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

Authors

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

DOI:

https://doi.org/10.17010/ijom/2016/v46/i5/92486

Keywords:

Online

, Used Goods, OLX, Consumer-To-Consumer

Paper Submission Date

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

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.

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Published

2016-05-01

How to Cite

Rashmi, ., & Nijhawan, G. (2016). Consumer-To-Consumer Online Market for Used Goods : A Case Study of OLX in India. Indian Journal of Marketing, 46(5), 26–41. https://doi.org/10.17010/ijom/2016/v46/i5/92486

Issue

Volume 46, Issue 5, May 2016

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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