Abstract:
Recent information released through the mass media related to contamination of imported milk powder
with hazardous components has made a considerable effect on the preference of milk powder brands
among the consumers in Sri Lanka. This study was focused to investigate: (1) the factors influencing
consumer brand preference for local and imported milk powder brands, (2) whether these identified
factors have significant influences on consumer preference in milk powder brands. A questionnaire
survey was conducted by means of face to face interview to gather primary data from a sample of 250
respondents covering five Divisional Secretariats in Kegalle District. Data were analyzed by using
confirmatory factor analysis in AMOS in SPSS. The study shows that trust on the brand, product factors
and brand loyalty are the main factors that significant and highly influence consumer brand preference
for a particular milk powder brand. Findings of this study are important to milk brand producers,
investors, policymakers, marketers, relevant enterprises and government to implement necessary
product improvements and quality enhancement in the milk powder industry.
