Exploring Online Consumer Behaviour of E -Pharmacy Products in Bangalore

Abstract

Healthcare services, the convergence of digital technology and pharmaceutical practices has led to the emergence of E-Pharmacy services. As online marketplaces gain prominence, the city of Bangalore stands out as a vibrant hub where technology and healthcare intersect. The Bengaluru city's tech-savvy customers are likely to exhibit distinct patterns of interaction with online platforms, making Bengaluru an ideal setting for studying the interplay between online marketing strategies and E-Consumer behavior in the E-Pharmacy domain. The city customers are well versed with internet, digital payments and online shopping what will be the influence of such technology factors towards E-Pharmacy products. The research endeavors to delve into the dynamic relationship between online marketing strategies employed by E-Pharmacy businesses and the resulting impact on consumer behavior in Bangalore. In the midst of this digital transformation, understanding the complex interplay between demographic variables, consumer perceptions, health literacy, regulatory awareness, and the ultimate decision to adopt E-Pharmacy services becomes paramount. The present study focuses on the dynamic landscape of E-Pharmacy services at city of Bengaluru, located in the state of Karnataka, India. Bengaluru, often referred to as the "Silicon city of India and Startup hub of India in this regard the Bengaluru is selected for the study so that it resembles whole India population," stands as a vibrant and tech- savvy metropolis, hosting a unique intersection of technology and healthcare. The Bengaluru is a city at south India for Business expansion and exploring opportunities for different business, even E-pharmacy services are emerging as one of the strong opportunity, therefore the research drives towards Online shopping consumer behaviour in E-Pharmacy products. As the capital city of Karnataka, Bengaluru has emerged as a hub for digital innovation, including the integration of digital technology in pharmaceutical practices through the proliferation of E-Pharmacy services. The research paper aims on the empirical factors that influence consumers' preference within the realm of E-Pharmacy towards pharmacy products at Bangalore.