RESEARCH ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS OTC MEDICINES MARKETING

Abstract

The purpose of this paper is to analysis consumer behaviour towards OTC Medicines. This research is based solely on secondary data collection, ie. Literature review and intends to analyse the role of various factors in influencing consumer behaviour when purchasing over the counter medication. This study discusses the type of disease, the first course of action, the product brand, the shopping site, and the role of advertising as some of the important factors that influence consumer behaviour