Abstract: This study examined the impact of covert marketing on young consumers buying behavior special reference to fast food industry in Batticaloa. Fast food firms in Batticaloa pay novel attitude in promote their products and services through effective promotional medium which is called covert marketing through this covert marketing the firms try to form brand awareness among the consumers via spreading positive WOM and this have adverse effect on their output in terms of sales. They do not see the need of spending part of their budget in advertisement to promote their products and services and influence consumer buying behavior. With great increase in technological advancement, effective promotional way has become extremely important to be able to have competitive advantage, hence the need for this study.