Consumer Rights Awareness and Purchasing Difficulties: A Study of College Students in Dharwad

Consumer buying behavior is a complex phenomenon influenced by psychological, sociological, and cultural factors, particularly among college students who are in a transitional stage marked by increased independence and financial limitations. This study assessed consumer awareness and purchasing challenges among 60 undergraduate students (55% female, 45% male) at the College of Community Science, UAS Dharwad, Karnataka, using a random sampling technique and structured questionnaires. Results indicated that while 100% of respondents were aware of basic consumer rights, only 51.67% knew of consumer courts, and none (0%) had ever filed a formal grievance. Purchasing difficulties were reported by 50% of the sample, primarily driven by unclear product information, unreliable digital reviews (cited by 34.40% as a major influence), and a lack of personalized recommendations in online retail. Frustrations were high regarding inadequate customer support (50.80%) and hidden fees. The findings reveal a significant "redressal gap," where high theoretical awareness does not translate into practical consumer empowerment. This study emphasizes the need for transparent information systems and more accessible grievance mechanisms to protect young consumers in the digital marketplace.