International Journal For Multidisciplinary Research

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Convenience, Cost-Effectiveness, and Product Availability as Determinants of Consumer Purchase Behaviour in Online Pharmacies: Evidence from a Tier-2 District in Karnataka, India

Author(s) Prof. AMULYA M, Mr. KEERTHI PRASAD A S
Country India
Abstract The rapid expansion of e-pharmacy platforms in India has been driven substantially by their promise of lower prices, round-the-clock accessibility, and a broader product assortment relative to traditional brick-and-mortar chemists. While convenience and cost have repeatedly been identified as adoption drivers in metropolitan Indian markets, comparatively little empirical evidence exists on whether these same drivers hold with similar strength in India's Tier-2 and Tier-3 districts, which together constitute the demographic majority of the country. This study examines the relative influence of cost-effectiveness, convenience/logistics, and product availability/diversity on the purchase decisions of 1,200 e-pharmacy consumers surveyed across the urban, semi-urban, and rural taluks of Mysuru District, Karnataka, covering five leading platforms. Using a structured questionnaire and a combination of descriptive statistics, one-sample t-tests, and one-way ANOVA, the study finds that automated refill reminders, flat-percentage discounts, and cashback incentives were rated significantly above the neutral midpoint as purchase motivators, while product-assortment factors, though positively rated overall, showed considerably more platform-dependent variation than pricing factors. Cost-effectiveness and convenience together were confirmed as significant, non-random influences on the decision to switch from offline to online pharmacies. The findings extend the price-value construct of UTAUT2 to a non-metropolitan Indian setting and provide e-pharmacy operators with evidence-based guidance on which specific pricing and convenience levers merit priority as they expand beyond India's major cities.
Keywords cost-effectiveness, convenience, product availability, online pharmacy, consumer behaviour, e-pharmacy, India
Field Business Administration
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-16
DOI https://doi.org/10.36948/ijfmr.2026.v08i05.87027
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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