Wijesinghe,A.G.K.Liyanage,D. Y. H.Wijethunga, Y.M.P.M.2026-04-0920242682-695Xhttps://rda.sliit.lk/handle/123456789/4939Brand preference is an essential attribute to study in consumer behaviour. This study was focused on evaluating the factors contributing to milk powder brand preference among consumers in the Gampaha district. The objectives of this study were to identify the factors that influence milk powder brand preference and to identify the most preferred milk powder brand among local and imported milk powder brands in the market. A questionnaire survey was conducted through face-to-face interviews to gather primary data from a sample of 400 respondents covering five divisional secretariats in the Gampaha district of the Western Province. The data were analysed using confirmatory factor analysis in AMOS. The results of the study show that the factors that affect brand preference are brand availability, trust in brands, and subjective norms. When considering brand preference for the chosen two local brands and seven imported brands, it shows that 55.05% purchased both local and imported brands, while 38.03% purchased only the local brands. In the study population, 6.91% purchased only imported brands. These results will help milk brand manufacturers, investors, advertisers, relevant businesses, and the government implement the required product changes and quality improvements in the milk powder industry in the country.enBrand preferenceFactorsMilk powderUrban consumerArticlehttps://doi.org/10.54389/RNQE8114