ISPITIVANJE UPOZNATOSTI SA BESNILOM

SURVEY ON CONSUMER PROTECTION AWARENESS AND THE 2010 LAW ON CONSUMER PROTECTION IN SERBIA

FINAL REPORT FOR:

European Profiles S.A. and consortium

DATE:

PREPARED BY:

CONTENTS2CONTENTS

3RESEARCH METHODOLOGY

3Background

3Objectives

3Research methodology

6DEMOGRAPHY

7RESEARCH RESULTS

71. Consumer rights awareness

122. Sources of information about consumer rights

203. Knowledge and attitudes about consumer rights

264. Institutions and organizations dealing with consumer rights protection

305. Experience with consumer rights violation

346. Services of general economic interest

47Conclusion & recommendations

47Conclusions

50Recommendations

RESEARCH METHODOLOGYBackground

The Ministry of Agriculture, Trade, Forestry and Water Management is since August 2011 conducting the EU-funded project Strengthening Consumer Protection in Serbia in cooperation with European Profiles S.A. and consortium.

In accordance with the project plan, a nation-wide survey was carried out at the beginning of the project period in order to measure the general level of awareness among Serbian people about (i) consumer protection, and (ii) the 2010 Law on Consumer Protection.

Objectives

The overall objective of the survey is to provide information about consumer protection awareness and awareness and the 2010 Law on Consumer Protection among Serbian citizens.

The survey gives answers to such questions (objectives) as:

What consumer rights are known/identified as consumer rights? On what subject matters are consumer awareness the lowest/the highest?

What sources of information on consumer rights are recognized as easily accessible/trusted/ liked?

What organizations/institutions dealing with consumer affairs are recognized as easily accessible/trusted/liked?

What are the most frequently difficult/irritating consumer problems in Serbia?

What do consumers do in case of consumer problem appearance (exit/voicing complaint and, in such case, where and how)?

Do consumers know how and to whom to complain?

Are consumers ready to be active, i.e. by becoming members of consumer organizations?

Are consumers aware about the Law on Consumer Protection and other laws and by-laws that are predicated by or dependent on the Law on Consumer Protection?

Research methodology

General methodological approachQuantitative research was conducted on national representative sample in urban and rural areas, in compliance with ICC/ESOMAR International Code in all phases of the research. The sample is representative by region, gender, age, level of education, income, and urban and rural areas (size of place of living). The respondent is a person older than 18 year and living in Serbia. Survey technique is face-to-face using pen and paper among households.

Special attention was devoted to so call vulnerable consumers and their rights to services perceived to be of a general interest. To ensure better coverage and thereby creating a sufficient subsample of vulnerable consumers, the research was conducted on a slightly larger base sample than usual for nationwide representative researches (N = 1200) and detailed system of interlocked quotas (e.g. region x size of settlement). Special attention was given to the distance of rural sampling points from municipality centre. Special consideration was given to this group with separate section of questions dealing with most important services of general interest (energy, telecommunication, transport and postal services...) covering subjects such as: availability of those services, satisfaction, difficulties with using them (remoteness of post-office, stability of power supply...) and with affording them (in terms of both financial and technical obstacles).To provide some insights into changes of consumers awareness, some figures were compared with results of the similar research that MASMI conducted on representative sample in 2010 (only completely comparable questions are taken in consideration spontaneous awareness of consumer rights and knowledge about Consumer Protection Law existence). Questionnaire details

The questionnaire has two parts: the main part on the topic of consumer protection and Consumer Protection Law awareness (58 questions) and demography (12 questions).

The main part consists of 6 sections:

1. Consumer rights awareness

2. Sources of information about consumer rights

3. Knowledge and attitudes about consumer rights

4. Institutions and organizations dealing with consumer rights protection

5. Experience with consumer rights violation

6. Services of the General Economic Interest Out of 58 questions in the main part, 20 are open-ended (possible answers are not suggested, and the respondent answers it in his or her own words). The average duration of the survey was 30 minutes.

Sampling methodology

Sample frame: Census 2002 and official estimations of recent date where available.

MASMI Belgrade defines starting points and routes for the interviewers outlining for them also exact scheme of selecting houses/entrances/floors/HHs.

Step 1. Defining starting points and routes

Starting points (SP) - exact addresses are set in different sectors of a surveyed point to provide the total coverage of living districts.

The number of starting points A = N/10 (N total number of interviews, 10 - number of respondents to be interviewed on one route). In a small rural point it might be only one SP.

If SP is an exact address first interview starts there. If SP is a streets junction, the interviewer follow the street defined by a supervisor as the first. The route in the selected street starts on the right side of the street towards the increasing even house numeration, turns back at the end of the street and continues along odd numerated houses. If an interviewer doesnt complete the necessary number of interviews in this street, he goes back to the SP and continues to make interviews in the other street that has been defined by a supervisor as the second. If there are no more living houses or if an interviewer gets to the dead-end of the street, he goes back to the SP again to investigate other streets of this junction.Step 2. Selection of respondents

Interviewers are starting from a strictly defined address (sample point) and are instructed to enter every 5th household (if interview is successful) or next neighboring household (if interview is unsuccessful). Only one individual per household is selected as the respondent. In case of the apartment buildings, only one person could be interviewed on each floor and not more than three households could be interviewed in one apartment house.

Respondents are selected based on quotas and the next birthday technique (those whose birthday is closest to the day of interview).

The contact is considered unsuccessful if theres nobody at home, if an interviewer is not let in, if the person he has to interview is not at home, refuses to give an interview, or does not meet screening requirements. Quality controlThere were engaged 60 interviewers, 10 controllers and 5 supervisors, overall 75 interviewers engaged on the Survey. All interviewers and supervisors are selected for the Survey as professionally skilled persons.

Interviewers trainings were conducted by project manager and organized with supervisors for each region via phone and Skype (except supervisors and interviewers from Belgrade, who personally participated in the training). Supervisors transferred the instructions and guidelines further to their interviewers locally. Quality control before and during the fieldwork:

Interviewers and supervisors were provided with diaries to record data for each contact. They were obliged to send separate reports on fieldwork to MASMI headquarter. Additionally, MASMI prepared written interviewers manual that described two main points: respondents selection and guideline through questionnaire. Supervisors are responsible for standard quality fieldwork control by phone (20% subsequent telephone control checking if the interview had taken place, the length of interview and the answers on a few key questions that can be checked) and direct fieldwork control (10% interviews in accompaniment).

Additional type of quality control, done after the fieldwork:

100% check of personal interviewer reports (information about respondents, date, time and duration of each interview),

100% check of questionnaires prior to data entry,

100% computer (logic) control.

Sample size & profile

1200 respondents

18+ years old

Representative sample according to gender, age, region, size of place of living, level of education and personal income.

Representativeness was insured by taking into account the latest available official data provided by the Statistical Office of the Republic of Serbia in the process of sample design (setting quotas on variables specified above and determining sample points). Data sources used: Official SORS population estimations 2009, Census 2002, Employment and earnings statistics 2011.Graph S.1. Gender

Graph S.2. Age

Graph S.2. Graph S.3. Region

Graph S.4. Settlement type (size of place of living)*

Graph S.6. Monthly personal income (including different income sources)

Graph S.5. Level of education

Graph S.6. Personal incomes (including different income sources)**

DEMOGRAPHYGraph D.1. Number of household members

Graph D.2. Marital status

Graph D.3. Number of children

Graph D.4. Occupation

RESEARCH RESULTS1. Consumer rights awareness

Graph 1.1. Spontaneous awareness (able to formulate at least one consumer right)

Around of consumers living in Serbia are deeply unaware of their rights, not being able to formulate any right they as consumers are entitled to. Other 75% can state (yet, usually quite vaguely) one or more consumer rights. Citizens older than 55 are the most unaware of consumer rights (CR) 1/3 of them can not state not even one right. Younger than 35 are somewhat more aware, but middle-aged citizens are the most aware of CR (82% stated at least one right). Citizens of Belgrade are more informed about CR, especially in comparison with those from Central Serbia (CS) (83% vs. 70%). Education can also be used to predict the basic CR awareness those more educated are more likely to know some consumer rights. Citizens with the lowest incomes (personal incomes less than 14500 RSD) are less capable of remembering any consumer right. Graph 1.2. Most frequently spontaneously mentioned rights (Being consumer is common to all of us. We are all consumers in regards to products we buy and all the services we use. Which consumer rights do you know? Some other? Some other? *OPEN QUESTION)

