Television, as a product, is getting the status of essential commodity across the world inviting complexities and uncertainties for the marketers. The main objective of this research is to identify and analyze the factors that leads to brand preference of a Television and which among them influences purchase decision. Knowledge on customer preference is important in order to learn more about customer needs to reduce the gap between technology and needs.  The findings of the study are based on the primary survey of 200 users of different brands of Televisions, conducted in Bangalore city. It is found that top five most preferred brands of Televisions are LG, Sony, Vu TV, Samsung and Panasonic. This research also finds that consumer’s preference on buying Television is mostly affected by the factors, such as, ‘Market offerings’, ‘Product dimensions’, ‘Brand value’, and ‘Adaptability’ which means a favorable change in these factors may lead to brand preference of the customers for Televisions. From the result obtained, it is recommended that Television brands should focus in designing a better market offering and focus on product dimensions to attract brand preference and create loyal customers.