A new Maxwell paired comparison model: application to a study of the effect of nicotine levels on cigarette brand choices

In this article, we propose a new choice model to assess the influence of nicotine level over the choice behaviors of smokers in selecting different brands of cigarette. The objectives of the study are met by considering three most commonly used cigarette brands in Pakistan, which are Benson & Hedges (BH), Marlboro (Ma) and Gold Leaf (GL). The data are gathered through a balance paired comparison (PC) experiment where 150 smokers, aged 25- 35 years, are asked about their preferences to the aforementioned brands.