The objective of the paper is to study the attributes which mostly affecting thepurchase decision of the automobile consumer. Presently Indian automobile industryis full of competition due to availability of national and foreign brands and increasingpre and post-sales expectation among the customers. The study has been conducted inTamilnadu. A total of 547 customers who have purchased the cars, were contacted fordata collection. The study is based on primary and secondary data. StructuralEquation Model has been used to analyze data. It was found from the results of theresearch that the targeted research variable customer perceived value was positivelyinfluenced by brand, price, quality, design, utility, technical consideration. And allthese factors have compelled the customer to select and buy the car. © IAEME Publication.