DOES CONSUMER RIGHTS AWARENESS INFLUENCE SATISFACTION LEVEL? EVIDENCE FROM ONLINE SHOPPERS

Purpose:This study examines the relationship between consumer rights awareness and satisfaction with grievance redressal in online shopping. Specifically, it examines whether greater awareness of consumer rights influences satisfaction level of online shoppers when resolving complaints and disputes. The study aims to identify the variations among different demographic variables -age, gender, education and to assess how these variables significantly shape consumers perception and knowledge about consumers awareness and grievance redressal. Mapping of these demographic differences provides insights to support the development of targeted consumer education awareness programs and policy interventions in improving consumer protection and satisfaction in the digital marketplace.