This study determines customers' brand preference in Surface sanitizers. This study intends to find out the attributes that influence brand preference in surface sanitizers. Conjoint analysis was used to find the influencing details. Five attributes were considered for the study. Brand Name, Variants, Size (SKUs), Price, Product features (USP) were taken. The levels in each of the attributes were taken for the study. Eighteen (18) profiles consisting of the various combinations of the characteristics selected and classes in each feature were generated using orthogonal design in IBM SPSS software package. A survey was conducted among 502 respondents who are users of surface sanitizers. The respondents were asked to rank the profiles based on their preferences. The integrated analysis was then executed using conjoint command syntax on the rated product profiles. From the Conjoint analysis, parameters such as Utility Scores, Importance Values, Coefficients, and Correlations were found; from the research, it can be concluded that a user of surface sanitizer would most prefer the features. Package design is of more importance when marketing surface sanitizers followed by the brand name. Surface sanitizers’ price and size should take multiple priorities. In contrast, the inclusion of an antiseptic ingredient took minor importance. Branding has always been an imperative facet of marketing, and the marque is a powerful differentiator in the highly competitive market space.