Vnímání značek fastfoodových řetězců mladou generací

The thesis deals with the perception of fast food chain brands by the young generation. The aim of the thesis is to find out how the McDonald's, KFC and Burger King brands are perceived by generation Z aged between 11 and 26 years. The subjects of investigation are respondents' attitudes, associations with brands and finding out the reasons why they consume or do not consume food from fast food chains. The theoretical part focuses on the brand, customer loyalty and consumption behavior of young people. In the methodological part, two research questions are defined and the methods and data used are described. The practical part provides a basic overview of the McDonald's, KFC and Burger King brands, interprets the results and formulates recommendations. The primary recommendation is to improve the perception of the Burger King brand through marketing communication because the brand is taken as the last option among the three brands and the brand itself is perceived as boring and uninteresting.