IQOS point-of-sale marketing: a comparison between Arab and Jewish neighborhoods in Israel

Table 2 Point-of-sale IQOS/HEETS marketing strategies, overall and across Arab vs. Jewish neighborhoods

Variable	Total (n = 69) n (%)	Population group		p value^†
Variable	Total (n = 69) n (%)	Arab (n = 21) n (%)	Jewish (n = 48) n (%)	p value^†
Number of HEETS flavors*
< 4	22 (32.8)	14 (66.7)	8 (17.4)	< 0.001
4–5	20 (29.9)	5 (23.8)	15 (32.6)
All 6	25 (37.3)	2 (9.5)	23 (50.0)
Special display*	30 (44.8)	5 (25.0)	25 (53.2)	0.034
Promotions to points-of-sale*
Free HEETS samples	13 (21.3)	4 (20.0)	9 (22.0)	1.000
Price discounts for the retailer’s own purchase of HEETS/IQOS	18 (29.5)	8 (42.1)	10 (23.8)	0.174
Paraphernalia	7 (10.6)	6 (30.0)	1 (2.2)	0.002^#
Other gifts^§	6 (9.7)	4 (20.0)	2 (4.8)	0.079^#
Price discounts, rebates, or incentives based on promoting their products	27 (41.5)	7 (36.8)	20 (43.5)	0.621
Incentives for sales of their products	22 (33.8)	5 (25.0)	17 (37.8)	0.315
Invitations to IQOS parties or events	20 (29.9)	10 (47.6)	10 (21.7)	0.032
Promotions to customers*
Free HEETS samples	4 (6.7)	1 (6.3)	3 (6.8)	1.000^#
Other gifts^‡	5 (8.3)	3 (18.8)	2 (4.5)	0.112^#
Price promotions^$	7 (11.9)	1 (7.1)	6 (13.3)	1.000^#
Price discounts	23 (37.7)	3 (18.8)	20 (44.4)	0.069
Coupons	6 (10.5)	1 (6.7)	5 (11.9)	1.000^#
Special prices for members	4 (6.9)	2 (12.5)	2 (4.8)	0.303^#
Advertisements by the retailer*
Any form of ads	38 (58.5)	10 (50.0)	28 (62.2)	0.356
Online	5 (7.7)	0 (0.0)	5 (11.1)	0.313^#
Social media	3 (4.8)	1 (5.0)	2 (4.7)	1.000^#
Print media	2 (3.1)	1 (5.0)	1 (2.3)	0.531^#
Inside the point-of-sale	37 (58.7)	10 (50.0)	27 (62.8)	0.337

^†Chi square test, unless stated otherwise. ^#Fishers exact test. *Missing: Number of HEETS flavors n = 2; Special display n = 2; Promotions to points-of-sale: free HEETS samples n = 8; price discounts for your own purchases n = 8; paraphernalia n = 3; other gifts n = 7; price discounts, rebates, or incentives based on promoting their products n = 4; incentives for sales n = 4; invitations to parties n = 2; Promotions to costumers: free HEETS samples n = 9; paraphernalia is zero for all points-of-sale; other gifts n = 9; price promotions n = 10; price discounts n = 8; coupons n = 12; special prices for members n = 11; Special discounts for military/students was zero for all points-of-sale; Advertisements: any form of ad n = 4 (if all items were missing); online n = 4; social media n = 6; print media n = 5; inside the point-of-sale n = 6. ^§Other gifts given to retailers included lighters, lighter stands, and entering a draw for flights abroad. ^‡Other gifts given to customers included lighters. ^$Price promotions offered to customers such as buy one get one free, 2 NIS off the price of HEETS, or buy IQOS and get a free HEETS package. Bold indicates between-group statistically significant differences (Bonferroni correction)

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