The study was conducted with the objective o f finding out the factors that determine brand loyalty while buying tooth paste, and to find out the most important of these indicators, the study was undertaken in the Westland’s area o f Nairobi A sample o f 200 consumers was targeted to answer the questionnaire and a response rate o f 70% was achieved. A recruitmentguide was used to determine the loyal customers. The primary data was collected using a semi-structured questionnaire, and were analysed using frequency distribution, mean scores and standard deviation. Ranking of factors was also done. The data presentations were made using tables. The study findings revealed that there are many factors that customers consider important in making decision o f which toothpaste to buy determine. Some of these factors were Prevent tooth cavities. Fights bad breath. Reduce gum bleeding, Cleans between teeth. Cleans between teeth. Keep fighting germs, prevent exposed root cavities, strengthen weak tooth enamel, prevent gums inflammation, Remove stains. Remove stains, Prevent tartar. Whitens the teeth Ranking of these factors was later done to determine the most important factor. The ranking revealed that the most important factor that is mostly considered to be that of preventing tooth cavities the research was conducted in only in an urban setting and for that reason it would be wise for a similar research to be done in rural areas so as to compare the findings. This would give the findings a more generalized opinion on the whole issue.

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