Knowledge, Attitudes, and Extent of Influencing Factors in the Selection of Branded vs. Generic Medicines Among Consumers in Ipil Cuneg, Bayombong

Medicines play a vital role in the healthcare system, and consumers’ selection between branded and generic products significantly impacts decision-making and treatment outcomes. However, many communities still face misconceptions about generic medicines, and limited research has examined how local factors influence consumer choices in rural areas. This study aimed to assess the level of knowledge, attitudes, and the extent of influencing factors that affect consumers’ choices between branded and generic medicines in Ipil-Cuneg, Bayombong. Specifically, it sought to determine how economic, health, social, and cultural factors influence selection and whether knowledge and attitudes differ when grouped according to age, sex, educational attainment, and socio-economic status. A quantitative and qualitative approach was employed. Data were purposively collected from 30 selected respondents using survey questionnaires and analyzed through appropriate statistical tools. The results revealed that the majority of respondents have a moderate understanding of branded and generic medicines. Moreover, attitudes toward generics are positive but shaped by access and affordability. In addition, a significant difference was observed in knowledge when grouped according to sex, while no significant differences emerged across other demographic variables. This study shows that consumers’ choices between branded and generic medicines are mainly influenced by the distance of drugstores from their location and the affordability of medicines. Thus, it highlights the importance of expanding health education initiatives and improving pharmacy access to empower consumers toward more informed and cost-effective decisions. Finally, future research is recommended to involve larger populations and to explore the role of healthcare professionals in guiding medicine selection.