John Player Special King Size
Japanese Qualitative Study
(In-depth Personal Interviews)
In-depth personal interviews were carried out with six regular smokers of imported brands. Respondents were all males. Five of them were working and one was a student.
The respondents were ail regular smokers of imported brands (Lark Milds: 2, Marlboro: 2, Salem: 1, and Kool: 1). Overall level of knowledge and experience concerning imported cigarettes seemed to be higher than both occasional smokers of imported brands and those who smoked domestic brands only.
All six respondents were aware of the JPS (John Player Special) logo through various media including motor racing poster/magazine article. Two of them were aware of the full name, John Player Special, and had smoked JPS (John Player Special) cigarettes before.
Regarding the country of origin, five respondents mentioned U.K. from the gold and black logo coloring and one named U.S. from the logo design.
Respondents' general images of U.S. cigarettes were "colorful package", "mild taste", "somewhat strong aroma", "cheerful (AKARUI)" and "casual".
On the other hand, images of U.K. cigarettes were "stylish ?ˆ” refined", "mild but not as mild as U.S. or Japanese", "strong aroma", "traditional", and "formal".
It appeared that respondents tended to prefer such images that were described for U.S. cigarettes in general. In other words, U.S. cigarettes seemed to have the most "contemporary" image.