Abstract
PurposeThe aim of this study is to explore the contextual influences of packaging design and its cues on respondents' preferences.Design/methodology/approachTo explore the contextuality of packaging cues, a multi-attribute valuation technique, conjoint analysis was used for two types of pharmaceutical products (painkiller and sore throat medicine) across seven countries. Data were collected among respondents (N = 461) from Finland, Ghana, Mongolia, Nigeria, Portuguese, South Africa and the USA.FindingsSimilarities and dissimilarities were observed between the product types and countries analysed in terms of the impact of packaging cues. The findings demonstrate the global and local nature of brand cues expressed in retail packaging.Practical implicationsThe study implies that some cues may serve global markets, while some cues may need to be localised in order to meet the needs of local markets. Understanding these cues and their influences on consumers' brand preferences and choices at the point-of-purchases may enable companies to enter new markets, help them create sustainable and credible global brands.Originality/valueThe study contributes to the existing retail packaging literature and pharmaceutical branding literature by providing empirical evidence of the multidimensional aspects of sensory packaging cues. Second, it contributes by showing the contextual nature of retail packaging and its associated cues for OTC pharmaceuticals.
Highlights
Over the counter (OTC) pharmaceutical products for minor ailments have become increasingly important as a product category for consumers around the world
In some countries, OTC pharmaceuticals are only available in pharmacies, in others, they have become obtainable in grocery stores (Gauld et al, 2015; KauppinenR€ais€anen et al, 2012)
This study focused on the retail packaging of OTC pharmaceutical products
Summary
Over the counter (OTC) pharmaceutical products for minor ailments have become increasingly important as a product category for consumers around the world. In some countries, OTC pharmaceuticals are only available in pharmacies, in others, they have become obtainable in grocery stores (Gauld et al, 2015; KauppinenR€ais€anen et al, 2012). They are available as globally standardised brands marketed in local markets and as local brands. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/ legalcode
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
