The tobacco products industry is a long-established, large-scale and far-reaching industry. The global tobacco market is 867.62 billion billion US dollars in 2022, and the annual compound annual growth rate of revenue is expected to be 2.6 during the forecast period. However, the tobacco industry is also an industry full of challenges and opportunities. With the changing needs and preferences of consumers and the strengthening of government regulation and intervention, tobacco enterprises need to constantly understand and adapt to the dynamics of the market in order to maintain competitiveness and sustainable development. Consumer research is an important means for tobacco companies to gain market insight and formulate strategies. By effectively collecting, analyzing and using consumer data and information, tobacco companies can better meet consumer needs, improve consumer satisfaction and loyalty, and enhance brand influence and value.

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting Company has been involved in market research business since 2008. In the past 14 years, it has experienced and witnessed the rapid development of China's market research industry. It has provided professional market research and related consulting services to more than 5000 customers, and has served customers covering multiple industries. In the field, it has become the most influential domestic leading brand in market research in China, and has won the "China Market Research Customer Satisfaction Best Brand Award", it has the "the People's Republic of China Foreign-related Investigation License" issued by the National Bureau of Statistics of China ". Shangpu Consulting has rich experience and professional team in consumer research in the tobacco products industry. It has provided high-quality consumer research services to many tobacco companies and helped them obtain valuable market insights and strategic suggestions. Taking Shangpu Consulting as an example, this paper shares several successful cases of consumer research in the tobacco products industry, including market segmentation, behavior analysis, satisfaction evaluation, new product testing, etc. of tobacco consumers, as well as the methods, tools and techniques used in these cases. This paper also summarizes the experience and lessons of Shangpu Consulting Company in the consumer research of tobacco products industry, and provides some enlightenment and suggestions for tobacco enterprises and other relevant stakeholders.

Case1: Tobacco Consumer Market Segmentation

Market segmentation refers to the process of dividing a large homogeneous market into several sub-markets with similar needs, preferences or characteristics in order to more effectively meet different consumer groups. Market segmentation is the basis of marketing, but also an important part of consumer research, through market segmentation, tobacco companies can more clearly understand the needs and behavior of consumers, more accurate positioning of the target market, more effective development of products, prices, channels and promotional strategies, thereby increasing market share and profits.

Shangpu Consulting once provided research services on tobacco consumer market segmentation for a well-known domestic tobacco company. The company mainly produces and sells high-end tobacco products. It is facing the challenges of intensified market competition and diversified consumer needs. Through market segmentation, it hopes to find its potential target market and consumer groups, as well as their needs and preferences, so as to optimize its product mix and market strategy. Champu Consulting has used a variety of methods and tools to conduct a comprehensive tobacco consumer market segmentation research for the company, including the following steps:

Step 1: Determine the purpose and basis of market segmentation. Shangpu Consulting Company has conducted in-depth communication and discussion with the enterprise, and clarified the purpose and scope of market segmentation, that is, to find the most potential target market and consumer group for the enterprise's high-end tobacco products, as well as their needs and preferences. At the same time, Shangpu Consulting has also determined the basis for market segmentation, which is based on the geographic, demographic, psychological and behavioral characteristics of consumers.

Step 2: Collect and analyze market data. Using its rich data resources and professional data analysis capabilities, Shangpu Consulting has collected and analyzed a large amount of market data for the company, including the development trend of the tobacco industry, the competitive landscape, policies and regulations, the number, structure, distribution, and purchasing power of consumers. Shangpu Consulting has also obtained more first-hand data for the company through a variety of channels and methods, such as questionnaires, in-depth interviews, focus groups, observation methods, etc., such as consumer needs, preferences, attitudes, behaviors, and Satisfaction, loyalty, etc.

