title: Cigarette price and other factors associated with brand choice and brand loyalty in Zambia: findings from the ITC Zambia Survey.
abstract: OBJECTIVE
  Little is known about cigarette pricing and brand loyalty in sub-Saharan Africa. This study examines these issues in Zambia, analysing data from the International Tobacco Control (ITC) Zambia Survey.
  
  
  METHODS
  Data from Wave 1 of the ITC Zambia Survey (2012) were analysed for current smokers of factory-made (FM) cigarettes compared with those who smoked both FM and roll-your-own (RYO) cigarettes, using multivariate logistic regression models to identify the predictors of brand loyalty and reasons for brand choice.
  
  
  RESULTS
  75% of FM-only smokers and 64% of FM+RYO smokers reported having a regular brand. Compared with FM-only smokers, FM+RYO smokers were, on average, older (28% vs 20% ≥40 years), low income (64% vs 43%) and had lower education (76% vs 44% < secondary). Mean price across FM brands was ZMW0.50 (US$0.08) per stick. Smokers were significantly less likely to be brand loyal (>1 year) if they were aged 15-17 years (vs 40-54 years) and if they had moderate (vs low) income. Brand choice was predicted mostly by friends, taste and brand popularity. Price was more likely to be a reason for brand loyalty among FM+RYO smokers, among ≥55-year-old smokers and among those who reported being more addicted to cigarettes.
  
  
  CONCLUSIONS
  These results in Zambia document the high levels of brand loyalty in a market where price variation is fairly small across cigarette brands. Future research is needed on longitudinal trends to evaluate the effect of tobacco control policies in Zambia.
authors: Arnold School of Public Health, University of South Carolina, Columbia, South Carolina, USA.
authors: Ramzi G
authors: RG
authors: Salloum
authors: University of Zambia School of Medicine, Lusaka, Zambia.
authors: Fastone
authors: F
authors: Goma
authors: School of Economics, University of Cape Town, Cape Town, Republic of South Africa.
authors: Grieve
authors: G
authors: Chelwa
authors: Arnold School of Public Health, University of South Carolina, Columbia, South Carolina, USA.
authors: Xi
authors: X
authors: Cheng
authors: Institute of Economic and Social Research, University of Zambia, Lusaka, Zambia.
authors: Richard
authors: R
authors: Zulu
authors: Department of Psychology, University of Waterloo, Waterloo, Ontario, Canada.
authors: Susan C
authors: SC
authors: Kaai
authors: Department of Psychology, University of Waterloo, Waterloo, Ontario, Canada.
authors: Anne C K
authors: AC
authors: Quah
authors: Arnold School of Public Health, University of South Carolina, Columbia, South Carolina, USA.
authors: James F
authors: JF
authors: Thrasher
authors: Department of Psychology, University of Waterloo, Waterloo, Ontario, Canada Ontario Institute for Cancer Research, Toronto, Ontario, Canada School of Public Health and Health Systems, University of Waterloo, Ontario, Canada.
authors: Geoffrey T
authors: GT
authors: Fong
mesh_terms: D000293:Adolescent; D000328:Adult; D000367:Age Factors; D002755:Choice Behavior; D003132:Commerce / Q000191:economics*; D003430:Cross-Sectional Studies; D004522:Educational Status; D005260:Female; D006801:Humans; D007182:Income; D016015:Logistic Models; D008297:Male; D008875:Middle Aged; D015999:Multivariate Analysis; D012907:Smoking / Q000191:economics / Q000453:epidemiology*; D062789:Tobacco Products / Q000191:economics* / Q000706:statistics & numerical data; D055815:Young Adult; D015024:Zambia / Q000453:epidemiology
keywords: Economics; Global health; Hand-rolled/RYO tobacco; Low/Middle income country; Price
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