Retail Promotions and Perceptions of R.J. Reynolds' Dissolvable Tobacco
Author Information
Author(s): Laura M. Romito, Kim M. Saxton, Lorinda L. Coan, Arden G. Christen
Primary Institution: Indiana University
Hypothesis
What are the availability, pricing, and consumer perceptions of R.J. Reynolds' dissolvable tobacco products in a test market?
Conclusion
Current retail promotional strategies for Camel Sticks, Strips & Orbs appear to be targeting a select audience, primarily current smokers, with overall low consumer awareness, interest, and trial.
Supporting Evidence
- 46% of stores carried Camel Dissolvables, primarily gas stations and convenience stores.
- Consumer awareness was reported by 42% of respondents, with only 3% having tried the products.
- Younger respondents were more familiar with Camel Dissolvables compared to older respondents.
Takeaway
This study looked at how stores promote a new type of tobacco that dissolves in your mouth, and found that not many people know about it or want to try it.
Methodology
An exploratory retail audit and consumer surveys were conducted to assess promotional strategies and consumer perceptions.
Potential Biases
The study may be biased towards existing smokers due to the targeted marketing strategies observed.
Limitations
The study was conducted in only one U.S. test market, which may not represent all tobacco retailers.
Participant Demographics
The sample included a mix of current smokers, former smokers, and non-smokers, with a higher representation of younger adults.
Statistical Information
P-Value
p<0.01
Statistical Significance
p<0.01
Digital Object Identifier (DOI)
Want to read the original?
Access the complete publication on the publisher's website