Consumer loyalty plays a vital role in determining brand sustainability and competitive advantage, particularlyindynamicsectors such as mobile phones. This study applies the principles of Markov chain modeling to estimate and analyze consumer loyaltybyexamining brand-switching behavior over time. Transition probability matrices were constructed based on survey data collectedfromarepresentative sample of consumers. These matrices facilitated the identification of steady-state probabilities, which represent long-termloyalty levels associated with each brand. The analysis reveals significant differences in brand retention rates betweenthetwoproductcategories, highlighting consumer behavior trends and brand-switching tendencies. The findings underscore the effectivenessofMarkovchains as a predictive tool in marketing analytics and provide valuable insights for brand managers aiming to enhance customerretentionand loyalty strategies. Keywords: Consumer loyalty, Markov chain, brand switching, transition matrix, mobile phone brands, customer retention