Table 3

Price segment and flavour characteristics as correlates of relative appeal, taste, and perceived harm of preferred brand variety

More satisfyingMore stylish
Brand characteristicsBivariateAdjusted*BivariateAdjusted*
PriceFlavourB(SE)B(SE)B(SE)B(SE)
USA
 PremiumRegularrefrefrefref
Flavour, no capsule0.05(0.03)0.04(0.03)0.02(0.03)0.01(0.03)
Flavour capsule0.03(0.06)0.07(0.06)0.15(0.05)b0.11(0.05)a
 DiscountRegular−0.43(0.04)c−0.46(0.05)c−0.66(0.05)c−0.59(0.05)c
Flavour, no capsule−0.22(0.06)c−0.26(0.07)c−0.31(0.07)c−0.30(0.07)c
Mexico
 PremiumRegularrefrefrefref
Flavour, no capsule−0.02(0.04)−0.01(0.04)−0.02(0.04)0.00(0.05)
Flavour capsule−0.10(0.08)−0.06(0.08)0.21(0.09)b0.26(0.09)c
 DiscountRegular−0.24(0.04)c−0.28(0.04)c−0.69(0.05)c−0.73(0.05)c
Flavour, no capsule−0.23(0.13)−0.27(0.13)a−0.34(0.12)b−0.35(0.12)c
Flavour capsule−0.19(0.05)c−0.26(0.05)c−0.15(0.05)b−0.13(0.06)a
Australia
 All†Regularrefrefrefref
Flavour, no capsule0.05(0.04)0.04(0.04)0.15(0.04)c0.15(0.04)c
Flavour capsule0.20(0.08)a0.23(0.09)b0.16(0.09)0.060.09
Tastes smootherTastes lighterPerceives as less harmful
BivariateAdjusted‡BivariateAdjusted‡BivariateAdjusted‡
PriceFlavourB(SE)B(SE)B(SE)B(SE)B(SE)B(SE)
USA
 PremiumRegularrefrefrefrefrefref
Flavour, no capsule0.18(0.04)c0.20(0.04)c0.13(0.04)c0.12(0.04)c0.11(0.02)c0.11(0.03)c
Flavour capsule0.15(0.08)a0.25(0.07)c0.09(0.07)0.13(0.07)0.12(0.05)b0.16(0.05)c
 DiscountRegular−0.09(0.05)−0.22(0.05)c0.42(0.05)c0.36(0.05)c0.13(0.03)c0.08(0.03)a
Flavour, no capsule0.09(0.07)0.06(0.07)0.35(0.07)c0.34(0.07)c0.05(0.05)0.05(0.05)
Mexico
 PremiumRegularrefrefrefrefrefref
Flavour, no capsule0.53(0.06)c0.50(0.06)c0.40(0.06)c0.36(0.06)c0.10(0.03)c0.10(0.03)c
Flavour capsule0.44(0.10)c0.48(0.10)c0.18(0.12)0.16(0.13)−0.01(0.06)0.01(0.06)
 DiscountRegular−0.19(0.05)c−0.15(0.05)b−0.05(0.05)0.04(0.05)0.05(0.03)0.06(0.03)a
Flavour, no capsule0.15(0.14)0.16(0.13)0.15(0.18)0.15(0.18)−0.08(0.12)−0.07(0.12)
Flavour capsule0.50(0.06)c0.49(0.07)c0.41(0.08)c0.43(0.08)c0.07(0.03)c0.07(0.03)a
Australia
 All†Regularrefrefrefrefrefref
Flavour, no capsule0.01(0.05)−0.03(0.05)0.02(0.04)−0.01(0.04)−0.10(0.03)c−0.12(0.03)c
Flavour capsule0.23(0.10)a0.27(0.10)b−0.13(0.10)−0.14(0.10)−0.10(0.08)−0.09(0.07)
  • ap<0.05; bp<0.01; cp<0.001.

  • *Models adjust for age, sex, education, income, race (US only), HSI, quit intention, prior quit attempts, survey wave, time in sample.

  • †Australia models do not stratify by price because the sample of flavour capsule users in each price segment is too small to allow for stable estimates.

  • ‡Models adjust for age, sex, education, income, race (US only), HIS, quit intention, prior quit attempts, survey wave, time in sample, and brand characteristics.

  • HSI, heaviness of smoking index.