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Today, there is a trend towards a healthy lifestyle and a healthy diet. Cereals are considered the healthiest food because of their properties. They contain a good ratio of carbohydrates, unsaturated fatty acids, vitamins, proteins, minerals and plant fibers that are necessary for human nutrition. Therefore, the production and trade of cereals in the world tend to grow significantly. The aim of the paper is to identify the demographic characteristics of consumers that influence consumer decision when buying cereal products. The empirical research was conducted on a sample of 201 respondents from the territory of the Republic of Serbia through a questionnaire, which was made for research purposes. Through the discovery of consumer preferences, there is an opportunity to help producers of cereal products in Serbia to offer products that will meet the requirements of consumers.

Demographics characteristics of consumers as factors in the purchase of cereal products in the Republic of Serbia