Abstract: In an increasingly competitive financial services market, understanding the factors that influence customer choice of personal loans has become critical for lenders. This study examines how key variables—interest rates, repayment tenure, and brand trust—impact customer decisions when selecting personal loan products. Through a structured survey distributed to a diverse sample of borrowers, the research analyzes consumer preferences and priorities in loan selection. The findings reveal that while low interest rates remain a dominant factor, flexible repayment terms and the perceived trustworthiness of the lending brand also play significant roles in shaping customer choices. The study highlights the growing importance of transparent communication, customer service, and brand credibility in building consumer confidence. These insights can guide financial institutions in designing loan offerings that are both competitive and customer-centric, ultimately enhancing customer acquisition and retention.

Keywords: Repayment Tenure, AI in recruitment, Financial Services, Loan Preferences

| DOI: 10.17148/IARJSET.2025.12554