在墨西哥和菲律宾的年轻成年吸烟者中,他们对香味香烟包装设计的共享看法
Graziele Grilo1, Jennifer L Brown1, Joanna E Cohen1
1Institute for Global Tobacco Control, Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, United States.
Tobacco induced diseases
|July 28, 2023
概括
墨西哥和菲律宾的年轻人同样感觉到香味香烟包装的设计,识别颜色和图像,信号风味,吸引年轻的吸烟者. 这表明了针对全球年轻人的共同营销策略.
科学领域:
- 控制烟草的控制方式
- 营销研究 营销研究 研究
- 公共卫生 公共卫生
背景情况:
- 烟草公司认识到,各国都有一个共同的年轻人市场.
- 在国际上采用类似的营销方法.
- 这项研究考察了墨西哥和菲律宾的年轻成年人对口味香烟包的看法.
研究的目的:
- 调查年轻人对香味香烟包装的看法,包括那些含有香味囊的香烟包装.
- 为了比较墨西哥和菲律宾的年轻吸烟者之间的这些看法.
主要方法:
- 对墨西哥的五个重点小组和菲律宾的四个重点小组的二次分析.
- 参与者是年轻的成年吸烟者 (18-24岁),按性别分开.
- 对转录和翻译数据进行主题分析,并进行跨国比较.
主要成果:
- 香味囊香烟可以通过包装设计图像来识别.
- 包装颜色用于表示口味并增强吸引力.
- 年轻成年吸烟者认为年轻人和新吸烟者是目标受众.
结论:
- 墨西哥和菲律宾的年轻吸烟者对口味香烟包装的设计有着相似的解释.
- 这些发现表明,针对年轻人的成功,全球应用的营销策略是成功的.
- 有证据支持实施普通包装,禁止口味,并利用跨司法管辖区的数据来制定烟草控制政策.
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