Online Classified Advertisements & Consumer Buying Behavior: A Case of Analyzing the Behavior of Karachi Buyers towards “OLX”

The aim of this case study is to evaluate the impact of classified online ads available to shoppers for their convenience and to examine their buying behavior in Karachi. In this study sample size of 270 respondents has been taken by using convenient sampling technique. Internet is a feasible option of buying products so, the variables used in this study as an independent variables are usability, interactivity, trust, marketing mix, aesthetics and dependent variable is consumer buying behavior. Factor analysis, Regression analysis and Reliability analysis are the statistical methods used in this study to analyze the results. Result shows that usability, interactivity, trust and marketing mix has a positive impact on consumer buying behavior while, classified webs ads are weak in aesthetics area and also lacking in retaining consumer interests in purchasing. After including demographics variables and excluding the limitation of this study for specific area, a researcher could expedite research in a new perspective. The findings of this study contribute in the existing body of knowledge as it is the first case study which targets online medium of purchase in the context of Karachi.