The effect of country of origin of brand in consumer behavior in Serbia: the challenges of marketing communications

One of the elements that influence the consumer brand evaluation is the image of the country of origin. The purpose of this work is to point out the nature of influence of the country of origin on consumer behaviour when choosing a brand in the Republic of Serbia. A field research in 18 municipalities on the sample of 677 respondents was carried out. The method of personal interviewing was applied. The results of the thesis show the following: the brand’s country of origin is important to consumers when choosing a brand. These rankings slightly vary among different product categories. The higher technical complexity of a product, the greater the influence of the country of origin. The country of origin plays a greater role with more expensive than with cheaper products. The greater knowledge of a product, the less important the fact of the country of origin. Brands from wealthy countries are of higher quality. What was also surveyed using inferential statistics was the dependency on sex and regional structure, respondent’s income and population categories.