Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland
Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland
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DOI：
10.1136/tobaccocontrol-2018-054322
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发表时间：
2018-11-01
期刊：
影响因子：
5.2
通讯作者：
Vallone, Donna
中科院分区：
文献类型：
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作者：
Hair, Elizabeth C.;Bennett, Morgane;Vallone, Donna
目的研究消费者对加热烟草产品IQOS的看法、态度和行为，并记录该产品的营销策略，以确定其对青少年和年轻人的吸引力。方法真理倡议与火烈鸟合作，通过以下方式收集定性数据：（1）专家访谈，（2）IQOS包装和营销材料的符号学分析，以及（3）12个瑞士成年人焦点小组（年龄19-44岁; 2016年6月6日至9日）和日本（20-39岁; 2016年6月22日至24日）结果专家访谈和IQOS包装和市场分析显示，该产品正在作为一种清洁、别致和纯净的产品销售，这在日本引起了很好的共鸣，因为日本有秩序、清洁、质量和尊重他人的强烈文化价值观。焦点小组的结果表明，日本IQOS用户使用该产品与非吸烟者进行社交。日本和瑞士的焦点小组参与者报告说，与可燃香烟相比，该产品的满意度较低，尽管许多人认为产品包装很吸引人。虽然与会者确定了几个好处和障碍有关的IQOS，很少有人报告任何潜在的健康益处的使用相比，可燃烟草products.Conclusion IQOS作为一个复杂的，高科技和理想的产品销售。由于青年和年轻人对这种产品定位更感兴趣，这种方法引起了对青年吸引力的一些关注。这项研究表明，文化因素似乎会影响这种信息的吸引力，这表明流行率和吸收数据可能不会在国家之间相似。
Objective To examine consumer perceptions, attitudes and behaviours regarding the heated tobacco product, IQOS, as well as to document the product's marketing strategies to determine its potential for appealing to youth and young adults.Method Truth Initiative, in collaboration with Flamingo, collected qualitative data via: (1) expert interviews, (2) semiotic analysis of IQOS packing and marketing materials, and (3) 12 focus groups with adults in Switzerland (ages 19-44 years; June 6-9, 2016) and Japan (ages 20-39 years; June 22-24, 2016) (n=68 for both groups).Results Expert interviews and IQOS packing and marketing analyses revealed the product is being marketed as a clean, chic and pure product, which resonated very well in Japan given the strong cultural values of order, cleanliness, quality and respect for others. Focus groups results indicated Japanese IQOS users used the product for socialising with non-smokers. Focus group participants in both Japan and Switzerland reported lower levels of satisfaction with the product relative to combustible cigarettes, although many found the product packaging to be appealing. While participants identified several benefits and barriers related to IQOS, few reported any potential health benefits of use compared with combustible tobacco products.Conclusion IQOS was marketed as a sophisticated, high tech and aspirational product. Because youth and young adults are more interested in such product positioning, this approach raises some concern about youth appeal. This research shows cultural factors appeared to affect the appeal of this messaging, indicating that prevalence and uptake data will likely not be similar from country to country.