Why Are Multinational Sales Declining in Pakistan? Evidence from the Tobacco Industry

Abstract

Pakistan’s multinational companies have strong potential for growth and represent a large and increasing number of consumers. Unfortunately, their sales have been affected by certain factors. This study identifies these factors using a mixed-methods approach and qualitative data collected through semi-structured interviews and focus groups. We administered 100 questionnaires among the employees of two large tobacco manufacturers. The results indicate that brand switching, product development, product mix, point of sale, competition, and price are significant factors that affect sales in the tobacco industry.