The purpose of the study was to assess the factors influencing consumers brand preference and brand loyalty of sanitary napkin pad in Bahirdar University. The research approach was quantitative and it used Survey research design. The sample of the study was 357 participants from a total of 5000 female students in the university with a 95.5% response rate. The researcher employed stratified random sampling and simple random sampling. The researcher used descriptive and inferential statistics to analyse and interpret the data. The Statistical Package for Social Science (SPSS) version 21 software was used to analyse the collected data. Based on descriptive analysis students have a good trend for brand preference and moderately for brand loyalty. based on inferential statistics, The independent t-test result showed that there is a statistically significant difference between rural and urban area students and no significant difference by age on brand preference, ANOVA result showed that there is a statistically significant difference between brands of Sanitary pads and no significant difference by income on brand preference. The Multivariate regression showed that there is a statistically significant difference with consumer brand preference and brand loyalty by factors (quality, price, advertising, reference group, satisfaction, and brand image) all those factors have statistically significant difference on outcome variables but the price has statistically significant difference only on brand loyalty and no significant difference on brand preference. Stepwise regression results indicate that the reference group is the most predictor variable than other variables for both outcomes. According to this study as reference group is the major predictor variable, the company should apply a referral marketing strategy. All stakeholders should consider quality, price, advertising, reference group, satisfaction, and brand image of sanitary napkin pads. Quality has less effect on the brand to be preferred and loyal this indicates there is no quality Differentiation on sanitary napkin pad on current commercial markets.