Abstrakt v cudzom jazykuThe theoretical part deals with marketing communication and the characteristics of small and medium-sized enterprises. The aim of this thesis is to identify what type of consumers is buying meat and meat products in specialized stores of MasoLAPIN s.r.o. In the Banskobystrický region and recommend marketing and communication activities for this company. Requests were made by the diplomat directly at individual shops in the districts of Brezno, Banská Bystrica and Zvolen. The questionnaire consists of two parts. In the first part, the data related to the respondent was found. The second part of the questionnaire responds to what the respondent asks for and how to handle such a shop. So everything that buys there, what its financial value. The diploma thesis is a characterized company - its origin, activity and what it does. In the next section are competing competitors in the region, which also deal with the purchase and sale of meat and produce their own products. When evaluating the questionnaires, the relative percentage method was used. Major consumer of meat and meat products from MasoLAPIN s.r.o. Are women. Mostly, they are high school graduates who are educated by working-age people who already have their families. In stores, they are not only buying meat but also products, and are willing to buy meat or products that originally did not intend to buy. The bulk of respondents pay in cash and follow stock prices, and they will return to those stores again. The most important item when shopping is the price of the goods, they are less interested in them, or the product is Slovak, or if it is from the Slovak manufacturer. So far, few respondents have the option of making a phone call because they do not know about this service. Respondents are satisfied with the availability of individual shops and staff, on the other hand they would like to change the appearance of the store. For MasoLAPIN s.r.o. In marketing activities, it is recommended to use more advertising to reach potential consumers - advertising leaflets and large-format posters with stock prices, and with the aforementioned additional service at all stores.