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Today, companies have to face new challanges because of the globalization, new technologies, globalization of markets and increasing competition. In this accelerated world, it is essential that the companies adapt to the market, which is only available through the necessary information. The importance of market research is undoubted. In our study we would like to prove that in case of a beginner company — in this case a confectionery — it is important to perform a market research like for a company in any other segment. To perform it, the qualitative market research methods were used. Our questionnaire examines several aspects in order to provide an indication of the company’s founding.

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