Heated Tobacco Market -Jordan
Consumer Usage & Competitive Research | Amman, Jordan | 450 Participants | Three Weeks
The Client Objective The study was designed to understand the adoption and consumption of heated tobacco products among adults in Jordan. The client wanted to compare three leading brands and understand how consumers evaluated their devices, consumables, accessories, and pricing. The research also explored what influenced consumers to select one brand over another and why some users eventually switched to a competing brand. The Research Approach Nexus JO conducted a structured consumer study with 450 adult heated tobacco users and purchasers across Amman. Participants were carefully screened according to their purchase and usage history. The research included: Current heated tobacco users Verified device purchasers Consumers who purchased from authorized sales channels Users of each of the three leading brands Lapsed users who had previously used one brand and switched to another This structure provided a more complete view of the market, covering current behavior, actual purchasing decisions, and brand-switching patterns. What the Study Explored The research examined: Awareness and usage of the three leading brands Heated tobacco device ownership Purchase location and channel Device and consumable usage frequency Reasons for choosing a particular brand Brand satisfaction and perceived performance Use and purchase of device accessories Price perceptions and affordability Comparison of device and consumable prices Reasons for switching between competing brands Barriers to continued usage Future purchase and usage intentions The Main Challenge The most significant recruitment challenge was identifying genuine device purchasers. Many heated tobacco users had not purchased their devices themselves. Some had received them as gifts, borrowed them, or obtained them through informal or non-authorized retail channels. However, the study required participants who had made a genuine purchase through an authorized outlet and could provide reliable feedback about the complete purchase journey. The Nexus JO recruitment team therefore applied detailed screening to distinguish between: Device users and actual purchasers Purchases from authorized outlets and informal shops Current users and former users Loyal customers and brand switchers This verification process was essential to ensure that the final sample reflected real purchasing behavior rather than usage alone. Understanding Brand Switching The study included lapsed users who had previously used one heated tobacco brand before moving to a competitor. Their experiences helped explore: What caused dissatisfaction with the previous brand What attracted them to the competing product The influence of device performance and availability The role of pricing and ongoing consumption costs The effect of consumable and accessory availability Whether they intended to remain with the new brand Including these consumers provided valuable insight into both brand retention and competitive switching. Price and Value Comparison Pricing was assessed across the three leading companies to understand how consumers perceived the overall value of each proposition. The comparison covered: Initial device price Ongoing consumable costs Accessory costs Perceived product quality Value for money The role of promotional offers The influence of price on brand selection and switching This helped the client understand whether purchasing decisions were driven primarily by price or by the complete product experience. Quality-Controlled Recruitment Throughout fieldwork, the Nexus JO team monitored: Participant eligibility Adult-user requirements Device ownership and purchase history Authorized purchase channels Current and previous brand usage Brand-switching status Sample distribution across the three brands Interview completeness and data quality
The Result
Nexus JO successfully completed the study with 450 qualified participants in Amman within three weeks. The project provided a detailed picture of Jordan’s heated tobacco market, including genuine purchasing behavior, brand performance, price perceptions, accessory usage, and the reasons consumers remain loyal or switch to competitors. The findings supported a clearer understanding of how the three leading brands compete for adult consumers in the Jordanian market. Project at a Glance Market: Amman, Jordan Target Group: Adult heated tobacco users and purchasers Sample Size: 450 participants Fieldwork Duration: Three weeks Research Focus: Usage, purchasing, pricing and competitive comparison Brands Evaluated: Three leading heated tobacco brands Additional Segment: Lapsed users and brand switchers Key Challenge: Identifying genuine purchasers from authorized channels Need to Understand a Competitive Consumer Market? Nexus JO combines detailed participant screening, local market knowledge, and quality-controlled fieldwork to reach specialized consumer segments and uncover the reasons behind product choice, loyalty, and brand switching. Contact Nexus JO to discuss your next consumer usage, pricing, or competitive market study.