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The manufacture of products is increasing to include global activities and the quest for consumer research in international marketing is playing a significant role in understanding the business activities across boundaries in the present scenario. It is also very important to understand the attitude and preference of consumers towards the products of foreign origin. The Country of Origin (COO) studies would enable the academicians and corporate managers to understand how consumers perceive the products originating from a particular/foreign country; their response to imported products; and their perception regarding COO products—designed in one country, manufactured in another country, assembled in a third country, and finally branded in some other country.
This study considers literature review in the area of COO research. Initially,
the paper discusses the literature related to COO, followed by the concept of Brand Origin (BO). The relationship between COO and BO is discussed later, followed by the literature review showing how COO is related to the concepts of brand image and brand perception. In the latter part of the study, a brief review of the literature concerning COO with quality, product evaluation and other product related attributes is discussed. The study also comprises studies based on the COO and its role in affecting the perception of global and local brands.
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