Product Return in Online Purchase and Demography

Abstract

The rapid growth in online purchases and product return pose challenges to the supply chain. The demography influences purchases. After an extensive literature review, the authors examine if the product return in online purchases depends on demographic factors and product categories. This online survey-based research analyzed the 619 responses and identifies that age, gender, profession, search intensity have a significant relationship with the return frequency. After using statistical analysis, findings suggest that the family income, payment method, purchase frequency, monthly spending do not have a significant influence on return frequency. Similarly, analysis indicated age, gender, profession, and search intensity to be significant. Textile and household goods showed a significant relationship with return frequency from the different categories. This research emphasizes the role of demography factors; however, online purchase and return is a complex process involving the role of product, retailer, website, and delivery.