Step 3: Market segmentation. According to the basis of market segmentation, that is, the geographical, demographic, psychological and behavioral characteristics of consumers, Shangpu Consulting divides the market into several sub-markets, each with similar consumer groups. Shangpu Consulting uses a variety of market segmentation methods and techniques, such as cluster analysis, factor analysis, discrimination analysis, principal component analysis, etc., to ensure the effectiveness and scientific nature of market segmentation. Champu Consulting eventually divided the enterprise into four main market segments, namely:

High-end taste type: The consumers in this market segment are mainly people with high income, high education and high positions. They have high requirements for the quality, taste and image of tobacco products. They like high-end, luxurious and scarce tobacco products. They think that tobacco products are a symbol of identity and status. They are willing to pay high prices for this and have high brand loyalty to tobacco products, their consumption frequency and quantity are low, their consumption occasions and objects are more specific, they are more concerned about the health risks of tobacco products, and their acceptance of new products is low.

Fashion trend: the consumers in this market segment are mainly young, fashionable and open people. They have higher requirements for the function, innovation and personality of tobacco products. They like novel, unique and diverse tobacco products. They think that tobacco products are a way of life and a way of expressing their personality. They are willing to pay a reasonable price for this, and their brand loyalty to tobacco products is low, their consumption frequency and quantity are higher, their consumption occasions and objects are more extensive, they ignore the health risks of tobacco products, and they have a higher acceptance of new products.

Traditional habit type: The consumers in this market segment are mainly middle-aged, conservative and stable people. They have higher requirements for the cost, utility and trust of tobacco products. They like classic, stable and reliable tobacco products. They think that tobacco products are the satisfaction of habits and needs. They are willing to pay moderate prices for this. They have higher brand loyalty to tobacco products, their consumption frequency and quantity are relatively stable, their consumption occasions and objects are relatively fixed, they agree with the health risks of tobacco products, and their acceptance of new products is low.

Value-rational type: The consumers in this market segment are mainly people with low income, low education, and low positions. They have higher requirements for the price, cost performance, and satisfaction of tobacco products. They like cheap, affordable, and satisfying tobacco products. They think that tobacco products are a way of consumption and enjoyment. They are willing to pay low prices for this, and their brand loyalty to tobacco products is low, their consumption frequency and quantity are more unstable, their consumption occasions and objects are more casual, they are more indifferent to the health risks of tobacco products, and their acceptance of new products is more moderate.

Step 4: Evaluate and select the target market. According to the results of market segmentation, Shangpu Consulting Company evaluates the scale, growth, competition, profit, risk and other indicators of each market segment for the enterprise, as well as the advantages, disadvantages, opportunities, threats and other factors of the enterprise in each market segment, and uses a variety of methods and technologies to evaluate and select the target market, such as Boston matrix, GE matrix, SWOT analysis, etc, to ensure objectivity and reasonableness in the evaluation and selection of target markets. finally, shangpu consulting company recommend two most potential target markets for the enterprise, which are high-end taste type and fashion trend type respectively. the consumer groups of these two market segments are most in line with the positioning and characteristics of the high-end tobacco products of the enterprise, and can best reflect the core competitiveness and brand value of the enterprise. meanwhile, they also have larger market scale and growth space, as well as higher profit margins and lower risk levels.

Case 2: Tobacco Consumer Behavior Analysis

Consumer behavior analysis refers to the process of systematically observing, recording, measuring and explaining the behavior and influencing factors of consumers in the process of purchasing, using and disposing of tobacco products, so as to have a deeper understanding of consumers' motivation, attitude, preference and satisfaction, as well as the internal and external factors that affect consumer behavior. Consumer behavior analysis is an important part of consumer research, but also the core of marketing, through consumer behavior analysis, tobacco companies can more accurately predict and influence consumer behavior, more effectively design and promote tobacco products, thereby increasing consumer loyalty and market share.

Shangpu Consulting once provided research services on tobacco consumer behavior analysis for an internationally renowned tobacco company. The company mainly produces and sells new tobacco products such as e-cigarettes, and faces market uncertainty and consumer unfamiliarity. It is hoped that through consumer behavior analysis, we can understand consumers' cognition, attitude, acceptance and use of their new tobacco products.

