The Impact of Macro Dimension on The Consumer Perspective of The Country of Origin and The Relationship Between Buying Decision and Quality of Product

This study investigated the impact of macro dimension on consumer’s perspective of the country of origin in Libya. The researcher reviewed sundry studies conducted over several years and found, there is a significant influence of macro factors on consumer perspective of the country of origin, subsequently guiding their buying decision process. The previous study found the economic factor has a higher impact than other factors but in this empirical study found the political factor had a higher influence. This research intends to examine the impact of macro dimension on consumer’s perspective of the country of origin in Libya toward Turkish clothing by distributed 650 questionnaires in the Arabic languages the questionnaire was sent to 650 persons in Libya. We received 610 questionnaires that were filled out completely and properly (98,1%). but canceled 46 questionnaires of respondents who had indicated that they knew nothing about the country of origin and Turkish clothes and 40 questionnaires did not return. Thus, the number of questionnaire remaining is 564 questionnaires. Due to security circumstance, 650 respondents were surveyed in five cities (Tripoli, Misratah, Aszawiyah, Al Khums, and Zwara). The current study is one of few similar studies conducted in a developing country, especially Libya. The current study offers empirical insights into the impact macro dimension on consumer’s perspective of the country of origin. The findings will be significant to the COO research as well as the businesses operating in developing countries such as Libya. The study found Libyan customers have a positive image toward to clothing made in Turkey and they prefer to buy Turkish clothes based on a political factor