The modern era is marked by a plethora of advancements taking place in and around the customers’ environment. Especially with the advent of internet, traditional marketing methods seem to be fading to a large extent, if not entirely. Considering one such impactful components as social networking sites like facebook, twitter, wtsApp etc., this paper aims at assessing the relationship between the demographical variables and buying behaviour score based on social networking sites for the females in a densely populated locality in Delhi. Also, an attempt has been made to classify the sample into segments based on their homogeneity. This research follows a literature based exploratory research design with further investigations in the form of a consumer survey. A self-structured questionnaire after a pre test (Cronbach’s alpha=0.791) was used on a sample size of 158 female residents in Sarita Vihar, New Delhi based on convenience sampling. The questionnaire is divided into 2 parts; one with demographic details and the other with psychographic statements over a 5-point Likert’s scale. Pearson’s coefficient of correlation has been used to examine the direction and significance of correlation between the demographic variables and the buying score. Further, the psychographic score has been equally distributed into 3 parts using percentiles as low, middle and high. This has further been cross-tabulated against the various demographic variables and significance is examined using chi-square test. Resource limitation is an unavoidable element. Still, this study has been conducted with a representative sample, thus, the results can be generalized over female population in Delhi residing in socially and economically sound localities. The results can provide strategic insights to the marketers using social networking sights as a promotional tool. This research is original in the sense that social networking sites are still in their adoption stage in our country. Its widespread impact is yet to be assessed based on various demographic variables in India. Previous researches have been majorly, outside India and nationally, it mostly focuses on Generation Y. Also, studying the female behaviour in particular gives it a unique element advocating gender marketing and also, the rising economic contribution by females in our nation.