Marketing research is increasingly focusing on how consumers behave with smart phones. Given the importance of consumer purchasing behavior in the current market environment, it makes perfect sense to investigate the factors affecting consumer buying behavior in Petaling Jaya’s smart phone market. Smart phone companies and marketers face increased competition both in Malaysia and abroad. Smart phone marketers should be aware of the aspects that influence consumer buying behavior. There were five independent factors to analyze the significance of smart phone consumer buying behavior: price, brand awareness, after-sale service, features, and social factors. The primary data was acquired via a questionnaire, and the collected data was analyzed using the descriptive statistic approach in SPSS. To finish the data analysis, correlation regression between independent and dependent variables and crosstabulation analysis were utilized. The findings of the study showed that there is a significant relationship between price, after-sales service, features, and social factors with smart phone consumer buying behavior. The smart phone manufactures will have a clear picture of the factors influencing consumer behavior when purchasing a smart phone.
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