Abstract
Consumer preferences are crucial for a product's marketing success since they show what buyers like, dislike, and their purchasing habits. Companies that grasp this concept and adapt their strategies often become market leaders. This study examines the preference of Nigeria produced biscuit brands by agricultural students at Akwa Ibom State University, specifically on the Obio Akpa campus because retail vendors on campus have noted issues with biscuits not selling and spoiling because of low sales. Information was gathered from 100 students using structured questionnaires and analyzed with descriptive statistics, displaying the results in graphical form. The findings revealed that most respondents (75%) were aged between 20 and 25 years. Additionally, 71% of the students do not share their living space, and those who mainly receive pocket money ranging from NGN5000 to NGN20000 tend to consume biscuits at least once a week. The research indicated that a significant number of students preferred biscuits from Yale Foods Limited, specifically the lite crackers (15g) and fibre active digestive biscuit (60g), which were the most favoured. Despite this preference, students did not demonstrate strong loyalty to these leading brands. Conversely, king crackers (40g) and Pure bliss milk cookies (56g) from OK Foods Limited were also well-liked, with students showing greater loyalty towards these options. Taste significantly influenced students' choices. Moreover, students often enjoyed their biscuits with soft drinks, groundnuts, and water. The study recommends that stores serving agricultural students consider offering a selection from Yale Foods Limited;and particularly king crackers (40g) and Pure bliss milk cookies (56g) from OK Foods Limited due to their stronger customer loyalty. Additionally, these stores should also provide soft drinks, groundnuts, and water as these are commonly enjoyed alongside biscuits. Finally, biscuit manufacturers should prioritize improving flavour, as this is a key factor influencing biscuit preferences