E-Buying of Medicines: Trends and Factors Influencing Online Pharmacy
Published: 2019
Author(s) Name: Sadiya Fatima, Rashi Malpani, Savita Sodhi, Anupam Ghosh |
Author(s) Affiliation: Birla Institute of Technology, MESRA, Ranchi, Jharkhand, India.
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Abstract
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.
Keywords: Online Pharmacy, Buying Behaviour, E-Buying, Generic Medicine, Non-Generic Medicine
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