Abstarct: Every year, billions of dollars spent to study consumer behavior. Big companies looking to sell more of their products and this is not possible except by identifying the behavior and interests of consumers. Technologies such as communications technology are making progress every day and also consumer behavior is more complex. Customers' needs are progressing with advanced technology. Advances in telecommunications technology, mobile phones are one of the necessities of modern life among the people of the world has become. Today, life would be difficult without mobile communication devices, especially the need for this product is transformed into a basic need. The purpose of this study is to identify and rank the factors influencing the intention to purchase a mobile phone. In this regard, the different variables identified by literature review and study of literature. Then the variables in the form of a questionnaire and were finalized in consultation with acknowledged experts. Finally, with regard to the identified variables, the questionnaire was made available to respondents. Students of Mashhad were Target population. The factors considered in this study were brand, price, product features, recommendation, advertising and services. After collected data, using SPSS and Student's t-test and ANOVA (rank factors) data analysis was conducted. The results of this study represent the relationship between all variables of interest in this study have a significant relationship with a product purchase intention. As well as effective factors respectively include brand , price, product features, recommendation, advertising. and services.