The present research was conducted in Jammu city for analyzing Consumer preference towards different chocolate brands. Primary data was collected from the respondents of Jammu city through the market survey using questionnaires as the measurement tool. Percentage method and Garrett ranking technique was used to analyse the data. The sample size taken for the study was 150. The results revealed that majority of the consumers were female i.e. 60 percent. Also the results depicted that the quality and taste of the chocolates are the most influencing factors that impact the consumers’ preference and their purchase decision.

Keywords: Consumer Preference; Market; Purchase; Garrett
Ranking.