In the competitive market many manufacturer introduce variety of products and to popularize their products in the market, they depend on advertisements through different media.Eventhough people are educated in the rural areas, some of them may not have the capacity to understand the concept of the messages given in the print media like newspaper, magazines etc., But the radio depicts the messages clearly to the people in the rural areas i.e., about the entry of new products in the market and details of the product.

          Though the Government provides the television at a free of cost to those peoples in the rural areas, still now, many of the peoples couldn’t get the television provided by the Government. In such a situation, Radio plays a significant role in communicating the day to day events and the availability of the products in the markets. At this juncture the researcher felt that it is relevant to make a study on “Impact of Radio Advertisements on Rural Customers”. Hence this particular study has been undertaken.