Vol. 5, Issue 7, Part B (2019)

Abstract
Rural and semi urban markets are likely to contribute maximum to the sales of consumer durables in India. Rural consumer behavior and preferences are changing frequently. The objectives of present study is to address the issues; whether the buying behaviors of rural consumers differ based on their level of income and education; rural consumer’s most preferred factor of purchase of durables and to know the level brand awareness in rural market. The empirical results reveal that, profession does not affect significantly on possession of consumer durable but income do, the level of brand awareness is increasing significantly in rural market.