Abstract: This study investigates the major factors that influence the growth and effectiveness of direct selling businesses, focusing specifically on Asort Pvt Ltd in the semi-urban area of Hosur. As direct selling becomes an increasingly popular business model in India, it is crucial to understand the demographic and behavioral aspects that drive participation. A quantitative approach was used, with data collected through structured questionnaires from a sample of 98 individuals. Analytical tools such as Chi-square, ANOVA, and regression were applied to assess the impact of variables like gender, income, and social media interaction on involvement in direct selling. The results suggest that individuals who follow direct sellers or companies like Asort on social platforms are more inclined to take part in direct selling activities. Income level shows a significant influence, while gender plays a moderate role in participation trends. These outcomes emphasize the growing role of digital engagement in influencing consumer and distributor behavior. The research concludes that Asort can expand its market and improve engagement by adopting targeted strategies that are sensitive to gender and income differences, and by making better use of digital tools. Overall, the study provides useful insights for direct selling firms looking to succeed in similar regional markets across India.

Keywords: DIRECT SELLING,SOCIAL MEDIA ENGAGEMENT,CONSUMER BEHAVIOUR , DEMOGRAPHIC FACTORS.

| DOI: 10.17148/IARJSET.2025.125275