Marketing hinges on understanding and creating a customer. What consumer would buy it – is no easy task. This would be evident from the fact that though several marketing scholars have spent enormous time and effort on this subject and analysed it from different angles and under different premises, there is no unified, tested and universally established theory of buyer behaviour. What we have is only collection of ideas that have taken from economics, psychology and sociology. There are several factors contributing to the consumer behaviour, one among them is psychological factors which include motivation, perception, learning, attitude and beliefs. The present study examines the influence of Psychological factors on consumer buying behaviour towards premium cars in Hyderabad City. Annova test was used to test the hypotheses of this study.  Findings of the research show that traits of psychology affect buying behaviour. The findings indicate that psychological factors influence the consumer buying behaviour towards premium cars.

KEY WORDS: Consumer, behaviour, Psychological factors, motivation, perception, learning, attitude.