The importance of country og origin factor of azerbaijan consumers' preference of local and foreign brands

Nowadays world changes very rapidly and becomes one global market. This change process is affecting as well as consumers as firms. Developments in communication systems cause speeding up of globalization. In point of this developments production become international not national and get international status. This developments cause radical changes in consumer behaviors and purchase decisions. Consumers buy both local products, as well as foreign products. During consuming process costumers belief about country of origin is very important, because this belief effects purchase decisions. The purpose of this study is to determine the factor of origin country in choice of foreign and local products of the citizens of Azerbaijan. In line with the aim of this study, we carried out a survey study in Baku, in the capital of Azerbaijan. Total of 358 people involved in this study and the information gathered in the study was analyzed in SPSS (Statistical Package for Social Sciences). The findings show that in Azerbaijan, in the choice of foreign branded products the factor of origin country is very important. In this research was appeared that in Azerbaijan, the country image of Germany, Japan and Turkey is very high, and the country image of France, Russia and Iran is low. In addition, Azerbaijan consumers were determined that the foreign products are expensive and luxury, but to buy local products is right decision.