Investigating Return Patterns in India's E-Commerce Sector: Exploring Multiple Factors behind Product Returns

Abstract:The growth of e-commerce in developing countries like India has led to a rise in product returns, yet return behavior remains an underexplored area compared to purchasing behavior. This study investigates whether Indian consumers who frequently return online purchases exhibit common behavioral patterns. The limited research on this topic highlights a gap, particularly regarding the impact of returns on the e-commerce industry’s profitability and operations. Data was collected using a structured online questionnaire, focusing on delivery experiences, product dissonance, information search, product attributes, and consumer demographics. The size and frequency of product returns were the key outcome variables. The findings reveal that returns are driven by various factors, such as situational influences, impulse buying, new product launches, lack of self-control, moral concerns, occasion-specific purchases, promotional offers, and mandatory buying. Additionally, post-purchase dissonance, delivery-related issues, and product-specific concerns play a major role in return decisions. Differences were observed in return frequency and procedures among consumers.The study also notes the influence of monthly income, spending habits, and the volume of online purchases on return behavior. These insights can help e-commerce managers manage returns more effectively, reduce associated costs, and improve customer satisfaction and retention. This research contributes to the emerging literature on return behavior in India’s digital market.