Consumer preference theory is a way of analyzing how consumers may achieve equilibrium between preferences and expenditures by maximizing utility as subject to consumer budget constraints.

Consumption is separated from production, logically, because two different consumers are involved. In the first case consumption is by the primary individual; in the second case, a producer might make something that he would not consume himself. Therefore, different motivations and abilities are involved. The models that make up consumer theory are used to represent prospectively observable demand patterns for an individual buyer on the hypothesis of constrained optimization.

This study has been done to find the consumer brand preference of FMCG, and it attempts to find the level of brand awareness. This study is carried out to understand consumer brand preference. Sakthi Masalais placed first in the market. Even though the Sakthi Masala brand is placed one among the top in the choice still there is scope for improvement. Based on the findings the researchers have given some suggestions to the company. If the company incorporates ideas, they can improve brand preference, associations and loyalty. 

Keywords: Brand loyalty, Consumer preference, Perceived quality.