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The Effect Of Country-Of-Origin On The Customers’ Perception Of Product: A Literature Review, Nora Sadiku Dushi, Gonxhe Beqiri, Aferina Skeja

UBT International Conference

Customer purchasing is considered a very complex process because it is influenced by many intrinsic and extrinsic cues. The extrinsic cue of country-of-origin (COO) also known as a “Made in” label is found to have a significant role in customers' purchasing decisions. The country-of-origin growing popularity is in a large part attributed to the world trade globalization that enabled the free movement of goods between different countries providing the opportunity for buyers to have access to the numerous products produced in different parts of the world. It has been noted that the “Made in” label comes into play especially when …