The Indian rural market is transforming year after year, and it would be quite inappropriate to approach it with a mindset about its past image. The Indian rural consumer lives in over 6, 40,867(according to 2011 census survey) villages across the country and they account for over 70% of the population of the country. For several product categories, rural markets account for well over 60 per cent of the national demand. While the rural consumer is generally seen as less affluent than his urban cousin, things are changing in rural India over the last ten years. This paper aims to link conceptually the concepts of price fairness and consumer satisfaction and empirically demonstrate the influence of perceived price fairness on satisfaction judgments. Further it seeks to examine their behavioral intention (Pay more attitude).