Right to complain and get compensation for faulty product is one of the rights citizens are generally most familiar with (almost 2/3 of those able to state any). Those citizens mostly believe that the defective product should be repaired or replaced (70%) by trader, while others perceive returning the money as the common practice in such situations. The next most common rights come far behind on awareness scale - right to receive fiscal receipt, right to good quality of products and services ( right to purchase undamaged products of good quality) and the right to guarantee - approximately 20% each. Accurate information about the product origin, contents and other relevant details on the label, together with knowing accurate price of product (right to know the accurate price before you decide if you are going to buy it or not) are also examples of what 10% of these citizens perceive as their consumer rights. Courtesy, kindness and professionalism without discrimination between customers and generally decent behaviour that should characterize the consumer-trader contact 7% of these citizens see as one of consumer rights. Compared to year 2010, citizens seem to be more aware of the rights they are entitled to as consumers (more frequently are able to spontaneously formulate some CRs). The most commonly mentioned CRs are similar right to complaint is far in front of other mentioned rights. Also, right to have accurate information on product label is among top cited rights. Yet, there are some differences - receiving fiscal receipt became more well-known consumer right, as well as obtaining a guarantee document. Graph 1.3. Awareness of Consumer Protection Law (In some countries consumer rights are regulated by Law on Consumer Protection. According to your knowledge, is there such law in Serbia as well?)

Citizens of Serbia are generally poorly acquainted with the fact that they are legally protected as consumers around 40% do not know that Consumer Protection Law even exists in Serbia. Mostly those who are aware of some consumer rights also know that there is a Consumer Protection Law. Yet, it is interesting that about 1/4 of citizens know some consumer rights, but are not aware that there is an actual law that regulates them. The unawareness of the law existence is the highest among population older than 55 (about 50%). Also, consumers from rural areas more often do not realize they are protected by law (50%). Citizens of Belgrade are more informed about the law existence compared to Vojvodina and CS (70% vs. 59%/55%, respectively). Again, higher levels of education usually bring higher awareness of the law. Low personal incomes are related to awareness of the law the poorer are less acquainted with the fact that there is Consumer Protection Law in Serbia (50%).

When compared to data from the research from 2010, it is clear that awareness of the Law on Consumer Protection is still on the same level (about 60%). That result can be taken as an indicator of low effectiveness promoting new Consumer Protection law.

Graph 1.4. Most frequently spontaneously mentioned problems to which Consumer Protection Law refers (To which problems do you think it refers? Some other? Some other? *OPEN QUESTION)

For those 60% who are familiar with the fact that Consumer Protection Law exist in Serbia, the most commonly known issue they think the law is dealing with is right to complain and get redress for faulty product (somewhat less than 1/3). It is interesting that around of those who know that the law exists mention the law should solve the problem of traders whose products/services are priced too high for their actual quality (everything is expensive, yet of poor quality). About 15% only imprecisely mention general protection of consumer rights (it refers to protection of consumers if there is a problem when purchasing goods or using services), while about 13% consider protection of citizens safety (mostly regarding food products food must not contain unapproved preservatives, the law regulates food safety) as an important focus of the law. Regulation of guarantee, information on product labels, displaying product prices, issuance of the fiscal receipts, trader-consumer relations and protection from misleading and deceiving consumers are some of the issues mentioned by less than 10% of citizens aware of the law. Table 1.1. Level of certainty of following CR existence in Serbian law

(I will read to you some consumer rights legally regulated in some other countries. I would like to know your opinion about which of them are, according to your knowledge, regulated in Serbia as well. Please mark on the scale from 1 to 5 how certain you are that the particular right is also part of our legislation, where 1 means Completely certain that the right is not regulated, and 5 Completely certain that the right is regulated)Mean

(1-5)Std. Deviation

It is forbidden to sell, serve and give alcohol, including beer, or tobacco products to person under age of 18.4.401.14

The guarantee document received by consumer when he buys a household appliance is the only source of protection if the product occurs to be defective.4.231.10

Pricelist needs to be visibly displayed at places where the service is being offered (such as beauty salons, at dentists, cobblers etc.). 4.151.20

If consumer buys a product that is to be delivered by the trader, and the product gets damaged during the shipment, the trader is obliged to cover the damage costs. 3.931.22

Citizens are entitled to be continuously provided with services of general economic interest like electricity, water and telecommunications under affordable prices. Citizens are also entitled for these services to meet certain standards of quality (clean, healthy water, continuously working phone lines, etc.).3.911.25

The provider has the right to stop providing services if consumer doesnt pay his/her electricity bill for two months.3.891.28

In case that accommodation reserved via travel agency is not available in the moment of arrival to chosen destination, the tourism agency is obligated to provide appropriate alternative accommodation (without additional expenses on customers behalf).3.741.33

In case customer gets accommodation or transport on lower level than they previously paid for, they have a right to demand refunding from the travel agency. 3.571.38

Consumer has a right to return a catalogue ordered product within 14 days if he changes his/her mind for any reason (even if the product is not defective).3.451.31

The traders providing services of general interest shall install easily accessible and free of charge help-lines for consumers.3.301.41

The managing position in the governing bodies of the consumer protection organisations cannot be held by state or local self-government officials or employees, persons in a managing role with a trader or traders association, persons in a managing role in a political party or union. 2.971.36

It is not allowed to reputedly contact the consumer (on home address personally, via phone or e-mail) for the purpose of promotion or direct selling without the consumers agreement. 2.951.39

It is forbidden for a salesman to mislead the consumer by telling him that a certain product is cheaper in his sale place than in the other sale places, when that information is not true or confirmed.2.901.36

The trader is allowed even after the contract is signed to increase the price of product or service due to the unexpected costs. 2.791.41

Prohibition of selling, serving and giving alcohol or tobacco products to minors is with most certainty recognized as the right traders are obliged to respect in our country.

The second most credible example reflects lack of knowledge about one of their basic rights. Namely, citizens are generally quite sure that guarantee document they receive when purchasing an appliance is their only source of protection if the product occurs to be defective. That implies that they are often unaware of the legally granted right to conformity of the goods with the contract for a period of two years after the purchase, completely unrelated with issuing the guarantee document.

They are also quite familiar with service providers obligation to display pricelist so it can be noticeable at places where the service is being offered.

Traders covering damage cost if they are responsible for purchased product delivery is with considerable certainty perceived as consumer rights.

Citizens are relatively convinced that providing services of general economic interest continuously and with adequate quality is common right that all people living in Serbia are entitled to. Those with higher levels of education than primary school are even surer that it is regulated by Serbian law. Also, citizens of CS are more aware of this consumer right compared to those in Vojvodina.

Also, citizens are relatively aware of the existence of law that gives the provider right to stop providing services if consumer doesnt pay his/her electricity bill for two months. Those more educated are more certain that it is regulated by Serbian law.

Only about 1/3 of citizens are certain about who can not hold managing positions in governing bodies of consumer protection organisations. They are usually also the people who find consumer organizations more likeable and trustworthy (Table 2.1.). Consumers from Belgrade are more sceptical than those from CS, who more often believe that the rule in question is incorporated in the law. Also, consumers over 55 more frequently disbelieve that the issue is regulated by Serbian law, while those younger than 35 less often have doubts. General education level also influences the ratings more educated citizens have more knowledge about what is permitted by the law in this situation.

Somewhat more controversial examples of the law, with relatively high percent of citizens who dont know the answer (25-30% and more) are those with average mark under 3.5. Only 1/3 of citizens know that is not allowed by law to reputedly contact the consumer for the purpose of promotion or direct selling without the consumers agreement (citizens older than 55 and those with incomes under 14500 RSD are less aware that this right is regulated by the law). Also, only 1/3 of consumers know that misleading consumers by salesman is not just ethical, but also legally regulated issue. Those more educated and living in Vojvodina (vs. BG) are more aware of that consumer right. It is interesting that more than 30% of citizens agreed with inverted statement regarding right to demand from trader compliance with contract terms meaning that they believe that the law does not prevent traders from changing prices of product or service due to the unexpected costs after the contract is signed. That opinion is more frequent in Vojvodina and CS than Belgrade, and among older than 55 compared to younger than 35. 2. Sources of information about consumer rights

Graph 2.1. Aware of information about consumer rights (Have you ever heard any information about what rights you have as a consumer in Serbia?)

