The Unpopularity of Sachet Marketing in China: Perspectives from Managers and Consumers

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	The Unpopularity of Sachet Marketing in China: Perspectives from Managers and Consumers
	Pornpitakpan, C.; Li, Q.; Sy-Changco, J. A.; Chen, J.
	2015-11-01
Source Publication	Advances in Global Business Research: Refereed Proceedings of the 12th Annual World Congress of the Academy for Global Business Advancement (AGBA)
Pages	57-58
Publication Place	Kuantan City, Malaysia
Publisher	Academy for Global Business Advancement
Abstract	Purpose – This study aims to investigate the factors that make the huge China market less conducive to the practice of buying products in sachet sizes. Design/methodology/approach – The investigation involves two studies: (1) in-depth interviews with Chinese managers in five multinational companies operating in China (Procter & Gamble, Unilever, Johnson & Johnson, Amway, and Avon) to understand why these companies have underused sachet marketing, and (2) a face-to-face survey of 468 Chinese consumers in two cities of different sizes in China, namely, Shanghai and Zhuhai, to gain insights into consumers’ opinions about products in sachets. Findings – Study 1 finds that multinational companies use sachets mainly for product introduction or promotion. According to the interviewed managers, the relatively higher level of disposable income, historical habits, and inconvenience of frequent purchases are the main factors why sachets are not popular in China. The increasing purchasing power and the monthly salaries of urban Chinese employees provide them with the liquidity to buy products in larger packages. Chinese consumers tend to perceive that products in sachets cost more per unit than do products in regular sizes. Besides, the presence of cheaper local brands make branded products in sachets less attractive. Generally, the Chinese would buy sachets only when they want to try a personal care product. Study 2 finds that Chinese residents in Zhuhai and Shanghai differ in their agreements to the various reasons for the unpopularity of products in sachet in China. Originality/value – There has been little in-depth analysis of the unpopularity of sachet marketing in China. This study fills this gap in research. It analyzes reasons why sachet marketing is not popular in China from the perspectives of both managers and consumers, identifies factors to consider before employing sachet marketing, and provides managerial advices and implications for using sachet marketing successfully.
Keyword	China Consumer goods Sachet marketing Package size Multinational companies Distribution systemsms
Language	英語English
The Source to Article	PB_Publication
PUB ID	15760
Document Type	Conference paper
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding Author	Pornpitakpan, C.
Recommended Citation GB/T 7714	Pornpitakpan, C.,Li, Q.,Sy-Changco, J. A.,et al. The Unpopularity of Sachet Marketing in China: Perspectives from Managers and Consumers[C], Kuantan City, Malaysia:Academy for Global Business Advancement, 2015, 57-58.
APA	Pornpitakpan, C.., Li, Q.., Sy-Changco, J. A.., & Chen, J. (2015). The Unpopularity of Sachet Marketing in China: Perspectives from Managers and Consumers. Advances in Global Business Research: Refereed Proceedings of the 12th Annual World Congress of the Academy for Global Business Advancement (AGBA), 57-58.

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