This paper examines the dealer’s perception, consumer brand preference, sources of awareness, dealer’s expectation and special references to Beacon pump. Statement of the problems is to study on dealer’s preference towards water pumps with special reference to Beacon pumps in Chennai city India. The experiments were taken on dealer’s preference and find out the factors which is influence the dealers. An objective of the study is to know brand preferences of dealers with reference to Beacon pump and also need to find which factors influence dealers. The study mainly involves finding out the dealers perception, consumer brand preference, source of awareness, dealers expectation and so on. More than 26% of dealers are deal with Texmo brand pump. Brand image is the most important factors for dealers among the other factors. On the other hand quality is another most important factor for the customer. According to the customer demand Jet pump have high sale in the market. On the basis of rating of after sale service Suguna pump is in good position. We conclude that on the measurement of various factors dealer’s preference are typically. Since Beacon pump are very new in the market so it might take another few years to get preference by the dealers.