http://www.shanlaxjournals.com 20 ComFin Research OPEN ACCESS Manuscript ID: COM-2023-11036381 Volume: 11 Issue: 3 Month: July Year: 2023 E-ISSN: 2582-6190 Received: 07.04.2023 Accepted: 20.06.2023 Published: 01.07.2023 Citation: Anusuya, A., and V. Darling Selvi. “Do Demographic Variables Dominate the Awareness of Consumer Rights: An Analytical Purview.” ComFin Research, vol. 11, no. 3, 2023, pp. 20–25. DOI: https://doi.org/10.34293/ commerce.v11i3.6381 This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Do Demographic Variables Dominate the Awareness of Consumer Rights: An Analytical Purview A. Anusuya Full-Time PhD Research Scholar. PG & Research Department of Commerce, Rani Anna Government College for Women, Tirunelveli Manonmaniam Sundaranar University Abishekapatti, Tirunelveli, Tamil Nadu, India V. Darling Selvi Head and Assistant Professor PG & Research Department of Commerce Rani Anna Government College for Women, Tirunelveli, Tamil Nadu, India https://orcid.org/0000-0002-1344-401X Abstract Consumer rights are the rights given to a consumer to protect them from unethical malpractices and unfair trade practices. The main objective of this study was to test the formulated hypotheses. Thus, the hypotheses were formulated that there is no relationship between gender, marital status, age, educational qualifcation, sources of awareness and level of awareness of consumer rights. For the purpose of this study the primary data from 150 respondents is collected by using convenient sampling method. Chi-square test have been used to test the hypotheses. As a result of chi-square test, except marital status all are signifcant with level of awareness towards consumer rights. Gender has signifcant with level of awareness towards consumer rights. Age, Educational qualifcation and Sources of awareness have highly signifcant with level of awareness towards consumer rights. Keywords: Consumer Awareness, Consumer Rights and Consumer Protection Introduction Consumers are the largest economic group in any country. They are the central point of all economic activities. The ultimate aim of production, storage and distribution is to ensure consumption of goods and services to the satisfaction of the consumers. Consumer awareness means being conscious of having knowledge about the various consumer protection laws, redress mechanism and the consumer rights which include right to protection of health and safety from goods and services that the consumer buy, right to be informed about the quality, price, potency, purity and standard of good, right to choose the best from a variety of others, right to get representation if there is any grievance or suggestion, and right to seek redress against unfair trade practice or unscrupulous exploitation. The Consumer Protection Act was enacted in 1986 to protect consumers. But even after 30 years, the Consumer Protection Act still faces some problems and consumer protection is still a question mark in India. Lack of awareness about their rights is a drawback. Even educated people are not fully aware of their rights as consumers and how to protect themselves from exploitation. In case of any defects in the goods, traders and manufacturers blame each other but none of them provide any relief to the consumers. In such a situation, it is necessary to create awareness and education among the public regarding the rights of consumers. They should know about their rights and how to make them meaningful (Natarajan et al., 2018).