Den moderna banken: Hur ett finansiellt företag kan attrahera en yngre generation
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The purpose of this study is to analyze how companies that sell financial services can reach people in the younger audience. The financial services that we refer to are regarding banking and insurance for private users, and with the younger audience we refer to people in the age of 18 to 25. We think that this is a valid and interesting issue to study because of the common thoughts that persons in this age are common users of Internet, social medias and new technology. The main question through our study has been; “How a financial company can attract the younger generation, and support their creation of value?" Our research is based on a qualitative method. It was conducted through interviews with people who have expertise in the field and through focus-groups with people in the age of our question. Two of the people we interviewed work at the Swedish banks Swedbank and Handelsbanken, and the other two works at Länsförsäkringar, which is an insurance company. Because of the qualitative approach, it is hard to draw any absolute conclusions on the field of study. Therefore we refer to the chapter regarding analyze and conclusions for further reading about our findings.
Place, publisher, year, edition, pages
2012. , 62 p.
Försäkringsbolag, Banker, Generation Y, Värdeskapande, Servicelandskap, Marknadsföringskanaler
IdentifiersURN: urn:nbn:se:lnu:diva-19584OAI: oai:DiVA.org:lnu-19584DiVA: diva2:531357
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
UppsokSocial and Behavioural Science, Law
Rytting, Leif, Lektor
Owusu, Richard, Lektor