Consumer preferences have a major impact on purchasing decisions, and what exactly affects consumer preferences is also unknown. Therefore, the issue of this paper will be the examination and analysis of consumer purchasing behavior in the mobile telephony market, as well as their preferences in doing so. The aim of this paper is to investigate which factors influence the purchasing behavior and preferences of respondents, which are also crucial for decision-making when it comes to the mobile telephony market, and for this purpose a survey was conducted, the results of which are presented in this final paper. 114 respondents responded to the survey, most of them respondents with secondary education. More than half of the respondents buy mobile phones once in two years, and almost all respondents decide to buy a smartphone when buying. Almost half of the respondents buy mobile phones from HRK 2,000.01 to HRK 4,000.00, which also shows that most respondents buy mobile phones of a higher price range. It is noticeable that customers most often decide to buy mobile phones from the four most famous manufacturers, and that this is most often due to the performance of the mobile device or because of habit. The most important thing for making a purchase decision is the quality of the camera and the strength of the battery, while the appearance and size of the screen are the least important. Respondents almost always buy mobile phones in the mobile operator's branch or in specialized mobile stores, which results in the fact that almost half of the respondents prefer to repay mobile devices through subscription, and a third pay in cash.