Strategic Planning and Implementation

STRATEGIC PLANNING AND IMPLEMENTATION INTRODUCTION For the purpose of this paper I have selected M/s. Apple Inc as an organisation. M/s. Apple Inc are considered to be one of the most competitive organisations in the globe who operate in a very fast environment of technology and computers, where the developments are so rapid and fast that the management are expected to revisit their strategies and implementation plans on a continuous basis to stay competitive and maintain that technological edge in the market place. The world of computers and electronic gadgets is so fast paced that newer technologies are launched in a fast pace. The top level management is expected to undertake regular feedback from the market and also scan the environment for the needs and plan their strategies accordingly. Hence, I have selected M/s. Apple Inc for carrying out the study on strategic planning and implementation. The study would focus mainly on the strategy adopted by M/s. Apple for the launch of their much famed computer model ‘Macintosh’ in the year 1984. The other major reason for selecting this organisation in specific is that this organisation has faced multiple threats to its survival and faced numerous competitions but the organisation survived and grew in adversity. This shows the planning and resources implemented by the management team to grow this organisation and their strategic resolve can be seen from the above. All this illustrate that this would be the perfect organisation to study the scope and the depth of strategic planning and the intricate implementation plans undertaken by this organisation for achieving this extraordinary turnaround and improving the confidence of the stakeholders and also the customers with their innovative products. The company got incorporated on 03rd Jan 1977 in the state of California in United States of America. [1] Major Stakeholders The major stakeholders in the company are listed below: 1. Steve Jobs, Chief Executive Officer 2. Timothy D Cook, Chief Operating Officer 3. Peter Oppenheimer, Chief Financial Officer 4. Philip W Schiller, Senior Vice President 5. Mark Papermaster, Senior Vice President 6. Jonathan Ive, Senior Vice President 7. Bertrand Serlet, Senior Vice President 8. Ron Johnson, Senior Vice President Steve Jobs: The charismatic CEO of Apple Inc, was born on 24-Feb-1955, he is also the co-founder of Apple Inc, who was one of the founding members of Apple Inc, is one of the major stakeholders in the organisation. [2] Timothy D Cook: Cook is the Chief Operating Officer he is one of the important stakeholders from the viewpoint of management as he heads all the operations and sales of Apple Inc. He is also the head of Apple’s Macintosh division. [3] Peter Oppenheimer: Mr. Peter Oppenheimer is the Senior Vice President and also the Chief Financial Officer. In this position he heads the treasury, investor relations, tax, information systems, internal audit and facilities functions. With such responsibilities his consent is imperative for undertaking any management planning or strategic initiatives. [4] Philip W Schiller: Mr. Philip W Schiller is the Senior Vice President of worldwide Product Marketing. He is part of the Apple’s Executive Team and is also responsible for the product marketing. In this role he becomes a key player for any management and strategic initiatives. 5] Mark Papermaster: Mr. Mark Papermaster is again another Senior Vice President who handles the key portfolio of new product development in this role he plays a key role on the marketing strategy with his valuable inputs. [6] Jonathan Ive: Mr. Jonathan Ive in his role as the Senior Vice President of Industrial Design plays a key role in the marketing of new technologies with his innovative designs. As such most of the Apple’s product’s designs a re considered to be of remarkable art pieces. [7] Bertrand Serlet: Mr. Bertrand Serlet is the Senior Vice President of Software Engineering in his role as the developer of software for all the systems launched by Apple Inc. He is regarded as a major stakeholder in the management. [8] Ron Johnson: Mr. Ron Johnson as the Senior Vice President of Retail has a major stake in any marketing strategy plans that are being developed and planned for implementation. His inputs and consent are important for implementing any strategic decisions in the organisation. [9] All the above mentioned people are the major decision makers in the organisation and they form the first line of stakeholders for implementing the strategy and providing guidance to the organisation. Hence, it would be imperative that they be considered as major stakeholders from the point of strategy and implementation of marketing philosophies. The above mentioned people collectively or at times individually take decisions on the kind and type of strategy to be implemented to ensure maximisation of profits to the stakeholders of the organisation who are the general shareholders and other firms. Hence, the agreement for any decision and implementation would be required from this peer group before going ahead with any management decision on strategy. We will review a scenario of the how the management of Apple Computers effectively implemented the launch strategy and placement of IPOD in front of the customer which is considered to fill the gap in the market between the net-books and multimedia phones. In this respect the strategy adopted by the think tank of the management is commendable we will now have a glimpse of the introduction strategy adopted by M/s. Apple Inc. Management Strategy Review The entire management strategy is based on the development of new technologies as M/s. Apple Inc are renowned to be market leaders in innovation. The launch of every new product is eagerly awaited by the general public. And M/s. Apple has capitalised on this advantage and create a buzz in the market before any launch of the product which helps them to introduce the new product in the market with minimum amount of risk. Traditionally it can be observed that Ms/ Apple Inc launches’ the new products in home market (i. e. United States of America) as the customers over there are considered to be of ‘low uncertainty avoidance’ culture as per Hofstede’s framework on assessing culture. This helps M/s. Apple to test their new inventions in the market as the customers are more inclined towards buying and testing new products. Once, the markets accept this product then it is launched on global basis when the new product has alrea dy created a cult status in the home market. This kind of strategy has been followed by M/s. Apple in most of their launches and has proven to be quite successful. From the above it can be seen that M/s. Apple Inc has always strived on creating world class products with stylish design and the same are launched in low uncertainty avoidance cultures where the general acceptance levels are high and once they are successful in those markets they then are replicated in other markets. Which in turn ensures the success of the product launch on a global scale, now we will understand the situation of the launch of the Ipod, which everyone were sceptical at the time of the launch of this product. Marketing Strategy M/s. Apple Inc created a new product which was supposed revolutionary in design and the characteristics’ were very innovative at that time. M/s. Apple Inc packaged the IPOD with such an enviable design that the competitors were left lurching. At that time the market was seen heavily bent upon to cut costs and make the mp3 player faster and better. Apple came up with this ultra modern design and had positioned the product in the line of designer segment and there by created a different marketing strategy altogether for this product and created new ways of interacting with the media with the launch of this device. The IPOD was conveniently programmed to function well and fast the Macintosh systems that ensured that the sale of Macintosh also would be taken care off when the IPOD is launched in the market. This kind of strategy ensured the success of M/s. Apple Inc as an organisation all together. The market was studied for relevant trends in the music industry and appropriate tie-ups with the music bands and market players involved in music industry would be required to ensure availability of the music through the iTunes software which was to be installed in the computer for synchronising with the iPod. Apart from that as most of the computers are running on windows operating system a compatible version of iTunes which would work in windows environment would need to be developed to ensure that the product reaches the target customers and can be marketed to all the segments of the customers irrespective of the computers that the customers are using. However, the differentiating factor of iTunes compatible with windows was that the upload and synchronising was not so robust as with any other Apple Macintosh product. This would create a demand for other related products from the Macintosh stable. The other part of the launch strategy was that the product alone would not succeed unless proper support is derived from all available channels. These include likes of music companies, internet groups, bundled packages, customised playlists, and it also created a cult status for the product by maintaining the exterior of the product consistently which can be seen in different products which attained a similar nature like the Beetle (Volkswagen) and Mini (Cooper) etc. As we have seen the strategy let us now go ahead and understand the organisation’s business objectives, culture, ethics and how they are related to this particular scenario. Apple’s Business Objectives, Culture, Ethics The objectives and the measurements adopted by the company are as follows. The company’s main objective is well elucidated in its mission and vision statements itself which imbibe that the company would li ke to be the leading innovator of the century. Accordingly in-line with this objective the company has embarked on a challenging sphere where in it has developed newer and customer friendly brands and launched them in the market place at regular intervals. Which has placed Apple Inc in a different sphere altogether. The culture in the organisation is open ended and encourages lot of innovation that was one of the reason why the company is at the edge of technological advances and innovates a lot of new products which are launched on regular basis in the global market place. A brief description of the ethics would build a comprehensive look of the organisation and also provide appropriate guidance in this regard. Hence, I would like to explain the ethics followed by M/s. Apple Inc, like defining and implementing a program on greener environment and also providing an option for the general public to air their innovations and suggestions the company can be seen is very keen and receptive to ideas and innovations which in turn helps the organisation tap the potential and grow their businesses. Vision, Mission, Objectives and Measures The mission statement of M/s. Apple Inc as per their website is â€Å"Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone† The vision of the M/s. Apple Inc is ‘Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them’. As can be seen from the above that M/s. Apple Inc is deeply involved in the creation of world class products and deploy them in the global market place and also create a sustained culture based on independence rather than dependence on the systems, which would enable the humans to be more resurgent and independent and have command over the systems they deploy in their homes / organisations. As we have understood the organisation’s vision, mission