INFLUENCE OF COUNTRY-OF-ORIGIN ON PERCEIVED QUALITY

This article reviewed influence of Country of Origin on Perceived quality. In this competitive world, it is important to know the factors consumer use while evaluating quality and making purchase decision. As shown in this study, one such factor that consumer considers while evaluating product quality is Country-of-Origin. It was found that consumers use Country-of -Origin as an external cue while they are evaluating quality of the product. There are other factors like Brand, Price which consumer consider while evaluating quality of the product.