Miranda, Mario J and Jegasothy, Kandiah (2009) Does consumers' future buying behavior regarding products that are returned influence the way consumers want returned goods to be disposed? Journal of marketing theory & practice, 17 (4). pp. 369-381. ISSN 1069-6679

Abstract

Shoppers exiting malls were questioned about what they would consider as appropriate disposal methods of four categories of products that are returned most often. This measure was used as the dependent variable in a two-step process, first using multinomial logit regression followed by a binomial logit regression, with the independent variables being reasons for returning different products, satisfaction with the return process, inclination to repurchase the returned brands, beliefs of shopping at the store, and selected demographics such as age and household size. Consumers who are inclined to repurchase the brands of food items and toiletries that they return expect the complete destruction of the faulty items. There is evidence in this study that consumers are not prepared to continue patronizing brands of appliances and apparel known to be reconstituted and available in alternative stores or charity shops. Notwithstanding manufacturers' attempts to rebuild brand equity, it may be prudent for them not to publicize the availability of reconstituted brands in alternative/charity stores, because prime consumers might be inhibited to patronize these brands.

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