Abstract: The discipline of consumer behavior comprises the study of individuals, groups, or organizations and the methods that they use to choose products and services to satisfy their needs and wants. The field of consumer behaviour (CB) started in the 1940s through 1950s and it originated as a sprout of the marketing discipline (Shin, 2013). Over the years the field has evolved and undergone a transformation and has since developed into a trans-disciplinary social science field. The field now straddles across many areas; it now integrates traits of sociology, ethnography, social anthropology, psychology, anthropology, marketing, and behavioural economics. The issue of consumer behavior is an important aspect of business, and it continues to attract extensive attention from academic researchers and marketing field practitioners alike due to its colossal impact on the success of the retailing industry. That is why understanding consumer behaviour is vital as this helps the marketers, to gain insight into customers' attitudes, thinking, actions, and responses towards digital marketing use. The main objectives are a) To establish the factors that affect customers' attitudes towards purchasing food products over the internet in Saudi Arabia, b) To enumerate the factors that Saudi Arabia are consumers prefer during online purchasing of food products, c)To gauge customers' attitude towards online shopping of food products influence the Saudi Arabia customers' intention of starting and continual buying of food products online, d) To establish an efficient way for overcoming the drawbacks of online shopping and increasing the potential sales of the online store, and e) To establish the major factors that affect Saudi Arabia consumers' concern towards online shopping. The research uses the research quantitative method approach through using the questionnaire form and use the SPSS Statistical Software to perform the analysis. The study's findings showed that there are six factors that make up the digital marketing orientation: consumer expectations, credibility, amusement, irritation, informativeness, and promotion. All of these factors were found to be crucial in determining customer satisfaction and attitudes toward digital marketing, which has an impact on the fast-food industry in Saudi Arabia. Keywords: fast food, digital marketing, Saudi Arabia.