The research aims to join the limited knowledge about COO perceptions of Black Sea regional consumers with the examples of the selected countries. Studies on foreign product perceptions are still scarce about this region. In the consequences of radical reforms to adopt free market system, consumers are exposed to a large variations of imported products more than ever before. Lack of consumer experience of particular products and inadequate product information and their producers resulted in the perception of the product's country-of-origin (COO) as the most important cue to assess the quality. This study analyses approaches toward foreign products, country of origin effect and the ethnocentric behavior of consumers of the selected countries. The study is a literature review of related studies in Azerbaijan, Bulgaria, Georgia, Russia and Turkey.