eThesis - Kauppakorkeakoulun sähköiset gradut

Objective of the study

The objective of this research was to understand the factors that Japanese consumers value what it comes to packaging design and contribute to the glocalization theory by addressing how global brands are able to glocalize their product packagings communicating the brand identity also in the appearance of a product packaging. Based on the findings, the purpose of this research is to offer Finnish foodstuff companies recommendations based on which these companies could adjust their packaging practices, increase their sales in the Japanese market, and also succeed in branding Finnish foodstuff products.

Academic background and methodology

A qualitative case study methodology was used to examine the research problem. The primary data was collected by conducting semi-structured interviews with food industry professionals and Japanese consumers during an international B2B food and drink exhibition. To gain a broader base for the interpretations, the interview data was combined with observation and photographing that took place not only inside the exhibition hall, but also in several stores offering international products. The relevant existing literature was derived from academic discussion on glocalization, aesthetics and brand identities.

Findings and conclusions

The biggest challenge in glocalizing global companies' product packaging is to realize the importance of customizing the aesthetics of a product packaging - many companies still rely on the same appearance that is used domestically. It is relevant for international companies to develop a glocal strategy in order to be successful. By focusing on certain customer segment and customizing and tailoring their products based on this segment' preferences - still maintaining the authenticity at the same time -these companies have a chance to be highly successful in local markets.