The study explores customer preference and buying behavior concerning mushrooms, aiming to provide insights into consumer choices and market dynamics. Mushrooms have gained significant popularity due to their nutritional value, versatility, and unique flavours, leading to increased consumer interest and a growing market. Understanding the factors influencing customer preference and buying behavior is crucial for market players, including producers, retailers, and marketers, to effectively cater to consumer needs and drive sales. Data was collected from 160 respondents in the Gwalior region through an online questionnaire using random sampling. The findings reveal several key factors that influence customer preference for mushrooms. Nutritional value, taste, and culinary versatility emerge as primary drivers of consumer choice. Health-conscious individuals are particularly drawn to mushrooms due to their low calorie and fat content, as well as their rich nutrient profile. Moreover, the umami taste and ability to complement a variety of dishes make mushrooms attractive to a wide range of consumers, including vegetarians and flexitarians. The collected data was analysed using the Cronbach's Alpha Reliability Test that was applied to check the reliability for A Study of Customers Preference Buying Behavior of Mushroom, Factor Analysis was applied to identify the underlying factors of A Study of Customers Preference Buying Behavior of Mushroom questionnaires. Through these analyses, the study aimed to gain insights into the factors influencing customer preference and buying behavior towards mushroom.