https://www.mdu.se/

Date: 2023-01-04

Level: Bachelor thesis in Business Administration, 15 cr 

Institution: School of Business, Society and Engineering, Mälardalen University 

Authors:  Lovisa Huusko  William Håkansson   Katarina Ohlsén                                                      98/05/20         99/06/05                95/04/30

Title:  Individualized marketing

Supervisor:  Sara Melén Hånell 

Keywords: Personalized marketing, personal integrity, attitude, demographic factors, geographic location

Research questions:  Do the demographic factors gender, age and the geographical location of individuals affect consumers attitude towards personalized marketing?

Purpose: The aim of the study is to gain a deeper understanding of whether the demographic factors gender, age and geographical location affect consumers’ attitude towards personalized marketing 

Method: Mixed method 

Conclusion: The result of the study shows that the demographic factors, age and gender, as well as geographical location do not have a decisive influence on the attitude towards personalized marketing. The study shows that the majority of participants and respondents value their personal integrity but consider that personalized marketing is convenient and therefore have a neutral or positive attitude towards the phenomenon.