and objectives now we will move forward and discuss the strategy deployed by M/s. Apple for the launch of IPOD which would create an understanding and how it could have been differentiated. Launch Timelines The original IPOD was launched way back in 23rd October 2001[11], however it can be seen that the growth of the iPod sales did not hit the expected numbers at the beginning as the market was not conducive to this kind of product. It would have been perfect if the launch was positioned when the elated infrastructure like availability of broadband network and other items are in place. It can be seen that the sales of iPod started to gain momentum only after M/s. Apple Inc ensured the compatibility of its iTunes software with the windows operating system and also the availability of the broadband networks that the product took on and the sales improved dramatically. Hence, it is inevitable that the markets are understood and a suitable and conducive environment created before launch of a new and advanced product in the global market place. Dissemination Process At the launch of the iPod the market was not provided with the right information and the features were not available for everyone to understand and then use the same. Hence, in the beginning years of the iPod it was not successful as it is now. This can again be attributed to the lack of clear and systematic information flow from the organisation. This can be best avoided by ensuring that the process and infrastructure are available and compatible for the usage of the product before launching any product to ensure that the product sustains its expected sales targets. Apple failed to create to environment before the launch. It took such a long time for the iPod sales to reach astronomical levels which it has now reached. At any launch of new product it is to be ensured that suitable and possible information on the product are widely available and the same is marketed using different channels of marketing to gain the marketing advantage. This kind of strategy was deployed by M/s. Apple in the later part of the iPod life cycle which ensured that the product sustained the S curve and continued its growth momentum. It can also be seen that M/s. Apple Inc then embarked on a detailed mission of pooling in different vendors and suppliers for developing relevant content for the product which ensured that new and updated information is flowing from different channels and new ideas were used to build and sustain the product. And the information and the content were gathered from different cultures and different geographical locations thereby ensuring market penetration to different markets. Monitoring and Evaluation Strategy The monitoring and evaluation strategy deployed by M/s. Apple Inc was a constant business intelligence thereby they understood the flaws in their initial strategy which ensured that the iPod was compatible with only Macintosh machines. As the same was reversed by ensuring its compatibility and other similar nature of tweaks in the strategy are to be undertaken and ensured that the feedback received from the market place is constantly analysed to ensure that the product is sustained with new and improved versions of the product. As can be seen from the developments undertaken by the organisation to ensure that the product stays in the limelight by opening different channels of sales and distribution and also opening of different channels of supply chain, in this case the supply chain would be the availability of music online in the iTunes store for which constant tie-ups with different bands and music companies would be required to ensure that the product is usable and the same can be purchased by the customers online without any hassle. By this way more and more customers can be retained and new customers attracted which would ensure the sustainability of the product in the long run. Apart from that the technology would need to be relooked on constant terms and a eye on the market place and competitors development would ensure that the product is successful. With regards to the evaluation strategy, the best way to understand whether the strategy deployed is successful or not in this regard would be to see the growth in sales and the amount of sales at the iTunes store which would definitely provide the right information whether the strategy deployed is successful. References: 1. Apple Investor Relations Investor FAQ, FAQ, Available at: http://phx. corporate-ir. net/phoenix. zhtml? c=107357&p=irol-faq [Accessed on 11-02-2010] 2. Telegraph, Steve Jobs, Apple’s iGod: Profile Available at: http://www. telegraph. co. uk/technology/apple/4242660/Steve-Jobs-Apples-iGod-Profile. html [Accessed on 15-01-2010] 3. Apple Press Information, Timothy D Cook, Available at: http://www. apple. com/pr/bios/cook. html [Accessed on 11-02-2010] 4. Apple Press Information, Peter Oppenheimer, Available at: http://www. apple. om/pr/bios/oppenheimer. html [Accessed on 11-02-2010] 5. Apple Press Information, Philip W Schiller, Available at: http://www. apple. com/pr/bios/schiller. html [Accessed on 11-02-2010] 6. Apple Press Information, Mark Papermaster, Available at: http://www. apple. com/pr/bios/papermaster. html [Accessed on 11-02-2010] 7. Apple Press Information, Jonathan Ive, Available at: http://www. apple. com/pr/bios/ive. html [Accessed on 11-02-2010] 8 . Apple Press Information, Bertrand Serlet, Available at: http://www. apple. com/pr/bios/serlet. html Accessed on 11-02-2010] 9. Apple Press Information, Ron Johnson, Available at: http://www. apple. com/pr/bios/ronjohnson. html [Accessed on 11-02-2010] 10. The Poverty of Management Control Philosophy Geert Hofstede The Academy of Management Review, Vol. 3, No. 3 (Jul. , 1978), pp. 450-461   (article consists of 12 pages) Published by:  Academy of Management Stable URL: http://www. jstor. org/stable/257536 11. Apple Press Information, Apple presents iPod Available at : http://www. apple. com/pr/library/2001/oct/23ipod. html [Accessed on 15-02-2010]

Great State Wheat Flakes Can’t Be Beat

Betty, who has been employed for three years as a copywriter for HK&M, a mid-size advertising agency specializing in consumer packaged goods, has been feverishly working for the past week on a new ad campaign for Great State's wheat flakes, a regional breakfast cereal. The account has been with the agency for several years. Although Charlie, the brand manager on this cereal, has been pleased with the agency's work over the years, the old positioning, which stressed taste attributes and fun-filled family breakfasts, has become tired and dated.Marketing research shows a high degree of consumer wearout—people are tired of the campaign, even annoyed with it, and are ready for something fresh. Betty's task was to rejuvenate the brand via repositioning it to take advantage of and tie into the health and well being trends, specifically the interest in eating â€Å"good-for-you† food as well as in physical fitness. The brand was to be pitched as an important part of an active, healthy lifestyle.Betty thought she had come up with the perfect theme line: â€Å"Great State's wheat flakes will give a great start to your active day,† and she had developed what she believed were some clever scenarios for TV and print ads featuring the product being consumed after workouts in health clubs, following a morning jog, after a snowboarding expedition, to power up before rollerblading, and even while zipping along on a scooter (â€Å"Look Ma, no hands! †). However, upon reviewing her proposals, Charlie said that while the vignettes were on target because health-conscious customers would relate well to them, the slogan was off base.He wanted something more specific and hard hitting, and so Charlie developed the theme line, â€Å"Great State Wheat flakes can't be beat. No other wheat flake offers you more vitamins and minerals and fewer calories. † Betty tried to kindly tell Charlie that this was misleading because it implies that Great State's bran d is healthier than most, if not all, of the others, whereas actually all wheat flake cereals are parity products– they are virtual photocopies of each other in terms of taste, texture, and, most important here, composition and therefore nutritional value.In fact, blind taste tests have shown that between 70 and 80 per cent of consumers cannot identify their favorite brand of wheat flakes and that loyalty levels are low — with price incentives consumers will readily switch brands. Charlie, obviously irritated, explained that his tag linewas an honest exaggeration, what the advertising trade termed â€Å"puffing,† and that consumers are expected to see through it. He felt that it offered the point of difference needed to increase brand loyalty. Betty, feeling uneasy, later that day approached her boss Steve, the copy chief at HK&M, asking his counsel.Steve explained that Charlie's suggested slogan is what is called an â€Å"implied superiority† claim. Stev e explained that such claims are commonly made for commodity brands. They stake out a parity position, which does not claim to be superior to, but only as good as, other brands, while using copy that suggests or implies superiority for the named brand. He cited several current and classical examples, such as â€Å"Nothing else cleans better,† â€Å"The maximum fluoride protection in any toothpaste,† â€Å"You can't beat the savings,† â€Å"You can't buy a more effective pain reliever,† and â€Å"Nothing is proven to work better or last longer. In effect, these brands are claiming that they are unsurpassed. However, none claims to be truly better than their competitors. Betty, recalling several other such implied superiority claims she had recently seen, realized that it was, indeed, a popular technique. Steve reminded Betty that there is a distinction between deceptive advertising, which creates false impressions and misleads a consumer acting reasonably , and â€Å"trade puffing,† which is exaggerated praise of the product (e. g. , Almost Home cookies are the â€Å"moistest, chewiest, most perfectly baked cookies† ever; â€Å"Nestle makes the very best chocolate†).Puffery is viewed as acceptable in a society of the superlative. Consumers are assumed to see through the exaggeration or at least engage in a â€Å"willing suspension of disbelief. † He explained to her that whereas deceptive advertising is illegal, the Federal Trade Commission (FTC), which monitors national advertising for accuracy and fairness in claims, views puffery as legitimate. â€Å"What's more,† Steve concluded somewhat sarcastically, â€Å"using your line of reasoning, Betty, we shouldn't at all advertise any parity products, since all brand advertising is designed to create a brand distinction in the buyer's mind.Advertising is necessary to differentiate yourself from the pack of imitators. And, it helps a small, underdog br and like Great State get a leg up on the big, deep-pocketed companies like our rivals. † Betty thought that, in fact, Steve's taunting comment might, indeed, have some merit. In fact, she feared that it might force Great State’s competitors to improve and differentiate their cereals, thereby benefiting consumers (but harming Great State). Nonetheless, she still felt uneasy.It seemed to her that the â€Å"implied superiority’ claim crossed the boundary from puffery over to deception. QUESTIONS/EXERCISES 1. Identify the ethical issues facing Betty regarding the nature of the proposed â€Å"Implied superiority advertising claim. 2. What are the ethical issues Betty encounters with respect to organizational relationships and conflicts? 3. What are the possible decision alternatives Betty could devise, and what are the ethics of each alternative? 4. Which alternative would you recommend to Betty and why?

