Background: Sex ratio in India, has always remained unfavorable to females. Changes in the sex ratio, reflects the underlying socioeconomic, cultural patterns of a society. A number of factors influence the relative benefits and costs of sons and daughters and ultimately the parent’s gender preferences. Objective was to study the factors that determine gender preferences among women of reproductive age group and to formulate preventive measure against gender bias.Methods: A cross-sectional study was conducted by interviewing married women of reproductive age group (15-49 years) attending general OPD and antenatal clinics in urban field practice (n=400) areas of Belagavi. All married women with at least one child were included in the study.Results: Son preference was seen among 137 (34.25%) women participants. Socio-economic factors like religion, literacy status, occupation, socio-economic status were significantly associated (p<0.001) with gender preference. Awareness about PCPNDT act (p<0.0001), self-deprived image (p<0.001) and the gender of previous child (p<0.000001) which was highly significant were the other factors that determined the gender preference among women. Old age dependency and growth of family were the main reasons given by women for existence of son preference and no dowry and security of girls were the two important preventive measures as opined by women for prevention of female feticide.Conclusions: This study clearly infers that son preference is prevalent among women of Belagavi and there is an intricate association of many factors which determine this gender preference. Efforts to address patriarchal gender norms, strengthening the existing laws against dowry, PCPNDT Act, educational and occupational opportunities for females are the dire needs if girls are to be perceived as important and desired in our society.