Research of consumer attitudes towards the country of origin

With the development of global marketing and branding, consumer behavior analysis is becoming increasingly important. Assessment and analysis of consumer behavior is carried out in many different ways, but in this particular case, the main goal of the study is to determine the attitude of consumers to the country of production of the product (Made in).
The aim of this study is to determine the attitude of Georgian consumers towards the country of origin of the product. In order to achieve this goal, the following studies have been studied and performed: a combination of factors influencing the product selection process has been identified, consumer behavior research has been conducted on the country of origin, research has been conducted on local and global brands, and the most up-to-date sources of information about local and global brands have been identified, sources conducted a study of the factors contributing to the purchase of the product, determined the level of awareness of the product "Made in Georgia" and examined the degree of loyal attitude towards locally produced brands.
The research method is one of the types of quantitative research, survey, in particular surveying. Respondents were selected by random, simple random sampling. Secondary data analysis was also performed. The study found that the country of origin of the product can affect consumer behavior. In the case of certain types of products, Georgian consumers prefer global brands, although there is a loyal attitude towards local products. At the end of the paper, the main results and recommendations of the study are given.