The liberalization of the Indian economy had far reaching consequences, which led to entry of global brands in the Indian markets. Earlier companies focused their marketing efforts towards the urban markets targeting the educated consumer. However with the saturation of markets in the urban sector, many companies focused their attention towards the fast growing rural sector. And also the rural markets in India are still evolving, and the sector poses a variety of challenges. The consumption patterns, tastes and needs of the rural consumers are entirely different from that of urban consumers. While it is evident that urban Indian has adapted much faster than the rural consumer due to higher exposure of media and changing life style, the rural consumers are not far behind (Vidyavathi 2008). Hence the buying behaviour of rural consumers has become a hot topic for discussion because rural India, in recent days, is enthusiastically consuming everything from shampoo to motor cycles and this “rural predilection” is being considered as one of the significant topics of market analysis (Arpita Khare 2010).