To know the rural and urban consumer preferences, 140 women (70 each from rural and urban areas) were interviewed with the help of structured, pre-testcd schedule. 'Clothing' occupies second place in the family budgeting on which maximum amount was spent. Savings were quite high in urban families whereas it was negligible in rural families. In rural areas 'neighbours suggestions' and in urban area 'shop display' and 'advertisements' influenced the purchase of clothes. Urban and rural women had better knowledge about visual identification of cloth material and poor knowledge about manufacture - seal, colour fastness and burning test.