CONSUMER PERCEPTION TOWARDS PHARMACEUTICAL OTC PRODUCTS

Abstract

The purpose of the research is to determine the factors which influence the attitude of consumer in decision making process when purchasing pharmaceutical OTC products and to understand the impact of cost, advertising and availability factors on the consumer decision-making process when buying OTC products. The market for over-the-counter (OTC) drugs  in India has seen significant growth in recent years. Based on the survey, it can be clearly seen that customers takes OTC Products for Accute(short term) disease. Under the study it is seen that majority of the  customers are neutral towards advertising of OTC Products and disagree that advertising affect the buying behaviour of the customers. Most of the customers thinks that OTC Products have lower cost than prescription drugs. During the study, it can be seen that the there is an increase in the purchase of the OTC Products as compared to the last year and customers thinks that OTC products are easily available than prescription products.