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. Author manuscript; available in PMC: 2020 Mar 1.
Published in final edited form as: J Adolesc Health. 2018 Nov 2;64(3):347–354. doi: 10.1016/j.jadohealth.2018.09.001

Table 1:

Youth market segments in Singapore as identified in PM’s 1986 Market Research Seminar.35

Segment Profile Description Share of smokers age 16–25 Target product and brand
1 Social, carefree, young menthol smokers “A sociable and rather hedonistic group of young people who are concerned about appearances” (pg.251) 28% “Menthol cigarettes which they believe are smoother, milder and cool tasting” (pg.251)
2 Sportive, health conscious, young menthol smokers “Very concerned about the effect of smoking on their health,” “active, independent”, and “interested in sport and an individual lifestyle” (pg.252) 26% “A healthy low tar and nicotine menthol cigarette with a white filter that absorbs tar and nicotine” (pg.252)
3 Ambitious, independent, young, full flavor smokers “Not concerned about the effects of smoking on their health,” “ambitious, individualistic” and “expect to move up in the world.” (pg.252) 25% Not menthol or light; “a strong high quality tobacco flavor” (pg.252)
4 Insecure, conformist, compulsive smokers “Compulsive smokers who believe it is most important to smoke the right brand and be well accepted by others” (pg.253) 21% “An exclusive but trendy popular cigarette, well packaged” (pg.253)