Rural products constitute an essential component of rural economies, contributing significantly to employment generation, cultural preservation, and sustainable development. However, rural producers often face challenges such as limited market access, inadequate exposure, and lack of direct interaction with consumers. In this context, exhibitions emerge as an effective platform for promoting rural products and influencing customer buying behaviour. The present study examines the impact of exhibitions on customer purchasing decisions towards rural products, with specific emphasis on the factors that influence promotion and acceptance of these products in exhibition settings. The study is based on primary data collected from 120 respondents belonging to rural areas who are engaged in manufacturing and selling products through exhibitions. Data were gathered using a structured questionnaire focusing on various influencing factors such as authenticity and tradition, environmental concerns, cultural heritage, health benefits, support for local economies, and novelty. Appropriate statistical tools, including the Friedman (Chi-square) test and mean rank analysis, were applied to analyse the data. The findings reveal that exhibitions play a significant role in shaping customer perceptions and purchase behaviour by enhancing product visibility and enabling direct producer–consumer interaction. Factors such as authenticity and tradition, environmental friendliness, and support for local economies emerged as highly influential in motivating customers to purchase rural products. The hypothesis testing results indicate a significant difference among the influencing factors, confirming that consumer preferences vary based on product attributes and exhibition experiences. The interactive and experiential nature of exhibitions helps build trust, appreciation, and emotional connection with rural products, thereby positively affecting buying decisions. The study concludes that exhibitions are not merely sales platforms but powerful promotional tools that contribute to sustainable rural development. By highlighting cultural value, craftsmanship, and ethical production practices, exhibitions encourage informed and responsible consumption. The research offers valuable insights for rural producers, policymakers, and marketers to design effective exhibition-based strategies for promoting rural products and strengthening rural livelihoods.