Investigation the Role of Country of Origin (COO) on Evaluation Consumer about Foreign Product

The growth of global competition and the necessity of attention to international matters led this research to engage in one of major subjects of International Marketing fields as “Country of Origin” (COO). This research, in frame of an explorative study assessed the role of COO in consumer’s evaluation about foreign products. In this way, consumers’ attitude specified about five different countries, including Japan, Germany, France, South Korea and China. The results show that based on COO, consumers’ attitude for foreign product attributes were different, and, just in a few from these attributes the differences between countries were not significant. Also the results indicate that when buying, consumers give the highest priority to Germany (68.2%). but, with knowing the special types of products, they prefer the German cars or Japanese home appliance . In Hygienic and Cosmetics they give the priority of first to France, second to Germany and at last Japan and in automobile to Germany, Japan and France respectively. Furthermore, in this research the effect of demographic variables were considered too.