Marketing is an important activity that discovers unfulfilled needs and wants of buyers, determines which target customer group can be served and decides on appropriate products they need.. Marketers dealing with any type of consumer products should know how, why, what and where buyers prefer to buy the products to make strategic decisions. Firms that clearly understood the psychology and purchase behavior of buyers than their competitors gained monetarily more through competitive advantage. The process of procuring products and services starts in the minds of buyers and it influences customers to search for options with greater advantages buy comparing its benefits. This study focuses on the consumer durable in rural India and to understand the brand preferences of home appliances of rural consumersMarketing is an important activity that discovers unfulfilled needs and wants of buyers, determines which target customer group can be served and decides on appropriate products they need.. Marketers dealing with any type of consumer products should know how, why, what and where buyers prefer to buy the products to make strategic decisions. Firms that clearly understood the psychology and purchase behavior of buyers than their competitors gained monetarily more through competitive advantage. The process of procuring products and services starts in the minds of buyers and it influences customers to search for options with greater advantages buy comparing its benefits. This study focuses on the consumer durable in rural India and to understand the brand preferences of home appliances of rural consumers
Keywords: consumer perception, buying behaviour, consumer durable