Graph 2.2. Spontaneous awareness of sources of information about consumer rights (In what way /from whom have you heard information about consumer rights? *OPEN QUESTION) About 60% of citizens state they have so far heard some information about consumer rights. Again, it shows up that middle-aged citizens (35-55) more frequently report receiving information about consumer rights compared to younger and older ones (66% vs. 54%/53%, respectively). Also, inhabitants of urban areas, as well as those with education higher than primary more often claim to have contact with information on the subject. Those with average monthly incomes lower than 14500 RSD more frequently cant remember hearing any information about CRs. TV is commonly spontaneously mentioned as a source of the information about CRs by almost half of total population. Far beyond are printed media, newspapers and magazines, with less than 15%. Traders, promotional material, internet, radio and friends and relatives are also mentioned as a source of information about consumer rights, yet significantly less frequently (less than 10%). Graph 2.3. Total awareness of sources of information about consumer rights (Have you heard some information about consumer rights in some of the following ways?)

Around 4% of total population cant recall hearing any information about consumer rights, not even after prompting. Others claim they do remember receiving some information about the subject, mostly by TV (3/4 of population). Those more educated (high school and higher) and with higher incomes more often report hearing some information about CRs on TV.

Somewhere more than 1/3 remembered to have heard it from their relatives, friends, acquaintances or colleagues, while similar number (surprisingly low - less than 1/3) recall to have read about it in newspapers or magazines. Magazines and newspapers were less often the source of information for citizens with lower education, as well as those with the lowest personal incomes. Also, citizens living in rural areas, CS and Vojvodina less frequently receive information about CP via printed media.

Another surprise is the small number of those who received the information on Internet only 15% (knowing that around 40% of households in Serbia have access to Internet). The reason for that might be the fact that Internet is more used for intentional search of specific data, than receiving information passively (accordingly, this percent is significantly higher among those who searched themselves information about CR). Still, those with high education are more frequently informed about CRs on the Internet (35%), as well as those younger than 45. Those living in rural areas, with lower education and incomes rarely hear for such information via Internet.

Radio, promotional material and traders are less significant sources of information on the topic (9-13%).

It is important to point out that consumer protection organizations are not recognized as a source of information about consumer protection (CP), with only 2% of people (even after prompting) who remember spotting their engagement in distributing such information. Those with the highest levels of education (college or university complete) somewhat more often mention consumer organizations as a source of information (about 8%), as well as citizens of BG compared to those in Vojvodina. Graph 2.4. Initiative in informing about consumer rights (Have you ever tried to inform yourself about consumer protection topic? )

Great majority of citizens (almost 90%) have never tried to inform themselves about rights that they as consumers have in Serbia. Middle aged citizens (35-54 y.o.) are usually more active in seeking information (15%), but also those with higher level of education (22% of those with university or college degree), higher personal incomes (over 14500 RSD) and living in Belgrade (15%). Graph 2.5. Reasons for not informing themselves about CR (Why you have not tried to inform yourself about the topic? *OPEN QUESTION)

One of main reasons for not showing an initiative in informing somewhat reflects distrust and apathy (Knowing your rights wont help you to protect them, What to do with that information the law does not function in our country) citizens believe that even if they knew the law, they wouldnt have any benefit from that knowledge (42% of those who didnt informed themselves). Citizens of Vojvodina seem to be more resigned than those from CS. Similar number of citizens state that lack of interest about the subject is the reason for not taking initiative. Citizens from rural and CS more often find the topic uninteresting, as well as those with lower education and incomes. Also, older are less interested compared to middle-aged citizens. Far less important, but still relevant percent (13%) state that not having any or any significant problem is the reason for not seeking information about consumer rights. Those who use this argument are more often younger than 55, with higher level of education and incomes. Graph 2.6. Reasons for informing themselves about CR (What was the reason for looking for information about consumer protection? *OPEN QUESTION)

Curiosity and tendency to stay informed on different topics is the main reason for people in Serbia to inform themselves about CP (more than a half of those who took an initiative in searching for information). Another very relevant reason is a problem with product or service that stimulated them to seek for information that might help in resolving the situation (around 41%). Graph 2.7. Main sources used for searching information about CP (In what way did you inform yourself about the consumer protection topic?)

Internet was the main source that citizens consult when they want to find information about consumer rights almost half of those who showed initiative in informing themselves.

Websites of consumer organizations, internet forums and media are the most relevant websites they search looking for information. Websites of Ministry of Agriculture, Trade, Forestry and Water Management (MATFWM) or National Assembly showed to be less relevant internet sources (only 0.6% of Serbian citizens consulted website of MATFWM when searching for this kind of information).

Traders and printed media are far less popular choices when it comes to seeking information about CR around 20% of those who informed themselves. Regarding printed media, news or articles in daily newspapers are the most frequent source of information.

Authorized or advisory organizations come to third place with 12% of those who informed themselves however, it is interesting that consumers who chose this source of informing mostly recognize market inspections as authorized organization for dealing with CP issues.

Call centre, as source of informing about consumer rights is contacted by very low percent of citizens (0.4% of total population).

Table 2.1. Attitude towards availability, likeability and trustworthiness of different sources of information

(I will read to you some possible sources of information about consumer rights. I would like to know your opinion about how available each of them is to you, how much you like gathering information this way and how much you trust information you get from these particular sources. Please rate it on scale from 1 to 5, where 1 means Not at all, and 5 Very much.)Availability

(mean)Likeability

(mean)Trustworthiness

(mean)

TV4.654.113.53

Relatives, friends, acquaintances, colleagues4.143.803.56

Radio4.003.513.26

Printed media (newspapers and magazines)3.913.523.14

Traders/service providers3.513.263.01

Internet3.103.233.11

Call centre for consumer protection 08001031042.803.043.11

Promotional material (leaflets, posters, brochures)2.462.752.65

Consumer organizations2.053.033.18

Organized discussions, lectures, workshops or educations1.622.392.60

When it comes to evaluation of different sources of information about consumer rights, it is obvious that availability correlates greatly with likeability and trustworthiness. As TV is by far most available source of information, it is also assessed as the most likeable and one of the most trusted sources. It is perceived as more trustworthy in Vojvodina (than Central Serbia) and among females (who find it more likeable than males).

Naturally, friends and family are also rated high consultation with them is perceived as very available, likeable and trustworthy source of information (especially in Vojvodina and among population older than 55). Radio comes to third place and is generally evaluated in similar manner as TV it is more trusted among female and in Central Serbia (vs. Vojvodina). Printed media come to fourth place on availability, while it is perceived as similarly likeable and trustworthy as radio. It is generally better evaluated in BG and among younger than 55. Those with the lowest personal incomes more often claim that printed media are less available to them. Consulting the traders is among top 5 most available sources of information. However, it is not perceived as much likeable or trustworthy (averagely marked with 3), especially in Belgrade. Internets popularity is on average level average availability score 3 is in line with to Internet penetration in Serbia (about 40%). However, it should be kept in mind that its usage is greatly influenced by region and age it is considerably more important in Belgrade, and among younger generations. For instance, younger than 35 rate Internet significantly higher on availability and likeability than older citizens (still, TV is on the first place among them also), but it is clear that among them the Internet could carry the title of the most trusted source of information. Those with the lowest personal incomes find Internet less available, likeable and trustworthy. Call centre for consumer protection is seen as less available. In line with that, it is also evaluated as moderately likeable and trustworthy. Citizens of Belgrade are more prone to that source of informing (especially vs. CS), while older population generally refuses that source significantly more than younger than 55. Incomes are related to perception of Call Centre too those with lowest incomes rarely find it available, but also likable and trustworthy. Still, it should be kept in mind that these ranks are based on responses of general population. When asked only citizens who know about Call centre, scores are considerably higher (Table 4.1). Promotional material doesnt seem like very promising source of information, since it is recognized as relatively unavailable, with likeability and trustworthiness also at low level. It is perceived as more available in Vojvodina (vs. Central Serbia), and among citizens younger than 55. It is interesting that consumer organizations are seen as quite unavailable source of informing. Still, they are moderately likeable and trustworthy. Citizens of Vojvodina find consumer organizations less available than other regions (average mark 1.8), while regarding likeability and trustworthiness citizens of Belgrade have generally better attitude than other regions. Since older citizens are generally less aware of consumer organizations (Graph 4.2.), its understandable they dont find them available and positive on other criteria. Also, consumer protection organizations are seen in less favourable light as mean of informing among those with the lowest incomes. Organized discussions are the least popular way of informing they are neither widely available nor particularly attractive. Citizens of Belgrade and Vojvodina would rather participate in organized discussion and would find that way of informing trustworthy than those from Central Serbia. Also, such method of passing on knowledge is more available and appealing to younger people. Graph 2.8. Attitude towards quantity of received information about CR (Do you think you are receiving enough information regarding this subject?)

