483 



-2- 



trouad l.S CO 2.0 ag ar« b«tc«r suited Co Bigh Heed cluatert. Cl(arecc«« 

 deliverias l*M ctua 1.0 ag ere probebly coo low ia alcotlae Co tuie 

 evce Che Lov Ri^ «lutcert. Althoush elaeelflceeioa by laner Heed mj 

 aoc give at go^ aa ladicecioo of che preferred aicodne delivery m 

 bed beeo aBCicip.^««di claeaifiCACion Into deaographic groups, or laco 



group* based on Che tiuvbers or Cypet of cigaretce chac are sacked, gives 



-^''■ 

 evea less indicacion. . -^ 



IC is believed that Innet ^eed is a sufficiently useful Measure 



lor inclusioa in further iavesci^cions. However a grcacly sioplified 



Vay of decermining che Inner Need le^l of respondents is proposed, 



whidk would make use of a shortened questionnaire and would eliainatc 



Che necessity for factor and cluscer analysis. ; Concerm for che possible 



health cisH »f smoking was shown in Che earlier Report to have an 

 ioportaat laflv/e^e on consumers ia che direccion of^crying lew Car 

 brands, and to be lopepcndenc of Inner Need. Ic was als^^howa chac, 

 in many instances, smokies' concern for health evidently conflicted 

 wich their desire for • satisfying cigarette. A model of the market 

 it now proposed in which Cwo mifd^ dccerminancs of Che cype of cigarecce 



which besc suvcs a smoker s re^uLreaencs are Inner Need and concern for 



health. This model leads to th« conclusion tKat there is a substantial 



potential for a range of cigarecces which *c /resenc is not available. 



These cigarecces range froa some with low Tar an^ mediua nicotine 



deliveries to others with medium tar and high nicotine deliveries, and 



are visualised as attracting those smokers who coabine'4bove average c 



I 



c 



Inner Need with above average concern for health. It is reto^oended 

 that this otodel should now be verified by classifying a further. «4mple 





