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Study of consumers' perception towards pharmaceutical over-the-counter products in emerging markets – India

Abstract The study intends to study consumers' perception towards over-the-counter (OTC) products and factors that influences OTC products in India. It also aims to study the impact of demographic variables on consumers' purchase behaviour towards OTC products. The research is exploratory in nature. It is based on primary data. Primary data are collected via a questionnaire. Thirty respondents participated as a test case to understand and validate the questionnaire. The data obtained are analysed to identify the consumers' perception towards over-the-counter products. It was done in period of 1–30 October 2015. The respondents are from Mumbai – a metropolis and Nasik – a class city by population. Totally 180 respondents participated on a random basis. There were 90 respondents each from Mumbai and Nasik. Respondents were contacted on a random basis. Consumers' perception towards OTC is studied. Demographic variables are considered too for studying the perceptions between two cities. It is observed in our study that there is a significant difference in the perception for OTC based on gender and age. Doctors’ advice, brand name, pharmacist's advice, past experience, safe to use, prior awareness, friends' advise, testimonial from users are influencing factors that affect purchase behaviour of OTC products. This is the first time a study is done in emerging markets like India, compared to western countries whose market is well developed.