Impact of return policies on the buying behaviour of the customers in e-commerce industry: a study from emerging economy

E-commerce is gaining significant importance as customers' preferences for online buying continue to change. The buying and selling of goods and services through the internet is known as e-commerce (or electronic commerce). E-commerce business comprises a variety of information, frameworks, and tools for both online buyers and sellers, ranging from mobile shopping to online payment encryption and beyond. The majority of e-commerce businesses use a web-based platform to manage logistics and performance, as well as conduct online marketing and sales. Because of today's extremely competitive market, a big percentage of whatever is sold has a potential of being returned, which adds to the manufacturer's costs. As a result, in this highly competitive global market with shrinking profit margins and ever-changing customer's preferences, e-commerce organisations are being obliged to establish an effective and well managed return process management. As a result, the objective of our research was to determine the level of customer awareness about return policies, and further research into the impact of e-tailers' return policies on customers' purchasing behaviour. A well-structured questionnaire was distributed among internet shopping regulars for this purpose. Various statistical tools, such as SPSS, were used to analyse the data.