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@article{187834,
        author = {Dr. Khalid Arshad and Dr. Mohd. O. Ahmad},
        title = {IMPACT OF E-PHARMACIES ON OFFLINE PURCHASING BEHAVIOUR OF PHARMACEUTICAL CONSUMERS IN INDIA},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {7148-7163},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=187834},
        abstract = {The digital transformation of the pharmaceutical sector has introduced e-pharmacies and online drug education as influential forces in consumer health behaviour. This study examines the impact of these digital platforms on the offline purchasing behaviour of pharmaceutical consumers in urban and semi-urban India. Using a quantitative cross-sectional survey of 200 respondents aged 18–45 who actively use e-pharmacy services, the study explores how access to online medicine information, price comparisons, and promotional offers influences consumers at traditional pharmacy retail shops.
Purpose:
This research paper tries to investigate how e-pharmacies and knowledge about drugs by e-pharmacy platforms are impacting the offline pharmaceutical purchasing behaviour of consumers in urban and semi-urban India. It focuses on how digital access to information, pricing, and promotional content influences consumer decision-making in the traditional retail pharmacy settings.
Design/methodology/approach:
A quantitative cross-sectional survey was conducted among 200 individuals aged between 18 to 45 who have used e-pharmacy platforms. The primary data was collected using structured questionnaires. Observations made to assess behavioural changes in the offline medicine purchases afetr engagement with E-Pharmacies.
Findings:
The study reveals that 82.5% of consumers have experienced changes in their offline purchasing habits after using e-pharmacy platforms. Major behavioural shifts include factors such as increased price comparison (92%), inquiries about alternatives (80%), demand for discounts (81.5%), and improvised interactions with retail pharmacists (97.5%). This research work also suggests that the e- pharmacy platforms are not replacing the traditional pharmacy instead it is reshaping them. 
Practical implications:
It is recommended that pharmacists, digital marketers, pharmaceutical firms and policymakers adopt a combined model to foster informed and digitally proficient consumers. This would encourage chemists to suggest best generic alternatives to cost and quality conscious consumers as well as it will improve e-pharmacy content, consumer education and transparency in pharma retail.
Originality/value:
This research paper provides insights into the relation and impact of pharma retail via e-commerce on traditional pharmaceutical setup. The results highlight how e-pharmacy platforms contribute to a more engaged, more knowledgeable, and price-sensitive consumer for the traditional retail drug shops.},
        keywords = {E-pharmacy, Online drug education, Consumer behaviour, pharmaceutical retail, Hybrid health model, Digital literacy, India},
        month = {November},
        }