Journal Article

E-Buying of Medicines: Trends and Factors Influencing Online Pharmacy

Sodhi, Savita, Ghosh, Anupam, Sadiya Fatima, Malpani, Rashi

2019

Overview

Pharmacies have hit the internet and received a warm response. Against the traditional way of buying medicines from pharmacy stores after seeking a medical advice, people are getting adapted to buying medicines online. A common practice among the druggists is to provide a substitute medicine. Customers are highly concerned and sensitive about their health. People are well aware of the fact that medicines though cure, are accompanied with major or minor side effects. Online availability of medicines has brought revolution in the health sector. Online pharmacies in India are in a nascent stage right now but have immense potential for growth. Online medicine market is growing at an exponential rate. Indian consumers are welcoming the trend of online buying of medicines. Online pharmacies provide facilities like home delivery, easy access and reminders to customers along with pocket-friendly offers. For marketers, it becomes all the more important to cater to the mindset of customers. Existing literature in the Indian context is limited to online buying of drugs by consumers without being specific to generic or non-generic. This brings forward a research gap to explore the online buying behaviour of consumers with respect to generic as well as nongeneric medicines.

• Publisher: Publishing India Group
• Subject: Consumer behavior / Drug stores / Electronic commerce / Pharmacy