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o.I I 75M01673 RJM 061898

NATIONAL FAMILY OPINION is grateful for the op- portunity to gather and process the consumer data herein. We sincerely hope these data are an aid to executive judgement, and that they contribute toward eliminating guesswork from the decision-making process. We also hope that our handling of this as- signment merits your continuing trust in us. c,x zi-B 75M01674 RJM 061899

75M01675 RJM 061900

TABLE 3 7 8 9 ]0 ]! 13 14 29A . 29B 3O 32 Daily smoktna volume by sex, by: .Cur-~nt c~oar~te ~rt~~ ~refer~nce - Persons ]~ tO ]7, Apr~l, 1974 Share of s~ers by sex. by: ~u~n: cicar~e bra~ ~r~ference - Persons 14 to 17. April. 1974 Sha~ of cigarettes s~ked by s~. 5y: Ca~ent cioa~Lte brand breference - Persons 14 to ]7. April. Age of responCent Males. bye( ~: ¢i~e~ ~ ~e~e~e~ ~}@n~,~4'to 17. Aprl]. I914 Age of respondent Females. " ~u~e~t ,'~'e ,.= ~ ,, ~ ..... e~ . p e ~ ~rso~ I~ to ]7. April. Family in¢o~ - Total. by: Curren~ ¢tgaret?e bra-{ preference - persons ]4 to ]~, AprIl, Family Inc~e - t4ales, by: Cur~nt ciglre~te bra~ o~ference - Persons 14 to 17. Apr~1. 1974 Family inc~ - Females. by: Cur~nt ci~aret:e brand preference - Pelops ]~ to ]l. April. 1974 Occuoation of princlp~I wace. ~arner - ~.t~.~ ". by: Current cigarette brand preference - Persons ]4 to 17. April. 1974 Occupation of princlpal wage earner - "~a;eS. by: Current cigarette brand preference - Persons ]4 to 17. Aori1. 1974 Occupation of prlnclpa] wage e~rre- - ce.~es. ~y: Current cigarette brand p~ference - Persons 14 to ]7. April. 197~ Census region - To~al. by: Currec: cigare::z 3r3~ preference - Persons 14 to 17. Aprl]. 1974 Census ~gion - Males. by: Current cl;a-e::~ :r~d bre~erence - Persons 14 to ]7. April. 1974 Census region - Females. by: Curren: :i~a~:ze brand preference - Persons ]4 to 17. April. City size - Total. by: Current ci;z~:te brer~ ~reTerence - Persops ]e to ]l. April. 1974 City size - I~a~es. by: Current c~;~r~::e c-e~C :re~ere~ce - Persons le to 11. April. 1974 City size - Females. by: Curre.:: :ic~e::~ o~o~d :reference - Persons 14 to 17. April. ~974 Education - Total. by: Current c~;z~::~ ~r~ ;reFerence - Persons 1~ to 17. April. ]9/4 Education - Ma~es. by: Curren~ c!:a-~:te ~E ~ref~renc~ - Persons ]4 to ]7. April. 1974 Educatio, - F~ales. by: Current el;are:re ~r~C p~eTerence - Persons 14 to ]l. April. 1974 Average number of cigarettes s~oked daily. ~y ~ra~l:y;e usually s~ked, by: Sex - Pelops 14 to 17. Apr~1. 19/4 Average number of cigarettes Sr.ok~d ~aily. ~v ace. a:d by: Brand/type usually s~ked within s~ker volu~ g~up$ - Persons ]4 to ]7. April. !97~ " " Type of cigarette usually s~:,e.~, cy- ~;ra~kics - 7ersons ]4 to 17. April. ]974 Reynolds brand usually smoked, by:=='.~:;-z;~,:;. - Persons 14 to ]7. April. 1974 S~kers of c~petitive brands, by: De~:;-~;.~:~ - Person; ]4 to ]/. April. 1974 Projected cigarette volume, by: ~ec~rap~;c$ - Pc-sons14 to 11. April. ]974 Pro~ected volu~ of Reynolds brands. ~y: D~g-a~hics - Persons 14 to ]l. April. Projected volu~ of com~titive brands, by: ;e~gr~ph~cs - Persons I~ to ]7. April. 197~ Share of s~ke~ by sex. by: Cut,n: cigare:Le brand preference - Persons 14 to 17. April. 197~ Share of clqarettes s~oked by sex. by: Current cigarette brand preference - Persons ]4 to If. April. 1974 Purchase of the hard pack of usual brand, by: De~graphlcs - Persons ]4 to ]l. April. Number of respondents, cigarette s~okers en~ cigarettes s~ked per day. by: State - Persons 14 ~o I7. April. 1974 Cigarette s~kln~ incidence an~ average ~a~ly consu~tlon., by: State - Persons ]4 to If. April. !97a PAGE l-S 6-10 11-15 16-20 Zl-24 25-29 30-34 35-39 40-44 45-49 50-53 54-58 59-63 64-67 68-72 73-77 7B-B1 82-86 ~7-91 92-95 96-100 101-105 I05-II0 I11-I16 I17-122 123-134 135-140 141-145 la/-158 159-164 165-170 175-176 177-178 ~00~

