Abstract:
Sri Lanka’s rising demand for milk powder continues to exceed local production,
leading to a strong reliance on imported brands. Recent incidents of product
contamination and frequent price fluctuations have altered consumer purchasing
patterns, yet limited empirical evidence exists on the determinants of brand
preference in this sector. This study examines the key factors influencing consumer
brand preference for domestic and imported milk powder in the Kurunegala District.
Specifically, it explores how price, brand availability, advertising, and trust shape
consumer decisions in an emerging market context. A structured questionnaire was
distributed among a stratified random sample of 384 consumers from three major
urban centres - Kurunegala, Narammala, and Giriulla. Data were analysed using
Confirmatory Factor Analysis (CFA) and multiple regression via AMOS in SPSS to
ensure validity and reliability. All constructs demonstrated strong internal
consistency (Cronbach’s α = 0.79). The model explained 65% of the variance in brand
preference (R² = 0.65), confirming that all hypothesized relationships were
statistically significant. Findings reveal that trust and price are the most significant
predictors of brand preference, followed by availability and advertising. The results
highlight that brand credibility and affordability are central to developing consumer
loyalty toward milk powder brands. These insights provide valuable guidance for
marketers and policymakers to strengthen local brand competitiveness and consumer
trust. The study contributes to the understanding of consumer behavior in food
product markets within developing economies.
