This paper is an attempt to study the factors that affect consumer behaviour as well as to gather information about the mobile phone users. Although it is apparent that there are large players in the telecommunication sector who constantly conduct market research, the results obtained from such study are kept en camera and not for public viewing. Therefore, consumer behaviour in the mobile industry is a less unexamined area for the academician. On this basis, this paper first describes the

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... s in the information and telecommunication sector in order to highlight the issues relating to consumer behaviour. This is followed by a review of recent studies concerning factors that seem to affect the choice of a mobile phone.