| dc.description.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. | |
