| Summary: | The objective of this article is to evaluate the main factors considered by the consumers of the city of Rio De Janeiro when choosing an operator of cellular telephony. For the survey of the attributes, an exploratory research was done, which consisted of interviews with ten people, being eight consumers and two professionals of the sector. As result of these interviews in depth, it was identified many attributes in offer of services of cellular telephony, having been related the main relevants for the present study: covering, price, mouth-to-mouth propaganda, technology and promotion. To analyze these attributes and its levels the methodology of joint analysis was used. In the quantitative phase, they had been collected given by one survey. A not-probabilist sample was used, for convenience, consisting of 100 people, of both sexes, residents in the city of Rio de Janeiro. The results of the research had shown that the covering was the attribute most important, followed of mouth-to-mouth propaganda, price, promotion and technology, confirming, to a large extent, the gotten perception of the qualitative phase. The implications of these results for the marketing are argued, beyond limitations and suggestions for future research.
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