Trend of Self Medication Among Youngsters

ABSTRACT Objective: To determine the trend of self medication among youngsters. Methods: A survey was conducted in 4 areas of Karachi, Pakistan during May 2012. Data collected was entered using SPSS version 17 to generate descriptive statistics. Data analyzed done using chi-square test to check the associations among variables. Results: The result shows that the number of youngsters participated in this study were 100, having age range of 14-27 years, the overall response is positive. There females were 37 (37%) and males were 63 (63%). This was reflected by the majority of the samples was undergraduate youngsters.By the research we get the result that people think that they could understand their own illness themselves and that leads them to self medication. Qualification and understanding own illness is not independent. Lack of time is found to be a fact that males do self medication more often then females the trend towards self medication is increasing day by day. Conclusion: Sel f medication practice increasing in the youngsters of Karachi, Pakistan mostly in males and undergraduate youngsters under age of 18-22. The reason is lack of time or not consulting to the doctor.Need to educate the youngsters to avoid such practice majority know that self medication is incorrect and some time cause side effect. Key words: Self medication, youngsters, trend, prescription. 1 INTRODUCTION 1. 1 Background of the study Self-medication is defined as obtaining and using medicine without the suggestion of a doctor either for diagnosis. Drugs for self-medication are normally name as ‘nonprescription' or ‘over the counter' (OTC) and are obtainable without advice of doctor's through chemists. Self medication is nowadays gradually being considered as a self-care component.Support of self-care is seen as give patients' every view to take accountability and create self-confidence in their ability to deal with their own health. Unlike other characteristics of self-car e, self-medication involves the use of medicines and medicines have the potential to do better as well as cause harm. This is mainly concern to these countries where there is lack of enforcement of system leading to accessibility of non prescription medicines over the counter like Pakistan. This results in extensive use of such drugs which is related with serious undesirable effects.Numerous cases studies have stated that unsuitable self-medication outcomes in wastage of resources and causes serious health hazard such as unwanted drug reactions, prolonged suffering and drug dependence. When the medication correctly done, self-medication might be save the time which spent in waiting to see a physician, may be cost-effective and also propose savings for medical schemes and the general healthcare system. The WHO has also pointed out that dependable self-medication can help patient and treat illness that do not need medical consultation and gives a cheaper option for treating common dis eases.With self-medication, the person tolerates primary accountability for the use of self-medication products. All parties concerned in self-medication should be attentive of the advantages and disadvantages of any self-medication product. Through many studies have been conducted in different populations to appraise the practice of self-medication there is a scarceness of studies on self-medication among university and medical students. To enhance our knowledge we carry on this agenda and targeted the youngsters to find out the practices of self-medication in youngsters of Karachi.This study is conduct on trend of Self-medication in youngsters of Karachi. Self medication trend is continuously increasing in youngsters. This study might be helpful to determine the rate of self medication in youngster of schools, colleges and universities of Karachi. This study also explores the injurious effects of self medication, causes for not discussing with the doctor and general issues for whi ch students rely on self medication. Self-medication is the healing of general health issues with drugs particularly proposed and labeled for utilize without any medical prescription and permitted as safe and useful for such medical issues.To enhance our information, we conduct this study in Karachi and especially target the youngsters to evaluate self medication in the youth. In Karachi, approximately every chemist sells medicines without a prescription of doctor; a phenomenon seen in many is developing countries. Self medication is a part of health care and it is measured as initial public health source in system of health care. Use of non-prescription medicines by people on their own initiative is a part of self medication and it is in common practice in youngsters for common issues related to their health.Self medication also encompasses the use of the medicines by the users for self perceived health problems or the continuing use of medications formally prescribed earlier. Furt her broading of the definition includes treatment of family members especially to minor and elderly. Adverse effects of self medication Its very common in our society that whenever we catch a cough, flu or any common disease we have fixed a prescription in our mind and we do self-medication in such situations. We ask any of our friends or neighbors who prescribes the medicine which was effective for him.We do these types of things but the main thing we forget in all this is going to a doctor. Some adverse effects of self-medication are as follows. Insomnia Due to self-medication you can face the problem of insomnia. Insomnia is a sleeping disorder this is very common now a days and one of the major reason to insomnia is self-medication. When this problem occurs again open you medicine box and do self-medication again for this problem too. This worsens your problem. When you take one type of medicine again and again you may addicted to it and you also get dependent on such medicines. Skin problems When you involve in self medication you will get some skin problem or any other allergy due to reaction of medicine. Skin problem that occur due to self-medication are itching and redness on your skin. Depression People who have a habit of taking medicines which relax them that people facing the problem of depression. Many people self-medicate themselves to get relax without the advice of doctor. This type of habit may cause serious problem and no one can deny the effects of this self-medication addiction. Skin problems through creams and lotionsSelf-medication is does not only mean to in take such medicines. Self-medication can also be using lotion or cream on your skin without the advice of doctor. This type of self medication can also cause many skin problems. 1. 2 Objective of the study The Aim/objective of this study is to determine the trend of Self medication among youngsters. 1. 3 Problem statement Although self-medication being an issue of global concern, espe cially in Pakistan self medication is very common and rising day by day. Literate people involve in the practices of self medication more than illiterate people.This study includes some general aspects of self medication to identify the frequency of self medication among the youngsters. 1. 4 Hypothesis Ho1. 4. 1:self medication among youngsters and age are independent. Ha 1. 4. 1:self medication among youngsters and age are not independent. Ho1. 4. 2: self medication among youngsters and gender are independent. Ha 1. 4. 2: self medication among youngsters and gender are not independent. Ho1. 4. 3: self medication among youngsters and qualification are independent. Ha 1. 4. : self medication among youngsters and qualification are not independent. 2 LITERATURE REVIEW 2. 1 Trends of Self-Medication According to Khalid (2010) in our country Self medication is an average. The counter sales of nearly all medicine are available without any prescription or regulation this is one of the majo r factor probably contributing to this phenomenon. In the practice of our dermatology, we commonly meet patients with acne infections due to use of topical self medication. The prevalence of self medication is extensively high in the acne infections patients in our residents.The most frequently used medication was potent topical steroids. 2. 2 Self-Medication practices According to Shankar et al (2002) Mild illness is the most common reason of self-medication which is mentioned in the literature, prior knowledge of treating related disease, lack of availability of healthcare personnel and financial considerations. Analgesics and antimicrobial are commonly used for self medications. In addition to allopathic medicines,  herbal medicines were also usually used for self-medication. 2. 3 Reasons for self-medication practiceAccording to Almasdy et al, (2011) Among university students the major reason for self-medication were their prior experiences and the majority of the authors agree d with this major reason of self medication, their health problems was measured as too insignificant and time savings. Family or friends guidance, non availability of transport, doctor was not available, capability to self-manage the symptom, urgency of the problem and have adequate information were other main reasons for self-medication practice.Have reported that the main reasons to self-medication practice among university student were lack of time and low cost consultation. 2. 4 Demographic characteristics and prevalence of self medication practice According to Hussain et al. (2011) many of these researches mentioned the mean age of undergraduates was under 25 years old. This was reflected by the majority of the samples was undergraduate students. In manner of sexual characteristics, prevalence of the undergraduates who have involved in self-medication is female.Three of these researches have been engaged to undergraduates majoring in equally health and non-health courses, while two of the studies have engaged to undergraduates simply majoring in health, and the rest did not revealed the field of the undergraduates involved in the studies. Frequency of self-medication observed among the university student was diverse. The occurrence of self-medication reported was mainly depend on how the query was created in the questionnaire.For example, the occurrence reported was authentic, if the question was concerned to the modern practice of self-medication. On the contrary, when asked whether the students had used any medication for the past one month, the incidence reported was low. However, some studies did not report the prevalence of self medication. Due to the difference in the methods used in studies, therefore, it is quite difficult to estimate the true prevalence rate of self-medication in university students. 