CONSUMER BUYING BEHAVIOR TOWARDS E-PHARMACY

Abstract

E-pharmacies are becoming increasingly popular in India due to their convenience, discounts, user experience, customer care, and wide selection of medications. However, due to a lack of awareness or basic internet regulations, a significant portion of the Indian population is not purchasing medication online. This study investigates consumer purchasing behaviour when purchasing medications via online delivery apps. The study adopts a descriptive research design and probability sampling (simple random sampling). The results show that Netmeds is the most preferred, and Apollo is the least preferred e-pharmacy. The most common problem was the lack of authentic medicines. The research was conducted in Silchar, the city of Assam. The results of this study will provide intriguing new perspectives for examining consumer purchasing patterns in e-pharmacies from an academic standpoint. This study will also provide a better understanding of the connections between the various factors and consumers' motivation to use e-pharmacy at the managerial level.

Keywords: Awareness, Buying Behaviour, E-pharmacy, Medicine, Online delivery.