The consumer durables industry in India is depicting a constant growth over the long term period, powered by constructive customer demographics, a complete growth in industrial sectors and services, infrastructure development etc. Due to increase in disposable income, change in the government policy for the rural development, advancement of technology, etc., a major share of growing demand is coming from the suburban and rural areas. To leverage this opportunity, several Multinational Companies and Indian players are looking to strengthen their presence in Rural India. The country perceives the establishment of many new markets and an additional extension of the existing ones. Over 300 million people are upgrading from the class of rural poor to rural lower middle class amid 2005 and 2020. Therefore, the rural intake levels are estimated to rise to current urban levels by 2017. The aim of this research which is based on primary field survey is to study the buying behaviour of rural customers. The Primary data was collected by holding a field survey along with a well-designed questionnaire, on random sample basis, which covered the retail customers of Unnao District of Uttar Pradesh. The research concludes that the awareness and knowledge about the product and brand to the rural customer has an important influence over consumer behaviour. But the faithfulness towards the purchase of that specific brand plays a fundamental impact on buying behaviour of rural consumer. This research helps marketers or dealers to know how they can use the awareness of the customers about the product and brand in their marketing strategy of increasing competition in today’s environment.