Somewhat less than 1/3 of citizens consider the quantity of information receiving on topic of consumer rights quite satisfactory, stating they do not need more information. They generally do not search for information themselves, mostly due to lack of interest in the topic. Other 2/3 claim they could use more information. Still, there are some substantial differences in profiles of those among them stating they have received enough so far although they could use some more (20%), and those who believe not to receive enough, but would like to receive more (almost 50%). The formers are individuals more active in searching for information. They are more often middle-aged and have higher education and personal incomes. Compared to them, those who complain not to receive enough, although they would like to, are older than 55, less educated and more frequently have personal incomes lower than 14500 RSD. They mostly never actually tried to inform themselves (93%), mentioning distrust regarding usability of such engagement as a main reason. Citizens of Belgrade are generally more interested in receiving information than those from Vojvodina (41% in Vojvodina says they dont need any more information). Graph 2.9. Interest in reading specialized magazine for consumers (Please rate how interested you would be to read more about consumer protection issues in specialized magazines for consumers.)

Graph 2.10. Most interesting subjects the consumer magazine would cover (What subjects would you like the most to be covered in those specialized magazines for consumers?)

Although almost 2/3 state they could use more information, citizens generally do not show particular interest in reading specialized consumer magazine only claim they would read it. Citizens from urban areas are more interested, as well as those from Belgrade and Vojvodina. Furthermore, consumers older than 55 seem to be less interested in subject, but also those with lower education and incomes less than 14500 RSD.

Law interpretation and clarification is the most intriguing topic that would attract consumers attention. Also, success or bad stories about consumer complaints shows to be an interesting theme. 3. Knowledge and attitudes about consumer rights

Graph 3.1. Expected behaviour in case a problem with product or service occurs (What would you do if a problem with a default product or service occurs? *OPEN QUESTION)

More than 2/3 of citizens claim they would complain to the trader in case a purchased product shows to be faulty or there is a problem with a provided service. It is interesting that a considerable number of them (approximately ) misbelieve that only a guarantee would give them a right to complain. More passive approach, such as avoiding visiting that store or hiring that service provider again is less frequently mentioned (15%). It should be noted that complaining to market inspection or producer would be the first step for 10% of citizens, while some law envisaged measures of consumer support provided by consumer organizations or government (Call centre) are rarely taken into account (around 3%). Distribution of answers is generally similar for three regions, excluding the following differences: people from Central Serbia have more difficulties to explore their options - they can think of fewer actions and they mostly refer to the most conventional ones, i.e. complaining to trader and complaining only in case they own a guarantee (there is less of those who would complain to producer, market inspections or contact Call centre). Citizens of Vojvodina would rather than others complain to traders or market inspections. People from Belgrade less often think that they need a guarantee to complain, or that they would complain to traders or market inspections. On the other hand, they would more frequently than citizens of CS contact Call centre (5.4% vs. 1.5%). There are no important differences in expected way of reaction between different age groups, except older than 55 are less likely to contact Call centre and to believe that guarantee document is their only asset. Graph 3.2. Reasons for not expecting to do anything in case a problem with product/service occurs (Why you wouldnt do anything? *OPEN QUESTION)

Most of those who claim they wouldnt take any action in case of encountering a problem with a product or service are convinced that they are basically powerless, since it is not likely that a problem would be pleasingly resolved. Further on, stress a lack of information about complaint procedure as the biggest barrier.

Graph 3.3. Awareness of time envisaged for complaints on product after purchase (What do you think, how much time you have for complaining for such product since youve bought it?)

Citizens of Serbia are generally unaware of the period they are legally entitled to complain to a faulty product only about 1% are familiar with the fact that if a problem occurs, they can complain up to 2 years after the purchase. Majority actually believe that the period is drastically shorter - up to 2 weeks after purchase (52%). It is interesting that 13% find that guarantee document determines the period, as the only relevant asset that gives a legal basis for complaints in such situations. About 17% admit not to know the answer - those with the lowest incomes more frequently than wealthier citizens.Graph 3.4. Knowledge about regular procedure with product after making a claim (What may consumer primarily require while making a complaint regarding default product or service?)

Majority of consumers know that they can primarily expect repair or, if that is not possible, replacement the faulty product with a new one. About consider returning the money the main way of traders dealing with complaints, while insignificant percent believe they can get repair and bonus or price reduction (3% and 1%, respectively). Individuals younger than 55 are more familiar with the procedure, while older ones more frequently believe they would get money back if they complain about problem with a product. Also, people from Vojvodina have considerably more wrong expectations about returning the money is the main traders response (35%), while people from Central Serbia more often know the accurate procedure (74%). Price reduction and repair and bonus are more common misbelieves in Belgrade than in CS. The poorest have similar knowledge as those with higher incomes.Graph 3.5. Knowledge about period a trader must address the complaint (In what time consumers demand should be answered?)

Only about of Serbian citizens know that a trader can answer the complaint in 15 days after receiving a claim. Majority however believe that the period in question is shorter up to 7 days or less. Older than 55 more often dont know that the period is predefined or believe that it depends on traders. Citizens of Belgrade are more familiar with the proclaimed period then other regions (32%). Those with the lowest personal incomes (under 14500 RSD) more frequently believe that trader has to respond in maximum 7 days, while those with higher incomes usually have more accurate knowledge. Graph 3.6.Types of products that consumers have the most problems with (In your opinion, with what type of products do consumers have the most problems when it comes to CR violation? *OPEN QUESTION)

Food and beverages are the most prominent product categories when it comes to consumer rights violation, according to Serbian citizens (62%), especially among population older than 55. Household appliances (such as fridge, freezer, dishwasher or laundry stove) come to second place with 52%. Technical devices like TV, DVD player or computers are at third place (36%), and are even more seen as problematic category among citizens younger than 35, who have more contact with that kind of products (48%). About find shoes purchasing problematic, while clothes are complained about by about 15% (the highest among citizens younger than 35). People from Belgrade find food and beverages less, and clothes more problematic than other regions. Household appliances seem to be more critical from the aspect of consumer protection in Vojvodina, while food and beverages are exceptionally high in CS.

Graph 3.7.Types of services that consumers have the most problems with (With what type of services is in your opinion do consumers have the most problems when it comes to consumer rights violation? *OPEN QUESTION)

Opinions are less uniform when it comes to consumer problems related to services. About 1/3 believes that consumer rights are the most violated when it comes to distribution of electricity and gas. Compared to total population, they are more frequently overall dissatisfied with power supply service (Graph 6.2.). Health and pharmaceutical services come to second place, as well as tourist services, with about 25% each. Similar number of citizens (more than 1/4) mention mobile or fixed telephony (mobile telephony is more often perceived as problematic). It is followed by banking services which are problematic in opinion of 18% of citizens. While younger population (up to 35) and Belgrade inhabitants find tourist services the most problematic from the aspect of consumer rights violation, those from 35 to 55 believe that problems regularly occur with distribution of electricity and gas together with mobile telephony. For the oldest segment of population (especially outside of Belgrade), distribution of electricity and gas dominantly holds the first place. Graph 3.8. Perception of the most irritating consumer problems in Serbia (What are the most irritating consumer problems in Serbia? *OPEN QUESTION) Poor quality of services is seen as one of the most irritating type of consumer rights violation (21%). It is mostly in relation with state provided services (water supply services, health and pharmaceutical services), but also craft (craft services are done unprofessionally, they even charge you extra when they come to fix something they didnt do right) and tourist services. Unreasonably expensive products and services are also on the top of the list, generally conveying confusion about reasons for price increase or price formation in general (prices of basic services frequently increase without proper justification, there are more and more taxes that increase the price of products, making it in the end too expensive). Similarly, non-compliance of product quality with its price troubles consumers very often (everything is expensive and of low quality, goods sold here are more expensive, but of less quality than goods for western markets). Frustration with traders behaviour (being impolite or falsely polite, uninterested in consumer needs, unprofessional) is mentioned by 13% of citizens, while problems with food products (matters of safety and expiry dates) are the most irritating examples of CR violation for 9%. 4. Institutions and organizations dealing with consumer rights protection

Graph 4.1. Spontaneous awareness of institutions/organizations dealing with consumer rights protection (Which institutions or organizations are dealing with protection of CR in Serbia? *OPEN QUESTION)

Graph 4.2. Total awareness of institutions/organizations dealing with CR protection (Do you know if some of the following institutions or organizations are dealing with consumer rights protection in Serbia?)

