Country of origin impact on consumer buying decisions in Libya

The country of origin is a country where the goods have been produced either in full or partially. Nowadays country of origin (COO) is one of the importance and main fields of marketing. Therefore, the country of origin concepts had been studied widely in social science. However, previous studies still have many limitations one of these limitations is the limited geographical spread of study areas, as most of the previous country of origin studies have been conducted in the developed countries. Therefore, the current study is one of the few similar studies conducted in developing countries including (Libya). Another gap in the previous study about the country of origin literature is the shortage of clothes product studies because most of the MÜ studies have concerned durable goods such as cars, T.V., etc. hence, this study is an addition to the country of origin literature. As the aim; an attempt is made to address these limitations in this study, which examines how Libyan consumers, use the Country of Origin (COO) cues in their evaluating of clothes (made in Turkey) and make buying decisions or no. A quantitative approach (questionnaires) has been used as the research approach and the data was collected in Libya by distributed 650 questionnaires in the Arabic language in five cities (Tripoli, Misratah, Zawiya, Al Khums, and Zwara). a wide range of statistical analysis techniques was used, these techniques include descriptive statistics, correlation, and t-test. Regarding the overall objective of this study is to explore the impacts country of origin (made in Turkey) on Libyan consumer perception and their evaluating product and making a buying decision. Furthermore, the study results reveal the study result showed that the country of origin has significant an impact on evaluating and buying products or no. Also, the study found the respondents have a positive image toward Turkish clothing and this has an impact on their making decision to buy clothes from Turkey. Key Words: country of origin, buying decision, Libyan consumers