Purpose – The aim of this study was to investigate the extent that consumers prefer the localised packaging over standard packaging, and how the differences may vary across different product types. An ongoing debate facing marketers is whether marketing approaches should be localised as...

Purpose The common market practice by foreign marketers is to sell their brands in standard or localised packaging or sometimes both in the context of Pakistan. By examining the differential influence of standard (Western) and local (Urdu) packaging on Pakistani consumers’ perceptions and...