Factors Influencing Milk Powder Brand Preference: A Case from Kegalle District of Sri Lanka

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dc.contributor.author Wijesinghe, A.G.K.
dc.contributor.author Abeynayake, N.R.
dc.contributor.author Priyadarshani, R.L.C.
dc.date.accessioned 2020-12-31T06:53:48Z
dc.date.available 2020-12-31T06:53:48Z
dc.date.issued 2020-07
dc.identifier.issn 1800-4989
dc.identifier.issn 2719-2598
dc.identifier.uri http://220.247.247.85:8081/handle/123456789/36462
dc.description.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. en_US
dc.language.iso other en_US
dc.publisher Department of Marketing Management, University of Kelaniya, Sri Lanka en_US
dc.relation.ispartofseries Volume. 06;No. 02
dc.subject Brand Loyalty en_US
dc.subject Brand preference en_US
dc.subject Certification en_US
dc.subject Consumer en_US
dc.subject Milk powder en_US
dc.subject Product factor en_US
dc.subject Trust on brand en_US
dc.title Factors Influencing Milk Powder Brand Preference: A Case from Kegalle District of Sri Lanka en_US
dc.type Article en_US
dc.identifier.accno 45715 en_US


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