CONSUMER PRODUCT RETURNS POST ONLINE PURCHASES: SYSTEMATIC RESEARCH

Purpose - Online product returns condition performed by the buyer and its impact on the merchandise costs acquired by the seller explored in this research paper. It also deals with effective marketing strategies to reduce the number of online product returns and as well as operations excellence. Design/methodology/approach - From the time when the late 90's, customer product returns post online purchases related articles are collected. The extracted articles were particularly examined and theories compared. Findings – Compared with purchases made through physical stores, the maximum of products purchased number of online is returned. To improve purchase volumes, some sellers introduced lenient return policies. They didn't focus much on the quality of the product and branding or building trust and satisfaction with consumers during pre-purchase periods which eventually resulted as potential root-causes to notice more online consumers, trying to return the product to retailers. Research Limitations / Practical Implications - Marketing practitioners should create an incorporated approach to make sure consumer fulfilment is not being compromised at any cost while trying to attain projected sales forecasts and objectives for the online product in contention. This paper doesn't spotlight on nuances and trade balances required for the dealer to decide on what type of integrated approach or commonalities. Originality/Value – This research work contributes to the literature via it qualitative and organized assessment of existing online product returns literature, which may lead to upcoming research.