Goal of the present research is to determine role of personal characteristics of consumers in selection of mobile phone. In this
research, relationship between dimensions of personal characteristics of female consumers including life stage , type of job, economic
conditions , lifestyle and character and personal perception and all brands of mobile phones and also features of mobile phone such as
functional , apparent , amusement , technological features, brand , aftersales services and feeling of consumption has been determined.
The present research is of survey type in terms of method, analytical in terms of type and functional in terms of goal. Statistical population
of the research includes women with mobile phone in northwestern provinces of Iran (Tabriz, Ardabil, Orumieh, Zanjan). The sampling
method is Multistage cluster sampling. Sample size has been obtained 385 using Cochran formula. Statistical tests used in this research
are ANOVA , Chi-square and Pearson tests. Research results show that there is significant relationship between selection of mobile phone
brand and life stage, type of job and economic conditions of women. Selection of mobile phone brand is significantly different based on
lifestyle, personality and personal perception of women. In addition, selection of mobile phone features is significantly different based on
life stage and type of job of women but is not significantly different based on economic conditions of women. There is direct and significant
correlation between selection of mobile phone features and lifestyle and personality and personal perception of women