Effect of Marketing Mix Antecedents on Consumer Brand Preference of Milk Powder

Abstract

Milk powder has become an essential component of the diet of Sri Lankan consumers. However, recent information related to the contamination of imported milk powder with hazardous elements has made a considerable impact on the preference of milk powder brands among consumers in Sri Lanka. Thereby, the current study aims to explore the effect of selected marketing mix antecedents on consumer brand preference for milk powder. Primary data was collected through an online survey using a Google form-based structured questionnaire. The convenience sampling technique was used in selecting the sample of 100 milk powder consumers. The collected data were analyzed by SMART PLS using partial least squares. The findings revealed that brand personality and country of origin have a significant effect on milk powder brand preference. Furthermore, the study suggests a significant positive influence of brand preference on brand loyalty to milk powder. Moreover, results revealed that consumers prefer domestically produced milk powder brands over imported brands. The findings of this study are of great significance for local milk powder companies and marketing practitioners to implement strategies in order to enhance the availability and marketing of domestically manufactured milk powder. Further, marketers should pay more attention to the brand personality in order to attract more consumers to their respective milk powder brands.