Online trading behavior and attitude towards second-hand products : A study of Indian internet users at IIMB

Abstract

Purpose: This study explores existing (online) trading behavior and attitudes toward second-hand products and second-hand product trade among Indian Internet users, with the ultimate aim of gaining a deeper understanding of the market for the online classifieds site SahiPasand.com. Design/methodology/approach: Primary data was collected through the use of qualitative and quantitative methods, more specifically questionnaire and interviews. The collectivity of students at the Indian Institute of Management Bangalore was chosen as the population for the study. This was supplemented by desk study and secondary research on the Indian market, culture and consumer behavior. Theory on The Three Component Model of Attitude was employed in order to analyze the results. Findings: Trading behavior between consumers exists to a certain extent, however it is limited by apparent lack of trust. As regards second-hand products, consumers have clear beliefs that influence their affect and actions; second-hand products are believed to be inferior, making it hard for consumers to see the value in buying or selling them. What appears to be lack of experience with C2C trading and second-hand products makes it hard to detect specific attitudes, however. Research limitations/implications: The study only focuses on already existing Internet users. Also, the survey employed achieved a relatively small respondent group. Thus, then generalizability of results can be limited. Practical limitations/implications: Research of non-users need to be undertaken in order to get a full picture of the Indian market. Also, whilst the article investigates the fit between the product and market, it does not address the adoption process. Originality/value: There exist little research on Indian online consumer behavior, and even less in terms of online classifieds websites. This project provides an outlook into the mentality of the Indian Internet user, as regards C2C trade and attitude towards second-hand products. This could potentially bring value to anyone who