مجلة دراسات الإنسان و المجتمع

The purpose of this study is to examine the impact of the reputation of the country of origin of products on the purchasing decisions of the Libyan consumer. A field study on durable consumer goods of Chinese origin. In the city of Asbi'a, and given the nature of this study, it relied on the descriptive approach in the theoretical aspect and the analytical approach in the applied aspect. This study aims to identify the extent of the availability of information on durable goods of Chinese origin and its impact on the consumer's purchasing decision. The study was based on the following hypothesis: The low level of quality of Chinese products negatively affected the Libyan consumer's image and a tendency to prefer European products and some Asian products. The researchers relied on the questionnaire as a tool for collecting data and the computerized program SPSS for the purpose of monitoring the most important results and recommendations. The study reached many results, the most important of which is that there is a negative image among the Libyan consumer about durable products (refrigerators - air conditioners - ovens - washing machines) of Chinese origin. When the consumer wants to purchase durable goods (refrigerators - air conditioners - ovens - washing machines) thanks to the European product more than the Chinese product, one of the most important elements for the consumer and affects his willingness to buy is the quality and quantity of the product. The study also reached many recommendations, the most important of which is that Chinese companies should develop their strategies Marketing Based on the needs, desires and details of consumers, Chinese companies producing durable goods should enhance their competitiveness from the customer's land and enhance the positive mental image of the Chinese product. Keywords, consumer behavior, purchase decision-making, durable goods, country of origin, product.