Impact of country of origin on purchase decisions: Case of Türkiye's country of origin effect on consumer clothes purchase decisions in Yemen, Sana'a

This study looks at the influence of country-of-origin impacts on consumer behavior, with a focus on the importance of the 'Made in Turkey' label on Yemeni consumers' clothing purchasing decisions. Understanding the relationships between Turkey and Yemen is critical for businesses and policymakers, given the two nations' developing trade ties. This study is being undertaken from a consumer standpoint to see what extent Country-of-Origin influences a consumer's purchase decision. Different age, gender, and education subgroups are e investigated, and the significance of the "Made in Turkey" is assessed. Primary data are gathered through the use of standardized questioners given to Yemeni consumers in Sana'a. Also, the study included a comprehensive use of descriptive statistics, correlation analysis, and regression analysis in order to successfully understand the data. The study's findings reveal that the 'Made in Turkey' label has a significant influence on consumer behavior in Yemen, particularly in terms of garment preferences. The data also show a high level of interest in Turkish clothing makers and marketers, emphasizing the importance of branding and market positioning in the Yemeni environment. The study adds to the scholarly discourse about international marketing by providing empirical data from a market that has gotten little research attention. Policymakers have the potential to use these results to foster more efficient and productive trade partnerships. Keywords: Country-of-Origin, "Made in…", Origin Labels, Türkiye, Yemen.