Abstract Rural markets have played a significant role in growth of the emerging economies. In India, the economic growth in the last two decades and governments’ focus on rural economy boosted consumption and production levels in the rural India. Rural markets and consumers are a lot more heterogeneous than their urban counterparts are. Keeping the facts that the rural market is not so rural and evolving significantly as well as demographic variables are significantly affecting their buying behavior in the mind, the present study had five objectives to fulfill. With the help of four hypotheses, the study has fulfilled the objectives. The primary data were collected with the help of structured questionnaires and SPSS 20 software was used to analyze the data. The outcome proves that there exists a significant association and correlation between demographic variables and buying of consumer goods in rural market. Various demographic variables have their own role to play, and ignorance of anyone could lead to the debacle in rural market; hence, to win the lion heart of rural consumers, marketers must consider the demographic variable and its association, segment the market based on it and then try to position the products accordingly; tin this way, possibly, they may succeed. Keywords: Association & Correlation, Demographic Variables, Motives, Satisfaction Association and Correlation between the Independent Variables and Buying of Consumer Goods: A Study with Reference to Rural Market of Shivamogga District, Karnataka Prakash H. S.* * Faculty & Research Scholar, SDM PG Centre for Management Studies & Research, Mangaluru, Karnataka, India. Email: prakash.hs.mba03@gmail.com levels in the rural India. India’s rural market would be larger than total consumer markets in countries such as South Korea or Canada, today. Marketers and researchers have come to realize that ‘rural’ could no longer be ignored; this has generated a considerable interest in ‘rural marketing’. Rural markets and consumers are a lot more heterogeneous than their urban counterparts are. At the same time, in emerging countries, ‘rural’ is also vulnerable, disadvantaged, marginalized, poor, and ignored. Rural consumption and penetration levels for most fast-moving consumer goods (FMCGs) are signifcantly lower compared with those in urban India. However, with rapidly rising incomes and a growing middle class, the demand for most categories is expected to explode. With the increase in purchasing power and the demand for a wide variety of products by the rural consumers, the rural markets offer new and greater opportunities to manufacturers of several consumer and industrial products in India. To tap this vast and expanding market, companies are developing effective marketing and advertising strategies based on their study and understanding of the rural consumer behavior. There are certainly signifcant differences in the buying behavior of the rural consumers from the standpoint of product development, pricing policies, distribution, and after- sales service, which create differences in requirements for marketing strategies in rural India. The rural consumer’s decision-making process is quite different then urban consumer’s is (Prakash. HS & Mustiary Begum. 2016). It is proved that there are various unique factors that infuence rural consumer behavior; Introducton Rural markets have played a signifcant role in growth of the emerging economies. In India, the economic growth in the last two decades and governments’ focus on rural economy boosted consumption and production International Journal of Applied Marketing and Management 3 (1) 2018, 1-7 http://publishingindia.com/ijamm/