Title

Consumer behavior of cough syrup (MERCK)

Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Advisor

Dr. Nasir Afghan

Project Coordinator (Internal)

Dr. Nasir Afghan

Committee Member 1

Dr. Nasir Afghan, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Abstract / Summary

Over the years, the self-medication trend among the masses has become a point of serious concern in health care industry. It encourages patients towards greater freedom in dealing with the health issues especially minor illnesses which gives them the sense of empowerment. There are a number of risks involved with the use of self medication such as misdiagnosis, drug overdose, usage of drugs behind the required duration etc. So far, it is considered that patients do not take cough as a serous ailment which requires the consultation of the doctor. Pakistan is among those countries where use of medicine without proper physician's consultation is very common and people, without knowing the side effects fo improper educations on the subject.

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