2. 5 Benefits and Risks of Self Medication According to Carmel M et al. 2001) Practices of self-care for mild illnesses are increasingly encouraging by some governments, including self-medication. Support of self-care is observed as giving all probability to patients to take accountability and construct confidence in their capability to control their own health. Patient confidence is observed as a helpful step in the improvement of the correlation between patient and healthcare provider and is described as an significant health policy model. 2. 6 In? uences on Knowledge and Attitudes about Prescription Drugs among Teens.According to Twombly et al, (2008) escalating precise information about the hazards of recommended medicines misuse is expected to reduce misuse. In fact, there is an inverse relationship between level of perceived risk and likelihood of use when it comes to teenagers’ willingness to misuse prescription drugs. 2. 7 Symptoms leading to self-medication According to Zafar et al. (2008) Approximately in Pakistan, everyone can get medicine without any prescription, mostly pharmacy selling medicines without a d octor advise; this incident observed in every developing nations.Even, antibiotics and high potential medicines are easily available to the common man. The common practices of self-medication among undergraduates is leading to the main symptoms of self-medication were headache or mild pain; fever; flu, caught and cold; and diarrhea. Others symptoms includes allergy, skin problems, inability to sleep, vomiting, eye and ear symptoms, menstrual syndrome and others minor problems. This case study shows the outcome of the Pakistani youth's information, mind-set, and practice towards self medication. 2. 8 Sources of drug informationAccording to Hussain et al, (2008) in this research, the author explains sources of drug information in self-medication practice. In this research statement shows that the undergraduates obtain access to drug information from many resources. Which is relate to their own earlier experience, family, contacts or university course mates, pharmacy sales representati ve, doctor or nurse, and advertisement in the television, radio, newspaper, magazine or books. 2. 9 Problems-related to self-medication practices According to James et al, (2006) a new important findings significance of elf-medication highlighted in this literature was the effect of health instruction on the knowledge of drug’s side-effects amid the self medicating undergraduates. Calculate the effect of exposure to medical knowledge to equally the first year and senior medical undergraduates. The research exposed that troubles linked with self-medications were fewer in senior medical undergraduates as contrast to the first year students. Less awareness of medical information may be reason to the low self-assurance of the first year medical students 2. 0 Self -Medication among university students According to Mumtaz et al, (2011) Self medication mounting the probability of illegal use of medicine and medicine addiction and due to this the symptoms of disease are underlying th us are complicating the problem, produce drug resistance and create difficulty to diagnosis. On the other side many of people involved in self medication who accept accountability and are cautious is a source saving phenomenon to the health system. Easy accessibility of the medicine by the counter sales increases self medication.Self medication is a phenomenon and practiced almost in the countries all over the world with different prevalence. In the low and middle income countries, commonness of self medication is higher. This research is explained that the educated people tend to practice self medication more than uneducated peoples. According to this research the frequency of self medication among undergraduates of medical and non medical is nearly 80%. This study endorses earlier reported local estimates of self medication among university students. . 11 Self-Medication in Nigeria According to Fadare et al, (2011) now a day’s Self-medication is growing in the population ma ny counties as a common type of self-care behavior. Many global researches have explored the frequency and characteristics of self-medication practices at the resident’s level. In Nigeria, many studies conduct to find the frequency of self-medication in general; still the frequency of antibiotic self-medication among medical undergraduates has not been conducted.The interest in studying this practice among this select group is due to the fact that they are the future prescribes and health educators of the population of Nigeria. 2. 12 Evaluation of Self-Medication According to SD Sontakke et al, (2011) The World Health Organization has also identified that proper self-medication can help patients and treat illness that do not need medical consultation and gives a cheaper substitute for treating common diseases. With self-medication, the person takes primary accountability for the use of self-medication products.Every individual must be aware of advantages and disadvantages of self medication products who involved in self-medication practices . however many researches has been conducted in different populations to assess the frequency of self-medication there is a paucity of studies on self-medication among medical students. Support of self-care is considered as providing patients' every opportunity to construct self-confidence in their capability to control their own health. Unlike other aspects of self-care, self-medication involves the use of drugs and drugs have the potential to do good as well as cause harm. . 13 Self-medication in Sri lanka According to Wijesinghe et al, (2012) Self medication growing with increasing literacy and it is even appreciated so as to have self-sufficiency for healing, preventive , primitives and rehabilitative care . If done properly, it is helpful to save expenses of health care seekers. therefore, considering the usefulness of self-medication, the World Health Organization (WHO) has focused to develop strategy for regul atory estimation of the medicines suitable for self-medication. he frequency of Self-medication is very familiar among women, youngster, those individuals who living alone and the individuals who belongs to low financial status (SES), sufferers of chronic ailments and psychiatric conditions. Many researches in Sri Lanka were conducted to city areas which have well built-up health and hospitals networks. Substitute indicators such as self-medication prevalence for malaria indicate that self-medication is relatively low in rural areas. 2. 14 Self-Medication pattern in Punjab According to S Shveta et al, (2011) the frequency of self medication practices is common in the state.Fever, cough and cold are reasons for the use of self-medication. The most common drugs which is commonly used for self-medication is tonics and food supplements and it is taken frequently without prescription. We recommend that holistic approach should be taken to prevent this problem, which contain correct knowl edge and information regarding the self medication and strictness concerning pharmaceutical marketing. Furthermore especially in case of Punjab state ban must be implemented on counter sale of medicines. Dispensing modes in the state required to be enhanced by proper education, regulatory and administrative strategies. . 15 Self-Medication in Children’s According to Oshikoya et al, (2007) medicine use in children is of great anxiety worldwide and has received a lot of attention. Various researches have been performed in the urbanized and developing countries, and have all the countries faced many problems from mistreat and abuse of recommended medicines, and errors of medications. Children include a larger percentage of the residents in developing countries and are responsible to many illnesses as a effect of poverty. The majority of medicines in children are used outside of hospitals, both as recommended and non- recommended medicines.The primary reply by the majority famili es too many diseases in their children has been found to be use of non-prescribed medicines . Self-medication is very common among urban children in Nigeria. The presented laws concerning the use and sale of over the counter medicine, prescribed and non-prescribed drugs must be reinforced to ensure normal use of medicines. 2. 16 Self-medication practices for drug consumers According to Andualem et al, (2004) On Socio-demographic the respondents concealed the characteristic of drug consumers consist of all age category like both genders, pregnant women and breast-feeding mothers.Self-medication illnesses that reported very commonly in the respondents were headache, fever, cold, respiratory tract infection and gastrointestinal diseases. Education for the self-medication should be provided to public as well as health care providers ;i. e; this type of illnesses can be easily self-treated and diagnosed and the drug products to be used in promoting the responsible self-medication. 2. 17 Self-medication in West Uttarpradesh According to Ghosh et al, (2010) some students reported that they were alcoholic, smoker or involve in some chronic problems i. . non-communicable diseases, they have less awareness about the medicines that they use with smoking, alcohol or suffer problems with chronic diseases. Non-seriousness related to the disease is the most common reason reported for self-treated and for self-medication, previous experience on the medicine and emergency use. 2. 