Huda Khan, Richard Lee, Polymeros Chrysochou

Consumer Packaging Strategy

Localisation in Asian Markets

• Gebundenes Buch

Produktbeschreibung

This book explores how packaging is more than simply changing the label or translating the brand into vernacular language. With in-depth interviews with brand managers of several major Western CPG brands and retailers, and analysis of emerging trends in Asia, this book will interest academics in market research and product design.

Produktdetails

• Verlag: Routledge
• Seitenzahl: 150
• Erscheinungstermin: 18. August 2022
• Englisch
• Abmessung: 234mm x 156mm x 11mm
• Gewicht: 413g
• ISBN-13: 9780367430368
• ISBN-10: 0367430363
• Artikelnr.: 64034965

Autorenporträt

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.

Inhaltsangabe

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