DefinePK

Abstract

<jats:p>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.</jats:p>