This study examines how recent digital and regulatory trends influence consumer buying behaviour for financial products such as bank accounts, credit cards, loans, insurance, and mutual funds. Building on classical consumer behaviour models, the paper integrates modern drivers — fintech platforms, mobile wallets, open banking, AI-driven personalization, social proof, and trust/privacy concerns — to explain shifts in product selection, purchase channels, and post-purchase behaviour. Using a mixed-methods approach (survey of 800 retail consumers + 20 semi-structured interviews + platform usage data), we analyse the relative importance of convenience, price transparency, recommendation algorithms, perceived security, and behavioural nudges. The study finds that digital convenience and personalized recommendations increase cross-sell propensity, while privacy and trust concerns moderate adoption of new products. The research contributes a contemporary conceptual model of financial-product choice and practical guidelines for banks, fintechs, and regulators.