Consumer behavior of the twenty-first century is more complex than ever before. Globalization and digitalization have shifted the balance of the sales process in the favor of modern consumers. In order to stand out, modern companies must be capable of comprehending all of the aspects of the consumers environment and anticipate consumers' demands, as well as the approach to be used as part of their integrated marketing communication. In the past twenty years, the mobile phone and telecommunications market has seen immense growth marked by yearly changes in technology. The market is saturated with a large number of substitutes and the supply greatly exceeds the demand. In accordance with aforestated, the emphasis in this thesis has been put on studying consumer behavior, more specifically on the influences involved in choosing a mobile phone and tariff for the population of children. The children of today have come to own mobile phones earlier than ever before and have come to reach levels of technological literacy the likes of which are rarely encountered in adults. As such, they are becoming more and more noticed as a source of influence within the family. Along with the theoretical background, this thesis also encompasses two empirical researches, one using the approach of focus groups and the other using a survey. Both researches studied what influences families when it comes to the process of purchasing a mobile phone and a tariff for the population of children. The subjects were children between the ages of seven and fourteen and their parents. The research examined the way children use mobile phones, the reasons behind mobile phone usage in children as well as the customer journey of choosing the mobile phone model and tariff option for children. The parents of children who are not active mobile phone users were separated from the parents of children who actively use and own mobile phones. This thesis encompasses all of the factors affecting the process involving the decision of making a purchase and states the conclusions deducted from the research.