Published Paper Details:

Abstract: In the context of a dynamic and globalized economy, consumer awareness and rational behavior are essential for ensuring fair trade and safeguarding consumer interests. Despite advancements in economic development, many consumers continue to face exploitation through unfair practices such as adulteration, misleading advertisements, and substandard goods. This study explores the level of consumer rationality, awareness, and perception of the Consumer Protection Act among commerce graduates in Palakkad district. It examines their behavior during pre- and post-purchase phases, their experience with exercising consumer rights and responsibilities, and the challenges they face in complying with consumer protection mechanisms. Primary data were collected from 60 commerce graduates using a structured interview schedule, and the results were analyzed using statistical tools such as MANOVA, OWA, Friedman Test, and TWA. Findings reveal that while many consumers possess basic awareness of their rights, there is a gap in their practical application due to complexities in legal procedures, lack of time, and limited knowledge. The study recommends enhancing awareness through targeted educational programs, simplifying complaint procedures, and promoting digital platforms for consumer grievance redressal.