Consumer behaviour analysis facilitates in evaluating the ways in which consumers make decisions regarding their decisions and wants associated with their purchase, use andfoods disposal. The targetmarket selected for KFC is selected through identification and along with profiling distinctconsumer groups that differs in their needs along with the preferences. Under demographic target consumer selection, KFC focuses on the income bracket of the consumers. Behaviour of the consumers in Singapore is influenced by the internal along with the external factors impacting consumer behaviour towards KFC chicken based offerings.