DJT/JP/46D-^^ 





437 



loth Jtauary, 1974. 



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6>0JECT tHEAT 



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BAClCCROnOT) 



ry The Croup R. t D. Cestre have be««; givet the objective 



,v«f deslgalag cigarettes of Increased acceptability. While 

 r^^lslag that nany lotaiitlble features ofjl^e product, 

 sud^as brand name. Image and advertising, bav^- aii ljq>ortant 

 lDfl<hijce on consumer acceptance, it is the taiig^^le d«sign 

 tcftture^'^n^h which jhe Croup R. ft 0. Centre wili'kA 

 prlselpallY^Acncerned. In order to neet this obJe'<^lre, 

 fun^MMOtal >^«earcb is rer^ulred Into the effect of var^s *■ 

 clgareft* design^^eatures on consumer acceptance. In obVXi)tfs 

 problem b«r« Is tl^ fonsuner tastes differ so widelf. eve*^ 

 la the sane country ,,^Mlclng it necessary to Identify groups 

 of consumers vltk 4ifrey}ng requireaeats. 



In recent yean t Buab^^^f authorities, «ho have 

 Independently considered the /M^or* which motivate people 

 to smoke, have broadly afxeod ttli^^he reasons for smoking 

 are by no means the same for all saokers. and they have 

 indicated which motivational tactors^dpear to be laportant 

 for different groups of people. McKenneU, In particular, 

 baa grouped people according to tbosoeds >rt>lch are satisfied 

 by saoklng, and for a sample of O.K. sale sn)<1te^rs has given 

 an idea of the relative sizes of clusters so del^iyed. 



UcKenneirit seven clusters are numbered la sscea^log 

 order of the "Inner need" dimension. This "Inner need**" 

 dimension measures the extent to which smokers use cigarettes 

 In order to help them concentrate, to relieve nervousness, 

 anxiety or boredom, to help them relax, as a substitute tor 



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