This study examines the impact of brand awareness strategies on brand preference among rural consumers in India. Surveys and focus groups were employed to collect data from a sample of 1200 rural customers. The survey collected data on brand awareness strategies, brand preference, and demographic information. Focus groups were used to gather qualitative data on consumers’ perceptions, attitudes, and behavior towards different brands of pressure cookers. Five brands (United, Hawkins, Prestige, Bajaj, and Pigeon) were selected to represent the consumer durable segment. The results revealed that the level of preference for various brands among rural customers in India was associated with factors such as quality, pricing, design, after-sales services, and brand reputation. The findings of this study have important implications for marketers and companies, highlighting the need to focus on optimizing the primary factors that influence brand preference and creating brand awareness strategies that take into account these factors.