Purpose: The present study's goal is to examine how respondents influenced by digital marketing and its effect on consumer purchasing behaviour. Design 'methodology approach: The study uses descriptive research. In descriptive research, multiple parameters are chosen and the variation between these parameters is analysed. Findings: Monthly income effects customers' purchasing selections in the digital market. Purchase decisions for online products are favourably connected with respondents' internet usage patterns. Practical implications: Chengalpattu businesses should focus on digital marketing to connect with customers. Advanced data analytics enables personalized strategies, while social media boosts brand visibility. Educating consumers about digital marketing builds trust. Embracing innovative approaches drives growth and competitiveness.