The present study will enable to apprehend the relationship between social reference group and personality trait on automobile buying. Impact of social reference groups is one of the intuitive and instinctive factors that can form a customer for buying product. The main objective of the study is to assess the relationship among social reference groups and personality traits on buying decisions of customers towards automobile in Gwalior region. The study was causal in nature and data was collected from 200 respondents those who were automobile seeker available in Gwalior region. To examine the effect of demographic on buying decision. The Structural Equation Modelling was used to evaluate the cause and effect relationship between personality trait and buying decision and social reference and buying decision.

KEYWORDS: Social Reference Growth, Personality Traits, Buying Decision, Automobile Industry.