Analysis of problems in tertiary packaging of e retail companies and its impact on repurchase intention and loyalty

Abstract

The growth of e-retail business has been following an unprecedented growth across the Globe. Even though the percentage of e-retail is very less compared to the traditional retail business, in the coming years it will surely emerge as force. Research shows that the global e –commerce sales were almost 23% higher in 2018 than 2017 (Young, 2019). The scenario in India is also similar and the e-retail is growing at a very fast rate. -retail companies in India like Snapdeal, Myntra, Shopclues, Jabong, e bay and many other smaller players (Shettar, 2016).

This study tried to understand the role of tertiary packaging in e-retailer and how it affects the customer perception towards the e-retailer. The study will help the retailers understand whether the customers have any issues when it comes to the current tertiary packaging process. The process used now may not be feasible for long term, where sustainability has to be given importance (Pierce, 2017).Thus by neglecting the various packaging related issues like over packaging, overfilling, damage to package, poor return logistics, environmental impact etc the e-retailer is actually putting itself in risk (Sherry, 2017).The study finds out the customer perception towards e –retail tertiary packaging.