A successful business requires precision marketing to gain customers, and those that do not market effectively often go out of business. Thousands of businesses close each year—a number that is only growing in recent months as a result of the COVID-19 pandemic. Yet, determining consumer behavior and creating a marketing strategy is difficult due to the plethora of factors that affect a customer’s mind. This study aims to determine the psychological factors that affect consumer behavior and how effectively companies match them. A combination of surveys and interviews with external research will determine whether companies are successful in their marketing or not.