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Nicotine & Tobacco Research Advance Access published online on November 16, 2009
Nicotine & Tobacco Research, doi:10.1093/ntr/ntp166
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© The Author 2009. Published by Oxford University Press on behalf of the Society for Research on Nicotine and Tobacco. All rights reserved. For permissions, please e-mail: journals.permissions@oxfordjournals.org

Test marketing of new smokeless tobacco products in four U.S. cities

John D. Rogers, Lois Biener and Pamela I. Clark

John D. Rogers, Ph.D., Center for Survey Research, University of Massachusetts Boston, Boston, MA
Lois Biener, Ph.D., Center for Survey Research, University of Massachusetts Boston, Boston, MA
Pamela I. Clark, Ph.D., Department of Public and Community Health, School of Public Health, University of Maryland, College Park, MD

Corresponding Author: John D. Rogers, Ph.D., Center for Survey Research, University of Massachusetts Boston, 100 Morrissey Boulevard, Boston, MA 02125, USA. Telephone: 617-287-7200; Fax: 617-287-7210; E-mail: John.Rogers{at}umb.edu


  Abstract

Introduction: This exploratory study was designed to assess the availability, price, and point-of-purchase marketing strategies for new smokeless tobacco products in 4 test market areas.

Methods: A random sample of 50 gas stations, convenience and food stores, and tobacco shops was selected in each of 4 test market areas. Pairs of observers visited each store, recorded product information, and engaged vendors in conversation about product demand.

Results: Snus was available in 64% of the stores, but availability and price differed by brand. Point-of-purchase marketing also varied by brand on a variety of dimensions and all brands appeared to be marketed primarily to smokers. Camel Snus was described by store attendants as having the highest demand and was also the most expensive of the observed products. In light of the number of test market cities and intensity of promotion at retail locations, Camel Snus was the most intensively marketed product.

Discussion: The results appear to reflect differences in marketing strategy by American snus manufacturers. These strategies may help to predict future marketing of snus and other tobacco products and may provide a baseline for later assessments of product acceptance.

Received: July 21, 2009; Accepted: October 3, 2009
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