Principles of Finance 6e Chapter 15
Besley/Brigham
• What would you do if you were one of TradeSmart’s suppliers?
References:
Excessive and unjustified product returns have been a problem for retailers and manufacturers for many,
many years, especially in the electronics industry. With the advent of the electronic supermarkets, the
problem has intensified because these stores have implemented rather liberal return policies. Excessive
returns have forced manufacturers to absorb additional costs of repackaging and reshipping products that
were used slightly if at all, but no longer can be sold as brand new.
Manufacturers blame the problem on the “no questions asked” money-back guarantee policies offered by
stores such as Kmart and Wal-Mart. Such liberal return policies have created a customer behavior dubbed
the “Super Bowl Problem,” which occurs when a product is bought to be used for a specific one-time event
and then it is returned immediately after the event. Examples include the purchase of a large-screen
television to have a Super Bowl party for the neighborhood or the purchase of a camcorder for a relative’s
wedding, baptism, or other special event—as soon as the event is over, the product is returned to, and for
the most part, gladly accepted by the store from which it was purchased. One manufacturer estimated that
the “Super Bowl Problem” was so bad that only 15 percent of the products returned actually were defective.
In recent years, many retailers have tightened their return policies by limiting the amount of time customers
have to return certain types of purchases. Even so, an example of the cost of returns is provided by the
Consumer Electronics Manufacturers Association, which estimated that returns in the electronics industry
cost $10 billion in 1997. More astounding is that defective products accounted for only 2 percent of all
returns. Clearly, then, the problem of unfounded returns is still a very significant problem.
The problems faced by manufacturers and suppliers resulting from liberal return policies, as well as some of
the recent solutions to these problems, are described in the following articles:
“Enterprise: Unjustified Returns Plague Electronics Makers,” The Wall Street Journal, September 26, 1994,
p. B1+.
“Fewer Unhappy Returns: Electronics Vendors Grapple With Costs of Fickle Customers,” Los Angeles
Times, November 11, 1998, p. C-1.
“You Buy It, You Keep It, More Stores Are Saying,” The New York Times, May 30, 1999, p. 1.