Country of Origin and How It Affects Purchasing Behavior

In brand development, country of origin has been shown to have a significant influence on the attitudes and perceptions consumers hold toward a brand. It clues them in on that brand’s quality, performance, or suitability based on the country’s image and stereotypes. And in a world offering increasingly internationalized product selection, country of origin has never been more relevant – so much that some companies even consider it a brand in itself.