It is very important to stress that half of citizens are practically unaware of organizational support for CRs protection. They live more often in rural areas, are older than 55 and have lower level of education (primary school completed or uncompleted). When it comes to institutions/organizations that citizens have on their mind when thinking about CRs protection, it is again clear that market inspections are ranked higher than organizations that should be first addressed in such cases - consumer organizations, counselling centres or Call centre (see Graph 3.1.). While market inspections are spontaneously mentioned by more than 1/3 citizens, consumer organizations are mentioned significantly less often by 20% of citizens. Call centre is mentioned by 7%, while regional counselling centres seem to be almost completely unfamiliar. About 8% of citizens thought of courts when were asked to state some institution dealing with CR.

After being prompted with the list of institutions, it is even more obvious that market inspections are institutions that citizens are most familiar with, in context of protecting consumer rights. Consumer organisations are recognized by only about 1/3 citizens. Since consumer organizations should take important part in the law enforcement, relatively low total awareness needs to be taken into consideration and addressed properly. Almost complete lack of awareness of Regional counselling centres is suggested by the fact that, even after being prompted, only less than 3% of respondents were able to recognise it as institutions for protecting CRs.

Citizens familiar with the fact that Serbia has implemented a law for consumer protection, those who remember hearing any information on the issue, as well as citizens who informed themselves about the subject recognize most of mentioned organisations as responsible for protecting consumers more frequently compared to those less aware and informed.

Consumer organisations and Call Centre for consumer protection are less often recognized by those with the lowest personal incomes and levels of education. On the other side, courts are more frequently recognised by those with lowest level of education.Citizens in Belgrade region recognise Consumer organisations and Chamber of commerce more frequently than citizens in Vojvodina, while courts are more often mentioned in Vojvodina than in Belgrade. As for differences between age groups, citizens older than 55 less frequently recognise Consumer organisations and Call Centre for consumer protection as institution responsible for protecting consumers.

Graph 4.3. Organisations for protecting consumer rights in Serbia (Which consumer organizations do you know? Please try to remember the name/s. *OPEN QUESTION)

Most frequently recognised organisation for consumer rights protection is Asocijacija potroaa Srbije - APOS (23%), followed by Centar potroaa Srbije - CEPS (13%) and Nacionalna organizacija potroaa Srbije - NOPS (7%). APOS is to somewhat more familiar to citizens in Vojvodina and central Serbia than to those living in Belgrade, while CEPS and NOPS are more familiar in central Serbia compared with two other regions. APOS is more frequently cited by people 18-54 years old than by those older than 55.

Graph 4.4.Willingness to join organisation for protecting consumer rights (Would you be interested in joining/becoming a member of some organization dealing with consumer rights?)

Only around 10% of citizens are interested in joining some of consumer protection organisations. After demonstrated weak initiative for grasping more information on consumer rights (only 11% tried to inform themselves), that can be taken as another indicator of consumers lack of interest for protection of their rights. Not surprisingly, among citizens who informed themselves about CRs there are more of those who are interested to join such an organisation compared with those who never tried to find out more about consumer rights. Also, those who have heard for consumer organization are more incline to the idea of becoming a member. Citizens with higher education are more willing to join such an organisation compared to those with only primary education. Those aged between 35 -54 showed slightly stronger interest in joining some consumer rights protection organisation than older citizens.

Table 4.1. Attitude towards availability, likeability and trustworthiness of institutions/organizations dealing with consumer rights protection (I will read to you some organizations and institutions dealing with consumer affairs. I would like to know your opinion about how available each of them is to you, how much you like and how much you trust the particular organization or institution. Please rate it on scale from 1 to 5, where 1 means Not at all, and 5 Very much.)Availability

(mean)Likeability

(mean)Trustworthiness

(mean)

Call centre for consumer protection 08001031044.193.853.69

Courts3.942.803.19

Market inspection3.913.493.48

Mediation centres*3.593.353.24

Chamber of commerce2.983.153.18

Consumer protection organizations2.813.593.67

Consumers (regional) counselling centre2.583.674.00

* Low base Call centres for consumer protection, courts and market inspections are considered to be most available institutions/organizations dealing with CR protection among those who are aware of them. Females showed more liking and more trust in market inspections than males. Citizens living in Vojvodina find courts and market inspections more available than those from Belgrade.Besides it is perceived as very available by those who are familiar with its existence (55% claiming it very much available), Call centre is also the most liked institutions/organizations dealing with CR protection evaluated with the highest rates by 40% (especially in Belgrade). It is among top trusted organizations (30% trust it very much), above all in Belgrade and CS.

Courts are evaluated as one of the most available (46% believe it is very available), but generally seem to be the least appealing (among citizens of Vojvodina it is discarded more frequently than in BG). Also, they are not very trusted, again more among citizens living in Vojvodina than those in Belgrade.

Consumer protection organizations are perceived as insufficiently available of citizens consider it very unavailable (especially citizens of Vojvodina compared to those from Belgrade, as well as among those with the lowest incomes). That might be seen as barrier that needs to be addressed adequately, since they are at the same time among most likeable and trustworthy organizations dealing with CR. Although Consumer (regional) counselling centre is not much known and usually considered to be less available (30% of citizens believe it is completely unavailable), it is graded as most trustworthy organization protecting CR among those who are familiar with it (42% perceive it as very trustworthy). It is more preferred by citizens older than 55 compared to those aged 18 34. 5. Experience with consumer rights violationGraph 5.1. Experience of problem with purchased product or service in year 2011 (Have you encountered any problem when you bought something/used a service since the beginning of this year?)

About of Serbian citizens claim not to have had any problem with product or service in previous year. They are more frequently from rural areas, less educated and with the lowest personal incomes.

Those who had some problems mostly complained to trader or producer (18%), while 8% never complained (to traders or producers, but also consumer organizations, regional consumer centre nor court thus never used any mechanism of the law enforcement). Consumers who never complained usually had smaller problems in terms of money most frequently they reported purchasing products with expired date or problems with hygiene (of product packaging or store conditions), while those who complained had more serious problems with damaged products and guarantee document compliance (Graph 5.2.).

Still, the seriousness of the problem may not be the only difference between those who complained and those who had a problem, but never complained. The latter considerably less frequently claim to have contact with information about CR and are less proactive in searching such information compared to those who had a problem, but tried to protect their rights. As a lot of them also had more serious problems, yet never complained, that could imply the lack of information about mechanisms of CRs protection (especially knowing that they are less aware of consumer protection organizations as a form of the law enforcement).

Those who cant remember having any problem in 2011 also claim to be less in contact with information about CP, which could imply they are insufficiently aware of consumer rights. Additionally, they are not able to mention not even one irritating problem that consumers generally encounter in Serbia more frequently compared to those who reported problems (Graph 3.8.). This could mean that they are uninformed, thus less able to recognize consumer problems in their personal experience, but also in the general social environment. Furthermore, although claiming not to have had problems with products or services, they were often dissatisfied with different services of public interest. That can be also taken as an indicator of ignorance about CRs as a basis for not reporting problems with products and services. It is also interesting that they are less in perspective open for information about CRs - they more frequently state they dont need any more information, compared to those who encountered a problem.

