A Study on Consumer's Buying and their Awareness towards Country-of-Origin of Consumer Electronics Singh Arora Gaurav*, Dr. Singh Simranjit** *Research Scholar, I.K. Gujral Punjab Technical University, Jalandhar, Punjab, India. gaurav_hindu01@yahoo.co.in **Principal, DIPS Institute of Management & Technology, Jalandhar, Punjab, India. arorasimranjit@yahoo.com Online published on 15 June, 2017. Abstract With globalization and the increased practice of production all over the world, country-of-origin has become significantly important. Majority of the consumers tend to attach beliefs from the country to the product itself, using country-of-origin as a cognitive cue. The purpose of this research paper is to find consumer awareness towards country-of-origin of consumer electronics. For this research bi-partitioned concept of country-of-origin is taken, consumers awareness towards Country-of-Brand Origin of electronic product that is country from where brand of the product is headquartered and Country-of-Manufacture that is Country where the product is manufactured has been measured product wise. Four consumer electronic products were chosen TV/LED's, Refrigerators’, Washing Machine and Air Conditioners. Data from One ninety nine respondents was collected in five areas of National Capital Region in India using structured questionnaire. The paper also sates the product wise buying penetration among all four consumer electronic products. The major finding pertaining to consumer awareness towards Country-of-Origin of consumer electronics state that majority of consumers are aware about Country-of-Brand origin of electronic product they use but when it comes to awareness in context to country-of-manufacture, the awareness is less comparatively country of Brand Origin. Top Keywords COO-Country-of-Origin, COB-Country-of-Brand Origin, COM-Country-of Manufacture. Top |