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E-Consumer behavior: Exploring the gaps of EPharmacy in India
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| Author:
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NAFISA VAZ, DR.R.VENKATESH
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| Abstract:
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In the technology era, the growth of E-pharmacy is taken for granted and is in the developing phase. The growth
of E-pharmacy will certainly help the consumers as well as the pharmaceutical industry to grow and for the sales
to have a much more reach. India is a country where the sales of medicine is handled majorly by the retail
pharmacies but these are only able to cater to the needs of 60% of the consumers in India. Online pharmacy has
the potential of reaching out to the last mile of the country and delivering the medicine to all the people, but
currently online or E-pharmacy faces several hurdles and gaps because of which consumers face a lot of issues.
The study explores the behavioral aspects of E-consumer behavior with regards to online medicine purchase
and to understand the issues and the gaps faced by consumers which act as a roadblock to the growth of the
online pharmacy platform in India. The research is exploratory in nature. It is based on primary data. Primary
data are collected via a questionnaire. Totally 255 respondents participated across 36 cities in India. There were
122 of the respondents belonged to the Tier-1 cities while the other 133 respondents came from other cities.
This is the first time a study is done in emerging markets like India, compared to western countries whose
market is well developed. This research is conducted to get an understanding of the drivers of purchaser choices
on acquiring professionally prescribed medicines on the web. The paper gives new insights into the Indian
consumer behavior and their viewpoints for online pharmacies
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| Keyword:
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E-pharmacy, issues of E-pharmacy, benefits of E-pharmacy, Regulations of E-pharmacy
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| EOI:
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| DOI:
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https://doi.org/10.31838/ijpr/2021.13.03.052
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| Download:
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