Middle-aged consumers (35-55) seem to be more aware of consumer issues and proactive compared to older, as well as younger ones they more frequently state they complained about the problem they had, while younger and older consumers reported no problems in year 2011. People from Vojvodina are most assertive almost state to have complained about their rights violation, while Belgrade citizens missed to complain more often than others, although they were aware of the rights violation.Graph 5.2. Types of problems experienced with products or services (What kind of problem? *OPEN QUESTION) Problems with damaged or defective product are the most common violation of CR that citizens of Serbia experienced in year 2011 (app. 1/4 of those who reported they encountered a problem). Unpleasant surprise with a food items purchased spoilt is experience mentioned by 20% of citizens with a CR problem, while non-compliance of product price and quality 17% perceive as CR problem that happened to them in the previous year. Citizens had some problems with redress for faulty goods (9%), while problems with services (state provided, but also private sector services, such as trade or craft services) are also mentioned in significant number of cases. Graph 5.3. Satisfaction with the way trader or producer dealt with the complaint (How satisfied you are with the way they dealt with your complaint?)

More than 40% of Serbian population who encountered a problem with a product or service, and complaint afterwards to producer or service provider were very satisfied with how they complaint was addressed. On the other hand, 1/3 declares as completely unsatisfied. Older than 35 were more frequently satisfied than younger ones, who were more often only partially satisfied. Citizens of CS are the most satisfied with traders/producers reply on their complaint - more than are completely satisfied, which is in contrast with experiences from Belgrade where only 17% of citizens declare they were completely satisfied. It is interesting that those who spend some time trying to inform themselves about consumer rights less often state they were fully satisfied, which might indicate that they are more aware of the fact that the law was not entirely respected. Graph 5.4. Reasons for dissatisfaction with the way trader or producer dealt with the complaint (Why you havent been completely satisfied?* OPEN QUESTION)

Inadequate compensation (trader not offering to repair or replace the product, or to return money) is the main reason for dissatisfaction after complaining to trader/producer about purchased product or service for of consumers who found themselves in that situation. Prolonged period of addressing the consumer complaint is the problem of such citizens, while somewhat less than 20% were actually offended. Graph 5.5. Action taken after total or partial dissatisfaction with the way trader or producer dealt with the complaint (What did you do with your complaint afterwards?)

Most of those who were not (completely) satisfied with the way the dispute was settled, did nothing more to protect their rights afterwards and started avoiding the trader in question (40%). Almost 30% admit they havent taken any further action, while 20% claim their problem was solved in the end (mostly those partially satisfied with the problem solution procedure). Consumer protection organizations or Call centre were contacted only in 2% of cases when complaints about products or services were not satisfactorily resolved, which indicates the level of actual Consumer Protection Law enforcement in Serbia. Graph 5.6. Reasons for not complaining about violation of consumer rights (What was the main reason for not complaining to seller/provider? *OPEN QUESTION)

There are 3 main reported reasons for not complaining when consumer rights are violated. First of all, the sum perceived as too small decreases the chance that a person would complain (since that would require too much trouble to recover a small lost). Also, there is distrust towards consumer protection system - more than do not believe they could get a satisfactory redress. Similar percent of citizens who didnt complain bring up an important practical problem lack of knowledge about complaining procedure, since they didnt know where or to whom they should have complaint. 6. Services of general economic interestGraph 6.1. Availability of electricity power supply (Do you have electricity power supply in your household?)

Graph 6.2. Electricity power supply service evaluation (Would you please tell me how much do you agree with the following statements on 1 to 5 point scale, where 1 means Completely disagree and 5 Completely agree, in regards to your power supply.)

All interviewed consumers have electricity power in their households. Half of them declare they are satisfied with power supply service, while about 1/3 do not have a clear opinion. Somewhat less than 20% are not satisfied dissatisfaction is on higher level in Vojvodina and CS, and generally in rural areas. Citizens with the lowest incomes are more dissatisfied with overall power supply service (as well as with its indicators affordability, comprehensiveness of the bill and power supply stability, except contract reading and understanding). Electricity price is not perceived as affordable by more than half citizens. Again, rural areas seem to be more price sensitive, so as Vojvodina and CS. This perception might be influenced by considerable differences in average incomes in Belgrade compared to other regions. Somewhat less than half of citizens believe they entirely understand the electricity bill, while 1/3 are not satisfied with its the level of understanding. Again, Belgrade is different than other regions citizens are either more informed or simply more confident in their knowledge than those living outside Belgrade. Majority (80%) find power supply stable and without frequent disruptions. Still, 7% have some complaints (more frequently outside Belgrade and generally in rural areas). About half of citizens do not read the whole power supply contract nor understand all the terms women, younger than 35 and citizens from Belgrade show to be less interested in studying the contract. However, it should be taken in consideration that the high percentage of those who havent read and understood all the contract terms is influenced by the fact that electricity service is provided on the level of household, meaning that only one member of household is officially in charge for the contract (not necessarily the interviewed member). Graph 6.3. Availability of fixed telephone line (Do you have fixed telephone line in your household?)

Graph 6.4. Fixed telephony service evaluation (Would you please tell me how much do you agree with the following statements on 1 to 5 point scale, where 1 means Completely disagree and 5 Completely agree, in regards to your fixed telephone line.)

Majority of households in Serbia have fixed telephone lines (87%). Citizens of urban areas more often have fixed telephone, as well as citizens of Belgrade. On the other hand, rural areas and two other regions (CS and especially Vojvodina), as well as those with the lowest personal incomes, less frequently report to have fixed telephone line - for example, around 20% of citizens of Vojvodina are without fixed telephone line in their households. Considerable percent of citizens are overall satisfied with fixed telephone service (70%). Again, in rural areas and Vojvodina and CS there are more of those who show dissatisfaction with fixed telephony. Also, similarly as for electricity, the poorest citizens are more dissatisfied with overall fixed telephony service (and its indicators affordability, comprehensiveness of the bill and telephone line stability, except contract reading and understanding). About 1/3 find fixed telephony services expensive, mostly those from less affluent areas (rural, Vojvodina and CS). Telephone line bill is more understandable than electricity bill, since almost 70% of citizens believe it is clear. People from rural areas and CS are less convinced that it is sufficiently understandable. Expectedly, more educated individuals have fewer difficulties with comprehending the bill. Telephone lines are perceived as functioning stable, without frequent disruptions by majority of citizens (almost 90%). Problems with lines are more frequently reported in rural areas and in CS. Almost 50% of citizens have never read the whole fixed telephone contract or do not understand all the terms the percent is even higher among people younger than 35, those living in Belgrade and less educated. Again, here should also be kept in mind that fixed telephony service is provided on the level of household, which means that the contract is signed by only one member of household (not necessarily the interviewed member). Graph 6.5. Mobile signal coverage (Do you have mobile signal coverage in your household?)

Graph 6.6. Owning a mobile telephone (Do you own a mobile telephone?)

Graph 6.7. Mobile telephony service evaluation (Would you please tell me how much do you agree with the following statements on 1 to 5 point scale, where 1 means Completely disagree and 5 Completely agree, in regards to your mobile telephony service.)

About 86% of citizens have mobile signal coverage in their households. The coverage is even spread wider in Belgrade than other regions (94%) and generally in urban areas (91%). Those who have the signal coverage in their households mostly also own a mobile device. As expected, this number is higher in more affluent households and areas - urban and Belgrade. Those with the lowest incomes are considerably less frequently uncertain about mobile signal coverage. Also, they much less often own a mobile device. Somewhat less than 70% are overall satisfied with mobile providers services. There are no differences between urban and rural, the poorest and more affluent. Still, regions do somewhat differ regarding general satisfaction with mobile telephony service citizens from BG having less remarks than those from CS. About of citizens find mobile telephony prices not very affordable and there are not differences across the regions, urban/rural or age (household income is the only relevant factor that influence perception of the affordability). Moreover, it is interesting that citizens complain less about mobile telephony prices than prices of electricity and fixed telephony. It might be because owning a mobile phone is not seen as necessity, compared to fixed telephone line and electricity which are therefore expected to be reasonably priced.

