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Preference , a term that comes from Latin praeferens, lets point to the advantage or primacy that something or someone has about something else or person. This preference may arise for various reasons, such as value, the merit or personal interests.

For example: “This author is not my preference, although I recognize that he knows how to generate intrigue in his stories”, “Tango is among my musical preferences”, "The coach has a preference for Gonzalez, but would also endorse the hiring of Ramirez".

In the social sciences, preference is a choice (real or imaginary) between various alternatives and how to order them . What is preferred usually acts as motivation or impulse for the development of actions. It is considered normal that people they prefer to enjoy suffering and, therefore, develop a behavior that, in their opinion, provides them with as much joy and pleasure as possible in their daily and long-term life.

Within the personal preferences are certain foods, certain musical genres, types of people to interact with and customs private individuals The combination of all these features makes each individual a unique and unrepeatable being, who travels his own path, which he builds from day to day from birth to death. However, it cannot be said that such preferences arise spontaneously in all cases.

It is known that human beings who live in society are part of one or more systems that were developed before our arrival in the world; These are complex organizations, usually difficult to perceive with the naked eye, that coordinate our existence, drive us to feel attracted to certain activities, shape us so that we do not hinder their plans.

When we are born, we inevitably submit to ideas, tastes, frustrations and to the illusions of one or more people; We need constant assistance and various care for many years, before we can fend for ourselves. During that long stage, we learn to relate to our environment, gradually distinguishing the good from the bad, the pleasant from the unpleasant, and we do it based on the basis they impose on us.

It is likely that a person born into a family of farmers will see animal exploitation as a normal and necessary matter for subsistence and feeding; in the same way, those who grow up among strict vegetarians never feel attracted to products of animal origin, since they consider that no being should go through the torture associated with slaughterhouses. Two points of view, two preferences, two practically opposite ideologies, which arise from the possibilities of the environment; What would happen if a carnivorous individual exchanged his past with that of a vegan?

We like to think that we decide for ourselves, that we spontaneously find our way; but it is difficult to deny that preferences are potentially temporary decisions, which are held as long as a option new, more tempting or sensible than those existing so far.

For the economy , the preference of a consumer determines its consumption. The general preferences of society, therefore, are decisive for the success of a trade and, in general, for the structure of the market .

There are several factors that affect the preference of a consumer. One of them is the price ; in this case, the compass of buyers usually point to the most accessible products at the monetary level. Other very important factors are the quality , the durability and the Brand value (What a person feels they buy when they take a product; it can be associated with a certain status that the consumer intends to access). The Business The most successful are those that manage to interpret market preferences and that can adapt their offer according to them.

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