OBJECTIVES: To investigate and cluster the Universiti Sains Malaysia (USM) market in terms of  the preferred OSDF and the form that seems easy in  swallowing; to determine how consumers manage their choice regarding the physical characteristics like size, shape, color and taste. Gender and ethnic groups were the possible factors that associated with public preferences of OSDF and their different physical characteristics.   METHODS: A self administered questionnaire were  distributed in  a cross-sectional design to 200 individuals at the main campus of Universti Sains Malaysia and 100 individuals outside the campus. A diagram of  different oral solid dosage forms (capsule, tablet, caplet, and soft gelatin) was provided during the answering session. Data from 300 individuals were presented by frequencies and percentages for categorical variables and were analyzed by Chi- square test. RESULTS:  Capsule was the most preferred OSDF and the easiest form in swallowing. Males prefer OSDF to be in blue color while female Prefer pink. Most respondents prefer OSDF to be without taste, small in size, and round in shape. The preferred physical characteristics was size followed by taste,  shape, and color respectively. A significant difference (p<0.05)was found between gender and ethnic groups toward  the preferred OSDF. CONCLUSIONS:  Based on the result of this study, public have their preferences toward a particular OSDF and a particular physical characteristics. Size is the most important  physical characteristics for the public to manage their choice regarding OSDF, followed by taste, shape, and color.