The study investigated the determinants of brand switching behaviour in telecommunication industry in Coimbatore city. It examining the relationship between brand switching with many variables such as price, offer, customer service, value added service, network coverage, call quality, data quality. The study is based on the descriptive research design. The study has used both primary data and secondary data for analysis. Primary data collected through questionnaire and secondary data collected through various journals, articles and from Internet. A sample of 120 participants was chosen at random to participate in the study, and they completed a survey form to collect data on their switching and non-switching intentions.