“E-Pharmacy – A tranquilizer for seniors?” This exploratory research was written as a part of my International Master of Science in Business Administration, fall 2011 - spring 2013. Above all, this paper aims at providing some insights into this increasingly important market segment "seniors" but also a better comprehension and suggest that different strategies have to be developed by pharmacies in order to satisfy this particular population. The findings are consistent with previous research on senior consumer behaviour, and address new topics as their interest in e-commerce and the impact of cognitive age on their willingness to adopt the online pharmacy.
| Date of Award | 2013 |
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| Original language | English |
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| Awarding Institution | - Universidade Católica Portuguesa
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| Supervisor | Erik Olson (Supervisor) |
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E-Pharmacy: a tranquilizer for seniors?
Lasserez, H. (Student). 2013
Student thesis: Master's Thesis