Sports Utility Vehicle (SUV) market is one of the growing markets in India due to changed customer perceptions. Various studies in the past showed that buying behavior is not static it is dynamic. Consumer buying behavior changes as per the need, requirements and financial capacity of individuals. The main objective of this study is to identify the main factors which change the buying behavior of the Indian consumers for SUV segment. This study has considered only the Bhopal city of state Madhya Pradesh. A structured questionnaire is prepared on five point likert scale. Questionnaire is divided in to two parts. First part deals with demographic information of the respondents while second part deals with buying behavior and purchase decision. Relaibility and validity of the questionnaires is tested and the instruement found reliable and valid. Reliability of questionnaire is tested by Chronbach alpha and for validity it is tested by two experts. For collecting data simple random sampling is used. Data is collected from only those samples which have SUV cars or having prospect of purchasing car. Study targeted to collect the data from 350 samples. For colleting the data two months have been taken.  For data analysis Exploratory Factor Analysis (EFA) is used and data analysed on SPSS 20 software. Analysis found six important factors which affect the consumer buying behaviour for SUV cars in Bhopal city.

KEYWORDS: SUV, Consumer Buying Behavior, Structured Questionnaire, Reliability, Validity.