This paper investigates age, family, group and gender
influence consumer preference for selection of the mobile
carrier. About seventy seven students from high learning
institutions in Dodoma Municipality participated in
responding to prepared questionnaires. The results indicate
that family members and friends are contributing in
influencing consumer preferences to select mobile services
provider, although at smaller margins. This paper revealed
also that there is no direct relationship between selection of a
mobile carrier and age or gender.