The Fast-food restaurant business is one of the fastest growing industries in the world. All types of restaurants viz International or local are trying hard to attract and satisfy their customers. This has led restaurant industry in high competition. Therefore, this study is an attempt to identify the influential factors that affects customers ‘purchasing intention in fast food restaurants as along with changing market trends, customers are now becoming more sophisticated and demanding. In this paper, Causal research method is implemented by collecting primary source of data from Raipur city. For interpretation of data, ANOVA and Multiple regression method is used for empirical analysis. The expected contribution of the study is to reveal the actual predictors and make a base for strategy formulation to fast food restaurant owners. The suggestions from the study helps in providing solution to satisfy and engage customer to elevate their loyalty towards fast food restaurant. The originality of this paper lies in the fact that this study makes valuable contribution towards identifying the influencing factors that affects customers’ inclination and perceived purchasing value in their behavioral intention towards fast food restaurants