Consumer preference has been one of the important aspects of Marketing. Companies in order to survive the competition and stay in the market should be aware of the needs and wants of their consumers. Mobile Telecommunication Companies as a service provider should continuously satisfy these needs and wants in order to sustain the life of their business. Basically, consumer choice of a particular product was influenced by internal and external factors. It became the motivation of the researchers to conduct this study which tries to analyze the factors that were presumed to be influential to the consumers such as social factors, service quality, price, service availability and promotion. These factors were assessed through the use of a self-made survey instrument which underwent validity, and reliability tests. Its Cronbach’s Alpha value is at 0.96 with ‘excellent’ as its interpretation. In order to accumulate sufficient infonnation the study utilized two approaches - quantitative and qualitative researches. The phase 1 of the study is the quantitative research wherein survey questionnaire was utilized to identify the level of influence of the said factors to 100 first year high school students of Bulacan State University-Malolos. These factors were rated as extremely influential, very influential, slightly influential and not influential at all. In relation to this the research locale was Malolos City where both the survey respondents and interviewees are present, and were selected through cluster sampling method. The second part of the study is the qualitative research wherein the result of the survey conducted were presented to Smart and Globe Telecommunications to determine its impact in terms of redirecting sales effort, product innovation and long term plans. Research findings were as follows: The largest percentages of respondents according to their profile are: females (54%). Also, it reveals that the Mobile Telecom Provider of the respondents are dominated by Sun with 45% among the respondents’ choice, 26% are Globe Telecom, 16% are TM and 13% are Smart users. Globe Telecom was rated as the most satisfactory in providing promotions. Sun cellular on the other hand got two of five most influential factors specifically service quality and service availability while Smart subscribers are mostly influence by price. This led the researchers to analyze that Mobile Telecom providers focused only to specific factor and therefore do not give substantial attention to other contributing factors. The challenge now for the companies is to redirect their sales effort on the needs of consumers and with appropriate response to the shortcomings of their service. The fmdings of the research prove that the factors including service quality, price, service availability and promotions have significant impact to Mobile Telecommunication Company in terms of redirecting sales effort, product innovation and long term plans. 

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