I 0AT Y S~a'OK.'NGIGARET~V UME BY SEX , CURRENT C BRAND PREFI~I~I~ NUMBER OF SMOKERS AVERAGE NUMBER CIGARETTES SMOKED DAILY BRAND USUALLY SMOKED TOTAL SMOKERS MEN SMOKERS WOP4EN SMOKERS VOLUME TYPE '~ VOLUHE TYPE VOLUME TYPE TOTAL LIGHT AVG. ~_EAVY TOTAL. L ~;I-t~ "~-., AVG. HEAVY TOTAL LIGHT AVG. HEAVY 1106 804 ~42 60 68'. , 4t"~+ 173 41 422 ~4 69 19 100.0 10o.o 1oo.0 100.0 10o.0 lo0.o 100.0 100.0 10o.0 10o.0 100,0 100.0 NON-FILTERS PALL MALL .2 ol .4 .3 ,Z .6 CAMEL LUCKY STRIKE .2 KOOL A~L OTHER .6 *6 P~ORMAL-FLAVOR FILTERS ~INSTON, TOTAL la.l I~.2 14.5 II.7 15.4 15.3 15.0 17.I 12.1 12.6 I~.0 ~IN$TON KING 12o8 1~,4 11,6 ICoO la,Z 1~o7 12.? 1~°6 10,7 11,7 8,7 WINSTON SUPER KING 1,3 ,7 2,9 1,7 1,2 ,6 2,3 2,4 1,4 ,9 4°) MARLBORO, TOTAL 37,7. 37,7 38,0 35°7 3T.7- 37,0 39,3 39.0 37,7 3816 34,8 MARLBORO KING 35,4 ~4.8 37,6 33,0 36°1 3~,9 39.3 3b°6 3~.4 34.7 33,3 MARLBORO IOOMM 2,3 2.9 ,4 1o7 l,b 2,1 2,~ 3.3 3,9 1,4 RALEIGH, TOTAL ,5 RALEIGH KING ,Z RALEIGH IOOMM .4 .2 .8 .3 .Z *& .5 .3 1.4 VICEROY. TOTAL 1o0 VICEROY KING ,9 1,1 1,7 ,9 1,1 2,4 .9 1,2 VICEROY IOOMM °| ,1 ,2 ,3 L&H+ TOTAL ,4 ,2 ,8 L&M KING .3 ,1 ,8 ,3 ,Z ,6 ,2 !,4 31.6 31.6 .PERSONS 14 TO 17, APRIL, 1974 9L~b U~OOS TABLE I -I-

