To study how Apoteket AB can retain its customers after the government decision to implement de-regulation in Swedish pharmaceutical market. Apoteket AB was the only state-owned pharmacy for more than 38 years but now they are in competition with other pharmacy operators including supermarkets and gas stations. The main purpose of this study is to find out those vital factors which are important to customers in selecting pharmacy operators for buying prescription and non-prescription products.

Muhammad A. Khan has Master and MBA in marketing and also Bachelor of Pharmacy. He worked in pharmaceutical industry for more than six years &Saqib S. Khan has MBA in Human Resource Development from Institute of Business & Management Sciences, Agricultural University, Pakistan and MSc in Management from Umeå School of Business & Economics, Sweden.