Abstract:
Growing up Milk Powder Market of Sri Lanka seems to be an aggressively a competitive
context since multinationals largely operate with extended brand building strategies. The
promotional budget and operational investments undertaken by those brands should be
rationalized in par with brand performance. Researcher has focused this context in building
the research problem and accordingly conceptualized the study with three independent
variables namely brand values, brand benefits and brand personality as brand strategies.
The dependent variable was customer buying intention. It has followed a deductive
approach as the overall research design. Three hypotheses were tested in this study by
using correlation analysis and descriptive statistical analysis was conducted to reveal the
customer responses towards branding strategies undertaken by practitioners. It has given
the conclusion along with key recommendations as contribution to practice at the end of
the paper.
