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.