Estudo sobre o grau de aceitação dos medicamentos genéricos: o caso da clientela da Farmácia dos Pobres.

Abstract

This work is the result of the Supervised Internship performed by the student Sílvio Cézar Leôncio de Medeiros Naples, regularly enrolled in the Federal University of Campina Grande - UFCG, with the registration number 29923054, produced at Pharmacy dos Pobres Ltda, to meet the needs of curricular requirements, as determined by the Federal Council of Education, through Ordinance No. 237 of 02/08/1966, to obtain the Bachelor Diploma in Administration. The present study was conducted in the area of ​​Services Marketing, having as mentor Master MBA Professor Francisco Nery Leal, and as co-advisor to Master Teacher Maria das Gracias Lucena Barbosa, during the term of Federal University of Campina Grande - UFCG, an institution of which the mentor teachers and student are part. At the company, the activities were accompanied by Messrs. Jean Araújo and Maria Santos, Operations Supervisor and Administrative Supervisor and Financial, respectively. The choice to develop this work in the area of ​​Service Marketing, due to the new consumption ratio provided by Law No. 9,787 - Law of Generics, which opened the drug market in Brazil to competition from pharmaceutical industry, so that many strategies were developed, some by the federal government and its oversight bodies: National Agency for Health Surveillance - Anvisa, and the Federal Pharmacy Council - C.F.F, others smaller laboratories, so that the fractions of the drug market, previously monopolized by a small number of laboratories, had opportunities for society as a whole, consumers, manufacturers, establishments commercial, etc.