A Study on Consumer Buying Behaviour Towards E-Pharmacy

The rapid advancement of information technology has significantly transformed various sectors, including healthcare, leading to the emergence of e-pharmacy services. E-pharmacy refers to online platforms that enable consumers to purchase medicines and healthcare products through websites or mobile applications with doorstep delivery facilities. These platforms integrate pharmaceutical services with digital technology, offering features such as online prescription uploads, medicine price comparison, digital payments, health information access, and convenient home delivery. The increasing penetration of smartphones, internet connectivity, and digital literacy has accelerated the adoption of e-pharmacy services, particularly among urban populations and working individuals. The primary objective of this study is to analyze consumer awareness, perception, usage behavior, advantages, challenges, and satisfaction levels associated with e-pharmacy services. The research adopts a descriptive research design based on both primary and secondary data sources. Primary data was collected through a structured questionnaire distributed among respondents familiar with online healthcare services, while secondary data was gathered from research articles, healthcare reports, and digital publications. The collected data was organized and analyzed using tabulation and percentage analysis techniques to identify trends and patterns in consumer behavior. The findings of the study indicate that convenience, time-saving benefits, availability of discounts, and easy accessibility are the major factors encouraging consumers to adopt e-pharmacy platforms. Home delivery services and the ability to order medicines at any time significantly enhance customer satisfaction. However, the study also identifies key challenges such as concerns regarding medicine authenticity, data privacy, delayed deliveries, and lack of direct interaction with pharmacists. These factors influence consumer trust and limit complete dependence on online pharmacy services. The research concludes that e-pharmacy has strong potential to transform healthcare delivery by improving accessibility and efficiency, especially in urban and semi-urban areas. Nevertheless, strengthening regulatory frameworks, ensuring strict quality control, enhancing delivery reliability, and increasing consumer awareness are essential for building long-term trust and sustainable growth. With continuous technological advancements and supportive government policies, e-pharmacy services are expected to become an integral component of the digital healthcare ecosystem in the future.