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Theoretical Background and research questions/hypothesis:
iQOS, a battery-powered nicotine delivery device developed by Philip Morris, is currently being test-marketed in Japan and Switzerland. The pen-like device heats tobacco to deliver the taste and smell of a traditional cigarette, but with less odor and no ash. The objective of this study is to examine consumer perceptions, attitudes, and behavior in addition to marketing strategies related to the product in both markets, and how this might translate in the US market.Methods:
The contextual study gathered information on ways iQOS is being marketed to younger consumers such as the signs, symbols, current debates, and developments in smoking technologies and youth culture. In addition, iQOS branding (packaging, retail spaces, and point-of-sale materials) was analyzed to understand what the brand is communicating. The consumer study included six focus groups of iQOS consumers in Japan (ages 20-39) and Switzerland (ages 19-44) in 2016. Participants included full iQOS converters, partial converters (dual users), those who tried but rejected iQOS and those who were aware of iQOS.Results:
The overall consumer perceptions in both markets suggest that consumers were drawn to the chic marketing of iQOS, its high tech appearance, as well as the lack of ash and reduced smell. However, some were wary of the potential health benefits and high price point, and, on a functional level, believed iQOS felt unfamiliar and complicated to use.Conclusions:
iQOS is currently still finding its footing in marketing in other countries. With respect to young people, barriers to uptake include the high cost of the iQOS product. It is not clear how this product would compete with the vape culture in the US.Implications for research and/or practice:
Results suggest that while barriers do exist, there are areas for concern for the US market, including appeal to young adult smokers and the possibility of facilitating dual-use behavior.