Abstract This study investigates the important managerial issue of whether the packaging language of the Western consumer packaged-food (CPF) products should be adapted for emerging markets. An experiment using a 2 (Western vs adapted packaging) × 2 (product categories) design was conducted instore with real products to enhance the study’s external validity. With Pakistan as the contextual emerging market, Pakistani shoppers (n = 188) were exposed to the English and adapted (Urdu) packaging of the two products, and rated their quality perception, packaging likability, and attributes associated with the packaging. They also tasted and rated their overall satisfaction with the taste, and chose their preferred packaging. Underpinned by standardisation and adaptation literature and symbolic perception theory, the findings show that consumers rated and preferred the English packaging more than the adapted packaging. Also, while the English packaging was associated with attributes including elegance and trustworthiness, the adapted packaging was viewed as more personalised. Furthermore, the findings hold across demographic variables of income and English language literacy. These findings run contrary to the prevailing strategy of Western global brands in emerging markets, where the usual practice is to localise the packaging of the brands as they enter the markets. The findings provide both theoretical and practical insights into the implications of localisation strategy of Western brands in emerging markets.

中文翻译：

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包装是否会影响不同消费者群体的口味和质量认知？

摘要 本研究调查了西方消费者包装食品 (CPF) 产品的包装语言是否应适应新兴市场的重要管理问题。使用 2（西式包装与改装包装）×2（产品类别）设计的实验在店内与真实产品一起进行，以提高研究的外部有效性。将巴基斯坦作为上下文新兴市场，巴基斯坦购物者（n = 188）接触了两种产品的英语和改编（乌尔都语）包装，并对他们的质量感知、包装好感度和与包装相关的属性进行评分。他们还品尝并评价了他们对口味的整体满意度，并选择了他们喜欢的包装。以标准化和适应文献和符号感知理论为基础，调查结果表明，消费者对英文包装的评价和偏好高于改编的包装。此外，虽然英式包装与优雅和值得信赖等属性相关，但经过改造的包装被认为更具个性化。此外，调查结果适用于收入和英语语言素养的人口统计变量。这些发现与西方全球品牌在新兴市场的流行战略背道而驰，后者通常的做法是在品牌进入市场时对其包装进行本地化。研究结果为西方品牌在新兴市场的本地化战略的影响提供了理论和实践见解。虽然英式包装与优雅和值得信赖等属性相关，但经过改造的包装被认为更具个性化。此外，研究结果适用于收入和英语语言素养的人口统计变量。这些发现与西方全球品牌在新兴市场的流行战略背道而驰，后者通常的做法是在品牌进入市场时对其包装进行本地化。研究结果为西方品牌在新兴市场的本地化战略的影响提供了理论和实践见解。虽然英式包装与优雅和值得信赖等属性相关，但经过改造的包装被认为更具个性化。此外，调查结果适用于收入和英语语言素养的人口统计变量。这些发现与西方全球品牌在新兴市场的流行战略背道而驰，后者通常的做法是在品牌进入市场时对其包装进行本地化。研究结果为西方品牌在新兴市场的本地化战略的影响提供了理论和实践见解。这些发现与西方全球品牌在新兴市场的流行战略背道而驰，后者通常的做法是在品牌进入市场时对其包装进行本地化。研究结果为西方品牌在新兴市场的本地化战略的影响提供了理论和实践见解。这些发现与西方全球品牌在新兴市场的流行战略背道而驰，后者通常的做法是在品牌进入市场时对其包装进行本地化。研究结果为西方品牌在新兴市场的本地化战略的影响提供了理论和实践见解。