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Marlboro Cigarettes - Research Paper Example

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Marlboro Cigarettes

Since the company was able to successfully establish a strong cigarette brand, a lot of cigarette smokers are patronizing the brand regardless of gender, race, social status, and nationality (Philip Morris USA, 2012). Despite the serious economic slow growth in the United States, smokers continue to purchase Marlboro cigarettes in exchange for a premium price (Waldemer, 2012). In line with this, this particular market research study will focus on determining the significance of having a strong brand with the continuous patronage of its customers to the brand. Purpose of the Research Study Conducting a market research project is a significant part of a successful marketing study (Caporella, 2012; Hamel, 2012). For this reason, this research study will purposely design a research survey questionnaire that uses open-ended, closed-ended, scaled responses (i.e. nominal scales, ordinal scales, interval scales, and ratio scales) that will enable the researcher gather primary research data that could help us determine the significance of having a strong brand on the continuous patronage of PM USA on Marlboro brand. After executing a real-life marketing research study, the student is expected to make use of unlimited charts, graphs, and tables when presenting the research survey results. Problem Statement This study will attempt to identify different variables and/or other marketing dimensions that contribute to the ...Show more


Marketing Research - Marlboro Cigarettes - Total Number of Words: 2,699 Introduction PM USA is the number one cigarette manufacturer in the United States (Borio, 2012). In order to grab the biggest market shares in the cigarette manufacturing industry, PM USA was able to establish at least four other best-selling cigarette brands such as Parliament, Virginia Slims, Basic, and L&M (Cigarette Zoom, 2012; Source Watch, 2012; Toll & Ling, 2005)…
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