Thursday, 29 January 2015

Cigarette brand loyalty in Australia; a 10 year study

A study co-authored by SPHPM's Dr Genevieve Cowie and a collaboration with the Cancer Council, University of Illinois, University of Waterloo and the Canada Ontario Institute for Cancer Research has sought to explore cigarette brand loyalty within Australia, seeking to determine fluctuations in brand choice and its relationship to sociodemographic factors in different communities.

The study utilised data over a 10 year period, parallel to tobacco control policies within Australia, allowing the researchers to identify whether loyalty and choice to a brand was influenced by the introduction of strict cigarette control policies. Data was collected via the International Tobacco Control Policy Evaluation Survey from 2002-2012. Crucial variables were consistency to a single brand of cigarettes for a minimum of a year. Brand stability was also featured as a loyalty measure.

The results indicated that the fluctuation in brand loyalty over the ten year study. The surveys indicated that 95% of the participants had a regular brand of cigarettes they purchased. From this sample, it was also determined that individuals over the age of 25 were less likely to change their brand of cigarettes due to young adults being swayed by their peer group. Participants who shifted cigarette brands were most influenced by the rise in cost of cigarettes with the implementation of stricter cigarette control regulations.

The researchers concluded brand loyalty to cigarettes in Australia has not been influenced or swayed by tobacco control policies since their conception.

Read the full study here.