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Abstract
Indian rural market is one of the largest markets in the world; approximately 73%of Indian population is living in rural India. Manufacturers and traders are highly interested in expand their market to rural areas rather than urban areas, they believe that rural market is more profitable segment than urban market because rural peoples are brand loyal and poor literacy level when compared with urban. This study makes an attempt to measure the protective buying behaviour of rural peoples with the help of ten appropriate variables. A sample survey of 100 peoples was selected from villages of Kangeyam taluk. Simple percentage analysis and chi-square test are used as statistical tool to analyze the data and concluded that rural consumers are moderately aware and adopt rational buying process.