What is Non Patented Medicine

This chapter aims to develop ideas regarding Over The Counter (OTC) medicines under private label and national brands within the context of retail network, because this is a precondition to selling their retail private labels and OTC and national brands in countries where this practice is currently forbidden by law. The purpose of this chapter is threefold. First, assessing the situation of the sale of OTC medicines in the European Union; second, advancing in consumer behavior analyses in countries where is not possible to buy OTCs in supermarkets; third, understanding the factors behind purchase intentions of private label and national brands OTC medicines since their conception. An empirical study was carried out. Results indicate a good acceptation from consumer in both cases of OTCs in supermarkets. In general, risks are moderated. Great benefits are perceived from these products when they are allocated on the shelves.