The effect of a country name on consumers' perception and assessment of agricultural products with protected designation of origin

The aim of the paper was to show that Serbia has favorable natural conditions (land and climate) for diverse agricultural production (plant- and animal-based), experienced manufacturers, experts and scientists, as well as world-famous selections of numerous plant cultures. Serbia's major agricultural products are corn, wheat (flour), sunflower (oil and pellets), sugar beet (sugar), soybean (oil and protein products), potatoes, raspberries, apples, plums, sour cherries, grapes, pork, beef and poultry, as well as milk.