Mobile technology is getting changed very fast in commensurate with other technological hyper changes. Buyers’ expectation from a new cellular phone is also changing over time. Producers, thereby, have to keep themselves abreast of changes in customer taste and preferences to attract, capture, grow, and retain both existing and potential customers. This study is set to measure factors affecting the buying decision of mobile handsets. A 21-item instrument was developed through an extensive literature survey. Both convenience and snowball sampling techniques were used to select the sample. 432 useable responses from 1375 respondents were used. Reliability, KMO, and Bartletts’ tests were run to judge their appropriateness. Through factor loading the findings reveal that seven features i.e., physical attributes, brand image, uniqueness, emotional appeal, ease of operation, social identity, and price, turn out to be the major determinants of purchase decision. Furthermore, recommendation, implication, and future directions have also been discussed. Manuscript profile