The Effect of Brand Loyalty on Consumer Buying Behavior in the Ethiopian Soap and Detergent Market

This study examines the effect of brand loyalty on consumer buying behavior in the Ethiopian soap and detergent market. Brand loyalty is defined as consumers’ continued preference for a specific brand, while buying behavior is reflected through purchase intention and willingness to pay a premium price. The study adopts a quantitative, cross-sectional design based on survey data from 419 consumers across selected cities in Ethiopia. The results confirm reliable measurement (α = 0.844 for brand loyalty; α = 0.800 for buying behavior) and reveal moderate levels of loyalty and purchase intention, alongside lower willingness to pay a premium price. Correlation analysis shows a strong and significant relationship between brand loyalty and buying behavior (r = 0.702, p < 0.01). Regression results indicate that brand loyalty has a positive and significant effect (β = 0.702, p < 0.001), explaining 49.3% of the variance. The findings highlight the role of brand loyalty in shaping consumer behavior while indicating the continued influence of price sensitivity in the Ethiopian FMCG market.