Financing of housing is crucial in advancing economic development and realizing the dream of people to own a house. In India, the housing loan market has grown exponentially in the last two decades with the banking sector competing to create customer-friendly loan products. ICICI Bank is one of them that has emerged as a front runner with a variety of housing loan schemes catering to varied customer requirements. This research examines the effect of consumer preference on housing loans by ICICI Bank in Rajasthan based on the determinants that drive the decision-making process and their overall implications for the bank's performance. The study uses a mixed-method methodology that uses both primary and secondary data. A questionnaire was conducted among borrowers and prospective customers in various cities of Rajasthan for an examination of interest rates, repayment period, processing charges, bank image, service, internet banking facilities, and documentation facility. Statistical measures were used to determine trends, quantify satisfaction levels, and determine the role of consumer preference as determinants of housing loan demand. Results indicate that interest rates, quality of customer services, and online access are the most significant drivers of consumer decisions. Although ICICI Bank has a robust brand reputation and customer trust, there is still room for improvement in issues of charge transparency and quicker grievance resolution. The research emphasizes that consumer preference has a direct implication on loan take-off rates, customer loyalty, and sustained profitability for the bank. The paper concludes by suggesting ways ICICI Bank can improve its housing loan business in Rajasthan, including becoming more customer-friendly, increasing awareness campaigns, and making better use of technology for smooth experiences. This study adds to knowledge about consumer behavior in financial services and provides useful insights for banking institutions looking to develop their housing finance portfolio.