The variety of generic drugs available has been remarkable in the Brazilian pharmaceutical sector, which allows the consumer wide freedom of choice among the various presentations for the same agent. Recognized as equivalent in quality and effectiveness, these presentations differ only in external aspects of the formulation, such as brand, price, advertisement, packaging, etc. In this context, knowing the determinants that lead to a specific choice is very important since it can provide

more »

... positioning according to the real consumer perception, resulting in a competitive differential. Thus, the focus of this study is perception, understanding and possible impact generated by the packaging and label of generic drugs in a small city located in Minas Gerais state, Brazil. The main objective of this article is to raise aspects related to the packaging of generic drugs considered by consumers as elements of choice and preference. For the study, two focus groups and direct observations were made with consumers of generic drugs, to acquire impressions from several labels of the same drug, followed by the formulation and application of a questionnaire. The questionnaire was divided into four blocks, with (1) personal information; (2) general aspects of drugs understanding; (3) packaging perception; and (4) scenario evaluation. Finally, the treatment and analysis of the data obtained as the basis for the conclusions of the study is presented.