This study analyzed customer preferences and satisfaction with Levi's jeans. The objectives were to analyze factors influencing brand choice, perception, and satisfaction levels. A survey was conducted with 200 respondents in Ghaziabad, India. The findings showed that income has a significant impact on brand choice, and price impacts both choice and quality perception. Customer satisfaction was highest for Levi's and lowest for Tommy Hillfigure. In conclusion, price and income influence customer brand choice, and price correlates to satisfaction levels.