18 Assessment of Self-medication According to Sawalha, (2007) In An-Najah students the preference of self-medication in very common. Practice of treating this condition is done either simple or by previous experience.Even important self-medication predictors did present in the studied group, types of medications knowledge on the level of self-care orientation can be significant in analyzing the self-medication practices. 2. 19 Health care strategies According to Haider et al, (1995) treatment from som e medical systems found in majority of cases. Health care behavior for childhood illnesses and assessment of the degree and the reasons for self-medication assess in Karachi, Pakistan. The main reason is the good past experience of self-medication. he main reason is the use of different medicines by health professional that influence the parents for self-medicate to their children. Self-medication is hard to reduce but some information can be made to discourage wrong use of harmful drugs. 2. 20 Self-medication (WHO). According to WHO (1988) The WHO pointed that Self medication can help and treat illness that does not require any consultation of medication and provides a cheaper option for treat such common diseases. Yet, the person bears basic responsibility for the use of self-medication products.Due to self-medication products parties should be aware about the benefits and risks of self-medication. 3 METHADOLOGY This part presents an overview of the methods to be used in the study . Areas covered in this part include data collection, variables, sample and sampling techniques and model for analyzed the data. 3. 1 Data In this study primary data is used for gathering information. A survey was conducted in 4 areas of Karachi, Pakistan during May 2012. Data collection was entered using SPSS version 17 to generate descriptive statistics.Data analyzed complete using chi-square test to check the associations between variables. 3. 2 Variables Variables used in this study are 1. Age 2. Gender 3. Qualification 3. 3 Sample and Sampling techniques Convenience sampling techniques is use to select respondents from Gulshan-e-iqbal area. A convenience sample of 100 participants was taken. A questionnaire was distributed among participants after explaining the background of the study and objective. 3. 4 Model The model we are used. To summarize the questionnaires we used statistical model of chi-square.According to Zafar et al (2008) the author used Chi-square in his study. 4 RESULT Table: 1 QUALIFICATION v/s VARIABLES DESCRIPTION| CHI SQUARE| SIG VALUE| RESULTS| | | | | MY ILLNESS| 29. 354| 0. 007| Reject| SELF MEDICATION| 6. 425| 0. 6| Accept| PRESCRIBE| 11. 48| 0. 321| Accept| LACK OF TIME| 16. 431| 0. 37| Accept| HIGH FEES| 7. 423| 0. 492| Accept| SIDE EFFECT| 12. 461| 0. 132| Accept| DANGEROUS| 10. 582| 0. 221| Accept| YOUNGSTERS| 12. 285| 0. 139| Accept| COMMUNICATION CHAIN| 16. 846| 0. 032| Reject| It is found that the chi-square and sig. alue shows that the self medication is increasing in youngsters. the sig. value of the qualification shows that self medication (0. 6), prescribe (0. 321), lack of time (0. 37), high fees (0. 492), side effects (0. 132), dangerous (0. 221), youngsters (0. 139) these all variables were accepted and shows that are independent to the qualification Table: 2 GENDER v/s VARIABLES DESCRIPTION| CHI SQUARE| SIG VALUE| RESULTS| | | | | MY ILLNESS| 6. 053| 0. 195| Accept| SELF MEDICATION| 3. 334| 0. 504| Accept| PRESCRIBE| 9. 368| 0. 095| Accept| LACK OF TIME| 14. 038| 0. 007| Reject| HIGH FEES| 2. 38| 0. 71| Accept| SIDE EFFECT| 5. 008| 0. 286| Accept| DANGEROUS| 8. 898| 0. 064| Accept| YOUNGSTERS| 2. 356| 0. 671| Accept| COMMUNICATION CHAIN| 1. 361| 0. 851| Accept| It is found that the chi-square and sig. value shows that the self medication is increasing in youngsters. the sig. value of the gender that My illness (0. 195), self medication(0. 504), Prescribe (0. 095)high fees(0. 71),side effects(0. 286), dangerous(0. 064), youngsters(0. 671), Communication chain (0. 851) these all variables were accepted and shows that are independent to the gender. Table: 3 AGE v/s VARIABLESDESCRIPTION| CHI SQUARE| SIG VALUE| RESULTS| | | | | MY ILLNESS| 12. 914| 0. 115| Accept| SELF MEDICATION| 7. 128| 0. 523| Accept| PRESCRIBE| 7. 612| 0. 667| Accept| LACK OF TIME| 9. 468| 0. 304| Accept| HIGH FEES| 12. 789| 0. 119| Accept| SIDE EFFECT| 2. 677| 0. 953| Accept| DANGEROUS| 11. 182| 0. 192| Accept| YOUNGSTERS| 19. 388| 0. 013| Reject| COMMUNICATION CHAIN| 15. 794| 0. 045| Reject| It is found that the chi-square and sig. value shows that the self medication is increasing in youngsters. the sig. value of the age that my illness (0. 115), self medication (0. 23), prescribe (0. 667), lack of time (0. 304), high fees (0. 119), side effects (0. 953), dangerous (0. 192) these all variables were accepted and shows that are independent to the age. 5 DISCUSSION In the light of the literature review self medication is a most common practice. In this study mostly males involve in self medication. The number of youngsters participate in this study were 100, having age range of 14-27 years, the overall reply is positive. There females were 37 (37%) and males were 63 (63%). This shows that the greater part of the samples was undergraduate youngsters.In term of gender, majority of the youngsters who adept self-medication are males. Moreover, the sampling methods were varied among the studies, range from conv enience. The trend of self-medication is high in undergraduate youngsters as compared to the inter and metric level youngsters. Mostly Youngsters have a preference of self-medication, 63% of undergraduates, 18% of inter and only 19% of metric youngsters involve in self medication. By the research we get the result that people think that they could understand their own illness themselves and that leads them to self medication.Qualification and understanding own illnesses are not independent. So we accepted alternative hypothesis. Increasing communication chain is also one of the major reasons of increment of self medication in well qualified too. The above data was found to be good sufficient to maintain from literature review that the trend towards self medication is increasing literally. 6 CONCLUSION Self medication practice increasing in the youngsters of Karachi, Pakistan mostly in males and undergraduate youngsters under age of 18-22.The reason is lack of time or not consulting to the doctor. Need to educate the youngsters to avoid such practice majority know that self medication is incorrect and some time cause side effect. 7 BIBLOGRAPHY Almasdy Dedy & Azmi Sherrif , (2011 ), Self-Medication Practice with Nonprescription Medication among University Students: a review of the literature, Archives of Pharmacy Practice, Vol 2, No 3, pp 95-100. Andualem Tenaw, B. Pharm, BA, et al, (2004), SELF-MEDICATION PRACTICES IN ADDIS ABABA: A PROSPECTIVE STUDY, Ethiopia Journal health science, Vol 14, No 1, pp 1-11.Carmel M, Hughes; McElnay, James C; Fleming, Glenda F. , (2001), Bene? ts and risks of self medication, Drug Safety, Vol 24, No 14, pp 1027-1037. Fadare Joseph O & Igbiks Tamuno, (2011), Antibiotic self-medication among university medical undergraduates in Northern Nigeria, Journal of Public Health and Epidemiology, Vol 3, No 5, pp 217-220. Ghosh Sourav, Vikas, Vimal, et al, (2010), Evaluation of the practice of self medication among college students in west U ttar Pradesh, International Journal of Pharma Professional's Research, Vol 1, No 1, pp 14-18.Haider S, Thaver IH, (1995), Self medication or self care: implication for primary health care strategies, J Pak Med Assoc, Vol 45, No11, pp 297-298. Hussain Azhar, Asifa Khanum,(2008), Self medication among university students of Islamabad, Pakistan- a preliminary study, Southern Med Review, Vol 1, No 1, pp 14-16. Hussain Shahzad, Farnaz Malik, Kazi Muhammad Ashfaq, et al , (2011), Prevalence of self-medication and health-seeking behavior in a developing country, African Journal of Pharmacy and Pharmacology, Vol 5 , No 7, pp 972-978 James Henry, Shailendra S, Handu Khalid A.J, et al, (2006), Evaluation of the knowledge, attitude and practice of self-medication among first-year medical students, Med Princ Practice, Vol 15, No 4, pp 270-275. Khalid Tanzeela, Tariq Iqbal, (2010),Trends of self medication in patients with acne vulgarus, JUMDC, Vol 1, No 1, pp 10-13. Mumtaz Yasmin, S. M. Ashraf Jahangeer, Tahira Mujtaba, et al, (2011), Self Medication among University Students of Karachi, JLUMHS, Vol 10, No 3, pp 102-105. Oshikoya K A, O F Njokanma, J A Bello, et al, (2007), Family self-medication for children in an urban area of Nigeria , Paediatric and Perinatal Drug Therapy, Vol 8, No 3, pp 124-130.S Shveta, Jagmohan S, (2011), A study of self medication pattern in Punjab, Indian Journal of Pharmacy Practice, Vol 4, No 2, pp 43-46. Sawalha, Ansam F, (2007), Assessment of self-medication practice among University students in Palestine: Therapeutic and Toxicity Implications, The Islamic University Journal (Series of Natural Studies and Engineering), Vol 15, No 2, pp 67-82. SD Sontakke, Bajait CS , Pimpalkhute SA, et al, (2011), Comparative study of evaluation of self-medication practices in first and third year medical student, International Journal of Biological ; Medical Research , Vol 2, No 2, pp 561-564.Shankar PR, P Partha and N Shenoy, (2002), Self-medication and no n-doctor prescription practices in Pokhara valley, Western Nepal: a questionnaire-based study, BMC Family Practice, Vol 3, No 17, pp 1-7. Twombly Eric C ; Kristen D. Holtz, (2008), Teens and the Misuse of Prescription Drugs:Evidence-Based Recommendations to Curb a Growing Societal Problem, J Primary Prevent, Vol 29, No 18, pp 503–516. WHO, (1988), The role of pharmacist in self-care and self-medication, Netherland.Wijesinghe R Pushpa, Ravindra L Jayakody, Rohini de A Seneviratne, (2012), Prevalence and predictors of self-medication in a selected urban and rural district of Sri Lanka, WHO South-East Asia Journal of Public Health, Vol 1, No 1, pp 28-41. Zafar Syed Nabeel, Reema Syed, Sana Waqar, et al, (2008), Self medication amongst university students of Karachi: prevalence, knowledge and attitudes, J Pak Med Assoc, Vol 58, No 4, pp 214-217. http://apps. who. int/medicinedocs/pdf/whozip32e/whozip32e. pdf Trend of Self Medication Among Youngsters ABSTRACT Objective: To determine the trend of self medication among youngsters. Methods: A survey was conducted in 4 areas of Karachi, Pakistan during May 2012. Data collected was entered using SPSS version 17 to generate descriptive statistics. Data analyzed done using chi-square test to check the associations among variables. Results: The result shows that the number of youngsters participated in this study were 100, having age range of 14-27 years, the overall response is positive. There females were 37 (37%) and males were 63 (63%). This was reflected by the majority of the samples was undergraduate youngsters.By the research we get the result that people think that they could understand their own illness themselves and that leads them to self medication. Qualification and understanding own illness is not independent. Lack of time is found to be a fact that males do self medication more often then females the trend towards self medication is increasing day by day. Conclusion: Sel f medication practice increasing in the youngsters of Karachi, Pakistan mostly in males and undergraduate youngsters under age of 18-22. The reason is lack of time or not consulting to the doctor.Need to educate the youngsters to avoid such practice majority know that self medication is incorrect and some time cause side effect. Key words: Self medication, youngsters, trend, prescription. 