Generation Y och försäkringar En studie av generation Y:s inköpsbeteende gällande försäkringar 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.

Keywords [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, id: 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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School of Business and Engineering (SET)

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