Komparace spotřebitelského chování generací na trhu s rychlým občerstvením

Abstract

This bachelor thesis is focused on consumer behaviour of generations X, Y and Z in the fastfood market. The aim of the bachelor thesis was to determine and analyze the main factors, that influence consumer behaviour and purchasing decision of individuals belonging to generations X, Y and Z in the territory of today's Czech Republic. The thesis consists of two main parts. The first part is theoretical part, there are described theoretical basis of consumer behaviour, division of individual generations and characteristics of the fastfood market. The second part is the practical part. It included quantitative research. The data was obtained from a questionnaire survey via the website www.vyplnto.cz and subsequently analyzed in the programs Microsoft Excel and IBM SPSS Statistics. The practical part contains the research methodology, analysis of the obtained data as well as suggestions and recommendations for managers of brands and individual fastfood restaurants. The research shows that there are differences in consumer behaviour and purchasing decisions, but these differences are more or less limited to certain factors or motives that affect the individuals. The speed of service is important for the generation X, the generation Y has the best relationship with the fastfood restaurants, the generation Z is slightly skeptical about fast food, but still visits them for low prices.