1 INTRODUCTION 1. 1 Background of the study Self-medication is defined as obtaining and using medicine without the suggestion of a doctor either for diagnosis. Drugs for self-medication are normally name as ‘nonprescription' or ‘over the counter' (OTC) and are obtainable without advice of doctor's through chemists. Self medication is nowadays gradually being considered as a self-care component.Support of self-care is seen as give patients' every view to take accountability and create self-confidence in their ability to deal with their own health. Unlike other characteristics of self-car e, self-medication involves the use of medicines and medicines have the potential to do better as well as cause harm. This is mainly concern to these countries where there is lack of enforcement of system leading to accessibility of non prescription medicines over the counter like Pakistan. This results in extensive use of such drugs which is related with serious undesirable effects.Numerous cases studies have stated that unsuitable self-medication outcomes in wastage of resources and causes serious health hazard such as unwanted drug reactions, prolonged suffering and drug dependence. When the medication correctly done, self-medication might be save the time which spent in waiting to see a physician, may be cost-effective and also propose savings for medical schemes and the general healthcare system. The WHO has also pointed out that dependable self-medication can help patient and treat illness that do not need medical consultation and gives a cheaper option for treating common dis eases.With self-medication, the person tolerates primary accountability for the use of self-medication products. All parties concerned in self-medication should be attentive of the advantages and disadvantages of any self-medication product. Through many studies have been conducted in different populations to appraise the practice of self-medication there is a scarceness of studies on self-medication among university and medical students. To enhance our knowledge we carry on this agenda and targeted the youngsters to find out the practices of self-medication in youngsters of Karachi.This study is conduct on trend of Self-medication in youngsters of Karachi. Self medication trend is continuously increasing in youngsters. This study might be helpful to determine the rate of self medication in youngster of schools, colleges and universities of Karachi. This study also explores the injurious effects of self medication, causes for not discussing with the doctor and general issues for whi ch students rely on self medication. Self-medication is the healing of general health issues with drugs particularly proposed and labeled for utilize without any medical prescription and permitted as safe and useful for such medical issues.To enhance our information, we conduct this study in Karachi and especially target the youngsters to evaluate self medication in the youth. In Karachi, approximately every chemist sells medicines without a prescription of doctor; a phenomenon seen in many is developing countries. Self medication is a part of health care and it is measured as initial public health source in system of health care. Use of non-prescription medicines by people on their own initiative is a part of self medication and it is in common practice in youngsters for common issues related to their health.Self medication also encompasses the use of the medicines by the users for self perceived health problems or the continuing use of medications formally prescribed earlier. Furt her broading of the definition includes treatment of family members especially to minor and elderly. Adverse effects of self medication Its very common in our society that whenever we catch a cough, flu or any common disease we have fixed a prescription in our mind and we do self-medication in such situations. We ask any of our friends or neighbors who prescribes the medicine which was effective for him.We do these types of things but the main thing we forget in all this is going to a doctor. Some adverse effects of self-medication are as follows. Insomnia Due to self-medication you can face the problem of insomnia. Insomnia is a sleeping disorder this is very common now a days and one of the major reason to insomnia is self-medication. When this problem occurs again open you medicine box and do self-medication again for this problem too. This worsens your problem. When you take one type of medicine again and again you may addicted to it and you also get dependent on such medicines. Skin problems When you involve in self medication you will get some skin problem or any other allergy due to reaction of medicine. Skin problem that occur due to self-medication are itching and redness on your skin. Depression People who have a habit of taking medicines which relax them that people facing the problem of depression. Many people self-medicate themselves to get relax without the advice of doctor. This type of habit may cause serious problem and no one can deny the effects of this self-medication addiction. Skin problems through creams and lotionsSelf-medication is does not only mean to in take such medicines. Self-medication can also be using lotion or cream on your skin without the advice of doctor. This type of self medication can also cause many skin problems. 1. 2 Objective of the study The Aim/objective of this study is to determine the trend of Self medication among youngsters. 1. 3 Problem statement Although self-medication being an issue of global concern, espe cially in Pakistan self medication is very common and rising day by day. Literate people involve in the practices of self medication more than illiterate people.This study includes some general aspects of self medication to identify the frequency of self medication among the youngsters. 1. 4 Hypothesis Ho1. 4. 1:self medication among youngsters and age are independent. Ha 1. 4. 1:self medication among youngsters and age are not independent. Ho1. 4. 2: self medication among youngsters and gender are independent. Ha 1. 4. 2: self medication among youngsters and gender are not independent. Ho1. 4. 3: self medication among youngsters and qualification are independent. Ha 1. 4. : self medication among youngsters and qualification are not independent. 2 LITERATURE REVIEW 2. 1 Trends of Self-Medication According to Khalid (2010) in our country Self medication is an average. The counter sales of nearly all medicine are available without any prescription or regulation this is one of the majo r factor probably contributing to this phenomenon. In the practice of our dermatology, we commonly meet patients with acne infections due to use of topical self medication. The prevalence of self medication is extensively high in the acne infections patients in our residents.The most frequently used medication was potent topical steroids. 2. 2 Self-Medication practices According to Shankar et al (2002) Mild illness is the most common reason of self-medication which is mentioned in the literature, prior knowledge of treating related disease, lack of availability of healthcare personnel and financial considerations. Analgesics and antimicrobial are commonly used for self medications. In addition to allopathic medicines,  herbal medicines were also usually used for self-medication. 2. 3 Reasons for self-medication practiceAccording to Almasdy et al, (2011) Among university students the major reason for self-medication were their prior experiences and the majority of the authors agree d with this major reason of self medication, their health problems was measured as too insignificant and time savings. Family or friends guidance, non availability of transport, doctor was not available, capability to self-manage the symptom, urgency of the problem and have adequate information were other main reasons for self-medication practice.Have reported that the main reasons to self-medication practice among university student were lack of time and low cost consultation. 2. 4 Demographic characteristics and prevalence of self medication practice According to Hussain et al. (2011) many of these researches mentioned the mean age of undergraduates was under 25 years old. This was reflected by the majority of the samples was undergraduate students. In manner of sexual characteristics, prevalence of the undergraduates who have involved in self-medication is female.Three of these researches have been engaged to undergraduates majoring in equally health and non-health courses, while two of the studies have engaged to undergraduates simply majoring in health, and the rest did not revealed the field of the undergraduates involved in the studies. Frequency of self-medication observed among the university student was diverse. The occurrence of self-medication reported was mainly depend on how the query was created in the questionnaire.For example, the occurrence reported was authentic, if the question was concerned to the modern practice of self-medication. On the contrary, when asked whether the students had used any medication for the past one month, the incidence reported was low. However, some studies did not report the prevalence of self medication. Due to the difference in the methods used in studies, therefore, it is quite difficult to estimate the true prevalence rate of self-medication in university students. 