The Influence of Country-of-Origin on Consumer Behaviour towards Foreign Clothing Brands in Nairobi, Kenya
The country-of-origin (COO) concept refers to the country where a particular product is made and is anchored on the international marketing theory. One of the specific objectives of this PhD study was to assess the influence of country-of-origin on consumer behaviour towards foreign clothing brands in Nairobi, Kenya. The study adopted a descriptive cross-sectional research design. Primary data were collected using semi-structured questionnaires from a study population comprising 384 consumers of clothing brands across Nairobi County, Kenya. Data were analyzed using descriptive statistics and inferential statistics. The results of the study established that country-of-origin influences consumer behaviour towards foreign clothing brands and there was a significant association among the two. The study has made contribution to theory, policy and practice in relation to consumer behaviour and COO.