Abstract
The advertisement of OTC drugs plays a very important role in sale of OTC drugs in India and influence the buying decision in some aspect. The drug and magic remedies Act of 1954 and 1955 prevent advertisement of certain products that require consumption only under medical supervision. This was done in a view to prevent the self-medication for an ailment. In India the OTC drugs are allowed to be aired and are endorsed by many celebrities. Celebrities in India have a huge impact on people, so any product that is promoted by their favourite celebrity, compels them to buy that product. The impact of advertisement on sale of OTC drugs is an important subject to be studied and also to be taken into consideration that what are the most impactful ways to advertise a product. In this research we are studying the impact of advertisement of OTC products on consumer behaviour and their spending in OTC products.
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