Reports on a qualitative study to investigate smokers' (ages 18-60) attitudes toward the Winston brand family, particulary how Winston's image differs from Marlboro's and what kinds of smokers the two brands appeal to. Describes methods, demographics of the sample and the cigarette brands they smoke, the perceived parallels and similarities between Winston and Marlboro, and the personalities, hobbies, and social orientations of people who smoke Winston, Marlboro, and Camel. Notes that some of the female respondents "feel that cigarettes curb their appetite, so they rely on them for weight control." Reports that the "Winston image tends to be fragmented, composed of disparate characteristics that people have attached to the brand." Discusses in-depth the long-standing Marlboro Country advertising campaign. Includes various tables and charts.
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THE WINSTON BRAND IMAGE
R. J. REYNOLDS TOBACCO COMPANY, INC.
SOCIAL RESEARCH, INC. Project Staff:
November 1982 Sidney J. Levy, Ph.D.
Albert G. Robles
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TABLE OF CONT ENTS Page
I. WINSTON AND MARLBORO:
-PARALLELS AND SIMILARITIES
II. THE SMOKERS 7
III. CIGARETTE BRAND IMAGES 37
IV. IMPLICATIONS 129
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The study reported here is a qualitative investiga-
tion of attitudes toward the Winston brand family.
The study has two primary objectives: (1) to
identify the image of the Winston brand, partic-
ularly as it Is differentiated from the Marlboro
brand Image, and (2) to describe and understand
the smokers to whom these two brands appeal.
Findings are based on personal interviews with
120 respondents in Atlanta, Boston, Houston and
San Francisco. All respondents are between the
ages of 18 and 60, smoke non-menthol cigarettes,
and smoke at least half a pack of cigarettes. a day.
None has participated in any kind of cigarette re-
search in the past 12 months. The sample is com-
posed of four cigarette brand quotas : 40 Winston
smokers, -41 Marlboro smokers, 19 Camel smokers,
and 20 Other Brand smokers. Demographic char-
acteristics of the sample are presented in the
Sample Description tables on the following pages.
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San Francisco 30
Men - 73
W omen 47
CIGARETTE BRAND SMOKED N
M arlboro 41
Pall Mall 2
Pall Mall Gold _ 1
Raleigh Filter King 1
Lucky Strike Filter 1
Parliament Lights 1
Benson a Hedges 1
Virginia Slims 1
Kent Golden Light 100's 1
More Light 100's 1
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SAMPLE DESCRIPTION (continued)
18 to 24 42
25 to 34 47
35 to 60 31
MARITAL STATUS ' N
Divorced /Widowed /Separated 14
FEMALE HEAD OF HOUSEHOLD
No female head of household 34
RESPONDENT EDUCATION N
Some high school 4
High school graduate 45
Some college 52
College graduate 14
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SAMPLE DESCRIPTION (continued)
TOTAL ANNUAL FAMILY INCOME N
$15,000 to $19,999
$20,000 to $24,999
$25,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50, 000 and over
No response 16
NUMBER OF PEOPLE
LIVING IN HOUSEHOLD
Six or more 8
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WINSTON AND MARLBORO:
PARALLELS AND SIMILARITIES
The main thrust of this study is to understand the
image of the Winston brand, particularly as it com-
pares with the Image of the Marlboro brand: At 'a
secondary level, the research also notes the image
of the Camel brand.
For many people, Winston and Marlboro share many
characteristics. The perceived similarities, stemming
from various sources, observations and assumptions,
include the following:
Both brands are regarded as old, long-estab-
lished brands in the cigarette market.
It is widely assumed that these are two of the
most popular cigarette brands.
Smokers of each brand have frequently smoked
the other brand at some point in their smoking
People who do not smoke either brand report
that they have smoked one or both in the past,
generally giving these up in the move toward
For many emokers of each brand, the other
brand would be a likely second choice, or one
they might purchase if their own were not avail-
At a superficial level, the package colors and
graphics are cited as resembling each other.
Underscoring these perceptions is the prevalent
view that the two brands are more directly com-
petitive with each other than with other brands.
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In spite of these resemblances and parallel position-
ings, people are able to make distinctions -- some
subtle, some more overt -- between the two brands
in terms of product characteristics, brand imagery
and likely smokers.
The following chapter discusses the differences be-
tween Winston smokers and Marlboro smokers. Also
included is a briefer discussion of the Camol smoker.
Chapter III will focus on the distinctions that people
make between the brands in terms of product char-
acteristics and imagery.
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This chapter discusses the people who smoke
Winston, Marlboro and Camel: their personalities,
their orientations toward life, and their attitudes'
Winston smokers see themselves as middle-class
eo le who endorse traditional values. They
place importance on ac e ng t e conventional
s goals of different life stages, such as education,
marriage and family, and job success. They re-
member being well disciplined and well behaved as
children. With their commitment to generational
continuity, they seem interested in maintaining
these characteristics and instilling them in their
children. They feel that they are responsible
and dependable adults with a mature outlook on
getting ahead financially and getting what they
want and deserve out of life.
"I work in a furniture store warehouse.
I like photography and camping. I'm
just somebody who tries to achieve the
better, things. I guess people think I'm
a good person. I've got a lot of friends."
(Man, 18-24, Winston Lights)+
"I'm a junior in college majoring in chern-
istry. . I enjoy swimming, boating and
especially skiing. I am also an avid
reader. I have two brothers and a sister.
I would describe myself as outgoing. Other
people say I'm responsible, dependable, fun
to be with. My childhood was like millions
of other middle-class Americans."
(Man, 18-24, Winston Regular)
*Quotat ons are identified by sex, age, and cigar-
ette brand smoked.
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"I sell fittings to nuclear power plants. I
like hunting and water sports. I'm not
married. I'm easygoing. I like to fill my
days having a good time when I'm not at
work. Others would say I'm easygoing.
As a child, I was a pretty good kid, got
along with my folks and with other kids."
(Man, 25-34, Winston Lights)
The take pride in their middle-of-the-road life st le.
They want to be regar as sol types w o can be
counted on to be consistent and predictable. They
avoid extreme positions, preferring the middle ground,
exercising cautious reserve about important moves and
major decisions. Whether they are in white- or blue-
collar occupations, they seem pleased to describe
themselves as average or ordinary.
In their social interactions, they like a smooth, un-
ruffled path. They do not like to make waves by
antagonizing others or by calling undue attention to
themselves. As a result, they feel they are respected
and well liked by an acceptably broad circle of friends.
This is not to suggest that they think of themselves
as weak or indecisive. They feel that they have
strength of character and the maturity to conduct ~
themselves with dignity and in .soc y acc e
ways. In this context, one woman makes the careful
distinction that she is "assertive" rather than "aggres-.
"I'm a salesman on the road selling men's and
boys' soft goods to the retail trade. My in-
terests are family activities, summer trips,
television and sports. We are average middle
class. I'm careful about major decision making.
People think I'm a good, honest, hard-work-
ing person and extremely sociable. I had a
good average home life as a child."
(Man, 35-60, Winston Regular)
"I'm a warehouseman. I like to hunt and fish.
Fishing is number one. I'm married and
have two kids. I'm just a good ole boy, just
regular. I'm just an average blue-collar-type
(Man, 25-34, Winston Lights)