It is a well known fact that with the advent of increasing purchasing power and
changing life style towards luxury now car has become a commodity of necessity and has
become one important element of life of even to the middle class people. Hence, there is a
remarkable scope to investigate the impact of factors affecting the today’s consumer buying
perception and behaviour of small cars. The study is restricted to Pune city, which is no doubt
an economically sound and cosmopolitan city. Pune City has tremendous potential for all the
products and services, because people of various religions, languages, cultural backgrounds
and demographic and socio economic characteristics live in this area. This paper makes an
attempt to investigate the buying behavior of consumers’ and how this information can be
utilized by marketers in their favour to win the hearts of the consumers.