Management and Administrative Sciences Review ISSN: 2308-1368 Volume: 2, Issue: 2, Pages: 144-155 © 2013 Academy of Business & Scientific Research *Corresponding author: John Marumbwe, Great Zimbabwe University, Department of Management Studies, Box 1235 Masvingo, Zimbabwe.. E-Mail: jmarumbwa@gmail.com 144  Research Paper A Pragmatic Assessment of the Determinants of Consumer Brand Preferences in the Mobile Telecommunications Services Market in Masvingo Urban, Zimbabwe John Marumbwa Great Zimbabwe University, Department of Management Studies, Box 1235 Masvingo, Zimbabwe. In most developing countries like Zimbabwe, the mobile telecommunications service industry is one of the fastest growing sectors of the economy. This study sought to identify and analyse the major determinants of consumer brand preferences in the mobile telecoms sector. The study was premised on findings from a survey of 150 mobile telecom service subscribers in Masvingo urban. A structured questionnaire was designed with four major sections consisting of four major constructs: perceived service quality; product related attributes; perceived brand image and customer satisfaction with sub-variables within in each category. The results revealed that the aforementioned constructs have a significant influence on consumer brand preferences. The researcher also noted that there is need for brand managers to effectively and continuously monitor the customer satisfaction level as this has considerable impact on consumer brand preferences. Keywords: brand; branding; brand preferences; consumer brand preferences; mobile telecommunications services; perceived quality; corporate image; customer satisfaction INTRODUCTION For the past decades, literature on brands and branding has emphasized on the significance of managing brands solely due to their pivotal role in shaping and guiding consumer preferences and choices with respect to given brands (Bassey, et.al 2011; Hwang, 2011; Dadzie and Boachie-Mensah, 2011; Chimboza and Mutandwa, 2007). In Zimbabwe, the mobile telecommunication services market is dominated by three operators namely Econet Wireless Zimbabwe Limited (EWZ), Telecel Zimbabwe Limited (TZL), and Netone Cellular Limited (NCL). Prior to the introduction of the multi-currency financial system in early 2009, competition in the mobile telecoms market was negligible as consumers were confronted with huge impediments to shift from one operator to the other. However, the competitive landscape has tremendously changed over the past few years exacerbated by low switching costs, relatively stable consumer incomes, innovative mobile market offerings and increased access to market information. Predictably, customer brand preferences and choices have accordingly shifted, stimulating an increased desire to create and effectively manage strong brands as the mobile telecom operators jostle for market acceptance, high brand preference and ultimate loyalty. Resultantly, the study will contribute immensely to understanding the prime importance of consumer brand preferences inorder to appreciate