The primary goal of this study is to conduct a bibliometric analysis using key words as Brand Preference and brand switching behaviour.  The Benefits of brand especially- when it comes to the bath soap items, have a major impact on the Rural customers to purchase decision of a certain brand over time. Rural customer contentment is calculated by the different product’s actual performance with its expected performance after use.  Since rural consumers perceptions are so individualized, they are susceptible to distortion. Brand must thus be positioned in rural consumers’ minds in order to survive in nation like India where a larger in size and more demand base customers with great opportunities to all kind of manufacturer.

Brand preference and brand switching behaviour are important step to know the rural customer selection behaviour. Brand preference reveals the attributes, perception, Brand image, appearance and experience of a brand possesses. Where brand switching influence by some factors like financial, sociological, psychological and other factors....