This dissertation examines the relative importance of country of manufacturing and country-of-brand versus the functional attributes for industrial products. The study examines country of origin, country-of-brand origin, and how they affect the purchasing team, or what is referred to in this study as the decision-making unit, when purchasing commercial refrigeration compressors. The literature reveals that the international marketing community has been looking at the country-of-origin and what effect it has on the purchasing decision-making process. Even though the world seems to be becoming smaller, purchasing people may still be valuing the country or brand effect before making final purchasing decisions. A conjoint analysis experiment was performed with a group of people who have purchased commercial refrigeration compressors in the past 5 years. The QuestionPro web page was used to collect the data from global users, where they were asked to rank the 36 conjoint analysis cards and a questionnaire which was to determine the respondents' demographic characteristics.