Indian Journal of Marketing

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Consumer-To-Consumer Online Market for Used Goods : A Case Study of OLX in India


Affiliations
1 Ph.D. Scholar, Faculty of Management Studies, University of Delhi, North Campus, Delhi - 110 007, India
2 PGDM, Indian Institute of Management Ahmedabad (IIMA), Vastrapur, Ahmedabad - 380 015, Gujarat, India
     

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Online sale and purchase of second-hand products is on the rise in India. OLX is a free-to-use website for consumer-to-consumer (C2C) online auction of used goods. This study uncovered the needs and expectations of current and potential users of virtual marketplaces of used products. Consumers were studied separately for their perspectives as sellers and as buyers. Existing service performance of OLX was studied and potential hurdles in creating a free online market for second-hand goods was revealed. In-depth interviews, focus group discussions, content analysis, and question-based survey were used for this research. In addition, the paper also discussed the implications of findings for marketers.

Keywords

Online, Used Goods, OLX, Consumer-To-Consumer

Paper Submission Date : May 5, 2015 ; Paper sent back for Revision : December 8, 2015 ; Paper Acceptance Date : March 31, 2016.

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  • Consumer-To-Consumer Online Market for Used Goods : A Case Study of OLX in India

Abstract Views: 195  |  PDF Views: 0

Authors

Rashmi
Ph.D. Scholar, Faculty of Management Studies, University of Delhi, North Campus, Delhi - 110 007, India
Garima Nijhawan
PGDM, Indian Institute of Management Ahmedabad (IIMA), Vastrapur, Ahmedabad - 380 015, Gujarat, India

Abstract


Online sale and purchase of second-hand products is on the rise in India. OLX is a free-to-use website for consumer-to-consumer (C2C) online auction of used goods. This study uncovered the needs and expectations of current and potential users of virtual marketplaces of used products. Consumers were studied separately for their perspectives as sellers and as buyers. Existing service performance of OLX was studied and potential hurdles in creating a free online market for second-hand goods was revealed. In-depth interviews, focus group discussions, content analysis, and question-based survey were used for this research. In addition, the paper also discussed the implications of findings for marketers.

Keywords


Online, Used Goods, OLX, Consumer-To-Consumer

Paper Submission Date : May 5, 2015 ; Paper sent back for Revision : December 8, 2015 ; Paper Acceptance Date : March 31, 2016.




DOI: https://doi.org/10.17010/ijom%2F2016%2Fv46%2Fi5%2F92486