Published Paper Details:

This study investigates the key factors influencing customer satisfaction and loyalty towards select luxury car brands in Karnataka. With the rapid growth of the automotive sector and increasing consumer interest in premium vehicles, understanding what drives satisfaction and loyalty is critical for sustaining competitive advantage. The research focuses on dimensions such as service quality, price fairness, perceived value, and the ethical behavior of luxury car sellers. A structured questionnaire was administered to 400 respondents across four districts in Karnataka, and the data was analyzed using descriptive and inferential statistical tools including factor analysis, ANOVA, and regression. The findings highlight that younger and middle-income customers form a significant segment of the luxury car market and that factors such as transparent pricing, dependable quality, and responsive service play a vital role in shaping positive customer experiences. The study also reveals strong emotional connections with brands, emphasizing the importance of trust, design, and brand prestige. The results provide actionable insights for luxury car manufacturers and dealers to refine their customer engagement strategies and enhance brand loyalty. This research contributes to the academic understanding of consumer behavior in emerging markets and fills a gap in region-specific studies on luxury automobile customer dynamics.