1. – Jasmin Pandiya Is Associate Professor – Marketing Area With Gls Institute Of Technology, Gujarat
| Received
09-Jul-2013 |
Accepted
- |
Published
09-Jul-2013 |
Abstract
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.
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