During occasions like marriage, birth of a newborn, housewarming celebrations etc. purchase of luxury products is quite common in India. It has been seen from a few literary evidences collecting samples from different countries in the world that automobile product purchase intention triggered by life events, varies among different age groups across the countries. Therefore, investigating the same in Indian context is worthwhile because it has been inadequately explored and established as a literature gap. In this research work, we have conducted focus group discussions to identify the life events that may encourage people of India belonging to different age groups to undergo the transition from zero-ownership state to one-ownership state. Then cluster analysis is performed to find out age groups with distinct choice of events suitable for purchase of automobiles. Subsequently, for each such group, separate structural equation models are proposed to demonstrate influence of each life event on automobile purchase intention of Indian customers.
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