Abstract : Marketing practitioners agree that understanding the psyche behind how consumers are choosing to use a particular brand is of utmost importance so that they can develop appropriate strategies. India is one of the largest markets for smartphone companies and the competition in this market has become extremely fierce in recent times. Strong brand loyalty provides competitive advantage to companies to successfully participate in the market; and hence it is necessary to understand the factors affecting the purchase intention of smartphones. The study examines the relationship of brand awareness and other important variables on the consumer purchase behaviour specifically in the smartphone brands product category. The study has significant implications for marketing practitioners and can help identify and justify marketing expenditures which affect purchase behaviors of consumers