Purpose-the aim of this paper is to highlight the advantages of using Best-Worst Model to find out the importance of country of origin of hybrid products for specialists Design/Methodology/Approach-quantitative methods: questionnaires. SPSS was used for computing the scores and to check out if the gender or age has an influence on the scores. Findings- for specialists or consumers familiar with products, country of origin is of low importance, it is less important comparing to price or quality and it doesn’t have a significant effect on buying intention. Practical implications-the paper is very for researchers, it was proved that Best-Worst Model is more objective than other types of survey. Originality/Value-the application of the Best-Worst Model on specific categories of goods.
Keywords: Best-Worst Model, consumer behavior, hybrid products