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It is widely recognised that price and quality are the main criteria of product choice. Along with the economic growth and an increasing consumer awareness, non-price aspects are becoming more important. One of such aspects is certainly the country of origin of the product. The increasing significance of this factor (depending on the nature of the product) may result from a high demand in the market for goods of “uncertain reputation”, which are mass-produced, primarily in culturally and geographically distant countries, or are simply new and do not have a fixed position in the market yet. Place of origin is regarded as an added value, providing consumers with a sense of security, and it usually guarantees a high quality. Consumers’ needs and desires, however, are still changing, especially in the long term. Country of origin is a feature recognised by consumers mainly thanks to the made in marking, but occasionally it is also attributed to brands or products due to their phonetic and visual similarity to names and symbols associated with a particular country [Duliniec, 2007, p. 97]. Customers may also identify the country of origin by the means of elements such as the name and address, brand, description language, national product quality marks and the bar code [Figiel, 2004, p. 32]. The aim of this article is to present diverse significance of the country of origin factor for various segments of purchasers in relation to different categories of products. Furthermore, it is to determine ways and sources of information used by consumers to identify the country of origin. The basis for reasoning consists of survey results from 4Q 2014, collected by the means of quota sam-

The Importance of the Country of Origin of the Products in the Purchase Decisions under Globalisation and Digitalisation of Consumption