báo cáo khoa học: Retail promotions and perceptions of R.J. Reynolds' novel dissolvable tobacco in a US test market

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báo cáo khoa học: " Retail promotions and perceptions of R.J. Reynolds’ novel dissolvable tobacco in a US test market"Romito et al. Harm Reduction Journal 2011, 8:10http://www.harmreductionjournal.com/content/8/1/10 RESEARCH Open AccessRetail promotions and perceptions of R.J.Reynolds’ novel dissolvable tobacco in aUS test marketLaura M Romito1*†, M Kim Saxton2†, Lorinda L Coan3† and Arden G Christen1 Abstract Background: With declining cigarette sales, tobacco manufacturers have been developing and marketing new smokeless products, such as R. J. Reynolds’ dissolvable tobacco, Camel Sticks, Strips and Orbs. This study assessed the availability, price and point-of-purchase promotional strategies for Camel Dissolvables, and investigated consumer awareness, interest and perception of these products in the Indiana test market. Methods: An exploratory retail audit of point-of-purchase promotions was conducted in a random sample of retailers from 6 store categories (n = 81) in the test market area. Data included: store type, location, product placement, forms/ flavors carried, price, types and locations of advertisements and promotions, and ad messages. An Awareness-Attitude- Usage (AAU) survey was used to gauge consumer awareness and knowledge of tobacco products including Camel Dissolvables. Respondents were shown promotional materials from a package onsert and perceptions and interest in the Camel Dissolvables were assessed. An Intended Target Survey (ITS) compared subjects’ perceptions of ad targets for several non-tobacco products, as well as Camel Snus, Camel No. 9 and Camel Dissolvables. Respondents were asked to identify each ad’s intended target category, perceived targetedness, and purchase intent. Results: The products were carried by 46% of stores, most frequently gas stations (100%) and convenience stores (75%). They were shelved near smokeless tobacco (70%), cigarettes (25%) or candy (5%). Prices ranged from $3.59 -$4.19 per package; most stores carried at least 1 promotional item. Ad messages included: “Dissolvable Tobacco” (60%). “Free Trial” (24%), “Special Price” (24%), “What’s Your Style?” (22%). At 14% of stores, free trial packs of Camel Dissolvables were offered with another Camel purchase. Awareness was reported by 42% of respondents (n = 243), and trial by 3%. Consumer interest was very low, but younger respondents (< 40 years) were more familiar with Camel Dissolvables (60% vs. 45% for those > 40 years, p < .01). Males, as well as current and former smokers had higher rates of interest and trial; only 1% of never smokers reported trial. In the ITS, only for the 3 tobacco product ads, was perceived targetedness for smokers significantly higher than for non-smokers. Smokers and nonsmokers perceived that the ads targeted smokers. Conclusions: Current retail promotional strategies for Camel Sticks, Strips & Orbs appear to be targeting a select audience, primarily current smokers. Overall, consumer awareness, interest and trial were low.Background have been aggressively developing and marketing smo-Increased tobacco taxation, smoke-free workplace poli- keless tobacco (ST) products such as snus and newcies, and clean air laws have all contributed to the forms of moist snuff [3]. Sales of moist snuff and otherdecline in the U.S. adult smoking rate [1,2]. In response tobacco products have increased, perhaps offsetting asto these and other societal changes which are eroding much as 30% of the decline in cigarette sales [4]. Inthe consumer base for cigarettes, tobacco manufacturers addition, cigarette companies have purchased the two largest U.S. smokeless tobacco manufacturers and now control a large portion of the ST market [5,6]. These* Correspondence: lromitoc@iupui.edu† Contributed equally developments have the potential for broad public health1 Oral Biology Department, Indiana University School of Dentistry, implications including increasing smokeless tobacco useIndianapolis, Indiana, USA among youth and increasing dual use of ST andFull list of author information is available at the end of ...