Impact of Covid-19 on the Buying Behaviour of Consumers with Respect to Purchase of Medicines Through online and Retail Outlets

Abstract

The  unprecedented  impact  of  Novel  Coronavirus  Disease  2019  (COVID-19)  on  the  economy  is  transforming consumer behaviour in purchasing various drugs. This study examines the change in consumer  awareness levels and purchasing patterns  concerning  online  pharmacies  and generic drugs in the  wake of  the  recent  pandemic.  It also  explores  the  reasons behind changing attitudes, implications of these new consumer  habits, and measures pharmaceutical retailers can take to evolve stronger. We conducted  a cross-sectional survey of 260 randomly selected consumers attending a retail pharmacy attached to a secondary diabetes care centre in Andhra Pradesh from December 2020 to January 2021. The study involved 150 males and 110 females.  We  collected  each  consumer's  demographic  data,  including  age, gender,  location,  annual  household  income,  and educational  level.  We  used  a  questionnaire  to  assess  consumers'   awareness  levels  and  buying  patterns   regarding  online pharmacies  and generic  drugs, as well  as their  favored  approaches  to  future  shopping.  In our  study, 63.8% of  subjects  knew about  online pharmacies, but 20.5% of them  were  aware only after the  outbreak.  Thirteen percent  of consumers  purchased medicines  online,  while  35.3% of  them did  so in response  to  the  pandemic.  On  the  other  hand, 64.6% of  the subjects know about generic medicines, but 8.3% of them have not heard of them until after the pandemic. Furthermore,  consumers purchased generic medicines in 20.8% of cases, and 11.1% of those who purchased generics did so after the pandemic. In addition, we found that 79.2% opted  for branded medicines in the future, while 56.9% chose local stores.  'COVID-19 lockdown brought a surge in awareness about online pharmacies and generic medicines, as well as a surge in online and generic purchases.   Yet consumer sentiments towards local stores  and branded medicines are positive during the COVID-19 times. The post-COVID-19 sentiment is as well looking optimistic for local stores and branded medicines.