The Indian rural market is larger when it is compared to the urban counterparts in many respects. This process of building on common platform of better living is called 'culture'. And a group of people that has come up together because of some natural or other reasons to carry out the above said responsibilities is called 'society'. Today the rural market offers a huge and untapped market, which is having great potential. Development programmes in the field of agriculture and allied activities, health, education, communication, rural electrification, etc. have improved the life of the rural populace and some market research agencies have forecast that the rural demand will supersede the urban demand in the coming future and to successfully exploit the potential offered by rural market, there is a need to first understand the rural market not only in terms of households. Researcher focused in this paper on consumer behaviour in rural areas.