The aim of this study is to assess the level of country-of-origin image, perceived productrnquality and purchase preference in buying imported mobile phones. An additionalrninvestigation was made to examine the interrelationships among consumers' country-oforiginrnimage, perceived product quality, and purchase preferences. Dimensionalrnvariables for this study are obtained from exploratory investigation of preliminaryrnquestionnaire. The variables determining perceived product quality were considered tornbe as country-of-origin, country information and awareness, country-of-origin image,rnperceived price and product innovation, and perceived value. However, additionalrnvariables such as perceived product quality and featu re, perceived value, and purchasernpreference were added to the study inline with research objectives. A total of 265rnquestionnaires were distributed to -the customers/users of imported mobile phone,rnhowever, 250 were collected back (94.33 percent response rate) as completely filled, andrnused in the final analysis. Reliability, Operationability, novelty/innovative technology,rnmultiple-junctions/ features and durability of imported mobile phones were perceived tornbe as above average by the respondents, while attractive design/styling, value forrnmoney, brand image, and matching with lifestyle were found to be reported as belowrnaverage. Additionally, consumers were reported to be used perceived product qualityrnand product (mobile phone) features together with perceived-value when buying anrnimported mobile phone, as their preference criteria. Finally, regression model shows thernassociation and role of perceived product quality and features along with perceived valuernin setting purchase preference, while found to be contributing significantly. However,rnperceived value was found to be contributed in forming positive buying preference forrnimported mobile phone through user perceived product quality and feature. Additionally,rnthe significance of the study can be seen from the perspective of importers andrnmarketers of imported mobile phones in Ethiopia, considering it as useful in planningrnand implementing their marketing s trategies, while attracting a keen attention tornattractive design/styling, value for money, brand image, and matching with lifestylernparameters.rnKeywords: Country-of-Origin image, perceived product quality, purchase preference,rnmobile phone, Ethiopia.