Dakshina Kannada District is known for literacy, with more than 88% literacy rate in all of Karnataka, which is the highest in the state. Being a literate and educated person, how much awareness an individual has towards consumer rights, what factors a consumer considers while purchasing a product, and what kind of behaviour the consumer portrays while purchasing matters a lot. So, the study related to consumer rights awareness becomes crucial that too, in a district like Dakshina Kannada. In order to protect consumers from various kinds of malpractices Government had introduced the Consumer Protection Act of 1986, and it was replaced by the Consumer Protection Act of 2019, in which various amendments have been made keeping in mind the technological changes and new kinds of cyber frauds and e-commerce transactions. The research explores purchasing behaviour and consumer rights awareness among rural consumers of Dakshina Kannada district. The data were collected from 330 respondents of Dakshina Kannada district through well-structured questionnaire.