American Research Journal of Humanities and Social Sciences

This research intends to examine the purchase intention of customers towards instant food products. Covid 19 Pandemic has created an environment to try instant food products. The time and procedural comfort had made instant food products being included by many families. To increase the market share the manufacturers spend money on research to improve the product with the expectation of consumers. This research attempts to find factors influencing the purchase intention of customer towards instant food product. This study was proposed to examine the relationship between factors on purchase intention and identify the factor that the manufacturer should concentrate on to increase the market share by influencing the purchase intention of customers. The review of literature brought factors such as price, benefits, quality, and product awareness as factors influencing purchase intention. Out of the factors considered in the research price and benefits have significant influence on purchase intention. Multiple regression is applied to build a model and identified benefits of instant food has more influence on purchase intention of consumer compared to other significant factors.