SUMMARYYoung people constitute one of the most profitable target markets for businesses today. Companies therefore analyze the different factors that affect the brand choice and purchasing intentions of this group. Young consumers can be affected by their friends, family, brand price, advertising, point of sale, brand quality and attitude. The objective of this study is therefore to examine the influence of these factors on the brand choice of adolescents and young adults by considering the mobile telephone industry. The study shows that out of seven factors taken into account, friends have the greatest influence on young people's brand choice when purchasing a mobile phone.Keywords: brand choice, adolescents, young adultsSECTION-IINTRODUCTIONThe Teenagers and young adults are now one of the most attractive and attractive market segments for businesses. It is one of the growing markets in today's world as teenagers and young adults are now engaging more in consumer activities. This type of youth market encounters many brands when shopping for the products they need to choose from. As we know that young people are frequently motivated by various factors and due to the emergence of the youth market, research on the affecting factors has become important. . These factors influence their consumption habits; This study therefore aims to examine the different factors that affect the brand choice of adolescents and young adults aged 17 to 25 when purchasing a mobile phone. The young people would then be divided into two age groups; late adolescents aged 17 to 19 and young adults aged 20 to 25. Therefore, the study would also examine whether there is a d...... middle of paper ....... (2008) . Impact of television advertisements on the purchasing habits of adolescent girls. Journal of Social Science, 16(1), 51-55. Roth, Martin S. (1992). Depth or breadth strategies for overall branding. Journal of Advertising, 21, 25-36. Sidin, S., Rahman, K., Rashid, A., Othman, N. and Abu Bakar.Z. (2008). Effects of social variables on the consumption attitude and behavioral intentions of urban children. Journal of Consumer Marketing, 25(1), 7-15.Spero,I.,Stone,M.(2004). Agents of change: how young consumers are changing the world of marketing. Qualitative market research: An International Journal, 7(2), 153-159.Wernerfelt, Birger (1990).Advertising content when brand choice is a signal. Journal of Business, 63 (1), 91-98. Xeu, F. (2008). The moderating effects of product involvement on situational brand choice. Journal of Consumer Marketing, 25(2), 85–94.