Impact of Knowledge, Attitude and Practice Towards the Purchase of OTC Medicines

Main Article Content

Sudhinder Singh Chowhan, Rahul Sharma, Jaya Sinha, Harsh Bansal, Ashutosh Kumar Gupta

Abstract

Purpose: The study aims to assess the impact of knowledge, attitude, and practice (KAP) on the purchase behaviour of over-the-counter (OTC) medicines. Despite the growing trend of self-medication, a research gap exists in understanding how these three factors collectively influence consumer behaviour in OTC purchases. 


Research Gap: The study examines the relationship between consumer knowledge about OTC medications, their attitudes towards self-medication, and their actual purchasing practices.


Research methodology: Insight drawn for the study provides a comprehensive understanding of the subject buying behaviour, from initial exploration to detailed description and inferential structured approach for investigating complex phenomena from exploration and hypothesis generation to data analysis and testing significant relationships.


Original value: This research comprehensively analyses how knowledge, attitude, and practice (KAP) collectively influence the purchase of over-the-counter (OTC) medicines. Unlike other studies examining these factors in isolation, this study highlights their interconnectedness and significant role in shaping consumer behaviour. The study offers a more holistic view of decision-making by integrating knowledge levels, consumer attitudes toward self-medication, and actual purchasing practices. The study also challenges the assumption that more excellent knowledge alone ensures safer purchasing behaviour, revealing that attitudes can sometimes override informed decision-making. These findings contribute to a deeper understanding of consumer behaviour in the OTC medicine market and provide valuable insights for healthcare professionals, policymakers, and pharmaceutical companies aiming to improve public safety and awareness around self-medication practices.


Findings: Individuals with a better understanding of OTC, make more informed decisions and display caution in purchasing, while attitudes toward self-medication and established practices significantly shape their choices. These insights offer valuable implications for healthcare professionals and policymakers to enhance consumer education and safety regarding OTC medicine use.

Article Details

How to Cite
Sudhinder Singh Chowhan, Rahul Sharma, Jaya Sinha, Harsh Bansal, Ashutosh Kumar Gupta. (2024). Impact of Knowledge, Attitude and Practice Towards the Purchase of OTC Medicines. European Economic Letters (EEL), 14(4), 1459–1471. Retrieved from https://www.eelet.org.uk/index.php/journal/article/view/2278
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