Mobile telephony service bill is relatively clear for 66% of mobile device users in Serbia. It is somewhat less understandable in Belgrade than Vojvodina (58% vs. 75%). Quality of mobile telephony signal is well rated only 5% declare as unsatisfied (more frequently in rural areas). Citizens more frequently read and have better understanding of contract terms when it comes to mobile telephony than fixed telephony and electricity services - about of mobile users claim they have read the contract and understand the terms. The reason for that might be the fact that every mobile user has signed its own contract, while fixed telephony and electricity are services provided on the level of household, meaning that only one member of household is officially in charge for the contract (not necessarily the interviewed member). Graph 6.8. TV signal coverage (Do you have TV signal coverage in your household?)

Graph 6.9. Owning a TV (Do you own TV?)

Graph 6.10. Way of receiving TV signal (In which way do you receive TV signal?)

Graph 6.11. TV service evaluation (Would you please tell me how much do you agree with the following statements on 1 to 5 point scale, where 1 means Completely disagree and 5 Completely agree, in regards to your TV service.)

Nearly all interviewed citizens have television coverage, and more or less all of them have TV set as well (around 99%). Cable TV and home antenna are the most common ways of receiving signal. While cable TV is regular in Belgrade and urban areas, among younger population and more affluent households, home antenna is more often choice of households from rural areas, Vojvodina and Central Serbia, population over 55 and with lower average incomes. People are less satisfied with TV than telephony service only 59% claiming to be generally satisfied (more dissatisfaction is in rural areas, Vojvodina and CS). Those owning home antenna are generally less content with quality of overall service than those using cable TV. The poorest citizens are more dissatisfied with overall TV service (including all its indicators). One of the important factors that influence overall dissatisfaction is certainly price of TV service more than 40% find it overpriced. The price is problem for rural inhabitants, citizens of Vojvodina and CS, population older than 55 and generally households with lower incomes. TV service price is also more often source of discontent of users of home antenna than cable TV (58% vs. 29%). TV service bill seems clear to somewhat more than half of population (less than mobile or fixed telephony bills). Among those who find it incomprehensible, there are more of rural inhabitants, citizens of Vojvodina and CS and less educated population. Also, clarity of the bill is more often an issue for those using home antenna.Quality of TV signal is perceived as satisfactory by of users. Problems are more frequent in rural areas, Vojvodina and CS, and among those using home antenna. Similarly as for electricity and fixed telephony services, about do not read the contract nor understand completely contract terms for TV services (more often the case in households with home antenna). That is even more common in rural areas, as well as among less educated users. Also, as for electricity and fixed telephony, the high percentage should be interpreted in light of the fact that usually only one member of household signs the contract (not necessarily the respondent). Graph 6.12. Availability of broadband internet connection (Do you have possibility of broadband internet connection (cable, Wi-Fi...) in your household?)

Graph 6.13. Having internet connection (Do you have internet connection in your household?)

Graph 6.14. Evaluation of internet service (Would you please tell me how much do you agree with the following statements on 1 to 5 point scale, where 1 means Completely disagree and 5 Completely agree, in regards to your Internet service.)

More than half of citizens state that their households have possibility of using broadband internet connection. It is more available to citizens of Belgrade than Vojvodina and CS, and also in urban areas. A great majority of those who have possibility to access Internet actually have internet access (52% of citizens). Internet usage is more common in Belgrade than Vojvodina and particularly CS (71%, 51%, 43%, respectively). As expected, it is used considerably more by younger generations (74% of population younger than 35). Also, more educated individuals and those coming from wealthier households are more likely to be internet users. Those with the lowest personal incomes are more frequently uncertain about whether their household have broadband internet connection available. Also, they considerably less frequently have internet access in the households (39%). Citizens seem to be generally quite content with internet service, since only 6% declare as not satisfied (mostly in CS and among lower educated individuals). More than half find the price of internet services affordable, while 17% has some objections. Perception of price isnt influenced by area, region, gender or age, which can be consequence of lower variability within sample (users of Internet are generally more affluent, which is connected with evaluation of affordability).Internet service bill is evaluated as understandable by almost of users (more than electricity, TV and telephony bill). Reading the bill is more problematic in CS than other regions, for older than 55 and less educated users. Consumers are relatively satisfied with quality of connection 78% claim it is stable and without frequent disruptions. Number of complaints is somewhat higher in CS than Vojvodina. Almost 2/3 of users claim to read the whole contract with internet provider and to understand the terms which is higher percent compared to frequency of reading contracts made with other services providers. Citizens of Vojvodina are more likely to read and understand the contract, as well as more educated and citizens younger than 35. Graph 6.15. Availability of active postal delivery services (Do you have active postal delivery services for your household for receiving shipments, letters and bills?)

Graph 6.16. Evaluation of postal services (Would you please tell me how much do you agree with the following statements on 1 to 5 point scale, where 1 means Completely disagree and 5 Completely agree, in regards to your postal services.)

Graph 6.17. Distance of household from the nearest post office (Approximately, how far away from your home is the nearest post office?) Active postal delivery services are available to great majority of inhabitants (almost 100% of respondents). People seem to be generally very pleased with postal service general quality only 4% declare as not satisfied (similar percent for all regions, urban and rural). Even prices are evaluated as affordable by nearly of users (only households with lower incomes are somewhat more discontent with the prices). Shipments and mail generally come on time, according to 85% of citizens. More such problems are reported in Belgrade and Vojvodina than in CS. Post offices are widespread, thus highly available to users, since almost half claim they have a post office in radius of 500 meters, and in not more than 1 kilometre. Still, citizens of CS and rural areas have somewhat less available post offices (11% of households in CS and 15% households in rural areas are more than 3 kilometres far from the nearest post office). Graph 6.18. Availability of active public transportation services in your place of living (Do you have active public transportation services that you can use in your place of living?)

Graph 6.19. Evaluation of public transportation services (Would you please tell me how much do you agree with the following statements on 1 to 5 point scale, where 1 means Completely disagree and 5 Completely agree, in regards to your public transportation services.)

Graph 6.20. Distance of household from the nearest public transportation station (Approximately, how far away from your home is the nearest public transportation station?) Generally, majority of citizens has active public transportation services in their place of living (94%). There are more households with no public transportation available in CS and rural areas. Overall quality of public transport services is not on very high level, since 20% of citizens show discontent. Citizens of Belgrade seem to be especially revolted with public transportation compared to those living in other regions (26% declare as dissatisfied). About 50% find usage of public transportation affordable. That may be the main reason of general discontent among citizens of Belgrade, who more often than others believe the prices are too high. Somewhat less than 20% are not satisfied with public transportation frequency. Not surprisingly, rural areas are stricken the most when it comes to frequency of transport 24% declare as discontent. More than of households have a public transportation station in 500 meters distance. Only around 6% can complain about distance of the nearest station more than a kilometre. The stations are the least widespread in Vojvodina and rural areas only 64% and 66% (respectively) have a station in 500 meters distance. Graph 6.21. Availability of water supply (Do you have water supply/tap water in your household?)

Graph 6.22. Evaluation of water supply services (Would you please tell me how much do you agree with the following statements on 1 to 5 point scale, where 1 means Completely disagree and 5 Completely agree, in regards to your water supply services.)

Tap water is generally available to citizens of Serbia only 5% are not using water supply services. In CS where 8% do not have tap water, while there are no such respondents in Belgrade. Moreover, rural areas have more households without tap water about 11%.

Those citizens who have water supply in their households are relatively satisfied with the overall service. However, there seems to be a noteworthy discontent in Vojvodina, since 22% of citizens declare as unsatisfied with water supply service quality (compared with 5% in Belgrade, and 8% in CS).

About 20% find the price of water supply service not very affordable. Again, dissatisfaction is the most common in Vojvodina, than in CS, while citizens of Belgrade do not seem to have problem with the prices (24%, 17% and 9%, respectively). Also, there are more very unsatisfied citizens with the water supply price in rural than urban areas.

Perceived quality of drinking water is not on very high level only about 60% claim to be satisfied. Discontent with this aspect of water supply service is again very strong in Vojvodina - 43%, in contrast with around 10% in Belgrade and CS.

Water supply stability is its strongest feature almost 90% of consumers declare as satisfied. Citizens of SC are somewhat less often content with water supply stability. Graph 6.23. Comparative overview of different services of general economic interest evaluation (percent of citizens disagreed with statements)

When it comes to services of general economic interest, citizens seem to be the most satisfied with postal services they are evaluated as are highly available, affordable and generally satisfyingly provided. Also, those who use Internet are quite satisfied with every aspect of service. However, there are some services that need to be improved so consumer rights are more protected.

