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Title: :  THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR OF BUYING OTC PRODUCTS IN HYDERABAD
PaperId: :  27879
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 11 Issue 6 2025
DUI:    16.0415/IJARIIE-27879
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Talari RavitejaNational Institute of Pharmaceutical Education and Research, Hyderabad, Telangana, India
Archana EndadiNational Institute of Pharmaceutical Education and Research, Hyderabad, Telangana, India
Dr. B. Lakshmi National Institute of Pharmaceutical Education and Research, Hyderabad, Telangana, India

Abstract

Management
Digital Marketing in Healthcare, OTC Consumer Behaviour, Influencer Marketing, Social Media Advertising, Urban Indian Consumers, E-Pharmacy and Online Health Purchasing, Brand Trust and Purchase Intention
The rapid digitalization of healthcare marketing has significantly transformed the way consumers search for, evaluate, and purchase over-the-counter (OTC) healthcare products, particularly in urban India. This study investigates the influence of digital marketing on consumer buying behaviour for OTC products in Hyderabad, a major metropolitan and digitally active city. With the increasing penetration of social media, mobile applications, and e-pharmacy platforms, consumers are now highly exposed to online advertisements, influencer endorsements, and targeted promotional campaigns. The study adopts a quantitative research design using primary data collected from 210 respondents through a structured questionnaire distributed via digital platforms such as Instagram, WhatsApp, and Google Forms. Statistical analysis was performed using SPSS, including Pearson correlation to assess the relationship between influencer trust and purchase decisions, one-way ANOVA to evaluate differences in brand awareness across digital platforms, and Chi-square tests to examine demographic variations in advertisement responsiveness. The findings reveal a strong and statistically significant positive relationship between influencer credibility and consumers’ purchase intentions toward OTC products. Instagram emerged as the most effective platform in building brand awareness, followed by YouTube. Younger consumers, particularly those in the 18–25 age group, showed significantly higher engagement and responsiveness to digital advertisements compared to older age groups. The results further indicate that digital exposure enhances brand recall, trust, and willingness to purchase. The study concludes that digital marketing, especially influencer-led and social-media-based promotion, plays a decisive role in shaping OTC consumer behaviour in urban India. These insights provide valuable guidance for pharmaceutical marketers to design data-driven, segmented, and platform-specific digital strategies to improve consumer engagement and conversion in the evolving healthcare marketplace.

Citations

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IJARIIE Talari Raviteja, Archana Endadi, and Dr. B. Lakshmi . "THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR OF BUYING OTC PRODUCTS IN HYDERABAD" International Journal Of Advance Research And Innovative Ideas In Education Volume 11 Issue 6 2025 Page 1895-1910
MLA Talari Raviteja, Archana Endadi, and Dr. B. Lakshmi . "THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR OF BUYING OTC PRODUCTS IN HYDERABAD." International Journal Of Advance Research And Innovative Ideas In Education 11.6(2025) : 1895-1910.
APA Talari Raviteja, Archana Endadi, & Dr. B. Lakshmi . (2025). THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR OF BUYING OTC PRODUCTS IN HYDERABAD. International Journal Of Advance Research And Innovative Ideas In Education, 11(6), 1895-1910.
Chicago Talari Raviteja, Archana Endadi, and Dr. B. Lakshmi . "THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR OF BUYING OTC PRODUCTS IN HYDERABAD." International Journal Of Advance Research And Innovative Ideas In Education 11, no. 6 (2025) : 1895-1910.
Oxford Talari Raviteja, Archana Endadi, and Dr. B. Lakshmi . 'THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR OF BUYING OTC PRODUCTS IN HYDERABAD', International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 6, 2025, p. 1895-1910. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/THE_IMPACT_OF_DIGITAL_MARKETING_ON_CONSUMER_BEHAVIOUR_OF_BUYING_OTC_PRODUCTS_IN_HYDERABAD_ijariie27879.pdf (Accessed : ).
Harvard Talari Raviteja, Archana Endadi, and Dr. B. Lakshmi . (2025) 'THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR OF BUYING OTC PRODUCTS IN HYDERABAD', International Journal Of Advance Research And Innovative Ideas In Education, 11(6), pp. 1895-1910IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/THE_IMPACT_OF_DIGITAL_MARKETING_ON_CONSUMER_BEHAVIOUR_OF_BUYING_OTC_PRODUCTS_IN_HYDERABAD_ijariie27879.pdf (Accessed : )
IEEE Talari Raviteja, Archana Endadi, and Dr. B. Lakshmi , "THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR OF BUYING OTC PRODUCTS IN HYDERABAD," International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 6, pp. 1895-1910, Nov-Dec 2025. [Online]. Available: https://ijariie.com/AdminUploadPdf/THE_IMPACT_OF_DIGITAL_MARKETING_ON_CONSUMER_BEHAVIOUR_OF_BUYING_OTC_PRODUCTS_IN_HYDERABAD_ijariie27879.pdf [Accessed : ].
Turabian Talari Raviteja, Archana Endadi, and Dr. B. Lakshmi . "THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR OF BUYING OTC PRODUCTS IN HYDERABAD." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 11 number 6 ().
Vancouver Talari Raviteja, Archana Endadi, and Dr. B. Lakshmi . THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR OF BUYING OTC PRODUCTS IN HYDERABAD. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2025 [Cited : ]; 11(6) : 1895-1910. Available from: https://ijariie.com/AdminUploadPdf/THE_IMPACT_OF_DIGITAL_MARKETING_ON_CONSUMER_BEHAVIOUR_OF_BUYING_OTC_PRODUCTS_IN_HYDERABAD_ijariie27879.pdf
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