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Prescription for self-medication: An empirical investigation of consumers in Ahmedabad city

Global Journal of Research in Management

Volume 3 Issue 1

Published: 2013
Author(s) Name: Jasmin Padiya | Author(s) Affiliation: Jasmin Pandiya is Associate Professor – Marketing Area with GLS Institute of Technology, Gujarat
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Self-medication is quite prevalent in India. When it comes to treating common ailments such as coughs and colds, fever, heartburn and aches and pains, more Indians are using more types of non-prescription, over the-counter (OTC) medicines than ever before. Self-medication is like a two edge sword with potential benefits as well as threats. This paper discusses concepts of selfmedication and reviews existing research in area. An attempt has been made to gauge patient awareness about self-medication and buying behaviour. Empirical findings are discussed to draw marketing lessons.

Keywords: Self- medication, India, Ahmedabad, Awareness, OTC

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