country- of- origin influence on customer purchase decision

country-of-origin (coo) is one of the most important external cues which influence on the customers purchase decision and has been topic of so many studies. for the same reason, the present article with taking into consideration one hundred forty two students of isfahan university as its statistical sample, first tried to measure the influence of coo on students’ purchase decisions among the said population. the results of anova test also indicate that demographic variables influence on perceived importance of coo. in second part of the research, the results of students’ evaluation about products quality of four different countries have been analyzed. the results indicate that quality of japanese products has been perceived as the best and quality of iranian products have been perceived the worst among the four countries has been studied.