The purpose of this paper is to investigate the buying behavior of consumers in Pakistan and compare the consumers’ behavior of urban consumers and rural consumers in Pakistan. The data are collected from 600 consumers from all over the Pakistan through a structured questionnaire. SPSS 17 is used to analyze the results. To check consumer preferences while making a purchase decision we used AHP (analytic hierarchy process). We prioritize factors through AHP. This describes better results. Our findings indicate that rural consumers more focus on the functions of mobile phone and they are price conscious on the other hand urban consumers more focus on style of mobile phone and brand image of mobile phone. This paper serves as a valuable guideline for management to review their advertisement campaigns and modify their mobiles according to the needs of consumers.