The mobile phone market is one of the dynamic markets that have been growing by leaps and bounds in the last decade. Although the manufacturers conduct a lot of market studies, their outcomes are not made available to the public. Therefore, consumer behaviour of mobile phone is an open area for study. The paper attempts to identify the factors that influence the purchase of mobile phones by the youth in Bhutan. It uses factor analysis as a tool to identify the factors that influence the consumer behaviour. This paper surveyed 254 Bhutanese consumers and looked at their motives to purchase new mobile phones. The outcome of the study identifies five accountable
factors while making the purchase of a mobile phone by the youth community.