This study is all about the consumer behaviour related with purchase decision making process for over the counter allopathic medicines. In order to explore knowledge and experiences and give the participants the opportunity to explain the reason for purchasing of over the counter medicines a focus group interview was conducted. The factors effecting consumer behaviour for purchasing over the counter medicines have been categorized into personal attitude, subjective norms and perceived behavioral control. Of which personal attitude and subjective norms are dominant factors when the behaviour is under volitional control. It is uncertain to predict the behaviour where volitional control is reduced. So perceived behavioral control which determined with the presence or absence of facilitators and barriers to behavioral performance, weighted by their perceived power or the impact of each control factor to facilitate or inhibit the behaviour. Thus by keeping attitude and subjective norms of a consumer as constant, perceived behavioral control is the most influencing factors to motivate consumer purchase decision making process for over the counter allopathic medicines. The study has the implications in developing a new avenue of thinking for pharmaceutical houses to develop the marketing strategies to penetrate Indian market for over the counter allopathic medicinal segment.