CONSUMERS' BEHAVIOR TOWARDS ONLINE AND OFFLINE MEDICATION PURCHASE

Our client is a prominent Indian digital healthcare platform offering epharmacy, diagnostics booking, and online doctor consultations. The platform is designed to make healthcare more accessible and affordable for millions of Indians across the states.

The company made quality healthcare accessible to a wider range of users, especially those who might be budget-conscious.

The Problem Statement:

As the healthcare industry witnesses major evolution with online applications coming into action, our client was interested in understanding how Indian consumers behave differently when purchasing medications online versus offline. Our focus areas of the research were to:
- Comprehend the consumers behavior towards the purchase of online versus offline medication.
- Identify the reasons behind consumer preferences for online versus offline medications
- Comprehend consumers media consumption habit
- Examine how consumers perceive marketing campaigns across online and offline channels.

Our Research Approach:

Our team of researchers developed a comprehensive approach to understand consumer behavior and decision-making across both online and offline channels. We carried out primary interviews with consumers who prefer medications online and offline to identify patterns and trends in their behavior. Our research aimed to uncover the following details:
- Consumer Demographics: including age, gender, income level, etc
- Purchase History: including frequency of purchases, amount spent, etc
- Medication Preferences: including categories of medication purchased, brand share, and others.
- Channel Preferences: including frequency of online versus offline purchases, reasons for choosing one over the other, preferred platforms, and others
- Decision-Making Factors: including the factors that influence purchase decisions such as price, time, quality, and convenience.
- Customer Satisfaction: including overall satisfaction with the purchase experience across both online and offline channels.
- Marketing Campaigns: including how consumers perceive marketing campaigns, which marketing messages are more effective, and how marketing can be improved to meet consumers' needs

Key Takeaways of the Research :

Our client gained valuable insights into consumer demographics, purchase behaviors, and channel preferences of both online and offline consumers, enabling them to better segment their consumer base.
The client was able to increase revenue by optimizing their sales strategies based on a better understanding of the factors that drive consumer behavior.
Additionally, our research helped the client refine their marketing strategies by understanding how consumers perceive marketing campaigns across both online and offline channels. This led to more effective messaging and tactics that resonated better with the target audience

Geographic Coverage:

Pan India (Tier I + Tier II cities)

CONSUMERS' BEHAVIOR TOWARDS ONLINE AND OFFLINE MEDICATION PURCHASE

The Problem Statement:

Our Research Approach:

Key Takeaways of the Research :

Geographic Coverage:

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