Impact of consumption aspirations and brand knowledge on customer decision making: Evidence form fast food industry of Pakistan

The purpose of this research is to find out the impact of consumption aspirations and brand knowledge on customer purchase decisions. Data was collected through a questionnaire from 168 customers of fast food sector of Pakistan. Results show that there is a positive association between consumption aspirations, brand knowledge and customer decision making. The Results of the study show that there is a significant association between consumption aspirations, brand knowledge and customer decision making. The fast food sector can get higher level of customer satisfaction and a higher number of customer base and market share through a higher level of brand knowledge and consumption aspiration of the customer. The results of the study show that there is a positive association between consumption aspirations, brand knowledge and customer decision making in the fast food sector of Pakistan.