Published Paper Details:

The growth of India's e-pharmacy sector has transformed consumer access to healthcare products, yet adoption patterns vary across demographics. This study examines the influence of demographic variables--age, gender, education, occupation, marital status, income, and city of residence--on consumer attitudes toward online pharmacies in Gujarat's four major cities: Ahmedabad, Surat, Vadodara, and Rajkot. A structured questionnaire was administered to 1,480 respondents, yielding 1,443 valid responses analyzed using ANOVA and t-tests to identify significant variations in attitudes. Results indicate that city, age, marital status, education, occupation, and income significantly shape consumer attitudes, while gender does not have a statistically significant effect. The findings reveal that younger, educated, and working-age consumers demonstrate stronger acceptance of e-pharmacy services, with students, service professionals, and housewives emerging as major user segments. Middle- and lower-income groups exhibit high adoption, highlighting affordability as a key driver. The study underscores the increasing role of digital healthcare platforms in urban India, emphasizing the need for targeted strategies to improve trust, accessibility, and regulatory oversight. These insights can help policymakers and e-pharmacy providers design customer-centric initiatives to expand market penetration and bridge healthcare accessibility gaps.