John Player Special King Size
Japanese Qualitative Study
Evaluations of JPS (John Player Special) King Size product:
Opposite to what was generally perceived from the package, most respondents appeared to find the product as "mild" and a high degree of acceptance seemed to exist. Typical descriptions of their impressions of the taste were as follows:
"It's mild. I guess this is a 'for everyone' type of product."
"It tastes like Mild Seven."
"It's similar to Lark Milds."
Some respondents tended to perceive a degree of pungency compared to Mild Seven, but it did not seem to affect the majority of respondents so as to make them reject the product.
The use of a charcoal filter seemed to generate a relatively low degree of excitement among the respondent consumers both at the package stage and the product stage. Although 3 few respondents seemed to dislike "that flavour caused by the charcoal filter", for the rest, the majority of the smokers, use of a charcoal filter was nothing new since most of recently launched brands have a charcoal filter. (Note: More than 80% of cigarettes, both in the domestic sector and imported sector, have charcoal filters. Examples of relatively new charcoal brands are MINE, Cabin, Tender and Caster from JPS (John Player Special) and Lark Milds, More Mild and Parliament 85 from U.S. manufacturers.)
It should be noted that some respondents mentioned that the test product had less "peculiarity" which was said to be found frequently with charcoal ?ˆ” filtered products.