• Dr. SANTHAPALLI GAUTAMI,
• M. JALAJA

The Marketing Scenario express that the Study of Consumer Behavior is always essential and inevitable. Consumers are the kings of markets. Without consumers, no business organization can run. All the activities of the business concern end with consumers and consumer satisfaction. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Consumer buying behaviour has become an integral part of strategic market planning. In order to develop a framework for the study of consumer behaviour it is helpful to begin by considering the factors which impact consumer buying behaviour as well as the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline. As described in this article, a set of dimensions can be identified in the literature, which can be used to characterize and differentiate, the various perspectives on consumer research. The objective of the research endeavour is to achieve a better understanding of consumer behaviour with the factors that influence consumer buying processes. This article aims to identify different streams of thought that could guide future consumer research. This research paper mainly focuses on small car customers and their buying behaviour in the Rayalaseema region Descriptive type research design is used in the study. The sample size is 265 Customers who own a car. The convenience sampling technique is used in the research. Data is collected through a structured questionnaire. Data is analysed by using Excel and various statistical tools. Findings are derived from the data analysis and required suggestions are given.

Consumer Buying Behaviour, Traditional Perspectives, Rational Perspectives, Cognitive, Traits.

"Factors influencing on Buying Behavior of Customers of Small Cars in Rayalaseema region, Andhra Pradesh.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 3, page no.g516-g522, March-2023, Available :http://www.jetir.org/papers/JETIR2303679.pdf

"Factors influencing on Buying Behavior of Customers of Small Cars in Rayalaseema region, Andhra Pradesh.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 3, page no. ppg516-g522, March-2023, Available at : http://www.jetir.org/papers/JETIR2303679.pdf