A STUDY ON CUSTOMER AWARENESS ON RETURN POLICY INITIATIVES IN SELECT E-COMMERCE WEBSITES WITH SPECIAL REFERENCE TO APPAREL SECTOR, IN SUBURBS OF MUMBAI, INDIA

The progress of E-commerce has made a significant impact in the movement of goods. Varieties of products are made accessible to consumers via the electronic means of business dealings widely termed as B to C transactions. The apparel sector is conquered by the customers by E-shopping services, however the major chunk of the consumers are ignorant about the return policies of the goods shopped via E-medium. The prime objective of an organization is to deliver the goods at the doorstep of the customer by infinitesimal charges and provide quality product to increase the level of satisfaction of the customer. Although the satisfaction level is not up to the mark as some customers don’t get their expected product, Such events has impact on severe customers base, consequently it has a severe impact on the profitability of the organization. In order to prevent the customer drain several organizations that are engaged in the apparel sector which uses internet as a media, takes initiative to accept the defective product from the consumer. Mumbai region is one of the pecuniary hubs which are the backbone of the Indian economy, the customers are not vigilant about the return policy that the organization has incepted to increase the customer satisfaction. The study analyses that major organizations should implement the necessary policies that elevate the customer awareness about the acceptance of the defected products