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Título: THE POTENTIAL OF GENERIC DRUGS: A STUDY OF PERCEPTIONS ABOUT THE PURCHASING PROCESS FOR CONSUMERS BELONGING TO THE INCOME RANGES A AND B OF THE CITY OF RIO DE JANEIRO
Autor(es): RAFAEL VARELLA PESSANHA
Colaborador(es): CAMILA DE SOUSA BRAGA RADEMAKER - Orientador
Catalogação: 27/NOV/2008 Língua(s): PORTUGUESE - BRAZIL
Tipo: TEXT Subtipo: SENIOR PROJECT
Notas: [pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio.
[en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio.
Referência(s): [pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=12545@1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=12545@2
DOI: https://doi.org/10.17771/PUCRio.acad.12545
Resumo:
The research aimed to discover the preliminary perceptions of the consumers of the income ranges A and B of the city of Rio de Janeiro on generic drugs, from its knowledge, groups of influence and consumption. Since there are several studies that show the growth of consumption of generic drugs by these public. The benchmark was based by several issues: consumer behavior and its internal and external factors, segmentation of the market, the decision-making process, mix of marketing and brand. The results of the research had been dealt with qualitative form, with intention of raising attributes on the subject, and could serve as a starting point for future studies of greater impact.
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