The automotive sector is highly competitive, making it critical for businesses to understand client purchasing habits and establish strong brand loyalty. This study looks at what influences consumer purchasing decisions and brand loyalty in the automotive sector. The study concentrates on important factors like cost, features and product quality, marketing and promotion, and ease and after-sale support. Using a non-probability sampling technique, a structured questionnaire was used to gather primary data from 122 car owners and customers in Bengaluru South as part of a descriptive research design. The data was analyzed using statistical techniques such multiple regression analysis, mean, standard deviation, and percentage analysis. he results show that consumers are logical and knowledgeable consumers who carefully consider automotive features, safety, technology, fuel economy, durability, brand reputation, and cost before making a purchase.. Product quality, state-of- the-art technology and after-sales support were also found to have positive effects on customer preferences and intentions to make further purchases. Marketing and advertising help people know about a car brand, but they don’t really change what people finally buy, most customers look at things like price, product quality, and features before making a choice, if the car is priced well and feels worth the money, people are more likely to stay with that brand..