Conduct consumer behavior analysis. According to the data and information of consumer behavior, Shangpu consulting company systematically observes, records, measures and explains the behavior and influencing factors of consumers in the process of purchasing, using and disposing of new tobacco products. It uses a variety of methods and techniques of consumer behavior analysis, such as behavior model, behavior equation, behavior tree, etc., to ensure the depth and breadth of consumer behavior analysis. Champ Consulting eventually provided the company with the results and recommendations of consumer behavior analysis in the following areas:

Consumers' cognition of new tobacco products: Shangpu Consulting Company found that consumers' cognition degree and content of new tobacco products are quite different. Some consumers have a higher cognition degree and comprehensive cognition content of new tobacco products. They understand the types, characteristics, advantages and risks of new tobacco products, and they hold a more positive attitude towards new tobacco products, they believe that the new tobacco product is an innovative and progressive product that can provide a better experience and less harm. They have a high acceptance and willingness to use the new tobacco product. They are the main users and promoters of the new tobacco product.

Another part of consumers have a lower degree of cognition and a more one-sided cognitive content to new tobacco products. They know little about new tobacco products or only know some superficial information. They hold a more negative attitude towards new tobacco products. They think that new tobacco products are unreliable and unnecessary products, which cannot replace traditional tobacco products and may even bring more problems and risks, they have a low acceptance and willingness to use new tobacco products, and they are the main rejects and hinders of new tobacco products. Shangpu Consulting Company suggests that the company should adopt different marketing strategies for different consumer groups. For consumers with high cognition and positive attitude, the company should strengthen communication and interaction with them, improve their loyalty and recommend, and use their influence and reputation to expand the market share and popularity of new tobacco products. For consumers with low cognition and negative attitude, the enterprise should increase their education and guidance, improve their awareness and content, change their attitudes and prejudices, increase their acceptance and willingness to use, use their potential and demand, and transform them into users and supporters of new tobacco products.

Consumer purchase behavior of new tobacco products: Shangpu Consulting found that consumers' purchase behavior of new tobacco products is affected by many factors, including personal factors, social factors, situational factors, etc. These factors affect consumers' purchase motivation, purchase process, purchase decision, etc. The main characteristics and patterns of consumer purchase behavior of new tobacco products have been analyzed by Shangpu Consulting, as follows:

Consumers' motivation for purchasing new tobacco products is mainly as follows: one is to meet their own needs and desires, such as improving self-image, enjoying freshness, pursuing health, etc.; the other is to adapt to social expectations and pressures, such as following the trend, integrating into groups, avoiding exclusion, etc.; the third is to solve problems and difficulties, such as reducing tobacco dependence, reducing tobacco costs, avoiding tobacco restrictions, etc.

Consumers' purchase decisions on new tobacco products are influenced by many factors, the most important of which are the following: first, personal factors, such as consumers' gender, age, income, education, occupation, personality, lifestyle, values, etc., which affect consumers' needs, preferences, attitudes, beliefs, etc.; second, social factors, such as the consumer's culture, social class, reference group, family, friends, opinion leaders, etc., these factors affect the consumer's expectations, pressure, influence, imitation, etc.; the third is the situational factors, such as the consumer's time, Place, atmosphere, occasion, mood, state, etc., these factors affect the consumer's sense of urgency, convenience, comfort, emotion, etc.

Consumers' use behavior of new tobacco products: Shangpu Consulting Company found that consumers' use behavior of new tobacco products also has great differences and diversity, which are mainly manifested in the following aspects: First, the frequency of use, that is, the frequency and interval of consumers' use of new tobacco products. Some consumers use it many times a day, some consumers use it once occasionally, and some consumers only use it on specific occasions and at all times; the second is the amount of use, that is, the number and duration of new tobacco products used by consumers each time. Some consumers use multiple cigarettes each time, some consumers use one cigarette each time, and some consumers use half a cigarette each time.