ABSTRACT:The beauty industry has become increasingly global, giving consumers access to products from different countries such as India, Korea and France. As a result, the country where a product is manufactured has started influencing the way consumers perceive its quality, reliability and overall value. This research examines whether the country of origin affects consumer trust and purchase decisions in the beauty industry. A quantitative research approach with a descriptive research design was adopted for the study. Primary data was collected through a structured Google Forms questionnaire from 27 respondents, while secondary data was obtained from research papers, journals and other reliable academic sources. The collected data was analysed using percentages, frequency distributions and graphical representation. The results indicate that the country of origin has an influence on consumer trust and buying behaviour, with Korean beauty products receiving comparatively higher trust among respondents. However, the findings also show that quality, product reviews, ingredients and price have a greater impact on purchase decisions than the country where the product is made. Therefore, consumers consider country of origin as one of several factors rather than the only basis for choosing beauty products. The study concludes that while country image contributes to consumer perception, product-related attributes continue to play the most significant role in the final purchase decision."
KEYWORDS: Country of Origin, Consumer Trust, Purchase Decision, Consumer Behaviour, Beauty Industry, Brand Perception, Country Image
MADE IN INDIA VS. MADE IN KOREA VS. MADE IN FRANCE: DOES COUNTRY OF ORIGIN INFLUENCE CONSUMER TRUST AND PURCHASE DECISIONS IN THE BEAUTY INDUSTRY
MS. SHAMAMA ISLAM , MR. RIGVED PARAB , MS. ZIA MARDHANI ,DR. SUNITA VIJESH YADAV