A rural buyer buys a branded product for its assurance of quality. Rural consumers today, are quite aware of the variety of brands that are available in the market. This change in the behaviour of rural consumers is widespread in respect of FMCG products. The present study stresses on the research framework on properties that induce a purchaser’s confidence in acquisition of a product and structure their relationship with demographic variables and brand choice. The study was carried out in the rural areas of India. The sample size was 1,106. The research methodology consisted of exploratory and descriptive studies. Tools for analysing data included confirmatory factor analysis and modelling of structural equations. It was found that there was a significant relationship between properties that trigger a purchaser’s confidence in acquisition of products and their brand choice. It was also found that there is a significant difference between properties that trigger a purchaser’s confidence in acquisition of products and demographic variables such as age, gender, education and household income.
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