In recent years, the adoption of mobile phones has
been exceptionally rapid in many parts of the world, and Tanzania is
not exceptional. We are witnessing a number of new mobile network
operators being licensed from time to time by Tanzania
Communications Regulatory Authority (TCRA). This makes
competition in the telecommunications market very stiff. All mobile
phone companies are struggling to earn more new customers into
their networks. This trend courses a stiff competition. The various
measures are being taken by different companies including, lowering
tariff, and introducing free short messages within and out of their
networks, and free calls during off-peak periods. This paper is aimed
at investigating the influence of tariffs on students’ mobile customers
in selecting their mobile network operators. About seventy seven
students from high learning institutions in Dodoma Municipality,
Tanzania, participated in responding to the prepared questionnaires.
The sought information was aimed at determining if tariffs influenced
students into selection of their current mobile operators. The results
indicate that tariffs were the major driving factor in selection of
mobile operators. However, female mobile customers were found to
be more easily attracted into subscribing to a mobile operator due to
low tariffs, a bigger number of free short messages or discounted call
charges than their fellow male customers.