Article’s

The rapid digital transformation of India’s education landscape has given rise to a thriving online learning ecosystem dominated by EdTech platforms. This paper examines the dynamics of consumer behaviour and purchase decisions within the Indian online education market, emphasizing psychological, social, and technological factors influencing learners. The study uses Eduinx Pvt. Ltd.—a Bengaluru-based EdTech startup—as a case to explore how pricing, digital marketing, and social proof shape user preferences and course enrolment decisions. A qualitative-quantitative mixed approach was adopted, drawing insights from existing academic literature and survey responses collected from 56 participants. Findings indicate that learner motivations are driven primarily by perceived career benefits, platform credibility, peer recommendations, and flexible learning formats. The research highlights the growing role of personalized content, digital engagement, and affordability in determining consumer loyalty in the competitive EdTech space. Strategic implications for EdTech firms include the need for adaptive marketing, data-driven personalization, and strong trust-building mechanisms.