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Marketing practices of vapor store owners

Author

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  • Cheney, M.
  • Gowin, M.
  • Wann, T.F.

Abstract

Objectives. We examined the marketing strategies for local vapor stores in a large metropolitan area in Oklahoma. Methods. Vapor store owners or managers (n = 33) participated in individual interviews regarding marketing practices in 2014. We asked owners about their marketing strategies and the groups they targeted. We transcribed the interviews and analyzed them for themes. Results. Store owners used a variety of marketing strategies to bring new customers to their stores and keep current customers coming back. These marketing strategies showed many parallels to tobacco industry strategies. Most owners engaged in some form of traditional marketing practices (e.g., print media), but only a few used radio or television advertising because of budget constraints. Owners used social media and other forms of electronic communication, pricing discounts and specials, and loyalty programs. Owners also had booths at local events, sponsored community events, and hosted them in their stores. Owners attempted to target different groups of users, such as college students and long-term smokers. Conclusions. Local vapor store marketing practices closely resemble current and former tobacco industry marketing strategies. Surveillance of marketing practices should include local and Web-based strategies. © 2015, American Public Health Association Inc. All rights reserved.

Suggested Citation

  • Cheney, M. & Gowin, M. & Wann, T.F., 2015. "Marketing practices of vapor store owners," American Journal of Public Health, American Public Health Association, vol. 105(6), pages 16-21.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2015.302610_4
    DOI: 10.2105/AJPH.2015.302610
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    Cited by:

    1. Zongshuan Duan & Katelyn F. Romm & Lisa Henriksen & Nina C. Schleicher & Trent O. Johnson & Theodore L. Wagener & Steven Y. Sussman & Barbara A. Schillo & Jidong Huang & Carla J. Berg, 2022. "The Impact of Recent Tobacco Regulations and COVID-19 Restrictions and Implications for Future E-Cigarette Retail: Perspectives from Vape and Vape-and-Smoke Shop Merchants," IJERPH, MDPI, vol. 19(7), pages 1-15, March.
    2. Tessa Langley & Rebecca Bell-Williams & Julie Pattinson & John Britton & Manpreet Bains, 2019. "‘I Felt Welcomed in Like They’re a Little Family in There, I Felt Like I Was Joining a Team or Something’: Vape Shop Customers’ Experiences of E-Cigarette Use, Vape Shops and the Vaping Community," IJERPH, MDPI, vol. 16(13), pages 1-11, July.
    3. Lei Wang & Yongcheng Zhan & Qiudan Li & Daniel D. Zeng & Scott J. Leischow & Janet Okamoto, 2015. "An Examination of Electronic Cigarette Content on Social Media: Analysis of E-Cigarette Flavor Content on Reddit," IJERPH, MDPI, vol. 12(11), pages 1-20, November.
    4. Sheila Yu & Patricia Escobedo & Robert Garcia & Tess Boley Cruz & Jennifer B. Unger & Lourdes Baezconde-Garbanati & Leah Meza & Steve Sussman, 2018. "A Descriptive Longitudinal Study of Changes in Vape Shop Characteristics and Store Policies in Anticipation of the 2016 FDA Regulations of Tobacco Products, Including E-Cigarettes," IJERPH, MDPI, vol. 15(2), pages 1-13, February.
    5. Joseph G. L. Lee & Heather D’Angelo & Jaleel D. Kuteh & Ryan J. Martin, 2016. "Identification of Vape Shops in Two North Carolina Counties: An Approach for States without Retailer Licensing," IJERPH, MDPI, vol. 13(11), pages 1-7, October.

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