2. 5 Benefits and Risks of Self Medication According to Carmel M et al. 2001) Practices of self-care for mild illnesses are increasingly encouraging by some governments, including self-medication. Support of self-care is observed as giving all probability to patients to take accountability and construct confidence in their capability to control their own health. Patient confidence is observed as a helpful step in the improvement of the correlation between patient and healthcare provider and is described as an significant health policy model. 2. 6 In? uences on Knowledge and Attitudes about Prescription Drugs among Teens.According to Twombly et al, (2008) escalating precise information about the hazards of recommended medicines misuse is expected to reduce misuse. In fact, there is an inverse relationship between level of perceived risk and likelihood of use when it comes to teenagers’ willingness to misuse prescription drugs. 2. 7 Symptoms leading to self-medication According to Zafar et al. (2008) Approximately in Pakistan, everyone can get medicine without any prescription, mostly pharmacy selling medicines without a d octor advise; this incident observed in every developing nations.Even, antibiotics and high potential medicines are easily available to the common man. The common practices of self-medication among undergraduates is leading to the main symptoms of self-medication were headache or mild pain; fever; flu, caught and cold; and diarrhea. Others symptoms includes allergy, skin problems, inability to sleep, vomiting, eye and ear symptoms, menstrual syndrome and others minor problems. This case study shows the outcome of the Pakistani youth's information, mind-set, and practice towards self medication. 2. 8 Sources of drug informationAccording to Hussain et al, (2008) in this research, the author explains sources of drug information in self-medication practice. In this research statement shows that the undergraduates obtain access to drug information from many resources. Which is relate to their own earlier experience, family, contacts or university course mates, pharmacy sales representati ve, doctor or nurse, and advertisement in the television, radio, newspaper, magazine or books. 2. 9 Problems-related to self-medication practices According to James et al, (2006) a new important findings significance of elf-medication highlighted in this literature was the effect of health instruction on the knowledge of drug’s side-effects amid the self medicating undergraduates. Calculate the effect of exposure to medical knowledge to equally the first year and senior medical undergraduates. The research exposed that troubles linked with self-medications were fewer in senior medical undergraduates as contrast to the first year students. Less awareness of medical information may be reason to the low self-assurance of the first year medical students 2. 0 Self -Medication among university students According to Mumtaz et al, (2011) Self medication mounting the probability of illegal use of medicine and medicine addiction and due to this the symptoms of disease are underlying th us are complicating the problem, produce drug resistance and create difficulty to diagnosis. On the other side many of people involved in self medication who accept accountability and are cautious is a source saving phenomenon to the health system. Easy accessibility of the medicine by the counter sales increases self medication.Self medication is a phenomenon and practiced almost in the countries all over the world with different prevalence. In the low and middle income countries, commonness of self medication is higher. This research is explained that the educated people tend to practice self medication more than uneducated peoples. According to this research the frequency of self medication among undergraduates of medical and non medical is nearly 80%. This study endorses earlier reported local estimates of self medication among university students. . 11 Self-Medication in Nigeria According to Fadare et al, (2011) now a day’s Self-medication is growing in the population ma ny counties as a common type of self-care behavior. Many global researches have explored the frequency and characteristics of self-medication practices at the resident’s level. In Nigeria, many studies conduct to find the frequency of self-medication in general; still the frequency of antibiotic self-medication among medical undergraduates has not been conducted.The interest in studying this practice among this select group is due to the fact that they are the future prescribes and health educators of the population of Nigeria. 2. 12 Evaluation of Self-Medication According to SD Sontakke et al, (2011) The World Health Organization has also identified that proper self-medication can help patients and treat illness that do not need medical consultation and gives a cheaper substitute for treating common diseases. With self-medication, the person takes primary accountability for the use of self-medication products.Every individual must be aware of advantages and disadvantages of self medication products who involved in self-medication practices . however many researches has been conducted in different populations to assess the frequency of self-medication there is a paucity of studies on self-medication among medical students. Support of self-care is considered as providing patients' every opportunity to construct self-confidence in their capability to control their own health. Unlike other aspects of self-care, self-medication involves the use of drugs and drugs have the potential to do good as well as cause harm. . 13 Self-medication in Sri lanka According to Wijesinghe et al, (2012) Self medication growing with increasing literacy and it is even appreciated so as to have self-sufficiency for healing, preventive , primitives and rehabilitative care . If done properly, it is helpful to save expenses of health care seekers. therefore, considering the usefulness of self-medication, the World Health Organization (WHO) has focused to develop strategy for regul atory estimation of the medicines suitable for self-medication. he frequency of Self-medication is very familiar among women, youngster, those individuals who living alone and the individuals who belongs to low financial status (SES), sufferers of chronic ailments and psychiatric conditions. Many researches in Sri Lanka were conducted to city areas which have well built-up health and hospitals networks. Substitute indicators such as self-medication prevalence for malaria indicate that self-medication is relatively low in rural areas. 2. 14 Self-Medication pattern in Punjab According to S Shveta et al, (2011) the frequency of self medication practices is common in the state.Fever, cough and cold are reasons for the use of self-medication. The most common drugs which is commonly used for self-medication is tonics and food supplements and it is taken frequently without prescription. We recommend that holistic approach should be taken to prevent this problem, which contain correct knowl edge and information regarding the self medication and strictness concerning pharmaceutical marketing. Furthermore especially in case of Punjab state ban must be implemented on counter sale of medicines. Dispensing modes in the state required to be enhanced by proper education, regulatory and administrative strategies. . 15 Self-Medication in Children’s According to Oshikoya et al, (2007) medicine use in children is of great anxiety worldwide and has received a lot of attention. Various researches have been performed in the urbanized and developing countries, and have all the countries faced many problems from mistreat and abuse of recommended medicines, and errors of medications. Children include a larger percentage of the residents in developing countries and are responsible to many illnesses as a effect of poverty. The majority of medicines in children are used outside of hospitals, both as recommended and non- recommended medicines.The primary reply by the majority famili es too many diseases in their children has been found to be use of non-prescribed medicines . Self-medication is very common among urban children in Nigeria. The presented laws concerning the use and sale of over the counter medicine, prescribed and non-prescribed drugs must be reinforced to ensure normal use of medicines. 2. 16 Self-medication practices for drug consumers According to Andualem et al, (2004) On Socio-demographic the respondents concealed the characteristic of drug consumers consist of all age category like both genders, pregnant women and breast-feeding mothers.Self-medication illnesses that reported very commonly in the respondents were headache, fever, cold, respiratory tract infection and gastrointestinal diseases. Education for the self-medication should be provided to public as well as health care providers ;i. e; this type of illnesses can be easily self-treated and diagnosed and the drug products to be used in promoting the responsible self-medication. 2. 17 Self-medication in West Uttarpradesh According to Ghosh et al, (2010) some students reported that they were alcoholic, smoker or involve in some chronic problems i. . non-communicable diseases, they have less awareness about the medicines that they use with smoking, alcohol or suffer problems with chronic diseases. Non-seriousness related to the disease is the most common reason reported for self-treated and for self-medication, previous experience on the medicine and emergency use. 2. 