The main purpose of this research paper is to examine the customers’ buying behaviour regarding mobile phones. It helps to know which factors are more influential when consumer purchases a new Mobile phone. The fast advancement of mobile phone technology and the evolving preferences of consumers have significantly influenced purchasing decisions for Mobile phones, particularly among Generation Y (Gen. Y) (Millennials- 1981 to 1996) and Generation Z (Gen. Z) (1997 to 2012). This study aims to examine the key factors that impact mobile phone buying decisions among these age groups, with a specific focus on consumers in Rajkot City of Gujarat State. The research explores various factors such as brand perception, price sensitivity, technological features, social influence, and marketing strategies. A mixed-method approach, including surveys and statistical analysis, is used to gather insights from respondents within the target population. The findings of this study provide valuable insights for mobile phone producing companies, retailers, and marketers in understanding consumer behavior and optimizing their strategies to cater to the preferences of young consumers.
