Impact of Country of Origin (COO) on Consumer Purchase Decision Regarding the Foreign Brand’s Passenger Car Segment – A Study on Indian Consumers

The impact of Country of Origin (COO) on consumer buying behaviour, particularly for foreign-based companies in the passenger automobile category, has sparked widespread attention and examination. This study investigates the varied dynamics of how Indian customers perceive COO while making decisions to purchase foreign-branded passenger cars.In recent years, the Indian automobile market has seen an increase in the availability and appeal of international vehicle manufacturers, each with its own COO identity. This phenomenon has generated questions about how COO influences Indian customers’ views, attitudes, and purchasing decisions for passenger automobiles. In this study, a hypothesis framework is adopted to examine the relationships between Country of Origin (COO), Perceived Quality (PQ), Perceived Value (PV), and Purchase Intention (PI) in the context of Indian consumers’ attitudes towards foreign brands in the passenger car segment. Drawing upon a combination of quantitative methods and comprehensive data analysis techniques, we aim to provide nuanced insights into the drivers of consumer purchase intentions in this specific market segment.Keywords: Country of Origin; Perceived Quality; Perceived Value; Purchase Intention; Passenger Cars; Indian Automobile Industry.Foreign-branded passenger cars.