Abstract
This study identifies diseases which are commonly selftreated, people's sources of information about drugs, differential credibility attributed to these information sources, degree of perceived risks in self-medication, and predispositional differences among people in the adoption of various risk reducing methods.
Ninety adults from three localities of Ahmedabad were interviewed with the help of a structured interview schedule. The results showed that (a) head ache is selftreated by almost all, (b) some diseases fall in the “gray area” wherein about half the people treat themselves and the other half consult a doctor, (c) elders in the family rank next to the doctor who commands the highest credibility, (d) risk reduction is achieved primarily by buying a medicine that was recommended earlier by the doctor and/or by satisfaction derived from previous usage, and (e) those who express concern over minor ailments and health adopt a variety of risk reducing methods and respond well to advertisements. In addition, implications of the findings for possible marketing action have been discussed.
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