Abstract Consumer behaviour is described as the manner of selecting, buying, the use of and disposing goods and services through people or establishments to fulfil their needs. Companies have to recognize the various factors that have an effect on purchasers to make purchases these elements may be reference agencies, cultural elements, and economic elements and alike, in addition they want to understand the acquisition system that goes into making buy selections with the aid of clients with the intention to succeed in both rural and concrete markets. The rural markets offer a big selection of possibilities because of their tremendous size and adjustments that have taken region over the years. Behaviour of customers in urban areas and the characteristics of city purchasers range appreciably from the agricultural counter elements. An crucial end may be drawn from the studies is that know-how the buying behaviour of purchasers is critical for businesses. Whilst it is also seen that rural and urban clients want to be segmented nicely so as to derive sales and profit from each the markets. This research paper gives an outline of the research, which has been executed on consumer buying behaviour in each rural and urban area almost about purchaser durables. However, there are studies gaps and similarly scope for comparative studies between rural shopping for behaviour toward durables, as there are few studies studies performed on this topic.