A Study on Consumer Perception Towards Reverse Logistics

Author

Keerthika R, Dr. Aysha Fathima Y


Abstract

 This study examines how consumers perceive product returns and other reverse-logistics activities carried out by companies. Reverse logistics deals with the movement of products, components and materials from the customer back towards the seller, manufacturer or another point in the supply chain for return, reuse, repair, refurbishment, recycling or other forms of recovery. The ease of returning a product, speed of processing, clarity of return policies, customer support and environmental practices can influence how consumers view a company. The study considers consumer views on the convenience and efficiency of return processes, preferred return facilities, awareness of environmental benefits, customer-service assistance, response time, preferred support channels and clarity of return policies, together with five Consumer Perception Towards Reverse Logistics (CPRL) statements on positive perception, trust, purchase intention, recommendation and preference. A descriptive research design was used, and primary data were collected through a structured questionnaire from 80 respondents. Percentage analysis, a chi-square test and one-way ANOVA were used to analyse the responses. Home pickup was the most preferred return facility (62.5%), fast processing was the leading factor making a return convenient (40.0%), and phone support was the most preferred support channel (52.5%). The chi-square test did not show a statistically significant association between gender and perceived ease of the return process (p = 0.166), and the one-way ANOVA did not show a significant difference in mean CPRL score across age groups (p = 0.195). The findings indicate that convenience, timely processing, clear communication and responsive support are important to respondents, while the results should be interpreted in light of the limited sample size.


Keywords

reverse logistics, consumer perception, product returns, return policy, customer service, e-commerce



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References


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