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Generation Y och försäkringar En studie av generation Y:s inköpsbeteende gällande försäkringar
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2005 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [sv]
Insurance companies in today’s Sweden are facing problems attracting younger people, due to the lack of necessary information about the segment and what they look for in an insurance product. Younger people will in the study be defined as Generation Y, born between 1980 and 1987. The aim of the study is to survey the pattern of Generation Y´s buying behavior when buying insurance products. As a result insurances companies receive the basic information needed when deciding on how to plan their marketing strategy towards the segment. To fulfill the aim of the study a quantitative study was conducted The result of the study shows that personal sources, mainly parents, are seen as a very important factor when buying an insurance. The availability is also important since the generation tend to buy the first alternative shown rather than making a systematic evaluation.
Place, publisher, year, edition, pages
2005.
Keyword [sv]
generation y, insurance, buyer decision process, word-of-mouth, ungdomar, försäkring, marknadsföring
Identifiers
URN: urn:nbn:se:hh:diva-13008Local ID: U12078OAI: oai:DiVA.org:hh-13008DiVA: diva2:368177
Uppsok
Social and Behavioural Science, Law
Note
Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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Citation style
  • apa
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  • modern-language-association-8th-edition
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Language
  • de-DE
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  • nn-NB
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