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Modern Business School , Belgrade , Serbia
Faculty of Hotel Managment and Tourism, University of Kragujevac , Kragujevac , Serbia
The service user (consumer), in terms of Consumer protection Act of the Republic of Serbia, from 2011. (Hereinafter, CPA), art. 5th, items. 1st, is a person in the market in order to obtain services not intended for his business, or other commercial activity. The consumer today is the focal point of any business. The existence of business primarily depends on the satisfaction, and more, and of loyalty of consumer. Often in the literature, we find that consumer attitudes, actually the one that explains the success or failure of a company. The consumer is the purpose and goal of any business, but in practice, individual service users do not gain that impression. The authors will try to point out that the consumer must be protected from increasingly aggressive marketing campaigns that encourage the over-consumption. In this regard, consider the consumerism, as a series of activities that are primarily design to protect consumers against unlawful business practices, which destroy his basic rights as the consumer. Then, we will point to the normative framework of consumer protection in the Republic of Serbia, while meditating, disadvantages and advantages of the CPA implementation. Finally, we will point out to her European strategy and consumer protection (2007-2013).
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