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Individanpassad marknadsföring och konsumenternas attityder gentemot det: huruvida konsumenter anser att den är integritetskränkande?
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2022 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Personalized marketing and consumer attitudes towards it: : whether consumers consider it privacy-infringing? (English)
Abstract [sv]

Syfte: Syftet med denna studie är att få en uppdriven förståelse kring individanpassad marknadsföring genom att undersöka konsumenternas attityder gentemot den. Där konsumenters uppfattning och kännedom kring företags användning av personlig information i marknadsföringssyfte analyseras. Huruvida lagringen av personlig information anses som integritetskränkande från ett konsumentperspektiv. 

Teoretisk ramverk: Individanpassad Marknadsföring, Elektronisk kundrelationshantering, Marknadsintelligens, Personlig Integritet, De fem I:na (Integrity), Attityd.  

Metod: Studien är utformad genom en triangulering genom att kombinera både kvantitativa och kvalitativa forskringsanstanser, som bidragit till att forskningsämnet tangeras ur olika synvinklar som i sin tur bidrar till att det dras nytta av de båda forskningsmetoderna. En  semistrukturerad intervju utfördes ur ett bekvämlighetsurval, i syfte att samla kunskap om ämnet samt att bidra till frågorna i enkätstudien som även fullbordas. En pilotundersökning utgjordes innan den distribueras till samtliga respondenter.    

Empiri: Är framställd av data från 10 semistrukturerade intervjuer samt 107 besvarade enkäten. Den redovisade datan har bearbetats och testats i SPSS. 

Slutsats: Konsumenternas attityder varier, detta beror främst på hur väl verkställt den individanpassade marknadsföringen är. Det visar sig att konsumenter inte alltid behöver ha endast en attityd och aspekt gentemot individanpassad marknadsföring, utan det finns även individer som har delad åsikt om ämnet. Det anses även vara integritetskränkande hos konsumenterna när annonserna som dyker upp är av känsligt innehåll, konsumenterna känner sig även ständigt övervakade men detta beror främst på bristande kunskap.

Abstract [en]

Purpose: The purpose of this study is to gain a better understanding of personalized marketing by examining consumers' attitudes toward it. Where consumers' perception and knowledge of companies' use of personal information for marketing purposes is analyzed. Whether the storage of personal data is considered privacy-infringing from a consumer perspective.

Theoretical perspectives: Individualized Marketing, Electronic customer relationship management, Market Intelligence, Personal integrity, The five I's (Integrity), and Attitude.

Methodology: The study is designed through triangulation by combining quantitative and qualitative research institutions. As a contribution to the research topic, it is approached from different points of view, which in turn contributes to benefiting from both research methods. A semi-structured interview was carried out from a convenience sample, in order to gather knowledge about the subject and to contribute to the questions in the questionnaire study which are also completed. A pilot survey was carried out before it was distributed to all respondents.

Empirical foundation: Is prepared from data from 10 semi-structured interviews and 107 answered questionnaires. The reported data has been processed and tested in SPSS.

Conclusion: Consumers' attitudes vary, mainly depending on how well-individualized marketing is executed. It turns out that consumers do not always have to have only one attitude and aspect toward personalized marketing, there are also individuals who have shared opinions on the subject. It is also considered privacy-violating for consumers when the ads that appear are of sensitive content, consumers also feel constantly monitored, but this is mainly due to a lack of knowledge about cookies.

Place, publisher, year, edition, pages
2022. , p. 64
Keywords [en]
Personalized Marketing, purchasing behavior, privacy, cookies
Keywords [sv]
Individanpassad marknadsföring, köpbeteende, integritet, kakor
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-51064OAI: oai:DiVA.org:sh-51064DiVA, id: diva2:1738384
Subject / course
Business Studies
Supervisors
Examiners
Available from: 2023-02-27 Created: 2023-02-21 Last updated: 2023-02-27Bibliographically approved

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