INTRODUCTIONAccording to Kotler and Armstrong (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption.Consumers around the world are different in various factors such as age, income, education leveland preferences which may affect the way they avail of goods and services. This behavior thenimpacts how products and services are presented to the different consumer markets. There aremany components which influence consumer behavior namely; cultural, social, personal, and psychological (kotler and Armstrong, 2001).Christ P. (2009) in his book, Marketing Basic stated that factors affecting how customers makedecisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world isdifferent, it is impossible to have simple rules that explain how buying decisions are made. Butthose who have spent many years analyzing customer activity have presented us with useful“guidelines” in how someone decides whether or not to make a purchase.Customers make purchases in order to satisfy needs. Some of these needs are basic and must befilled by everyone on the planet while others are not required for basic survival and vary dependingon the person. It probably makes more sense to classify needs that are not a necessity as wants or desires (Christ P, 2009).One of the thing that can be categorized as both needs and desires is mobile phone. Mobile phonehad become an essential communication tools since 1876 when Alexander Graham made afortuitous mistake and made his cry “ Watson, come here; I want you” to be electronicallytransmitted to his assistant in an adjoining room.