Abstract
Fast food concepts developed rapidly in last few years in Tamil Nadu. The trend is radically changing the way people eat in India. . Currently, market growth is increasing by the rising young population, working women, hectic schedules and increasing disposable income of the middle-class households.The study has analysis that through customers purchase intention and its continuity depend on satisfaction level of customer towards fast food products. The main objectives of the study is i) To study the purchase intention of customers ii) To find out the supportive factors influence of purchase behaviour of consumers. The study has been made by conducting a survey in Madurai district. A questionnaire assessing attitudes of customers towards fast food product.Analysis and interpretation was made on the basis of percentage. Some of the questions was scored on five point Likerts five point scale, and calculate the Chi - square, Garrett Ranking methods were used for this research.
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