An Empirical Study of Consumer Responses to Cheating Practices and Complaint Redressal Mechanisms: An Analysis

Abstract

Consumer exploitation remains a persistent challenge in emerging economies, particularly in retail markets where information asymmetry and weak enforcement mechanisms prevail. This study examines consumers’ experiences of being cheated, the steps taken in response, and actions adopted when complaints are not entertained by shop owners. Using primary survey data, chi-square tests were applied to examine the distribution and significance of consumer responses across three key behavioral variables. The results reveal statistically significant differences in consumer perceptions and actions, indicating varied levels of awareness, assertiveness, and trust in grievance redressal mechanisms. The findings underline the need for strengthening consumer awareness programs, enhancing accessibility to consumer forums, and improving retailer accountability. The study contributes to consumer protection literature by empirically validating the role of behavioral responses in consumer justice systems.