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Marlboro Medium in Saudi Aravia

Buying Intentions

Subsequently, when they asked whether they would buy Marlboro Medium now that they have tried it, responses were mainly positive reflecting interest in purchasing Marlboro Medium, if it were available in the market. Buying consideration was essentially influenced by two factors:
- the desire to try out the new brand and experience and experiment with the taste vis-a-vis their brand
- or having found the taste to be suitable and to their liking and therefore the possibility to switch to Marlboro Medium.
"Surely as I found it more suitable than possible. This experience might not be enough for me to switch to this brand but up till now it's good and suitable.
(Dunhill smoker – National – Jeddah)
"Of course I will buy it and smoke it regularly because taste and flavor are appropriate and the pack is attractive"
(Marlboro Light Smoker – National – Riyadh)
However, those respondents who had a negative reaction to the taste finding it too harsh or too light for them would refrain from buying the cigarette.
"No because I did not like the taste at all, it is harsh, doesn't have the original flavor of Marlboro"
(Marlboro Red smoker – National – Riyadh)
"No it is too light, unsatisfying"
(Benson & Hedges – Arab Expat – Riyadh)
"No it is strong, hot and it caused burning"
(Marlboro Light – Arab Expat Riyadh)

Incidence of Change in Opinion About Marlboro Medium

Furthermore, respondents were asked whether their opinion about Marlboro Medium had changed after the taste test and to understand the area or aspects which have changed and the reason.
For more than half of the respondents, there was no change – in their opinion as Marlboro Medium turned out to be exactly as they had expected: medium, good in quality, taste, flavor. For those whose expectations didn't match, some found it lighter as they thought it would be similar to Marlboro Red, others realized it is stronger than originally foreseen.
The area of changes were namely taste and strength of flavor, percentage of tar and nicotine. Comments to this effects are summarized as follows:
• Flavor:
- too light
- excellent
- same as Marlboro Red
- Marlboro Flavor
- richer than expected
- stronger
- lighter
• Taste:
- light
- lighter than Marlboro Red
- smooth
- excellent, no after taste
- similar to Marlboro Red
- taste of Marlboro
- easier inhalation
- less harshness
- little strong
- same as Marlboro Red
- comfortable on chest
- hot
- causes burning
• % of Tar & Nicotine:
- between Marlboro Red and Marlboro Light
- less than Marlboro Red
- Medium (10. 7)
- low
- too high, higher than expected
• Other areas:
- paper: expected better
- form of cigarette
- color of filter
Supporting Quotes;
"I will switch because there isn't much difference between (medium) it and Marlboro Light"
(Marlboro Light Smoker National – Riyadh)
"I will not switch because its strong and hot"
(Marlboro Light – National – Riyadh)
"I have changed my mind because of the flavor, very good"
(Rothmans smoker – Arab Expat – Jeddah)
"I haven't changed my opinion because its a Marlboro product, tastes good and is comfortable on chest and throat"
(Winston Smoker – Arab Expat – Jeddah)
"Yes, changed to the better"
(Marlboro Light Smoker – National –Jeddah)
"Did not change my mind although when I saw the pack I thought it will be heavier, however it is suitable"
(Marlboro Light Smoker – National – Jeddah)


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