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From Baby Boomers to Gen Z: A Comparative Analysis of Online and Offline Pharmacy Preferences for Chronic Medications

Authors:

¹Dr. Sekappa N Makkalageri

Associate Professor, Dayananda Sagar Business School Kumarswamy Layout, Bengaluru, India

²Kaviyarasan K

Student of Dayananda Sagar Business School, Bengaluru, India

³Gokula Krishnan S

Student of Dayananda Sagar Business School, Bengaluru, India

⁴Shilpa G

Student of Dayananda Sagar Business School, Bengaluru, India

⁵Vidyashree K

Student of Dayananda Sagar Business School, Bengaluru, India

Abstract: This study examines generational differences in consumer behavior when purchasing Chronic Medications through online and offline channels. With the rapid growth of e-commerce in the pharmaceutical industry, understanding how Baby Boomers, Generation X, Millennials, and Generation Z perceive factors such as trust, convenience, price sensitivity, and safety is essential for developing effective healthcare strategies. A mixed-methods approach was employed, combining quantitative surveys and qualitative interviews to gather insights from individuals across all generational groups who have purchased Chronic Medications within the past six months. Findings reveal a clear generational divide: younger consumers favor online pharmacies for their convenience and accessibility, while older generations prefer offline pharmacies due to higher levels of trust, personal interaction, and perceived safety. Statistical analysis confirmed significant differences in trust and convenience between online and offline channels, with offline pharmacies scoring higher on reliability and online platforms excelling in ease of access. Hybrid models that integrate both online and offline features emerged as a promising solution to bridge generational gaps. Demographic factors such as income, education, and geographic location further influence channel preference, highlighting the need for tailored approaches in pharmaceutical retailing. The research underscores the importance of enhancing trust-building mechanisms in online platforms and leveraging hybrid models to meet diverse consumer needs. These findings provide valuable insights for pharmaceutical companies and policymakers aiming to improve patient adherence, enhance healthcare delivery, and adapt to evolving consumer expectations in an increasingly digital world.

Keywords : Consumer behavior, Chronic medications, Generational differences, Online pharmacies, Trust and convenience, Hybrid models