The purpose of this study is to identify those main factors that influence upon purchase intention of customers specifically in fast food sector. The variables which were selected for this research were perceived quality, customer value, perceived risk and purchase intention. The instrument that is used for research is close ended questionnaire. Questionnaires were developed collected data from 150 respondents. After analysis the results showed that all the three variables, perceived quality, customer value and perceived risk have a great impact on consumer purchase intentions. Perceived quality plays important role. Purchase intentions are built at the last moment when the consumer got the good perceived quality. Early making of decisions also lead to development of customer value.