In this paper, the topic of satisfaction survey techniques and tools is emphasized, focusing on the generation Y from the theoretical aspect as well as empirical research of generation Y. The same issue has been addressed in seven chapters. In the introductory chapter, the structure of the work is given, while the second chapter covers the definition of the work methodology. In the third chapter, attention was focused on the Y generation, ie their characteristics, marketing trends, and the specificity of the researches so far carried out with the generation Y. In the fourth chapter, focus was placed on defining consumer satisfaction by addressing the reasons for measuring consumer satisfaction, the process of measuring consumer satisfaction as well as the factors that affect consumer satisfaction. In the fifth chapter of the paper, the techniques and tools of consumer satisfaction research were considered, which included methods and techniques of value research for customers, types of satisfaction research, and customer satisfaction monitoring. In the sixth chapter of the paper, results of a survey conducted on a sample of 108 participans were shown, concerning the decision-making process of buying by the observed generation Y. Measuring consumer/customer satisfaction is the function of keeping them, improving business segments, maintaining the quality of the products themselves, and responding to customers / consumers when introducing new products / services. Measurement of consumer satisfaction is a function of strengthening a business entity and in modern business conditions it is of crucial importance in strengthening the market positioning of a particular business entity in relation to its competitors. Generation Y is the generation that is currently the market's most "flourishing and burning", and marketing experts as such dedicate very significant attention.