在2018年和2021年,美国最销的香烟中,包装特征的变化
Daniel P Giovenco1, Ollie Ganz2, Torra E Spillane1
1Department of Sociomedical Sciences, Mailman School of Public Health, Columbia University, New York, New York.
美国的香烟包装在2018年和2021年之间在颜色和宣传语言方面发生了变化. 虽然"味道"描述词下降了,但促销内容增加了,这表明需要像普通包装这样的以包装为中心的政策.
科学领域:
- 烟草控制研究 烟草控制研究
- 消费者行为研究是消费者行为研究.
- 公共卫生政策分析 公共卫生政策分析
背景情况:
- 香烟包装是关键的营销工具,影响美国消费者的吸引力.
- 了解包装设计的变化对于公共卫生倡议至关重要.
- 销量最高的香烟品牌在很大程度上依赖包装来吸引消费者.
研究的目的:
- 为了记录卷烟包特征在美国最销产品中普遍存在的变化.
- 从2018年到2021年分析主导色彩,描述性文本和促销语言的变化.
- 通过检查包装趋势,为烟草控制战略提供信息.
主要方法:
- 通过使用尼尔森的Scantrack数据,根据2018年和2021年的单元销量确定了美国前50个香烟包.
- 编码购买的包装为主导颜色,描述性文本和促销语言.
- 进行了加权描述性分析,以比较两年之间的特征性流行率.
主要成果:
- 马尔博罗,纽波特和驼占据了最销包装销售额的80%以上.
- 红色主导颜色的普及率下降,而绿色增加,与薄荷销售趋势保持一致.
- "味道"和"新鲜"等描述词下降,但促销语言的普及率大幅上升.
结论:
- 香烟包上的视觉元素和颜色继续隐含地传达属性.
- 增加促销语言可能是一种在更严格的烟草控制措施中保持消费者的策略.
- 专注于包装的政策,如普通包装,可以有效地减少香烟的吸引力和使用.
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