The rapid technological advancement and its proliferation in the form of smartphones and other information and communication technology (ICT) have been evident in the present global markets. Therefore, it has become imperative for companies to better understand the underlying decision process to harness this market opportunity. The present research work aims to embrace the theoretical underpinnings of the technology acceptance model (TAM) and multi-attribute utility theory (MAUT) to explore and prioritise smartphone adoption factors, and uses them to support the customer decision of smartphone selection on certain qualitative dimensions. Multi-criteria decision-making (MCDM) approach based on fuzzy sets, analytic hierarchy process (AHP), and technique for order preference by similarity to ideal solution (TOPSIS) are further employed to support customer decisions of smartphone adoption. The results reveal that smartphone brand value and value for money are key factors that shape the smartphone purchase decision.