Abstract-In India as the level of competition keep on increasing day by day for automobile market, it is essential for every automobile company to understand customer insight in order to provide best value judgement. Thus, they need to understand how consumer compares price-quality-value of an automobile. Therefore, the objectives of this research is to study the relationships of perceived quality, perceived value and perceived price that will affect consumers purchase decision towards cars. Survey using convenience sampling was done at Ludhiana city. Questionnaires were distributed to 320 respondents at the sampling location. Finally a sample of 280 used for final analyses. The study revealed a positive impact of perceived price over perceived quality; perceived quality over perceived value and a negative impact of perceived price over perceived value. The results from this research provide a platform for Ludhiana automobile makers to appreciate consumer value judgement and how it affects their purchase decision. In order to ensure that the findings are illustrative and convincing, future research should include more constructs like brand image of an automobile, customer experience, culture etc.