EFFECTIVENESS OF INFORMATION, EDUCATION AND COMMUNICATION (IEC) PACKAGE ON KNOWLEDGE AND ATTITUDE REGARDING OVER THE COUNTER (OTC) DRUGS AMONG ADULTS

Self medication is one of the major reasons for the irrational use of medicines. Globally, self medication practices are more frequently observed for the Over The Counter (OTC) medicines (WHO, 1998). OTC drugs are drugs that do NOT require a doctor's prescription, bought off-the-shelf in stores and regulated by FDA through OTC Drug monographs (FDA, 2018). The research design used for this study was True experimental – repeated measures design. 100 adults were selected based on inclusive criteria (experimental group-50 and control group-50) through probability Two stage cluster sampling technique. The pretest was conducted with the help of structured interview schedule to assess the knowledge and attitude in both groups. After pretest IEC package on awareness of OTC drugs was provided in experimental group through Lecture cum discussion for 10 persons in each group followed by post test was conducted. The result showed that the effect of IEC package on level of knowledge in experimental group was F (2, 147) = 261.24, p = .000 and in control group was F (2, 147) = 1.02, p = .360 and level of attitude in experimental group was F (2, 147) = 551.21, p = .000 and in control group was F (2, 147) = 2.76, p = .066. There was significant difference between the pretest & posttest level of knowledge and attitude among adults in the experimental and control group. The study concluded that a significant number of adults are unaware of the adverse effects of the medication that they themselves take and suggest to others. Potential problems of inappropriate use of OTC drugs should be emphasized by using IEC package to minimize the risk. study shows that there is a significant improvement in knowledge and attitude of adults after IEC package in experimental group than the control group.

Self medication is one of the major reasons for the irrational use of medicines. Globally, self medication practices are more frequently observed for the Over The Counter (OTC) medicines (WHO, 1998). OTC drugs are drugs that do NOT require a doctor's prescription, bought off-the-shelf in stores and regulated by FDA through OTC Drug monographs (FDA, 2018). The research design used for this study was True experimentalrepeated measures design. 100 adults were selected based on inclusive criteria (experimental group-50 and control group-50) through probability Two stage cluster sampling technique. The pretest was conducted with the help of structured interview schedule to assess the knowledge and attitude in both groups. After pretest IEC package on awareness of OTC drugs was provided in experimental group through Lecture cum discussion for 10 persons in each group followed by post test was conducted. The result showed that the effect of IEC package on level of knowledge in experimental group was F (2, 147) = 261.24, p = .000 and in control group was F (2, 147) = 1.02, p = .360 and level of attitude in experimental group was F (2, 147) = 551.21, p = .000 and in control group was F (2, 147) = 2.76, p = .066. There was significant difference between the pretest & posttest level of knowledge and attitude among adults in the experimental and control group. The study concluded that a significant number of adults are unaware of the adverse effects of the medication that they themselves take and suggest to others. Potential problems of inappropriate use of OTC drugs should be emphasized by using IEC package to minimize the risk.

ISSN: 2320-5407
Int. J. Adv. Res. 8(08), 529-535 530 In 2009, the global OTC pharmaceutical market generated revenues of more than USD 60 billion. Total OTC revenues will exceed USD 70 billion by 2015. The OTC pharmaceutical market is growing significantly from 2010 onwards. Currently India ranks 11th in the global OTC market size. It is expected that it will reach 9 th position within five years. Currently the Indian OTC market (i.e. advertised non-prescription medicines) is estimated to represent approximately USD 1793 million with annual growth rate of 23%. India's OTC drug sale has grown around 10% in the last two year, leaving the U.S. and China much behind, where OTC drug sale is estimated at 4% to 5% respectively 3. Perhaps, the poor economic status and busy lifestyle of an individual makes him rely on the OTC drugs. In India prevalence of self-medication was found 37% in urban and 17% in rural population, it has been shown that 76% literate people more likely to self medicate OTC drugs than 0.5% of illiterate people 4 . Trend of using OTC drugs/self-medication is high in India. Studies revealed that there is an increase in trends of self medications particularly among the youth and adults.
In several studies it has been shown that due to uncontrolled use of OTC drugs, signs and symptoms of underlying diseases are suppressed hence incidence of delayed diagnosis, complications, treatment failure and drug resistance are increasing. In India, it is possible to buy prescribed and non-prescribed drugs with or without prescriptions from a wide variety of sources. These drugs, if not fully used, may be kept for future use. In order to have a better understanding of the use of OTC drugs among public, a study will be carried out.
Therefore the study was taken up to analyze the population at risk, rate of OTC drug practices and awareness of the adverse effects among the participants. Research Hypothesis:

Statement of the problem:
1. There is a significant difference between the pre & posttest level of knowledge and attitude among adults within the experimental and control group. 2. There is a significant difference in pre & posttest level of knowledge and attitude among adults between the experimental and control group. 3. There is a significant association in the mean improvement knowledge and attitude score with selected demographic variables in experimental and control group.

Material and Methods:-
The data was done over a period of one month. After obtaining permission from Chairman of Tiruvannamalai Municipality, the study was conducted in Urban Community, Tiruvannamalai. The research design used for this study was True experimentalrepeated measures design. 100 adults were selected based on inclusive criteria (experimental group-50 and control group-50) through probability Two stage cluster sampling technique. Rapport was established with selected subjects & a brief introduction about the research purpose was given. Written consent for participation in the study was obtained. The pretest was conducted with the help of structured interview schedule to assess the knowledge. The attitude was assessed through four point likert's scale by using interview method. For the purpose of the study, certain terms were explained to the samples if they could not understand. After pretest IEC package on awareness of OTC drugs was provided through Lecture cum discussion for 10 persons in each group. Pamphlets, slide show and posters were used as Audio Visual aids. Duration of each session was around 45 minutes.

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A posttest (1) was conducted on 7 th day and posttest (2) was conducted on completion of 21 st day after the IEC package to assess the retention of memory. Collected data were entered in excel sheet and analyzed with proper statistical method.

Results:-
In the present study a total of 50 subjects were enrolled in experimental and control group respectively. The demographic variables assessed and described samples with higher frequency and percentage scores in experimental group are more than half 27(54%) of the subjects were in the age group of 30-39years and 26(52%) of them were male. With regard to religion majority 40(80%) of the subjects belongs to Hindu and 41(82%) were married. Regarding educational status 48(96%) of the subjects can able to read and write, 34(68%) of them employed and 40(80%) of the subjects family income is above Rs.10, 001/month.
In control group demographic variables revealed that 20(40%) of the subjects were in the age group of 30-39years and 28(56%) of them were male. Majority 38(76%) of the subjects were belongs to Hindu and 38(76%) were married. About educational status 47(94%) of the subjects can able to read and write, 33(66%) of them employed and 38(76%) of the subjects family income is above Rs.10, 001/month.  (0-49%)   30  40  80  ----41  82  40  80  41  82 The result showed that the effect of IEC package on level of knowledge in experimental group was F (2, 147) = 261.24, p = 0.000 and in control group was F (2, 147) = 1.02, p = 0.360, hence the formulated hypothesis was accepted. There was significant difference between the pretest & posttest level of knowledge among adults in the experimental and control group.
In pretest level of knowledge between experimental and control the calculated unpaired't' value group was t=0.15 found to be statistically not significant, where as in posttest (1&2) the calculated unpaired't' value is 21.7 & 21.9 was found to be statistically significant at p< 0.001 level, hence the formulated hypothesis was accepted. There was significant difference in pretest & posttest level of knowledge among adults between the experimental and control group.