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Consumer Packaging Strategy: Localisation in Asian Markets book cover

1st Edition

Consumer Packaging Strategy Localisation in Asian Markets

By Huda Khan, Richard Lee, Polymeros Chrysochou Copyright 2023
164 Pages 15 B/W Illustrations
by Routledge

164 Pages 15 B/W Illustrations
by Routledge

164 Pages 15 B/W Illustrations
by Routledge
Also available as eBook on:
The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to burgeoning Asian markets. These conglomerates often rely on packaging as a strategic tool to entice Asian consumers. This book illustrates how packaging as a marketing tool is more than simply changing the label or translating the brand into vernacular language. It... Read more

1. The Consumer Packaged Goods Industry in Asia PART I – Packaging Design and Localisation Strategy 2. Marketing Role of Packaging 3. Conceptualising Packaging Design 4. Methods of Measuring Packaging Effectiveness 5. Packaging Localisation: A Case Study of Supermarkets in China PART II – Effects of Packaging Localisation in Asian Markets 6. Effects of Product Type and Brand Familiarity in Packaging Localisation 7. Additional Effects of Price in Packaging Localisation 8. Effects of Consumption Situation and Price Premium in Packaging Localisation 9. Language as a Graphic Element in Packaging Localisation 10. How Consumers’ Psychological Dispositions of Need for Affect and Need for Cognition May Influence Packaging Localisation Effectiveness 11. Managers’ Perspectives on Packaging Localisation Conclusion

Biography

Huda Khan is Senior Lecturer in Marketing and Associate Director of Africa Asia Centre of Sustainability Research at the University of Aberdeen, UK.

Richard Lee is Associate Professor of Marketing at the University of South Australia and Senior Research Associate at the Ehrenberg Bass Institute.

Polymeros Chrysochou is Professor of Marketing at the Department of Management, Aarhus University, Denmark.

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