The table above is from the 2003 National Household Survey on Drug Abuse report on cigarette brand preferences. Key findings from the report were:
- In 2001, Marlboro was the cigarette brand used most often by past month cigarette smokers, followed by Newport, Camel, Basic, and Doral.
- Approximately 85 percent of cigarette smokers aged 12 to 25 smoked one of the three most used brands, whereas smokers aged 26 or older reported more diversity in cigarette brand selection.
- White and Hispanic smokers were most likely to use Marlboro, while black smokers were most likely to use Newport.
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As with alcohol, it appears that the neurological effects of tobacco work to create strong brand memories and affinity in their users. However, looking at the dramatic differences in market share based on their stated race/ethnicity, it appears that brand choice for these products is also strongly influenced by social affiliation pressure as well. The social/group pressures seem to be a bigger factor than geographic difference for this product category.
This points towards several opportunities for improved marketing campaigns:
- When marketers think about brand affinity and strength, it is common for products with high emotional/neurological components -- automobiles (movement/speed), beer (alcohol), food (taste), etc. -- to dominate the ideation and examples they use between themselves and clients. This is true even when the category in question offers little direct stimulation to the brain. It would seem that marketers who disciplined themselves to focus on products that have similar nervous system interaction patterns should be more likely to product effective campaigns -- versus referring to the campaigns that have the most salience to themselves and others.
- Despite -- or perhaps because of -- the strong impact that tobacco has on the brain, social expectations still appear to play a big role in preference. This probably contributes to the tendency more expensive alcohol to be perceived as tasting better. This same phenomenon may not be as strong in products without the same emotional charge.
- For product without a direct or continuous stimulation of the brain, messaging and position campaigns may have to be based on the incidents -- however infrequent -- when the brain is stimulated by feelings of intense satisfaction or frustration with the product. For instance, when the product fails, or is associated with positive situations -- like the care of baby or loved one.
- All too often, marketers worry more about geographic preferences when doing positioning or research. As this example points out, the groups people believe they belong to are better predictors of segmentation and behavior than are the physical location in which they live.
Have others experienced similar problems in researching products and services?