Availability of services of general economic interestBy Consumer Protection Law, services of general interest should be continuously provided to all consumers, by affordable prices and satisfying level of quality. Based on that criterion, consumers are the most vulnerable in the following areas:

1. Electricity power supply although highly available, consumers are very discontent with overall quality of service (mainly due its high price, but also insufficiently understandable bill);

2. Fixed telephony for considerable number of citizens, especially in rural areas, fixed telephone line is not available (price is also seen as insufficiently affordable by considerable number of users);3. Public transportation services relatively available, but quality of service is often not on satisfactory level (due to its price and frequency);

4. TV services although almost all households have a TV set, the level of satisfaction with general TV service is not high (mostly among those using home antenna, complaining the most on the price). The price is frequently seen as unreasonable, while understanding the bill is also an issue. Graph 6.24. Availability of services of general economic interest

Almost 60% of consumers have available all services of general economic interest. Somewhat less than 1/3 lack one of the services. However, there are 12% of citizens of Serbia who can be considered vulnerable from the aspect of consumer rights, since they have 2 or more services of general economic interest unavailable. Those citizens more often live in rural areas, as well as in Central Serbia and Vojvodina. More than half of them are people older than 55, with finished or unfinished primary school. Expectedly, they have incomes below average (more frequently less than 14500 RSD). There are more widowed and less single people among them, and more of those living in one person households (compared to among those who are not considered vulnerable by previously defined criterion). Moreover, they are most frequently either non-working pensioner (including disabled persons) or unemployed. They are less aware of the existence of Consumer Protection Law in Serbia. Although they receive and seek for information in similar percent as general population, they are considerably less interested in reading about consumer rights more in specialized magazines. Also, they are more frequently less aware of mechanisms of law enforcement (organizations/institutions dealing with consumer rights protection).

Conclusion & recommendations

ConclusionsConsumers in Serbia are generally insufficiently informed about consumer rights, their legal regulation and the law enforcement mechanisms. Although they mostly know at least one consumer right, their knowledge is usually narrow and vague. Right to complaint is usually the basis of their understanding the consumer rights concept it is mostly connected with goods purchased faulty and obtaining a proper redress. Also (probably as a result of awareness raising media campaign) it is usually well known that a trader is required to provide a valid fiscal receipt and that is prohibited to sell alcohol and tobacco products to minors. Generally, problems with services are somewhat less frequently spontaneously mentioned, as well as examples of malpractices. Accordingly, they seem to be somewhat vulnerable to unfair market practices - they are not sure whether the law forbids traders to mislead consumers, to contact them repeatedly without their allowance and to change the contract conditions after the contract was signed (increase the price of product or service due to the unexpected costs).

Even though there is a vague familiarity with certain domains of consumer rights, situation is different when it comes to awareness about the actual Consumer Protection legislation. About 40% of people believe that there is no Law on Consumer Protection in Serbia at all (lack of awareness about the law is the highest among citizens older than 55, those living in rural areas, CS and Vojvodina).

Only about 60% can spontaneously recall receiving some information on the topic. However, almost all can remember receiving some information after being prompted. That indicates that Serbian citizens are frequently unaware of information they receive about CRs, which further suggests a low impact of up-to-now methods of raising awareness about CRs and Consumer Protection Law. TV is the main communication channel for citizens of Serbia. It is highly available, but also liked and trustworthy. It is similar among all age groups, through all regions and income categories, only difference being that women like it and trust it more than men. Friends and relatives are also frequent and positively evaluated source of information. Printed media appears to be not very common source of information about CRs. Although it is relatively available, its only moderately likeable and trustworthy. Traders are not recognized as an important way of informing, and bodies engaged in protecting CRs (consumer organizations and Call Centre) even less.

Self-informing seems to be a less common practice only about 11% of citizens have proactive approach to seeking information about consumer rights. Those with such self-initiative choose Internet as the main source of informing (traders and printed media considerably less often). It is interesting that official organizations and institutions dealing with consumer rights (Call Centre and consumer organizations) are not used as sources of information about the topic.

3 categories of Serbian consumers can be distinguished based on motivation to find out more about consumer rights. About 30% refuse further knowledge on the topic of CP, claiming to know enough. Still, it shows that they do not actually have a lot of information, but simply do not have much interest in informing (possibly missing to notice the relevance of consumer protection problem). About 50% state they dont know much, but would gladly receive some more information. They seem to be relatively open to further informing, even though up-to-now had mostly passive approach. Only about 20% seem to be truly interested in the topic, knowing more than formers, being generally more receptive to information about CRs and showing more interest in reading specialized magazine about CRs.

In line with that, citizens rarely see themselves actively protecting CRs as members of consumer protection organizations in future. Those more informed about CRs and institutions dealing with consumer protection are more inclined towards such form of activism, as well as middle-aged and more educated citizens.

The first thing that comes to citizens minds when it comes to institutions or organizations dealing with CRs are market inspections (80%). Among them, it is perceived as available, and relatively likeable and trustworthy. Although consumer protection organizations should be among the most important bodies promoting consumer protection, the awareness of them is far behind market inspections only about 1/3 claim to know about their existence. They are perceived as insufficiently available, even among those who are aware of them. On the other side, likeability and trustworthiness are at somewhat higher level. Courts are recognized as institutions dealing with protection of CRs by 27%. They rate it as available and relatively trusted, but not very likeable. Call centre is not commonly known institution dealing with consumer rights only about 20% have heard of it so far. Still, those who know about it have exceptionally positive attitude, giving it the highest rates on availability, likeability and trustworthiness scales. Regional counselling centres are hardly ever recognized as institutions for protecting consumer rights.

Citizens of Serbia claim that, when it comes to products, consumer rights are most frequently violated in category of food and beverages, but also household appliances. When they think about services, power supply is the most problematic service from the aspect of CR violation (citizens are mostly unsatisfied with prices, on the first place, but also with bill incomprehensiveness), as well as health and tourist services. What irritates the most consumers in Serbia is related mainly to low quality and/or high prices of products and services they complain about poor quality of services, unreasonably and unjustifiably expensive products and, related to that, non-compliance of product quality with its price.

More than 2/3 of citizens say they would complain to trader in case a purchased product shows to be faulty or there is a problem with a provided service. It seems that their attitude directly manifests into their behaviour out of those who had problems with products or services in year 2011, more than 2/3 really complained to the trader. They were generally satisfied with the way their complaint was processed, yet there are 33% of those who were not pleased since they couldnt get a proper remedy. On the other side, most citizens (3/4) actually claim not to have had problems with products or services in the previous year. Since they are frequently less educated and generally less aware of information about CP, it can be considered as an indicator of weak knowledge about CRs. Also, they regularly reported problems with services of general economic interest, which can also be taken as an indicator, meaning that if they are not able to recognize that as consumer problem, there might be more examples of consumer right violation they couldnt recognize as well.

Services of general economic interest are rarely spontaneously related to consumer rights. Although they seem to be relatively available to consumers in Serbia (except fixed telephony, mobile and internet coverage that can be considered as problematic in some regions), a significant number of consumers report problems with is electricity power supply, mostly due to high prices and complicated bill. Serbian citizens mostly know that when they have problem with purchased product or service, they should complain to the trader in question. Still, the procedure and terms of complaint seem to be a difficulty for several reasons:

Citizens of Serbia are generally unaware of their right to conformity of products with the contract only 1% are familiar with the fact that if a problem occurs, they can complain up to 2 years after the purchase. Every second consumer actually believes that the period for complaints is up to 2 weeks after purchase. Related to that, lot of them believe they can only complain if they obtained and saved the guarantee document for the product in question.

Citizens lack information about organizations/bodies in charge of helping consumers when their rights are violated - they still most frequently recognize market inspections as bodies dealing with consumer complaints, while awareness of Call Centre for consumer protection and consumer organizations is at low level

Although they mostly know that if a problem with a product occurs, they can expect from trader repair or replacement of the product, there are also a considerable number of those who expect return of money (1/4 of Serbian citizens).

Majority do not know that trader can answer the complaint in 15 days after receiving a claim they mostly believe that the per