VOLUWE TY~ TOTAL LIGHT AvG. BENSON & HEDGES* o4 ~OTAL BEN$ON & HEDGES KING el BENSON & HEDGE5 100'$ o3 OLD GOLD* TOTAL 1o4 1o2 2°5 1o? 1°9 2°3 OLD GOLD KING 1.4 1o2 2°1 1.8 1o9 1,7 OLD GOLD lOOMM ,1 °4 °1 ,6 CAF~EL 1o3 loZ 1,7 2.0 2,1 2.3 EVE .2 LAREDO ol °1 ,1 °2 LO~-FLAVOR FILTERS KENT, TOTAL 1°| 1.~ KENT KING o8 loI 1.2 1,7 KENT IOOMM °3 02 TAREYTON* TOTAL I°Z 1°1 |°7 .b °6 °6 TAREYTON KING 05 °7 TAREYTON lOOM~ e6 o~ lot PARLIAMENT, TOTAL 1,0 1,0 PARLIAMENT KING °9 °9 o8 1o7" 07 06 1o2 PARLIAMENT IOOMM °l LARK, TOTAL .3 °l LARK KING °3 .l 08 VAI~TAGE °4 °4 1~UE .4 .5 VIRGINIA SLIMS ,4 SILVA THINS .I MARLBORO LIGHTS .8 .9 ,~ 1•7 .q 1,1 VOLUME TYPE T~TAL L~ ~. AVG. HEAVY .8 l.T 01 .6 .7 ~,' ....... N.~,O., JOB NO ~021Z WOMEN SMOKERS VOLUME TYPE TOTAL LIGHT AVG° HEAVY o7 °7 .5 .3 .3 .3 2.9 .3 2.9 .6 ,5 ,3 ,Z ,3 ,2 Z.l 1,8 °7 1.4 .9 4.3 1,4 1,2 l,S ,7 .3 2,9 ,7 ,3 2,9 • 2 .3 .7 .9 .9 1,2 .7 .6 ~ERSO:IS 14 TO 17, APRIL, 1974 LLZ6 5.3 5.3 TABLE 1 -2-

! o,. Y S,,OKINO VOL . SEX TOTAL S~OKE~S MEN SMOKERS NOMEN SMOKERS MENTHOL FILTERS SALEM, TOTAL BoO 9*2 SALEM KING SALEM SUPER KING KOOL, TOTAL 20.1 |8.4 KOOL KING 17°6 16.2 KOOL IOOMM BELAIR* TOTAL o8 BELA|R KING °B o9 NEWPORT, TOTAL NEWPORT KING NEWPORT IOOMM BENSON & HEDGES VIRGINIA SLIMS o7 .6 TRUE WINSTON SILVA THINS .1 ,1 KE~IT .I" "" VA~;TAGE ,1 ,1 KOOL MILOS o3 LAREDO MARLBORO 1.1 1,0 ALL OTHER °Z .1 VOLUME TYPE '" VOLUME TYPE VOLUME TYPE TOTAL LIGHI AVG. HEAVY TOTAL L|~H~ .~ AVG. HEAVY TOTAL LIGHT AVG. MEAVY ~.S 6.7 7.7 9.1 4.0 7.3 23,1 30.0 19.9 18.1 2&.3 22o0 20,7 25°0 18.3 16,4 23.1 19.5 2.5 5.0 1.6 1.7 1,2 • 8 1.3 1.5 .8 1.3 I.S 1o2 1.2 2,9 ~.8 1o2 1,2 2,9 3,8 1,2 ,8 ,1 .6 .B Io7 o3 ,2 ol ,2 1,2 1.7 1o3 1,1 1.7 2.4 B,5 9.3 ~,4 6,6 !.k~., 2.7 20°~ 18o9 20.3 47.4 16.6 15.9 14.5 36.8 3.8 3.O 5.8 10.5 3.1 3.6 2.4 2.7 .7 .9 1.7 1.8 1.4 1.9 1.5 2.9 .2 • 2 .3 ,2 .2 .3 .2 .3 .7 ,9 ,2 .3 SUMMARY BY TYPE NON-FILTER 1.8 1.6 2.1 3.3 2.3 2.1 2,9 2.4 .9 FILTER, TOTAL 98.2 96,4 97.9 96.T 9?,7 97,9 97.1 97.6 • 99.| PERSONS 14 TO 17, APRIL, 1974 I I Im -- --im ,9 99.| 100.0 TABLE -3-

