The Effect of Country-of-origin on Beauty Products Choice in Lithuania

This paper analyses the effect of country-of-origin on beauty products choice. After the analysis of empirical research results, it was determined that country-of-origin is of great importance to Lithuanian consumers while choosing beauty products. According to research results, three groups of countries-of-origin based on their attractiveness to Lithuanian consumers were defined: attractive countries-of-origin (France, Germany), neutral countries-of-origin (Italy, Lithuania), unattractive countries-of-origin (Russia, Poland and China).