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Perceiving the Mundane Necessity

Egard, Oscar LU and Ingvarsson, David LU (2025) BUSN39 20251
Department of Business Administration
Abstract (Swedish)
Title: Perceiving the Mundane Necessity - How Consumers Perceive Pharmacies in an
Increasingly Competitive Swedish Market
Course: BUSN39 - Degree Project in Global Marketing
Authors: David Ingvarsson & Oscar Egard
Supervisor: Tommy Shih
Purpose: The purpose of our study is to identify and gain an understanding of how
consumers perceive pharmacies on the Swedish pharmaceutical market. More specifically,
we want to examine how they view the pharmacies and their differences.
Research Question: How do Swedish consumers perceive Swedish pharmacies, in the light of an
increasingly competitive market?
Methodology: Our study is a qualitative study with an abductive research approach. The
data was gathered through twelve semi-structured... (More)
Title: Perceiving the Mundane Necessity - How Consumers Perceive Pharmacies in an
Increasingly Competitive Swedish Market
Course: BUSN39 - Degree Project in Global Marketing
Authors: David Ingvarsson & Oscar Egard
Supervisor: Tommy Shih
Purpose: The purpose of our study is to identify and gain an understanding of how
consumers perceive pharmacies on the Swedish pharmaceutical market. More specifically,
we want to examine how they view the pharmacies and their differences.
Research Question: How do Swedish consumers perceive Swedish pharmacies, in the light of an
increasingly competitive market?
Methodology: Our study is a qualitative study with an abductive research approach. The
data was gathered through twelve semi-structured interviews and subsequently transcribed
and analyzed. The interviewees were sampled through a combination of purposive,
theoretical and convenience sampling. Our analysis was completed by utilizing our
analytical framework as a basis for a thematic analysis.
Theoretical perspective: Our theoretical perspective is wide and captures several facets of
the pharmaceutical market, perceptions of the pharmaceutical market, trust, and perception
of pharmacy differentiation factors. Lastly, we also constructed an analytical framework
based on these to use as a guide throughout the project. These factors allowed us to
comprehensively understand the background, theoretical predecessors and existing market
dynamics, while the framework allowed us to analyze our own findings.
Results and conclusions: From our results we have concluded that consumers perceive
pharmacies differently depending on factors such as price, convenience, brand awareness,
trust, and retail channel. Online pharmacies were perceived as cheap, but trusted options
usable primarily in non urgent matters. Offline pharmacies were instead seen as convenient
for urgent matters. Unknown pharmacies were seen as untrustworthy and unattractive, while
known offline pharmacies were seen as completely interchangeable.
Key words: Perception, Trust, Pharmacies, Competition, Retail Channels (Less)
Please use this url to cite or link to this publication:
author
Egard, Oscar LU and Ingvarsson, David LU
supervisor
organization
course
BUSN39 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
Perception, Trust, Pharmacies, Competition, Retail Channels
language
English
id
9208839
date added to LUP
2025-09-17 10:20:05
date last changed
2025-09-17 10:20:05
@misc{9208839,
  abstract     = {{Title: Perceiving the Mundane Necessity - How Consumers Perceive Pharmacies in an
Increasingly Competitive Swedish Market
Course: BUSN39 - Degree Project in Global Marketing
Authors: David Ingvarsson & Oscar Egard
Supervisor: Tommy Shih
Purpose: The purpose of our study is to identify and gain an understanding of how
consumers perceive pharmacies on the Swedish pharmaceutical market. More specifically,
we want to examine how they view the pharmacies and their differences.
Research Question: How do Swedish consumers perceive Swedish pharmacies, in the light of an
increasingly competitive market?
Methodology: Our study is a qualitative study with an abductive research approach. The
data was gathered through twelve semi-structured interviews and subsequently transcribed
and analyzed. The interviewees were sampled through a combination of purposive,
theoretical and convenience sampling. Our analysis was completed by utilizing our
analytical framework as a basis for a thematic analysis.
Theoretical perspective: Our theoretical perspective is wide and captures several facets of
the pharmaceutical market, perceptions of the pharmaceutical market, trust, and perception
of pharmacy differentiation factors. Lastly, we also constructed an analytical framework
based on these to use as a guide throughout the project. These factors allowed us to
comprehensively understand the background, theoretical predecessors and existing market
dynamics, while the framework allowed us to analyze our own findings.
Results and conclusions: From our results we have concluded that consumers perceive
pharmacies differently depending on factors such as price, convenience, brand awareness,
trust, and retail channel. Online pharmacies were perceived as cheap, but trusted options
usable primarily in non urgent matters. Offline pharmacies were instead seen as convenient
for urgent matters. Unknown pharmacies were seen as untrustworthy and unattractive, while
known offline pharmacies were seen as completely interchangeable.
Key words: Perception, Trust, Pharmacies, Competition, Retail Channels}},
  author       = {{Egard, Oscar and Ingvarsson, David}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Perceiving the Mundane Necessity}},
  year         = {{2025}},
}