A Study of Consumer Online Buying Behaviour for Medicines in India

AUTHOR
Shraddha S. Bandivadekar *

KEYWORDS
Online pharmacies, E-pharmacy, Online sale of Drugs, Buyer behaviour, Consumer behaviour, Digital healthcare, E-commerce of Medicines.

ABSTRACT
Online pharmacy is a business that operates over the internet and provides medicines and medical goods to the end consumer. Online pharmacies are among the various forms of businesses that have expanded from the physical store to the online space, with growing presence across the globe. Online pharmacies offer many advantages to end consumers including convenience, time and cost savings. However, there are various threats associated with online sale of drugs including lack of adherence of drug sale and purchase regulations like the sale of medicines without prescription, counterfeit medicines, drug abuse, self-medication etc. There is also a lack of clarity regarding laws related to sale of online medicines in India. The research paper focusses on understanding the consumers behaviour from online pharmacies in India.