Market success depends in large part on how well consumer behaviour and perception supplies understand. They need to understand how consumers evaluate products characteristics, gather information regarding various alternatives and use this information to select specific product. The object of this research was to determine consumer perception of Serbian agricultural and food products and especially perception of home made products. In October 2008, a research was conducted in the Belgrade market on a sample of 338 persons. The results were analyzed using univariant statistical analyses. The results of this research can be used by producers for defining marketing activities and by researchers to conduct further research in this field.


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