![]() Cronbach’s alpha proved that the data obtained from the sample was adequate and reliable. Hypotheses were tested using one sample T test. The main data analysis method used was factor analysis using inferential statistics which are total variance explained and rotated component matrix. ![]() A total of 80 questionnaires were sent to the respondents in the cotton industry. ![]() The research was conducted through a survey where pre-coded structured questionnaires were administered to respondents from the 5 cotton trading companies. There is little research on the influence of country of origin effect on export marketing performance in the cotton industry of Zimbabwe, hence, the need to carry out this study. Specific variables studied were brand image, customer attitude, customer product evaluation and export market performance. The purpose of this paper was to investigate the influence of country of origin effect on export marketing performance in the cotton industry of Zimbabwe.
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