Major reasons for returns during online purchase in major cities of India

摘要

Due to online penetration, the purchasing pattern of the Indian customers is changing. Purchasing happened through laptop yesterday becomes mobile by today. As the volume in online purchase is huge daily the returns also expected in a huge manner. Returns eat away the profits of online retailing industry. Central and state government restrictions are also forcing the online retailers to manage return effectively. So the organisations are taking measures to understand the reasons of returns by the customer in order to avoid pilferage due to returns. The aim of the study is to find the reasons of returns by the customer and enhance the online buying experience and reducing the returns. The empirical study and analysis will provide reasons for returns by the customer.