Why Do Kenyans Stick With Brands Like Safaricom? A Look Into Consumer Behaviour and Brand Loyalty

In Kenya, one of the most fascinating consumer behavior patterns is how people continue to use certain brands even when they openly express dissatisfaction with them. A perfect example? Safaricom.

We all know the story. From expensive data bundles to frustrating customer service moments, Kenyans don’t hold back when venting about the telco giant. And yet, month after month, most people still choose to stick with it.

So, what’s really going on here?

It’s Not Just About the Product – It’s About Perception

As a Digital Anthropologist and Consumer Behavior Strategist, I study the “why” behind consumer choices. With Safaricom, we’re not just talking about telecom services we’re talking about perceived safety, reliability, and trust.

Safaricom is seen as the most stable and far reaching network in Kenya. Even when people complain, they subconsciously rely on it for consistent connectivity, mobile money (M-Pesa), and brand familiarity.

Consumer Behavior is Deeply Emotional

Brand loyalty is often emotional, not logical. People stay where they feel secure, even if it’s not ideal. Safaricom has positioned itself not just as a service, but as a part of daily life. That’s powerful branding.

In markets with limited strong competitors, consumers tend to stay put not because they’re in love with the brand, but because the alternative feels riskier.

What Can Your Brand Learn From This?

You don’t need to be a massive telecom company to build loyalty. Here’s what smaller brands and creators can learn:

- Be consistent — Consumers trust what feels stable.

- Create emotional value — Make people feel seen, heard, and safe.

- Be part of daily life — Don’t just sell, integrate into routines.

- Don’t fear complaints — Sometimes, even criticism is a sign of emotional investment.

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Final Thoughts

Consumer behavior in Kenya shows us that loyalty isn't always about perfection. It's about presence, reliability, and emotional connection. Even brands that frustrate us can still win our trust if they meet us where it matters most.

If you're building a brand in Kenya or anywhere else, understanding what drives your audience is key. And that’s where The Anthromarketer comes in helping you decode consumer behavior, one insight at a time.

Want help understanding your audience?

Book a session with The Anthromarketer today.

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