John Player Special King Size
Japanese Qualitative Study
Awareness of John Player Special brand:
Respondents mentioned many brands but among them Lark, Lark Milds, Marlboro, Kent, Salem, Kool, Dunhill were cited relatively frequently.
On the other hand, John Player Special, Gelbe Sorte, Gitanes were the ones that were mentioned by a few respondents. Respondents used different names for JPS such as "JPS", "John Player Special" and even "JSP" or "the black package".
Country of origin:
Respondents did not seem to be interested in the country of origin. However, when asked, some of them mentioned that U.S. cigarettes tended to be mild and have similar tastes to domestic cigarettes. British cigarettes tended to be seen as having high quality but were "strong" and "somewhat peculiar" in taste/aroma.
Most respondents, irrespective of age and sex, appeared to believe that Japanese domestic products had the best quality in the world or at least equal to U.S. or U.K. cigarettes in quality. Thus, quality was not the reason for purchasing imported cigarettes, it appeared.