Impact of Brand Image on Consumer Buying Behavior towards Luxury Automobile Segment

Abstract

The luxury automobile market has witnessed significant growth in recent years, attracting global players such as Mercedes, BMW, Audi, Jaguar, Range Rover, and more. This research project delves into the intricate realm of consumer behavior within the luxury car segment, focusing on the state of India. It aims to unravel the multifaceted factors influencing consumers' decisions to invest in prestigious luxury car brands. Luxury cars are not merely vehicles; they are a fusion of opulence and prestige. This study seeks to comprehend the perceptions and motivations driving individuals to opt for luxury car brands. Wealthy consumers are drawn to these vehicles not solely for their superior technical features but also for their non-technical attributes, particularly the perceived image of the car brand. Luxury cars serve as a conspicuous display of wealth and social status.