O~ O0 0 TOTAL S~O~E~ MEN SMOKER5 VOLUME TYP~ " VOLUME TYPE TOTAL LIGHT AVG. ~EAvY TOTAL L|GHT,' AVG. HEAVY TOTAL LOW-FLAvOR 5.5 6.0 ~.5 3°3 ~oZ ~o9 ~.3 ~.9 7.6 F|LTER SUB-TOTALS $SMN, TOTAL 8&.O 86.3 85.1 85.C 90.5 90.9 89.6 90.Z 78.7 LOH-FLAVOR 4.1 4.6 2°5 3°3 3.S 4.5 1.7 4.9 4.5 MENTHOL 29.5 29.2 28.9 35°0 31.1 31.1 31.2 31.7 26.8 IOOF:M, TOTAL 12.2 12.1 12.8 11.7 7.2 7.0 7.5 7.3 20.4 NORMAL-FLAVOR 4.6 4.4 5.~ 5.0 3.5 3.Z 4.0 4,9 6o~ LOW-FLAVOR 1.4 I.~ 2.1 °4 .4 ,6 3.1 ~ENTHOL 6.1 6.3 5,~ 5.7 )oZ 3.4 2.? 2.4 10.9 '~.~.0t Joe NO 40ZtZ WOMEN SMOKERS VOLUME TYPE LIGHT AVG. HEAVY 7.5 I0. I 37.1 34.8 57.9 79.9 73.9 73.7 48,5 46.4 31.6 4.8 4.3 2606 23.2 42.1 19.2 26.1 21.1 6.0 8.7 5.3 2.7 5.8 10.5 11.6 15.8 LOW-FLAVOR ANO MENTHOL • LOW-FLAvOR, COF;91NED 7.1 7.$ 6.2 6.7 5.0 5.5 2.9 7.3 10.7 10.2 14.5 5.3 CHARCOAL, TOTAL 1.5 1.4 2.5 .6 ,6 .6 3.1 2.4 7.2 IOONM WOMEN'S 1.4 1.6 .8 1.7 BRANDS, TOTAL NON-MENTHOL .6 ~ENTHOL 3.8 3.9 2.9 5.3 l.T 2.1 2.1 1.8 2.9 5.3 ROLL-YOUR-OWN, .6 °6 .~ 1.7 09 1.1 .6 TOIAL NON-FILTEk .5 .~ .~ 1.7 .6 ,6 .6 .Z • Z 5.3 PERSONS 14 TO 17, APRIL, 1974 "~ 6LC6 ~005 TAOLE I

RoJ. REYNOLDS CIGARETTE SHOK|NG |NCIOEMCE AMO~G!14 ~ IT YEAR 0L~ DA|Lv S~0K|NG VOLUM~ BY SEX ~ !'. CURRENT CIGARETTE BRAND PREF~NCE TOTAL SMOKZ~S MEN SMOKERS VOLUME TYPE VOLUME TYPE TOTAL LIGHT AVG. w~AVY TOTAL ~I~M| AVG. HEAVY FILTER ,2 ,2 .3 .~ • JOB NO 40212 WOMEN SMOKERS VOLUME TYPE TOTAL LIGHT AVG, HEAVY SUMMARYt MAJOR COMPANIES REYNOLDS Z4.5 25°5 AMERICAN BROWN & WILLIAM$ON 2~,I 21.8 LIGGETT & MYERS ,% o? LORILLARD 6,3 7.Z PHILLIP MORRIS 62,8 2.5 1.2 l,l 1,7 3.1 3.0 2~.8 35°0 23o~ 21.9 26.0 29.3 22°7 Zlo6 21,? ~o0 6.~ 8,7 3.5 5.5 ~.1 8o7 43.0 ~5.0 ~0.9 39.6 43.4 46.3 ~5.7 46.7 42.0 PERSOI'~S 14 TO 17, APRIL~ 19T~ 0~,6 ~t~O0 5 TABLE

I CURREtaT CIGARETTE BRAND PRE~I C~ ~i .:~ !~ • SNARE OF SMOKE~S TOTAL MEN WCMEN 100.0 100.0 IOOo0 BRANO USUALLY SMOKED NON-FILTERS PALL MALL .2 CANEL LUCKY STRIKE KOOL .3 o3 ALL OTHER ,6 ~OR~AL-FLAVOR FILTERS WINSTON. TOTAL MINSTON KING 12.8 WlNSTCN SUPER KING 1.3 MARLI~ORO KING M~RLOORO IOOMM RALEIGH~ TOTAL RALEIGH KING RALEIGH lOOHH VICEROY, TOTAL 1o0 VICEROY KING o9 VICEROY |OOMM L~F;, TOTAL L£M KING L&M IOOHH ,I ~ENSON 6 HEDGES, TOTAL 1.2 37,7 36,1 1,6 .1 o3 o9 ~9 .3 .1 .1 o2 .2 .5 12.1 10.7 37°7 1.~ °? .2 .2 .7 JOB NO 40212 m PERSONS 14 TO 17, APRIL, 1974 L8C6 bbOOS II I II TABLE ZA -6*