Analýza postojů zákazníků k rychlému občerstvení

Abstract

The aim of my bachelor work is analyse the attitude of customers to fast food. In the concrete I have focused on the international chain of McDonald´s and especially how the customers are satisfied with its characteristic points such as food quality, image or price. I was also interested in factors that have influence at customers decision of place for eating. The work is divided into chapters. First two present characteristics of market and McDonald´s and some theoretic data about consumer behaviour. The main part of this work is the marketing research and classification results and therefrom arising proposals on the consolidation of market position and larger satisfaction for McDonald´s customers.