Retaining or returning?

Purpose Relatively scant attention thus far has been accorded in the marketing literature to the examination and explanation of return behaviour of consumers, especially within the mail order industry. The issues examined here consist of the nature and influence of such factors as “buying experience”, “perceived risk”, and “return frequency”. The aim of this paper is to analyse four groups of returners (“heavy returners”, “medium returners”, “light returners”, and “occasional returners”). Design/methodology/approach This paper details an empirical study of return behaviour based on a field survey that was conducted specifically focusing on the apparel category. Exploratory factor analyses and analyses of variance (ANOVA) have been employed to test the proposed hypotheses. Findings Results show that there exist different reasons for returns among the four groups of returners. In particular, they differ in their initial shopping motivation for mail order purchases, their group‐specific reasons for product returns, and also in their spending patterns. Research limitations/implications These are discussed within the body of the paper. Practical implications A number of meaningful implications for mail‐order firms are developed from the empirical findings. While product returners have been thought to be an amorphous category (akin to a “black box”) in the past, this paper highlights the disparate motives for making returns. Specific prescriptions are provided regarding the management of product description, consumer return policy, and the handling of consumer perceived risk. Originality/value This paper contributes toward the evolving literature of consumer return behaviour in the context of distance purchasing and also by taking into consideration the heterogeneity of return groups. It looks at the characteristics of the return groups and how they differ in their prior motives of making their purchase decisions.