Brand preference is the indicator of the strength of a brand in the hearts and minds of customers. Brand preference represents which brands are preferred under assumptions of quality in price and availability. Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers. Higher brand preference usually indicates more revenue and profit, also making it an indicator of company financial performance. In this research paper an attempt has been made to know which brands are commonly preferred by the Dhal consumer. There are so many brands of Dhal available in the market like Nandhi Dhal, Elamathi Dhal, Gandhi Dhal, and Guru Dhal etc. In this study we also tried to know the brand loyalty of consumers. Here we have made an attempt to know whether the consumers are loyal towards a particular brand or not. Consumer behavior is the process whereby, individuals decide whether, what, when, where, how, and from whom to purchase goods and services. The Dhal industry today is the most innovative industry.