The aim of this study was to examine the association between factors affecting the purchase of Nutraceuticals and the health-conscious behavior of consumers in a Pakistani university population that consisted of millennials. Additionally, the sociodemographic profile of the respondents was also explored to understand the consumption pattern of these complementary medicines. The research model was tested using a questionnaire survey instrument, and the measurement scales were developed. Data was collected through the convenience sampling method. The survey was floated to around 300 undergraduate students at a local health care university. The association between variables influencing customers’ decisions to purchase nutraceuticals and their health-conscious behavior was described using multiple regression analysis. The first deciding aspect was how the products were perceived. Results confirm the hypothesis and assert that health-conscious consumers are influenced by their perceptions of nutraceuticals. Moreover, it was validated that the accessibility of nutraceuticals was not a significant issue, whereas the source of information was found to be statistically significant, confirming that the source of information influences the decision to purchase nutraceuticals. The purpose of this study was to look at the factors affecting Pakistani customers’ choices when making health-conscious purchases. With the growing popularity and rising awareness about the consumption of nutraceuticals among young consumers, it was important to understand how significant these factors were for health-conscious consumers. Perceptions of the nutraceuticals formed by the health benefits, safety features, and other product features such as taste packaging were found to be significant influencing factors along with the source of information. Interestingly, accessibility measured through cost, ease of purchase and ease of use had no significant influence on the purchase behavior.

Background: The study was designed to evaluate short term effects of commonly used antidiabetic drugs on liver.  The objective of the study is to observe and analyze the correlation between percent liver weight and percent liver fat cells in control rats and diabetic, insulin, metformin and insulin-metformin combination treated high fat diet (HFD) / Streptozotocin (STZ) induced diabetic albino rats. Study Design: Experimental comparative study. Setting: Institute of Bio Medical Sciences (IBMS), Dow University of Health Sciences (DUHS), Ojha Campus, Karachi. Period: December 2014 to May 2015. Materials and Methods: The experimental study was conducted on 50 albino wistar rats. 10 rats served as control rats while rest of the rats were experimentally induced for diabetes type 2 and were then randomized into 5 groups. One group was treated with insulin, one with metformin, and the one group with insulin-metformin combination for 4 weeks. All the treated groups were compared with untreated and control group. At the end of experiment, all the rats were sacrificed and livers were isolated and weighed. Percent liver weight calculated. Liver cut sections were processed and stained to analyze the correlation in percent fat cells in liver percent liver weight and in each treated and untreated diabetic groups, then the results were compared with control rats. Results: Data is analyzed by using SPSS Version 22.  Pearson correlation was used to identify correlation between the percent liver weight and percent fat cells in liver of control, treated and untreated diabetic groups. Significant and positive correlation (p-value < 0.01) in insulin treated group of diabetic rats was observed indicating that insulin has a role in causing fatty liver. Conclusion: Insulin treated diabetic group shows a significant positive correlation between percent fat cells of liver and percent liver weight.