This piece of research paper deals with country of origin effects on consumer behavior. It is a review of all the research that has taken place over so many years in this area. It provides an answer that country of origin does effect consumer beliefs, attitudes and perceptions. Country image effects and the tendency of consumers to be ethnocentric leads to certain biases for certain products of certain countries which neutralize as consumers become more familiar with the products and involved in the purchases. Differences in the demographic profiles of consumers also lead to varying degrees of country of origin effects. This study is an important piece of information for marketers who often are in dilemma about the choice of which strategy to be adopted because the world, even though globalized, is still carrying boundaries of its cultural, political and economic environments.