The purpose of this study is to investigate the impact of country of origin on the customers purchasing decision of locally assembled mobile phone users in Bahir Dar city. In order to accomplish the objectives of the study, a sample of 216 consumers were taken by using convenience sampling technique. Both primary and secondary data were explored. Moreover, five important factors i.e. COO, product knowledge, product involvement, information search intention, and customers purchasing decision were selected and analyzed through the use of correlation and multiple regressions analysis. From the analysis, it was clear that consumer's value product involvement followed by country of origin as the most important variable amongst all and it also acted as a motivational force that influences them to go for a mobile phone purchase decision. The study suggested that the mobile phone assemblers and sellers in Ethiopia specially Tan