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 favoured 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.