The basis of the entire modern marketing consists of human needs – consumer needs. The key to survival, profitability and development of a company lies in its ability to identify and satisfy unfulfilled consumer needs in the shortest period of time and better than its competition. The suppliers do not create consumer needs even though, in some cases, they can create interest for some products which they didn't need before. The concept of marketing hints that the manufacturers will produce only the things they are certain people will buy. The suppliers who base their offer on identifying the needs of the consumers will immediately have a ready market. Understanding of the motivation, needs, wishes, urges or internal stimulus of an individual is of key importance for understanding human behaviour. Consumer satisfaction is an opinion they have about a company or a product which is based on the perceived features of the product they have used compared to their expectations. Consumer satisfaction is an important issue from the aspect of sustainability of a business in current market conditions, that is in the new economy conditions. It needs to be measured in order to understand the experience of customers as they use the product. When we refer to attitudes, perception, motives, knowledge and other factors we actually refer to personal behavioral factors of a consumer. It is getting very difficult to survive in the market today and for that reason more and more companies are constantly struggling for consumer sympathy and satisfaction. Consumer needs and wishes change through time so it is not enough to assume they are satisfied. Their satisfaction needs to be constantly monitored and researched. And in this fact exactly lies the basic starting point of this diploma paper.