Análisis de los factores que inciden en el comportamiento de compra de medicamentos genéricos desde la perspectiva del canal de distribución en el cantón Balzar.

Abstract

The global pharmaceutical industry is led by the big pharmaceutical brands, which are the ones that impose the new formulas and conditions in which markets develop and market the products. Under this parameter, the brands are divided into original products and generic formulas, the latter have a bioequivalent composition that generates results very similar to the original medicine. In the case of Balzar, the medicines are distributed by distributors to independent pharmacies or to chains owned by the economic group, and it is in these establishments, where the population acquires the medicines. There are three consumption groups in the canton that correspond to pediatric consumption (maternal segment), chronic diseases and adults, with clearly defined influence factors, such as: drug costs, prescription and classification of the drug (free sale or medical prescription). In the case of over-the-counter products, the balzareños opt for original brands, for the medicines derived from penicillin the highest frequency of generics occurs. There is a marked self-medication behavior, which is why generic prescription brands use push strategies to boost sales in pharmacies.