BACKGROUND: The rising rate of electronic cigarette use among adult and young people in Indonesia partially attributed to the growing and unregulated retail marketing and promotion. This study aims to portray marketing mix of e-cigarette at vape store and their social media account as well as their selling behaviour to youth below 18 in Denpasar, Bali, Indonesia
METHODS: Audit survey was conducted by trained enumerators at 107 vape stores previously mapped in Denpasar. The audit included observation, photo taking and interview with shopkeepers regarding the 7Ps of marketing mix: product, place, physical evidence, price, promotion, people, process; and selling to youth under 18 years. Then, the promotional content of social media (Instagram) accounts of 24 randomly selected retailers was explored. We performed descriptive analysis.
RESULTS: Almost all (99.07%) stores sold Pod, followed by Mod (95.33%); all sold fruit and milk/creamy e-liquid flavor. Almost half (48.60%) reported the highest nicotine concentration of above 36 mg/mL and median average price of e-liquid at IDR 140.000 ($9.3). We observed varied advertisements and promotions including testers, price discounts, vouchers, and membership. All employed online channels, most frequent was Instagram (99.07%). Shopkeepers who were young, male, with low education were more likely to sell to youth. Of the 24 Instagram accounts, the majority of them posts was images (83.3%), followed by highlight (33.3%) and reels (25.0%). More than 90% of the posts were promoting the products; which include customer testimonies, product reviews, tips and tricks, and information on e-cigarettes. Half of them posted price discount, free items, give away, and others
CONCLUSIONS: Vape store use both conventional and more engaging marketing strategies such as membership benefits, exclusive and comforting ambience and online promotion. The government must urgently ban advertising, promotion and sponsorship as well as regulate selling and distribution of e-cigarette product alongside other tobacco/ nicotine products.