Consumer Buying Behavior and Non-Prescriptive Drugs Shopping In Sangli

India has witnessed a boom in organized retail trade in the last decade. The retail format, which has shown the maximum growth among all, is the multipurpose shopping center or the mall. It is well know that this format is a favorite hang around in of the consumers in the current generation and it is also likely that OTC outlets are an epicenter for evolving an altogether new consumption culture within the study area. Therefore, it is of utmost interest to the retailers and pharmaceutical companies and academia equally to understand the consumer dynamics behind this newly evolving consumption culture.