ABSTRACT
This thesis analyzed important factors in driving consumer preference toward SIMcard brand. To understand what factors drive SIM card brand choice, the thesisanalyzed two association importances: stated importance and derived importance.While stated importance was calculated by asking consumers directly whatcharacteristic is important to them, derived importance was calculated by usingJaccard Similarity Coefficient. Good network quality, cheaper SMS tariff, andcheaper voice call rates were deemed as the most important factors in drivingconsumer preference toward SIM card brand. Different factors were obtainedamong different age group, and among GSM and CDMA users.