Do Demographic Factors influence the Buyer’s Attitude towards Online Purchase of Pharmaceutical Products? A Study with Special Reference to Kolkata

Authors

  • Sharma S Assistant Professor,Dept. of Management Studies, iLEAD, Kolkata, INDIA
  • Patra N Assistant Professor, Dept. of Computer Science and Technology, iLEAD, Kolkata, INDIA

Keywords:

E-Pharmacy, Online Shopping, Socio-Economic Factors, E-commerce, Consumer Behaviour

Abstract

Digitalization is occurring in every place of the world throughout every sector. Likewise, the pharma industry is a part of this evolution. Though for India, e-pharmacy is a newly introduced medium of trading, despite that, this sector has grown significantly within less than a decade. Along with the market change, there is a change in the behavior of the customers as well. From the different studies on e-commerce, significant socioeconomic factors like gender, age and income have come up as significant factors determining the attitude towards online shopping. Considering these factors, in this study we will determine the relationship among those factors, by including two more factors - education and occupation, which will help to build a better strategy for the business decisions of pharmaceutical companies based on Kolkata region. Spearman rank correlation and “Multinomial Logistic Regression” was used to understand the relationship among the select factors which determine the nature of online shopping for pharmaceutical products.

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Published

2024-05-02

How to Cite

Sharma, S., & Patra, N. (2024). Do Demographic Factors influence the Buyer’s Attitude towards Online Purchase of Pharmaceutical Products? A Study with Special Reference to Kolkata. Journal of Academic Advancement, 2(01), 46–55. Retrieved from https://jaa.kbsaa.org/index.php/j/article/view/18

Issue

Vol. 2 No. 01 (2023): Jan-Jun

Section

Research Articles

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