Consumer Protection Framework And Its Implementation In E Commerce Transactions: A Case Study Of Chennai City

The emergence of e-commerce has revolutionized retailing in India by providing consumers with accessibility,
convenience, and diversity of choice. However, the virtual nature of transactions also poses significant challenges related
to consumer protection, such as data breaches, misleading advertisements, counterfeit products, and ineffective grievance
redressal mechanisms. This study examines the effectiveness of the consumer protection framework and its
implementation in e-commerce transactions in Chennai City. The research explores key dimensions consumer
awareness, platform accountability, and grievance mechanisms and evaluates their impact on consumer
trust and satisfaction. Data were collected from 200 e-commerce consumers using a structured questionnaire. Statistical
analyses, including reliability testing, correlation, and regression, were performed. Findings indicate that a well
implemented protection framework, supported by strong grievance handling and transparency, significantly enhances
consumer trust and satisfaction. The study concludes with recommendations for policymakers and online platforms to
improve compliance with the Consumer Protection (E-Commerce) Rules, 2020, ensuring fairness and safety in digital
transactions