438 





eatlDf s«eeO^ ets. ; It ls,-coatruted vlth the "(ocial 

 dlawDsloD" vhL^h iseLSur** the extent to vblcb cigarettes 

 are SBolced in ordoc to eontorm with others la a group, to 

 give BooetblDg to dtf with tb« bands when la coaipaiiy, etc. 

 Theoretical considerations suggest that the product 

 characteristics which a CQiisumer considers to be optlmuai 

 would differ' widely between clusters. ?or lostaacc the 

 "Inner need" dimension correljit«s with the extent of 

 Inhalation, with the craving fdr cigarettes when these are 

 not available, and with the difficolty wblch consumers 

 anticipate in giving up smoking. \M a first approximat ion , 

 therefore, one night postulate that smoker's la Clusters 1-3 

 tequire a low nicotine delivery, those is Clusters 4-6 a 

 BCdluB nicotine delivery, and those in Clus'ter 7 a fairly 

 higVaicotine deliverv. One aight further afpfr«ulat« that 

 la th^ Jk^gber clusters the requireinent for olcotl^ coal4 

 b* ao gr«iU_that subtle nuances of saokc flavour ''^Icbt b* 

 coaparatlvrlj^un import ant provided there were ao obje^ilonabl* 

 characteristics such as a blgb level of irritation. ^'^^J 

 flavour Might be'^st important ainong tbose wfao like to 

 relax over a clg*reit.e, as in Cluster 3, or tbose who smoke 

 aa a substit«t« lor food, as lo Cluster 3. 

 V' % 



Based on these e«osla«f«tlons, the objective of the 

 study Is to segment Q.K. conCMi^rs according to the needs 

 satisfied by smoking, wsLiig Mcaunell's technique, aad to 

 explore the requirements of thes^^gmeats for various 

 product attributes so that the opt 1^(6, conbinatioa of 

 attributes for each segment caa be dete'rvlaed. 



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It may be that no clear dlstlactlon M^Mcea the 

 preferences of the various clusters will eaer^^ la which 

 case this particular approach will be abaatened.'-^. If , oa 

 the other hand, the experiment reveals an obvious lUkd 

 logical relationship between the clusters and the pret«rred 

 cigarette attributes, with wide differences betveea the 



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