This is an age old bias that has been gradually changing. When there were fewer top level domains around, people assumed that if you have a website it would be on a .com name. They used to type the .com in the browser first and if not found use search engines to locate the website.
You will be surprised that Internet users are lot smarter now and realize that there are many top level domains like .net, .org, .in. You should choose a top level domain that is synonymous with your brand and what you offer, while paying attention to optimizing it for search engines and submitting your site to search engines, local directories.