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Buyer purchase behavior in the reregulated market for OTC drugs in Sweden
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose

The objective of this study is to investigate how the reregulation affected the decision making process of buyers of OTC drugs, and to identify determinants for how a buyer chooses to obtain OTC drugs in the reregulated Swedish pharmacy market. Furthermore this study aims to map out buyers’ purchases of OTC drugs as well as their impressions about the reregulation of the Swedish pharmacy market

 

Background

The Swedish pharmacy market was opened up for competition the 1 July 2009. On 1 November 2009, private pharmacies are allowed in the market, as well non-pharmacy retailers can commercialize OTC drugs. Thus due to the reregulation of the pharmacy market, consumers and retailers face a different market situation, since the amount of retailer selling OTC drugs has increased. This study investigates how buyers’ purchase behavior of OTC was affected by the end of the pharmacy monopoly.

 

Method

 The purpose of this thesis was achieved by using a mixed-method approach. The qualitative method in the form of interviews and the quantitative method by conducting a survey. The mixed-method was used in order to obtain a deeper understanding of the phenomenon of consumer decision-making process as well as attitude and impression about the reregulation of the Swedish pharmacy market.

 

Conclusion

Buyers are in general satisfied with the reregulation of the Swedish pharmacy market. However, the positive attitude towards the reregulation does not necessarily mean a change in purchase behavior for OTC drugs. The decision making process is found to be dependent on the level of experience the buyer possesses with the needed OTC drug, as well as the type of need the buyer experiences, thus three determinants for the decision making process of OTC drugs were found. The frequency of purchase is connected to the gender and age group of the buyer. Also the majority of the researched buyers already had experienced the purchase of OTC drugs in store other than pharmacies. The buyers that never purchase OTC drugs in other retailers are in general open to the possibility of taking advantage of those stores.

 

Place, publisher, year, edition, pages
2011. , 94 p.
Keyword [en]
OTC drugs, reregulation, monopoly, buyer behavior
Identifiers
URN: urn:nbn:se:hj:diva-15737OAI: oai:DiVA.org:hj-15737DiVA: diva2:432702
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-08-05 Created: 2011-08-05 Last updated: 2011-08-05Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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