18 Assessment of Self-medication According to Sawalha, (2007) In An-Najah students the preference of self-medication in very common. Practice of treating this condition is done either simple or by previous experience.Even important self-medication predictors did present in the studied group, types of medications knowledge on the level of self-care orientation can be significant in analyzing the self-medication practices. 2. 19 Health care strategies According to Haider et al, (1995) treatment from som e medical systems found in majority of cases. Health care behavior for childhood illnesses and assessment of the degree and the reasons for self-medication assess in Karachi, Pakistan. The main reason is the good past experience of self-medication. he main reason is the use of different medicines by health professional that influence the parents for self-medicate to their children. Self-medication is hard to reduce but some information can be made to discourage wrong use of harmful drugs. 2. 20 Self-medication (WHO). According to WHO (1988) The WHO pointed that Self medication can help and treat illness that does not require any consultation of medication and provides a cheaper option for treat such common diseases. Yet, the person bears basic responsibility for the use of self-medication products.Due to self-medication products parties should be aware about the benefits and risks of self-medication. 3 METHADOLOGY This part presents an overview of the methods to be used in the study . Areas covered in this part include data collection, variables, sample and sampling techniques and model for analyzed the data. 3. 1 Data In this study primary data is used for gathering information. A survey was conducted in 4 areas of Karachi, Pakistan during May 2012. Data collection was entered using SPSS version 17 to generate descriptive statistics.Data analyzed complete using chi-square test to check the associations between variables. 3. 2 Variables Variables used in this study are 1. Age 2. Gender 3. Qualification 3. 3 Sample and Sampling techniques Convenience sampling techniques is use to select respondents from Gulshan-e-iqbal area. A convenience sample of 100 participants was taken. A questionnaire was distributed among participants after explaining the background of the study and objective. 3. 4 Model The model we are used. To summarize the questionnaires we used statistical model of chi-square.According to Zafar et al (2008) the author used Chi-square in his study. 4 RESULT Table: 1 QUALIFICATION v/s VARIABLES DESCRIPTION| CHI SQUARE| SIG VALUE| RESULTS| | | | | MY ILLNESS| 29. 354| 0. 007| Reject| SELF MEDICATION| 6. 425| 0. 6| Accept| PRESCRIBE| 11. 48| 0. 321| Accept| LACK OF TIME| 16. 431| 0. 37| Accept| HIGH FEES| 7. 423| 0. 492| Accept| SIDE EFFECT| 12. 461| 0. 132| Accept| DANGEROUS| 10. 582| 0. 221| Accept| YOUNGSTERS| 12. 285| 0. 139| Accept| COMMUNICATION CHAIN| 16. 846| 0. 032| Reject| It is found that the chi-square and sig. alue shows that the self medication is increasing in youngsters. the sig. value of the qualification shows that self medication (0. 6), prescribe (0. 321), lack of time (0. 37), high fees (0. 492), side effects (0. 132), dangerous (0. 221), youngsters (0. 139) these all variables were accepted and shows that are independent to the qualification Table: 2 GENDER v/s VARIABLES DESCRIPTION| CHI SQUARE| SIG VALUE| RESULTS| | | | | MY ILLNESS| 6. 053| 0. 195| Accept| SELF MEDICATION| 3. 334| 0. 504| Accept| PRESCRIBE| 9. 368| 0. 095| Accept| LACK OF TIME| 14. 038| 0. 007| Reject| HIGH FEES| 2. 38| 0. 71| Accept| SIDE EFFECT| 5. 008| 0. 286| Accept| DANGEROUS| 8. 898| 0. 064| Accept| YOUNGSTERS| 2. 356| 0. 671| Accept| COMMUNICATION CHAIN| 1. 361| 0. 851| Accept| It is found that the chi-square and sig. value shows that the self medication is increasing in youngsters. the sig. value of the gender that My illness (0. 195), self medication(0. 504), Prescribe (0. 095)high fees(0. 71),side effects(0. 286), dangerous(0. 064), youngsters(0. 671), Communication chain (0. 851) these all variables were accepted and shows that are independent to the gender. Table: 3 AGE v/s VARIABLESDESCRIPTION| CHI SQUARE| SIG VALUE| RESULTS| | | | | MY ILLNESS| 12. 914| 0. 115| Accept| SELF MEDICATION| 7. 128| 0. 523| Accept| PRESCRIBE| 7. 612| 0. 667| Accept| LACK OF TIME| 9. 468| 0. 304| Accept| HIGH FEES| 12. 789| 0. 119| Accept| SIDE EFFECT| 2. 677| 0. 953| Accept| DANGEROUS| 11. 182| 0. 192| Accept| YOUNGSTERS| 19. 388| 0. 013| Reject| COMMUNICATION CHAIN| 15. 794| 0. 045| Reject| It is found that the chi-square and sig. value shows that the self medication is increasing in youngsters. the sig. value of the age that my illness (0. 115), self medication (0. 23), prescribe (0. 667), lack of time (0. 304), high fees (0. 119), side effects (0. 953), dangerous (0. 192) these all variables were accepted and shows that are independent to the age. 5 DISCUSSION In the light of the literature review self medication is a most common practice. In this study mostly males involve in self medication. The number of youngsters participate in this study were 100, having age range of 14-27 years, the overall reply is positive. There females were 37 (37%) and males were 63 (63%). This shows that the greater part of the samples was undergraduate youngsters.In term of gender, majority of the youngsters who adept self-medication are males. Moreover, the sampling methods were varied among the studies, range from conv enience. The trend of self-medication is high in undergraduate youngsters as compared to the inter and metric level youngsters. Mostly Youngsters have a preference of self-medication, 63% of undergraduates, 18% of inter and only 19% of metric youngsters involve in self medication. By the research we get the result that people think that they could understand their own illness themselves and that leads them to self medication.Qualification and understanding own illnesses are not independent. So we accepted alternative hypothesis. Increasing communication chain is also one of the major reasons of increment of self medication in well qualified too. The above data was found to be good sufficient to maintain from literature review that the trend towards self medication is increasing literally. 6 CONCLUSION Self medication practice increasing in the youngsters of Karachi, Pakistan mostly in males and undergraduate youngsters under age of 18-22.The reason is lack of time or not consulting to the doctor. Need to educate the youngsters to avoid such practice majority know that self medication is incorrect and some time cause side effect. 7 BIBLOGRAPHY Almasdy Dedy & Azmi Sherrif , (2011 ), Self-Medication Practice with Nonprescription Medication among University Students: a review of the literature, Archives of Pharmacy Practice, Vol 2, No 3, pp 95-100. Andualem Tenaw, B. Pharm, BA, et al, (2004), SELF-MEDICATION PRACTICES IN ADDIS ABABA: A PROSPECTIVE STUDY, Ethiopia Journal health science, Vol 14, No 1, pp 1-11.Carmel M, Hughes; McElnay, James C; Fleming, Glenda F. , (2001), Bene? ts and risks of self medication, Drug Safety, Vol 24, No 14, pp 1027-1037. Fadare Joseph O & Igbiks Tamuno, (2011), Antibiotic self-medication among university medical undergraduates in Northern Nigeria, Journal of Public Health and Epidemiology, Vol 3, No 5, pp 217-220. Ghosh Sourav, Vikas, Vimal, et al, (2010), Evaluation of the practice of self medication among college students in west U ttar Pradesh, International Journal of Pharma Professional's Research, Vol 1, No 1, pp 14-18.Haider S, Thaver IH, (1995), Self medication or self care: implication for primary health care strategies, J Pak Med Assoc, Vol 45, No11, pp 297-298. Hussain Azhar, Asifa Khanum,(2008), Self medication among university students of Islamabad, Pakistan- a preliminary study, Southern Med Review, Vol 1, No 1, pp 14-16. Hussain Shahzad, Farnaz Malik, Kazi Muhammad Ashfaq, et al , (2011), Prevalence of self-medication and health-seeking behavior in a developing country, African Journal of Pharmacy and Pharmacology, Vol 5 , No 7, pp 972-978 James Henry, Shailendra S, Handu Khalid A.J, et al, (2006), Evaluation of the knowledge, attitude and practice of self-medication among first-year medical students, Med Princ Practice, Vol 15, No 4, pp 270-275. Khalid Tanzeela, Tariq Iqbal, (2010),Trends of self medication in patients with acne vulgarus, JUMDC, Vol 1, No 1, pp 10-13. Mumtaz Yasmin, S. M. Ashraf Jahangeer, Tahira Mujtaba, et al, (2011), Self Medication among University Students of Karachi, JLUMHS, Vol 10, No 3, pp 102-105. Oshikoya K A, O F Njokanma, J A Bello, et al, (2007), Family self-medication for children in an urban area of Nigeria , Paediatric and Perinatal Drug Therapy, Vol 8, No 3, pp 124-130.S Shveta, Jagmohan S, (2011), A study of self medication pattern in Punjab, Indian Journal of Pharmacy Practice, Vol 4, No 2, pp 43-46. Sawalha, Ansam F, (2007), Assessment of self-medication practice among University students in Palestine: Therapeutic and Toxicity Implications, The Islamic University Journal (Series of Natural Studies and Engineering), Vol 15, No 2, pp 67-82. SD Sontakke, Bajait CS , Pimpalkhute SA, et al, (2011), Comparative study of evaluation of self-medication practices in first and third year medical student, International Journal of Biological ; Medical Research , Vol 2, No 2, pp 561-564.Shankar PR, P Partha and N Shenoy, (2002), Self-medication and no n-doctor prescription practices in Pokhara valley, Western Nepal: a questionnaire-based study, BMC Family Practice, Vol 3, No 17, pp 1-7. Twombly Eric C ; Kristen D. Holtz, (2008), Teens and the Misuse of Prescription Drugs:Evidence-Based Recommendations to Curb a Growing Societal Problem, J Primary Prevent, Vol 29, No 18, pp 503–516. WHO, (1988), The role of pharmacist in self-care and self-medication, Netherland.Wijesinghe R Pushpa, Ravindra L Jayakody, Rohini de A Seneviratne, (2012), Prevalence and predictors of self-medication in a selected urban and rural district of Sri Lanka, WHO South-East Asia Journal of Public Health, Vol 1, No 1, pp 28-41. Zafar Syed Nabeel, Reema Syed, Sana Waqar, et al, (2008), Self medication amongst university students of Karachi: prevalence, knowledge and attitudes, J Pak Med Assoc, Vol 58, No 4, pp 214-217. http://apps. who. int/medicinedocs/pdf/whozip32e/whozip32e. pdf

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