Marlboro Medium in Saudi Aravia
6. Pack Text Recollection
Prior to discussing the aspect of tar and nicotine levels, respondents were asked to recollect spontaneously the text written on a cigarette pack.
Majority of respondents across both nationalities clearly remember the name of the brand and the governmental warnings i.e. cigarette smoking is harmful to the health.
Among other recollections were:
* Name of manufacturing company ] (mentioned by over half the sample)
* Company of manufacture ] (mentioned by over half the sample)
* Date of manufacture
* Length of the Cigarette
* Percentage of Tar and Nicotine
* Whether the cigarette is light or heavy
7. Knowledge of Tar/Nicotine Numbers
In order to measure the level of awareness regarding the tar and nicotine factor and the association of the indicated numbers to the heaviness or lightness of the cigarette, respondents were queried on their knowledge of these numbers and their importance and implication.
All respondents were aware of the tar and nicotine numbers present in a cigarette.
There was a general consensus that levels of tar and nicotine are associated with health issues i.e. greater the tar nicotine level, the more heavy the cigarette and greater its impact on the health. Thus it is indicative of whether the cigarette is light or heavy and this is required for the smoker to determine his own choice. Therefore, in response to the query regarding the need to indicate the numbers on the pack, there was a unanimous agreement amongst respondents on this issue. Therefore, it is necessary that these two factors are mentioned on the pack in order to be able to decide on the type of cigarette desired to be smoked.
"Levels of tar and nicotine indicates if a cigarette is light or heavy. It certainly affect the buying decision"
(National – Riyadh – Marlboro Red Smoker)
"It is important to know these levels so we could maintain our health". (Arab Expat – Riyadh – Marlboro Light Smoker)
"Nicotine level should be low to reduce the dangers of smoking"
(Arab Expat – Jeddah – Light Smoker – Kent)
"% of tar and nicotine is important, are of the reason I switched to Marlboro Light is to have a cigarette with less tar and nicotine"
(Arab Expat – Riyadh – Marlboro Lights Smoker)
"High level of tar and nicotine makes a harsh cigarette and if somebody has problems in the throat, the he should know about it"
(National ~ Jeddah – Merit Light Smoker)