The main objective of this study is identifying the most influential attributes, in the smartphones purchase process for consumers of Rio de Janeiro. To better understand the subject of study and problem, a literature search was made in books, publications on the internet and academic papers on the key concepts involved in the subject. Later an exploratory survey was conducted in depth with some people who had knowledge of the subject, and could contribute by providing data that were utilized in the next step. In the last phase of the study, a field survey was conducted in which respondents rated the degree of influence of each attribute. And the result was statistically analyzed.