The Antecedents of Consumer Behavior while Purchasing OTC Drugs

Abstract

Over-the-Counter Drugs (OTC) segment is rapidly growing within the newlinepharmaceutical sector in India. OTC segment is projected to demonstrate a strong newlineperformance with CAGR of approximately 9% during 2016-26, crossing over INR newline44,115 crore i.e. US$ 6.81 billion (Indian Brand Equity Foundation, 2018). As OTCs newlineare self-medicated it is important to understand the messages that trigger a particular newlinebehavior (Ashman, Rabino, Minkus-McKenna, and Moskowitz, 2008). Over years, newlineIndia has also witnessed an increase in OTC purchase of health supplements (Verma, newline2008). Vitamins recorded a growth of 13% in 2016 ( Health supplements and newlinenutraceuticals: emerging high growth sector in India, Ministry of food processing newlineindustries, India, 2017 ) newline