Option 2 – Automatic reimbursement of shipping charges incurred due to product return
Option 5 – Ability to return to a store in my city / town instead of sending back in mail / courier
Not at all Important |
0.00 |
Not at all Important |
0.00 |
Very Unimportant |
0.00 |
Very Unimportant |
7.14 |
Somewhat Unimportant |
7.14 |
Somewhat Unimportant |
7.14 |
Neutral |
14.29 |
Neutral |
7.14 |
Somewhat Important |
0.00 |
Somewhat Important |
50.00 |
|
Very Important
Extremely Important
|
35.71 |
42.86 |
Very Important Extremely Important |
14.29
14.29
|
|
0.00 05.00 10.00 15.00 20.00 35.00 30.00 35.00 40.00 |
|
0.00 |
10.00 20.00 30.00 40.00 50.00 60.00 |
As vetted by the degree of importance attached, 93 % and 79 % of the respondents feel that money must be reimbursed immediately towards the amount paid and of the returns fees borne by the customer. Fashion purchases being significantly high involvement items, they are pretty expensive and customers are thereby very sensitive about the money being refunded to their accounts.
Around 78 % of the customers were happy with the idea of returning the product to a common collection point in their city / town instead of sending it back by courier / mail.
Option 6 – Multiple options available to ship back to retailer
Option 3 – A return label available right in the parcel |
Not at all Important
Very Unimportant
|
0.00 |
7.14 % |
|
Not at all Important Very Unimportant
Somewhat Unimportant Neutral
|
0.00
0.00
0.00
|
7.14 |
Somewhat Unimportant Neutral
Somewhat Important Very Important
|
7.14 % |
14.29 % |
21.43 % |
28.57 % |
Somewhat Important |
35.71 |
Extremely Important |
21.43 % |
Very Important |
42.86 |
0.00 |
5.00 10.00 15.00 20.00 25.00 30.00 |
Extremely Important
A returns label slid along with the item being delivered is perceived as convenient by around 92 % of the respondents. This saves the time and money of otherwise going and taking a printout of the label from the e-tailer ' s website.
14.29
0.00 05.00 10.00 15.00 20.00 35.00 30.00 35.00 40.00
Option 4 – An easy to follow procedure for returning the item
Not at all Important Very Unimportant
Somewhat Unimportant Neutral
Somewhat Important Very Important
Extremely Important
0.00 0.00
0.00
14.29
14.29
21.43
50.00
0.00 10.00 20.00 30.00 40.00 50.00 60.00
Though rated low in importance, about 70 % of the respondents still agreed with multiple options being made available to return the product. This was mainly because of certain courier services not being available in their city / town.
2.9 DIFFICULTIES WHILE RETURNING PRODUCTS ONLINE
Finally the respondents were asked what are some the difficulties they faced in returning the product. The responses recorded are as given in Exhibit 10.
The figures given in the exhibit are in percentage terms and the total exceeds 100 % as a respondent could choose multiple options.
Consistent with their preferences, the major concern was regarding the delay to get the credit / refund for the item purchased. Customers were also upset with the fact that they were to pay for the shipping although it was not their fault that a defective item was being shipped to them.
A simple, easy to follow returns procedure is preferred to a complicated and long drawn out procedure by around 85 % of the respondents.
42