In an era of increasing global competition, country-of-origin (COO) remains a research topic of strong interest for both academics and practitioners alike. The focus of this research is to study the relative importance of country-of-origin (COO) effects, as perceived by consumers in
two different environmental contexts: Scotland and Thailand. The study aims to examine whether the Scottish and Thai consumers differ in their perceptions of COO effects when evaluating and buying mobile handsets and the possible influence of demographic variables on forming their perceptions
of COO effects. A structured survey was conducted and 300 completed and usable questionnaires were used in data analysis; 150 in each country. The findings reveal that COO effects are an insubstantial factor in consumer evaluation of mobile handsets. Other product factors such as durability,
design, features, brand and price were perceived by consumers in both countries as more important than COO. However, the COO effects appear to have a relatively stronger impact on consumers in Thailand. Thai respondents were also found to be more interested in the made-in label and have a
strong preference towards products manufactured in particular countries. Demographic variables also seem to have varying impacts on a customer's perception of the COO effect. The overall findings provide implications for marketers and manufacturers of mobile handsets. Research limitations
have been acknowledged and areas for future research are recommended.