Consumer preferences refer to the subjective feelings and attitudes that influence an individual's decision-making process when choosing between different products, services, or brands. These preferences can be shaped by a variety of factors, such as personal tastes, past experiences, social influences, and marketing strategies. Understanding and studying consumer preferences is essential for businesses to develop effective marketing strategies, product design, and pricing strategies that appeal to their target market and maximize sales. Researchers in this area often conduct surveys, experiments, and data analysis to identify and analyze consumer preferences in order to inform business decisions.