Customers do not spend much time in deciding a product. The relevance of biscuits as a product differs from consumer to consumer based on how the product is perceived by him, which in turn influences his buying decision.
A study was conducted to know the preference level of customers on the Taste, Variety, Brand, Packing, and Price of Biscuits. Biscuits are also replacing breakfast for some people because of long working hours and too much travel.
Biscuits are low priced and are generally used up in a period of day, weeks, or may be months. The study was conducted by selecting Non Random sample as per the convenience, and a Questionnaire was designed on 7 point Likert scale and distributed among educated and middle income group through online during COVID in the month of July 2020.
Questionnaire has been issued to 150 people, out of which 132 respondents who have knowledge about preferences to purchase biscuits have responded. Factor analysis is used to explore different factors from the study, and finally it has been concluded that most of the consumers give preference first to the price and next to the brand.
Key words: Consumer Preference, Purchase Decision, Factors Influences, Biscuits as Breakfast.
