Purpose: This study investigates the complex interplay between product country of origin (COO), brand recognition, and the level of consumer's product involvement, particularly within the Indian context. The research specifically focuses on the mobile phones and fashion clothing sectors, aiming to understand how consumer characteristics and COO knowledge influence product evaluation. Design/Methodology/Approach: The study follows a quantitative research methodology, using a purposive sampling technique to conduct surveys among college and university students hailing from Punjab, Himachal Pradesh, and Jammu and Kashmir. Findings: Results exhibit a significant variation in perceptions of brand image based on differences in states and educational qualifications. Similarly, COO image perceptions vary across geographical regions. These findings underscore the role of regional and educational variations in understanding consumer behavior towards brands in the Indian context.