John Player Special King Size
Japanese Qualitative Study
(In-depth Personal Interviews)
Evaluations of JPS (John Player Special) King Size (soft pack):
Although the reactions shown by these respondents were relatively favorable compared to the respondents in the groups, the overall image perceived from JPS (John Player Special) King Size pack design itself tended to be similar to what was described by the group respondents.
The package was also said to connote an image of "night" and something to smoke on special occasions but not suited for "after sports" occasions or a casual atmosphere. Perceived product image was also a strong and pungent one.
As a result, more than half of the respondents had a negative attitude when asked if the perceived product was suited for themselves, although they had imagined a relatively mild cigarette suited for the young smokers from the logo.
Compared to relatively "strong" and "pungent" image respondents perceived from the package, the actual product was described to be "mild" and "suited for everyone".
With regard to the charcoal filter, three respondents noticed It from the taste. On the other hand, two respondents mentioned that they did not think charcoal was used in the filter. However, the overall attitude was neither positive nor negative as far as the charcoal filter was concerned.