DOI: 10.21276/sajp.2019.8.8.3

Pages: 402-409

India is one of the emerging markets for OTC drugs and offers significant growth potential for the industry. OTC Drugs‟ means drugs legally allowed to be sold „Over the Counter‟, i.e. without the prescription of a Registered Medical Practitioner. The Indian OTC drug market is poised for a tremendous growth in recent times. Changing consumer perception towards OTC drugs, changed the outlook of OTC drugs as a FMCG product, increasing investments on media promotion for OTC drugs, wider distribution and market reach including rural pockets have significantly contributed to this status of the products. However, there is a need for further strategies in place to offer the much needed makeover for OTC drugs in India. OTC drug market is much considered by every marketer due to its growth prospects and consumption aspects. The purpose of this paper is to identify various marketing mix elements that can influence the customer preference in purchasing OTC product.