This study aims to measure the factors that lead consumers to prefer products own brand of the pharmacies chain Panvel, as well the strategies adopted to increase the market share of own brands in Brazil. The product range selected for this study was the Panvel Secret. The strategy of own brands is increasing every year in our country. Thus, the consumer marketing for these brands is taking an increasing proportion within companies that work with that strategy, which seek tactics in order to acquire and retain the consumers through the developed products. The paper presents a theoretical study about marketing, consumer behavior, marketing to women, factors that influence women's consumption, brands, development and construction of own brands, own brand strategies, opportunities and trends, and the own brand Panvel Secret. The conducted research was performed using a questionnaire for female users and non-users of the own brand Panvel at ages 18-55 who live in the city of Porto Alegre and its metropolitan area. From the results of the quantitative analysis, it was understood that consumers are driven to buy Panvel's the own brand for the quality and best prices of its products. In addition, the proper planning with marketing tools and the understanding about the customer are the basis for an increase in the market share of the companies that decide to choose for this tactic to gain customers.
