What term is used to describe a consumer's likes and dislikes?

The term "tastes" refers specifically to the individual inclinations or inclinations of consumers when it comes to their likes and dislikes. It encapsulates the idea of what people find appealing or unappealing regarding products, services, or experiences. Tastes are shaped by various factors, including personal experiences, cultural influences, and societal norms, and they play a crucial role in consumer behavior and decision-making processes.

While preferences also relate to consumers' choices, they tend to describe a broader context, such as a preference for one option over another, rather than the intrinsic qualities of what individuals like or dislike. Choices are related to the act of selecting among options, and interests often denote general areas of curiosity or engagement rather than specific likes and dislikes. Thus, "tastes" is the most precise term for delineating the personal likes and dislikes of consumers in the context of their behavior and decisions.