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Topic- Psychological factors influencing the decision making of a fast

food customer in North America.

2.

Purpose of the study- To find out and understand the psychological

factors influencing the decision making in fast food industry in North America. The whole idea behind determining the psychological influencers is to lay the foundation for marketing and advertising plans. The motive behind the study and research of this topic is to prepare grounds for future marketing campaigns. The development of marketing and advertisements will not be included in this research although the findings will be utilized for creating them. The research will take us through different and various factors effecting decision making but stress will be on one(1) factor that will be researched in a greater detail. In this paper the light will be thrown on few other factors to understand how can they be connected and how it can help in understanding and elaborating the main factor. Emphasis would be laid on other psychological factors but when and where required and necessary and helpful,others can be used for insights into the main influencer. This paper would also help us in understanding how social profile of a customer can be related to the decision making factor and vice-a-versa resulting in clearer know how of what literally psychologically influences the decision making in that spur of a moment.

The questions to be explored in the study:a) What are the psychological factors influencing decision making in fast foodie customer in North America.

b) Studying and understanding other psychological factors related to the main one. c) Understanding the magnitude of other influencers even though wanting to keep a limit on exploring the main one. d)

3.

Background- literature review -

According to Evans et al ,(2000),the

final consumers decision process, consists of the process itself and all the factors affecting it. This is the process in which consumers choose from different products, organizations, places and different ideas and people as well. The process can be tedious and can be divided into stages such as stimulus, problem awareness, information search, evaluation of alternatives and purchase and post purchase behavior. Majorly the demographic ,social and psychological factors affects the process of decision making process. There can be an instance of all the stages contributing towards decision making or may be some stages will bring the consumer down to a decision. But a decision would be finalized if the psychological characteristics of a consumer are understood. These psychological characteristics of the consumer involves his or her personality and attitude, class consciousness, motivation, perceived risk, innovativeness and the importance of the purchase.

4.

Study details -

The goals to be achieved under the study are:-

a) Evaluative criteria b) Identify motivational factors affecting purchase of food

The scope of the study:-

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Deliverables-

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Limitations and obstacles

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Proposed timeline

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