Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions

Abstract

Today’s consumers are confronted with a growing number of products with multilingual packaging. Let us exemplarily look at the German market: Besides product information in German, consumers will find additional foreign languages such as English, French, Spanish, Dutch or Greek on the products they use in their daily lives. A request to the customer service department for the brand Nivea revealed that multilingual product packaging is used because some products such as bath care and soap products are produced in one country and distributed in several other countries. The customer service employee stated that increasingly integrated European and international markets caused the introduction of more international product descriptions on packaging.