"CONSUMER BUYING BEHAVIOR OF ONLINE BUYING - A CASE OF OLX USERS IN KARACHI”

Abstract

This study aims at evaluating consumers’ online buying behavior in Karachi through a well recognized a new trendy website; OLX. The three factors are the major areas of interest for this study. These three factors has got a huge impact on the consumer online buying behavior i.e. demographics, shopping orientations and perceived risk. In the literature review, there are some consumer buying behavior theories to decide the strategy and approach of study along with the personal experience and some additional work available in this context researched earlier. The data were collected using questionnaire and personal interview targeting the Karachi internet users only. The data were analyzed using SPSS. Findings of the study indicated that gender, education, income, convenience orientation, and economic orientation proved to be the main predictors of online buying status of he users of OLX where as some people are really not there for buying rather they are just opting this as a method to look for the information related to the market and demand of the products available there. The implications of the findings and directions for future research were discussed. There is a view of the future of online buying in Karachi through this medium which is discussed at the end of the research.