The study was projected to identify consumer buying behaviour towards white goods in Junagadh city. The Heavy consumer durables such as air conditioners, refrigerators, stoves, etc., which used to be painted only in white enamel finish. Despite their availability in varied colours now, they are still called white goods. White goods do not include the entertainment appliances, such as, Televisions, Home cinema, Camcorders, CD, and DVD players. These products are included in the Brown goods category. White Goods Industry is growing at a good pace but still the basic questions in this sector remain unanswered as to what factors influences consumer perception / preference, status symbols / proportion of income spent and factors that motivates consumer brand switching. Exploratory and descriptive research had been used. Sample size taken for the study was 6 brand outlets which are located in Junagadh city and 60 consumers, 10 consumers from each outlet. Judgemental Sampling method was used. Structured Questionnaires had been filled up from the prospective customers of White Goods. Correlation, percentage analysis and Likert’s scale were used to analyse the data. Result found that 59% of the respondents agree that they expect schemes and offers in the festivals. About 42% of respondents agree that they purchase according to the opinion of the sales persons in the Retail Stores. According to consumers, television, website, dealers, demonstration, word of mouth are the effective medium for advertising white goods..