448 



•asigniag A^ch respoodenc to « eluacer, and tbca Co cest che hypochesia 

 coaceming ch« rclacioashlp becveen loner need and preferred aicocine 

 delivery. In addition it vaa decided to aak certain auppleaaatary 

 questlona aliaed at exploring reapondenta* concern for Che health rlaka 

 of saioking, becauac of the poaalbility chat thia mighc influence their 

 brand choice and mighc Isdicat* a. need for apecific health reassurance 

 featurea in product design. The project aa outlined above was given 

 the code naae WHEAT; and if Chla project established a logical connection 

 between Che needs of the sooker and hia preferred nicotine level further 

 Investigations were envisaged to encocopass otber inportant. product 

 features, vich che ulcimace aia of achieving a favourable combinacioa 

 of accribuces co euic the needa of different ve^oenta. It vaa believed 

 that cbe principlea eatablisbed by thia approach lo Che O.K. would apply, 

 broadly, in other'piarketa. {_l 



Project VHEAT it>eing reported in two parta. Part t, the preaent 

 report, covers che adainiscracioo of che McKennell quescionnaire co a 



r 



sample of U.K. siaokera, Caclfetir analyaia and cluscer analysis based on 



cheir answers, decaila of cbeir general sacking habics including che 



brands which chey currencly aaoka, and informacion abouc cheir concern 



for healch. Pare 2 will cover their reae'ciona co a range of cesc 



cigareccea offering differing nicocina levels* 



METHODS ~ ■ ''■;. 



I. The Su rvey ' " 



( 



England, Crosse and Associacea Led. were cotomiasioned by Market ^ 



S£S«:arch Dept., Killbank, to handle this investigacion. They 'ia Cum i5 



o 

 employed a compucer bureau, Cybemecics Research Consulcanta. ~ 



vo 



