Marlboro Medium in Saudi Aravia
Comparison of Strength of Flavor Vis-A-Vis Initial Expectations
Respondents were then asked whether after tasting Marlboro Medium it was found to be lighter or stronger than they had previously anticipated and the reason for such a difference.
More than half of the respondents, irrespective of the brand they are currently smoking, found it lighter than expected. This is mainly due to the fact that they visualized it to be closer to Marlboro Red because of the red color of the pack and also because most people when they think of Marlboro they automatically visualize Marlboro Red rather than Light.
More than one-third of the respondents found that the strength of flavor matched their expectations as the cigarette was exactly as they had imagined it would be: between Marlboro Red and Marlboro Light Only a few found it to be stronger than anticipated because of the burning and the heat it caused in the throat.
"Little lighter than expected I expected it would be stronger because it looks like Marlboro Red"
(Marlboro Light smoker – National – Riyadh)
"I expected it to be closer to Marlboro Red but it's closer to Marlboro light"
(Marlboro Red – Light Smoker – Arab Expat – Riyadh)
"As expected, it is between Marlboro Red and Marlboro White" (Winston Smoker – Riyadh)
"Same as expected. Medium tar and nicotine"
(Marlboro light smoker – Arab Expat – Jeddah)
"Stronger, it caused heat in the throat"
(Marlboro White – Arab Expat – Riyadh)
"It's heavier than I imagined"
(Marlboro Red Smoker – Arab Expat – Riyadh)