Personas

Brynna is a 21-year-old daily smoker who buys her own cigarettes and usually smokes around seven cigarettes per day. Her routine is steady but not heavy: one cigarette before leaving for the day, a couple during breaks, one after meals, and the rest in the evening when she is winding down. She tends to buy single packs rather than cartons because she tracks spending week to week, but she is still willing to pay more for brands she sees as smoother and more consistent. Belmont fits her current preferences because it is a premium Canadian brand priced among the more expensive mainstream options and is often associated by consumers with a smooth draw. Benson & Hedges is also compatible because it is positioned as a premium brand in Canada with variants that include smoother styles. Brynna is fairly loyal within this premium set and does not usually trade down unless prices rise sharply or her usual pack is unavailable.

Garth is a 23-year-old daily smoker who usually buys his own cigarettes on the way to work or while running errands. He smokes regularly but not heavily by his own definition, averaging about 8 cigarettes a day, with most tied to breaks, commuting, and after meals. His current brands are Next and Canadian Classics because both fit his value-oriented buying style: Next is strongly value focused and priced below premium brands, while Canadian Classics is also positioned as a Canadian value brand with richer and smoother variants. He is not especially drawn to premium image; he mainly wants a familiar cigarette at a price that does not feel excessive.