ABSTRACTUnderstanding of the factors consumer consider, while purchasing and repurchasing over-the-counter (OTC) pharmaceutical products, will be of great help to the marketers. Identified factors can be used to position the products in the direct-to-consumer advertising. The research is an exploratory in the nature. It is based on the primary data. Primary data are collected via questionnaire. Three hundred respondents participated in the study. The respondents are from Metro and A class city and B class city. There were 100 respondents each from Mumbai, Nashik, and Pimpalgaon. Respondents are selected on a random basis. Factors influencing the consumer purchase behaviour are analysed on quantitative and qualitative features. It was observed that five factors – influencers, reliability, awareness, corporate image, and promotion – are responsible for the purchase of OTC pharmaceutical products. Medicinal factors, aesthetics, and producer’ image also have a major influence on purchase of the OTC pharmaceutical products. However, there is variance in the role of factors among the three cities. In this study, we tried to incorporate the theory of planned behaviour (Ajzen I. Attitudes, personality, and behavior. Homewood (IL): Dorsey Press; 1988) and extension of the theory of reasoned action (Ajzen I, Fishbein M. The prediction of behavior from attitudinal and normative variables. J Exp Soc Psychol. 1970;6:466–487. DOI:10.1016/0022-1031(70)90057-0) to develop and predict consumer behaviour using factor analysis.