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

The influence of Country of Origin (COO) on consumer buying behaviour has emerged as a significant area of research, particularly concerning foreign-based companies operating in the passenger automobile segment. This study explores how Indian consumers perceive and evaluate the COO when forming purchase intentions toward foreign-branded passenger cars. By employing a hypothesis-driven framework, the research aims to examine the relationship between COO and consumers’ purchase intentions, focusing on how attitudes toward foreign automobile brands shape decision-making patterns within the Indian market context.