Introduction “Consumer behaviour is the way that consumers act or behave when looking for, buying, and using products” (Dougherty, 2007). It focuses on how consumers choose and dispose services and products. The decision making process is complex and involves many psychological processes. Consumers must take time to recognize their needs, find possible, effective, economical, and convenient ways to solve the problems, before arriving at a buying decision (Mort, 1997). Despite the complexity of the decision-making process, consumers are faced with product decisions daily. In fact, product decision has become so integral to consumers and producers that billions are spent daily in promotion and research to influence the decision process. Currently, consumer behaviour acts as the main guide for producers in product development. It is a costly process full of uncertainties, but so critical to ignore. Consumer behaviour affects all sectors of the economy. The demand for all products and services is, therefore, affected by changes in consumer behaviour. As such, consumer behaviour has become an effective tool for influencing the nature of products in the market and their selling prices (Bagozzi, Canli & Priester, 2002). This research will attempt to find out what influences students to purchase cars. Having established the influence of consumer behaviour on decision making, the research will attempt to establish the specific role of consumer behaviour in influencing students to purchase cars. It will further establish gender and age disparities, if any, in car purchasing by students. The decision to buy a car may not rest on the students alone, but also their parents. Cases that require the support and consent of parents tend to be more complicated. This is because most parents tend to be reluctant when it comes to allowing students to own cars. The main concern for parents and students intending to own cars while still in college is affordability. However, reliability and safety are other concerns that may cause differences. This research will attempt to establish the factors affecting the choice of cars for those students who have decided to purchase cars. All car buyers consider efficiency, reliability, affordability, and “coolness” before committing to pay. Getting all the mentioned requirements in a car could be hard (Wilson, 1995). In fact, it is only possible to get a car fitting in all the above categories in the high-end market. Most students do not fall in this market segment. Therefore, this research will attempt to determine the overriding factor, which most students will give priority in making a purchasing decision. Gender and age segmentation will be used in this research. Age segmentation will be considered for various reasons. “The basic logic is that people of the same age are going through similar life experiences and therefore share many common needs, experiences, symbols, and memories, which, in turn, may lead to similar consumption patterns” (Hoyer & MacInnis, 2010). Most importantly, the research will consider consumption patterns for students from three countries United Kingdom, Spain, and Greece. Since age groups tend to have a similar consumption pattern, using age as segmentation will provide a solid foundation for