• Mangesh Patil

Self-treatment of mild to moderate ailments such as pain, acidity, cough & cold etc using OTC (over the counter) medicines is very common in India. There are several medicines which are out of patent being sold as branded generics or unbranded generics and some of them are easily available in the market without the prescription of medical practitioners. Schedules H and X of the Drug and Cosmetics Rules mention about the medicines those are consumed only against prescriptions of registered medical practitioner. Currently, non-drug-licensed stores (e.g. non-pharmacists) can sell a few medicines classified as “Household Remedies” listed in Schedule K in few places subject to certain other conditions. Increasing disposable income of the people along with a shift in the consumer attitude towards self-medication and increasing geriatric population with new social diseases in the region are the two major factors driving the market in the region. Increasing awareness about the cost effectiveness of self-medication and OTC medicines is also a crucial factor fuelling the market growth. The attempt has been made in this study to find out the type of ailments being preferred for self-treatment and the factors influencing the same. The association between demographic factors & factors influencing self-treatment as well demographic factors and type of medicines being preferred was also tested

Consumer Behavior, Self-Treatment, OTC Medicines, Common Ailments

"Study of Consumer Behavior towards Self-Treatment of Common Ailments using OTC Medicines and Factors Influencing the Same", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.100-108, March-2019, Available :http://www.jetir.org/papers/JETIRAJ06016.pdf

"Study of Consumer Behavior towards Self-Treatment of Common Ailments using OTC Medicines and Factors Influencing the Same", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp100-108, March-2019, Available at : http://www.jetir.org/papers/JETIRAJ06016.pdf