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Purpose of the Product
These smokers perceived that the reason VSSS were marketed was to appeal to more
of the female smoking population. The thinness of the product and the attractive
packaging suggested that this was a cigarette for the female who wanted to look
"dressed up" when out on the town or at a social event.
After Trial--Likes and Dislikes
The primary like of VSSS was the attractive packaging. Only a couple of smokers
said they liked VSSS for the low smoke. Overall, there were not that many dislikes
concerning the product. The dislikes which were most frequently mentioned were
intensity, thinness, and hard draw. As with any new cigarette, comments are
expected concerning intensity--if for no other reason than it is not the consumer's
regular brand. Those who perceived that VSSS self-extinguish in the ashtray said
hat this was more of an annoyance than a problem. Some felt that they were not
getting their money's worth because the cigarette was thin. Of those who noticed
that the ash stayed on longer, half liked and half disliked this aspect. During the
discussion on likes and dislikes only twenty percent gave unsolicited comments on
the topic of low smoke.
Suggestions for Improvements
The number one suggestion for improvement was to make a low smoke product that
was full circumference 100 (25 mm) or at least the circumference of a regular
Virginia Slims (23mm). The second suggestion was to reduce and/or increase
strength.
Low Visible Smoke
When asked if it was important to have the option of low smoke, over a half replied
yes. One third did not think this benefit was important. The remaining smokers had
never thought about the concept of low smoke cigarettes. Quite a few who spoke
favorably about low smoke also were thinking in terms of an odorless product. In
other words, they perceived that low smoke and odorless, or at least a lighter odor,
went hand in hand. These smokers felt that low smoke would be less annoying to
the nonsmoker as well as smokers (e.g., to the VSSS smoker lingering odors)
When these smokers were smoking VSSS, neither smokers nor nonsmokers made
2022156004
Source: https://www.industrydocuments.ucsf.edu/docs/fxxj0037

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