ABSTRACT Consumer behaviour is a rapidly growing field of research and teaching. And there is considerable value added marketing and managers who are competently concerned with the furniture buying process. A specific rationale for studying consumer behaviour is marketing. According to Astro and smith’s dictionary of marketing, the term consumer refers to the action and sympathetic motives of consumer in the market place. Marketers expect that by understanding what dives consumer to buy the right products and service, they can determine which products are in demand in the market, which are obsolete and how to deliver products to consumer, hence this study is a study conducted in Dharmapuri of Tamilnadu. Keywords: Consumer Behaviour, Purchase behaviour, Purchase decision, Household furniture, Furniture Industry, Sources of Awareness, Place of Purchase, Demographic segmentation, Frequency of purchase and socio economic factors.