Customers give importance to a brand based on the place of its origin. The construct `Country of Origin' (COO) is defined in the marketing literature as the country where a brand or product is made (Tse and Gorn, 1993; and Elliott and Cameron, 1994). The mounting cross-border trade and rapid globalization are drawing the attention of the researchers to explore the role of COO and its impact on various management activities, specifically the cross-national consumer behavior. Inspired by the intellectual conclusions of the researchers, a research was outlined to investigate the impact of COO of luxury cars on Indian metro customers, including customer's perception of the COO of luxury cars, how the luxury car brands are evaluated based on its COO and so on. The experiment tests the relationship between the brand's COO and consumers' purchase decisions.

Customers take pride in saying, "It's a Swiss watch'', ``French wine'', ``a German car'', or ``a Japanese music player". However, they do not want to reveal that their mobile phone was made in China. In the mind of a customer, it is imprinted that a product from Japan stands for quality, Germany indicates reliability, China affordability (cheap), and France superiority. Customers make a purchase decision based on these impressions. They give importance to a brand based on the place of its origin.

The construct `Country of Origin' (COO) is defined in the marketing literature as the country where a brand or product is made (Tse and Gorn, 1993; and Elliott and Cameron, 1994). The mounting cross-border trade and increasing globalization are drawing the attention of the researchers to explore the role of COO and its impact on various management activities, specifically the cross-national consumer behavior. Researchers have shown interest in exploring the role and impact of COO on manufacturing, marketing and investment designs for global and multinational firms (Wong Chui et al., 2000) and in examining how consumers evaluate brands and frame their intentions to purchase based on COO.

Brand Management Journal, Marketing Literature, Consumer Behavior, Brand Evaluation, Investment Design, Country of Manufacture, COM, Technological Development, Empirical and Theoretical Research, Country-of-Design, COD, Empirical Analysis, Information Technology, IT.