Abstract— Digital marketing plays a vital role in today's competitive online market, particularly in India where diverse consumer groups are differentiated by income, age, culture, and geographic location. Students, a growing demographic, are poised to become a substantial customer base driven by increasing internet penetration, digital literacy, and online shopping adoption. Understanding their online shopping habits, preferences, and pain points is crucial for businesses to effectively target and engage with this demographic. Factors influencing student purchasing decisions include demographic characteristics, psychographic factors, online shopping experiences, social media influence, and product features. By examining these factors, businesses can develop targeted digital marketing strategies, enhance online shopping experiences, improve product offerings and services, and foster brand loyalty and engagement, ultimately gaining a competitive edge in India's dynamic online market and tapping into the vast potential of the student consumer segment.