In today’s fast-changing digital world, startup companies are becoming an important part of consumers’ daily lives. From online shopping and food delivery to digital payments and entertainment services, consumers regularly interact with startup brands through various digital platforms. Because of increasing competition in the market, understanding consumer behaviour has become essential for startups to build customer trust and long-term brand loyalty. The present study titled “Consumer Behaviour and Its Impact on Startup Brand Loyalty” examines how consumer attitudes, preferences, and purchasing behaviour influence loyalty toward startup brands. The study mainly focuses on factors such as product quality, pricing, customer service, trust, and social media influence that affect consumer decisions while choosing startup products and services. Primary data for the study was collected from 121 respondents through a structured questionnaire using Google Forms. The collected responses were analysed using percentage analysis, correlation analysis, and ranking analysis to understand consumer opinions and behaviour toward startup brands. The findings of the study reveal that most consumers prefer startup brands because of convenience, innovation, affordability, and digital accessibility. The research also shows that trust and brand reputation are the most important factors influencing startup brand loyalty, followed by product quality and customer service. Social media platforms and online reviews were also found to play a major role in shaping consumer purchasing decisions and improving startup brand awareness. The study concludes that positive consumer experiences and customer satisfaction significantly contribute to startup brand loyalty. Startup companies that focus on quality service, transparent communication, competitive pricing, and strong digital engagement are more likely to build long-term customer relationships and achieve sustainable business growth in the competitive digital marketplace.