Variables that have an impact on the way consumers perceive quality are numerous and correlate with each other in countless ways and in doing so, they change consumers' perception and their shopping behaviour. They are complex and independent, and yet completly interdependent. Quality is an idea and the ultimate goal for every manufacturer and consumer. It is an essential condition that must be met in order to achieve success. Quality creates loyalty and profit. Behind every price there are hundreds od calculations, raw materials and intangible assets. A price can enrich a product or it can impoverish it. Brand is an image worth a thousand words. It says everything about a product, without saying anything. Brand is a force, powerful enough to keep a product successful and on top for many years. Country of origin is almost a stereotypical variable. An extremely important variable which depends on a product in question and is still gaining competitive advantage. Today, a large number of consumers has more information about products than ever before. Laws are in place to protect the consumers and provide them with information based on which they can build their perception of products. The market is constantly changing and adapting to demands of both manufacturers and consumers. They all exist in a form of symbiosis because they are mutually dependent.