· Cute/small
· Easier to cut down smoking volume (smoking cessation)
· Not enough money/less expensive
· New/different
· Usual brand not available
Conclusion:
Twelve packs do not represent a significant volume opportunity
|
14%
|
sponsored by a tobacco company
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Ellison Quarterly Research (1991)
|
Qualitative study,
23 & 24 October 1991, Boston Metro Area ( Framingham, Massachussets)
|
N=?
6 groups
|
10 or 14 cigarette pacck
|
3 groups-among male non methol (a specific brand) smokers, age range 18-34 yo
2 groups-female non methol (a specific brand) smoker, age range 18-24 yo
1 group- male smoker of competitive with RJ brands
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- Approximately half (or even 60-65%) able to buy a half-pack cigarette
- Smokers prefer 10’s because (urge to buy)
o Less expensive
o Ease of carrying
|
26%
|
|
Stern D (1990)
|
Qualitative study
|
N=763 adult smoker
N=50 (a specific brand) purchaser
|
10’s pack
|
Adult smokers,
In LA County, California
|
· 10’s purchaser tend to buy because they like the pack.
· 10’s packs buyer key motivation are
o Convenient size
o Small
o Just wanted to try
o Less expensive
- 38% of pack of 10’s purchasers would stop buying if ten pack were no longer sold.
|
31%
|
sponsored by a tobacco company
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Causey RA
(1982)
|
Qualitative study
|
N= 8 groups(8-10 per group)
|
10’s pack
|
Smokers(current smokers and ex smokers)
|
· 10’s packaging is well liked
·
· Reasons for 10’s pack
o Less expensive
o Smoke less
o Easy to carry around
o Not supposed to be smoking (reason for youngsters)-easier to hide (youngsters)
|
19%
|
sponsored by a tobacco company
|