Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{206267,
        author = {Ms. SAROJA DEVI. C and Dr. SUNDAR. R},
        title = {FACTORS INFLUENCING SELF-MEDICATION / OVER-THE-COUNTER MEDICATION – AN EMPIRICAL STUDY IN TIRUPPUR DISTRICT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {821-829},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206267},
        abstract = {Self-medication has emerged as a common healthcare practice, specifically developing countries are highly impacted with self-medication. Where health-care services cost, time and medical professionals are fewer.  'Over-the-Counter (OTC)" medication too. Some of the medicines are permitted to be sold Over-the-Counter without Doctor’s prescription.  Consumers perceive self-medication as a convenient, time-saving, and cost-effective alternate source to medical professional, because of the cost involved in minor illnesses. The growing emphasis on personal responsibility for health management has further encouraged individuals to adopt self-care practices, including the use of OTC medicines. The World Health Organization (WHO) recognizes responsible self-medication as an important component of self-care and healthcare systems. According to WHO, when practiced appropriately, self-medication can help prevent and treat minor ailments, reduce pressure on healthcare facilities, and improve the efficient utilization of healthcare resources. However, WHO also emphasizes the need for consumer education, proper regulation of medicine sales, and pharmacist guidance to ensure the safe and rational use of medicines.  In India, self-medication / OTC medication has is increasingly prevalent due to the mushroom growth of pharmacies, increased literacy, urbanization, and raising healthcare expenditure. Consumers often purchase medicines directly from pharmacies to manage common health problems without seeking medical advice. Factors such as previous experience with similar illnesses, recommendations from pharmacists, family influence, and media advertisements significantly influence consumers' self-medication practices. The expansion of online pharmacies and digital health information platforms has further facilitated easy access to medicines and healthcare-related information.  Consumer perception and satisfaction play a crucial role in determining the adoption and continued use of OTC medicines. The increasing reliance on self-medication and OTC medicines highlights the need for systematic research to understand consumer behaviour, awareness, purchasing patterns, factors influencing medicine selection, and satisfaction levels.},
        keywords = {Self-Medication, OTC-Medication, Consumer Perception, Health-care, WHO (World Health Organisation), self-care practices, online pharmacies, digital health information platforms.},
        month = {July},
        }