Abstract: In recent years, rapid urbanization, industrial growth, and changing lifestyles have significantly altered food consumption patterns, leading to increased demand for instant food products. Busy schedules, rising workforce participation, and the growth of nuclear families have reduced the time available for traditional cooking, encouraging consumers to opt for convenient, ready-to-cook, and ready-to-eat food options. This study focuses on customer purchase decisions towards instant food products in Coimbatore, a city characterized by industrial development, educational institutions, and a diverse population comprising students, working professionals, and business families. The research aims to analyze the key factors influencing purchase decisions, including price, quality, brand image, taste, availability, packaging, promotional activities, and health considerations. It also examines the role of demographic variables, lifestyle changes, technological advancements in food processing, and marketing strategies such as advertisements, discounts, and digital promotions

Keywords: Customer Purchase Decisions, Instant Food Products, Consumer Buying Behaviour, Convenience and Lifestyle, Health and Nutrition Awareness, Brand Image and Pricing, Promotional Strategies, Urban Consumers, Retail and Online Availability.etc.,

Downloads: | DOI: 10.17148/IARJSET.2026.13263