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The aim of this study is to fill in a gap in Country-of-Origin (COO) studies by assessing the relationship between COO and consumer decision-making processes in Morocco, an emerging market, and non-Western Mediterranean country and culture. Specifically, this research study demonstrates that the consumer demographic characteristic of age does make a difference in the COO influence for product categories within Morocco. Age was shown to interact with the impact of COO with regard to purchasing decisions regarding products from more industrialized/economically advanced nations, compared to products from less  economically  advanced/industrialized nations. These results have managerial implications in assisting multinational organizations in their market segmentations and positioning strategies.

Consumers’ Demographic Differences and the Country-of-Origin Effects on Evaluations of Product Categories: An International Study