Consumer Perceptions Regarding Generic Drug Substitution: An Exploratory Study

An exploratory cross-sectional study was conducted to determine consumer perceptions regarding generic drug substitution. A survey was administered to consumers filling prescriptions at community pharmacy stores located around Houston, Texas, to examine the relationship between attitude toward generic drugs and consumer perceptions regarding generic drug substitution using a 5-item, 5-point semantic differential scale and a 12-item, 5-point Likert scale, respectively. Overall, consumers had favorable perceptions regarding generic drug substitution and attitude toward generic drugs. Consumers were more favorable regarding generic drug substitution if they had a favorable attitude toward generic drugs. However, a few consumers still believe that generic drug substitution may result in less effective medications and may compromise the quality of the medications they take. Consumers' awareness of the positive aspects of generic drugs is important in increasing their support for generic drug substitution practices. Results of this study could be used to develop effective marketing strategies directed toward consumers to promote the use of generic drugs.