New shopping trends : internet, second-hand trade and OLX
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/16911 |
Resumo: | OLX is a company founded in Argentina in 2006 that works in the online classified advertising industry. It arrived to Portugal in the year of its launch through a South African company named Naspers but since 2012 it is managed locally by FixeAds. This Portuguese firm is specialized in the development and management of online platforms for classified advertisements. OLX Portugal is currently one of the most successful and visited websites in the country. This dissertation aims to identify the reasons that lie behind a new way of buying and selling that is currently prospering, and also the way OLX was able to differentiate itself on the market. For this it is necessary to understand the possibilities that the internet has brought to both businesses and consumers, the economic and social context, and also the way that the brand adjusted its strategy to the market. The methodology used for this research includes a Literature Review, a Case Study and a Market Research. The Literature Review consists in a theoretical approach towards online shopping, second-hand purchasing and selling, and marketing for online businesses. The Case Study aims to explain the context through which OLX arrives to Portugal, the role of FixeAds throughout the management of the brand, including their vision and strategy, and also the results obtained from the 2012 advertising campaign. Lastly, the Market Research carried out provides real customer’s insights on their use of internet, second-hand selling or buying habits, and also their relation with the brand OLX. It was conveyed to the participants through the form of an online survey. |
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New shopping trends : internet, second-hand trade and OLXDomínio/Área Científica::Ciências Sociais::Economia e GestãoOLX is a company founded in Argentina in 2006 that works in the online classified advertising industry. It arrived to Portugal in the year of its launch through a South African company named Naspers but since 2012 it is managed locally by FixeAds. This Portuguese firm is specialized in the development and management of online platforms for classified advertisements. OLX Portugal is currently one of the most successful and visited websites in the country. This dissertation aims to identify the reasons that lie behind a new way of buying and selling that is currently prospering, and also the way OLX was able to differentiate itself on the market. For this it is necessary to understand the possibilities that the internet has brought to both businesses and consumers, the economic and social context, and also the way that the brand adjusted its strategy to the market. The methodology used for this research includes a Literature Review, a Case Study and a Market Research. The Literature Review consists in a theoretical approach towards online shopping, second-hand purchasing and selling, and marketing for online businesses. The Case Study aims to explain the context through which OLX arrives to Portugal, the role of FixeAds throughout the management of the brand, including their vision and strategy, and also the results obtained from the 2012 advertising campaign. Lastly, the Market Research carried out provides real customer’s insights on their use of internet, second-hand selling or buying habits, and also their relation with the brand OLX. It was conveyed to the participants through the form of an online survey.A empresa OLX foi fundada na Argentina em 2006 e atua no setor de classificados online. Chegou a Portugal no ano do seu lançamento através da empresa Sul Africana Naspers, mas desde 2012 é gerida localmente pela FixeAds, uma empresa especializada no desenvolvimento de plataformas online para anúncios de classificados. O OLX Portugal é atualmente um dos sites mais bem-sucedidos e visitados do país. Esta tese tem como objetivo identificar as razões que estão por trás de uma nova forma de compra e venda que já ganhou muitos adeptos em Portugal, e também a forma como o OLX foi capaz de se diferenciar no mercado. Para que tal seja possível é necessário compreender as possibilidades que a internet trouxe tanto para as empresas como para os consumidores, o contexto económico e social do país, e também a forma como esta marca adaptou a sua estratégia ao mercado. A metodologia utilizada para esta pesquisa inclui uma Revisão da Literatura, um Estudo de Caso e uma Pesquisa de Mercado. A Revisão da Literatura consiste numa abordagem teórica sobre comércio online, compra e venda de produtos em segunda mão e marketing de empresas online. O Estudo de Caso tem como objetivo explicar o contexto em que o OLX chega a Portugal, o papel da FixeAds na gestão da marca, incluindo a sua visão e estratégia, e ainda os resultados obtidos com a campanha de publicidade lançada a setembro de 2012. Por fim, a Pesquisa de Mercado possibilita ter um melhor entendimento do ponto de vista dos consumidores sobre vendas online, compra e venda de produtos em segunda mão, e também sobre a sua relação com a marca OLX. Esta recolha de informação foi efetuada através de um questionário distribuído online.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaAbreu, Maria João Fernandes2015-03-13T08:47:28Z2014-07-1120142014-07-11T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/16911TID:201131331enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-14T01:35:25Zoai:repositorio.ucp.pt:10400.14/16911Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:14:08.137085Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
New shopping trends : internet, second-hand trade and OLX |
title |
New shopping trends : internet, second-hand trade and OLX |
spellingShingle |
New shopping trends : internet, second-hand trade and OLX Abreu, Maria João Fernandes Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
New shopping trends : internet, second-hand trade and OLX |
title_full |
New shopping trends : internet, second-hand trade and OLX |
title_fullStr |
New shopping trends : internet, second-hand trade and OLX |
title_full_unstemmed |
New shopping trends : internet, second-hand trade and OLX |
title_sort |
New shopping trends : internet, second-hand trade and OLX |
author |
Abreu, Maria João Fernandes |
author_facet |
Abreu, Maria João Fernandes |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Abreu, Maria João Fernandes |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
OLX is a company founded in Argentina in 2006 that works in the online classified advertising industry. It arrived to Portugal in the year of its launch through a South African company named Naspers but since 2012 it is managed locally by FixeAds. This Portuguese firm is specialized in the development and management of online platforms for classified advertisements. OLX Portugal is currently one of the most successful and visited websites in the country. This dissertation aims to identify the reasons that lie behind a new way of buying and selling that is currently prospering, and also the way OLX was able to differentiate itself on the market. For this it is necessary to understand the possibilities that the internet has brought to both businesses and consumers, the economic and social context, and also the way that the brand adjusted its strategy to the market. The methodology used for this research includes a Literature Review, a Case Study and a Market Research. The Literature Review consists in a theoretical approach towards online shopping, second-hand purchasing and selling, and marketing for online businesses. The Case Study aims to explain the context through which OLX arrives to Portugal, the role of FixeAds throughout the management of the brand, including their vision and strategy, and also the results obtained from the 2012 advertising campaign. Lastly, the Market Research carried out provides real customer’s insights on their use of internet, second-hand selling or buying habits, and also their relation with the brand OLX. It was conveyed to the participants through the form of an online survey. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-07-11 2014 2014-07-11T00:00:00Z 2015-03-13T08:47:28Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/16911 TID:201131331 |
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identifier_str_mv |
TID:201131331 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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