Abstract: Understanding consumer behavior is crucial in the direct selling industry's explosive growth in emerging economies. With an emphasis on interpersonal impact, trust, and product perception, this study examines the behavioral patterns, motives, and decision-making processes of customers who use direct selling. In contrast to traditional retail, direct selling provides customers with a customized and frequently socially influenced buying experience through in-person sales encounters and relationship-based marketing. This study looks at how important these contacts are in influencing consumer attitudes and preferences, especially in emerging nations like India where direct selling is becoming more and more recognized as a means of fostering both consumer engagement and entrepreneurship. The study investigates the factors that influence consumers' decisions to buy from direct sellers, including social interactions, salesperson trustworthiness, pricing, and product quality. The findings aim to provide actionable insights for direct selling companies, independent sales representatives, and policymakers to better align marketing strategies with consumer expectations.