The effectiveness of marketing for fruits and vegetables in India has been of significant concern in the recent years. The rythu bazaars were establishes in 1999, the concept of rythu bazaars was introduced with the view of provide remunerative price to farmers and offer vegetables to consumers at rational rates. This study investigates the factors affecting on selection of Rythu Bazaars by using factor analysis. To achieve this objective 300 customers are randomly selected from different Rythu Bazaars in Rayalaseema Region (Ananthapur, Kadapa, Kurnool, and Chittoor Districts). From this analysis it is find out that there are three factors are influencing on selection of Rythu Bazaars. Among three factors, factor one is labeled as Freshness, factor two is labeled as price of vegetables and factor three is labeled as Quality. Further the result is concluded most important factors for selection of Rythu Bazaars are variety of vegetables, friendliness of vendors, freshness of vegetables, price of vegetables are major determinants for selection of Rythu Bazaars. © Serials Publications.