Studenter och hemförsäkringar
En studie av köpbeteende vid högskolan i Jönköping
StudentsInsurancesSevice marketingConsumer behaviorStudenterHemförsäkringarTjänstemarknadsföringKonsumentbeteende
Background and problemThe Student union and Länsförsäkringar in Jönköping has an agreement that provides students at Jönköping university with subsidized insurances. The fact that none of the mentioned parties knows what the insurance market at Jönköping university actually looks like makes this an interesting field to study. This thesis will aim to provide the parties with a map of this insurance market and increased knowledge about how students think and behave regarding insurences.PurposeThe overall purpose of this thesis is to increase the knowlegde about students? buying behavior regarding insurences. We will also investigate if there are uninsured students at Jönköping university and quantify that amount. Furthermore, we will examine if there are any differences between insured and uninsured students that could be possible explanations for the students behavior.MethodWe have used quantative phone interviews to map the insurence market and two qualitative focus group interviews to fulfill the rest of our purpose.Theoretical frameworkThe most of the theory in this thesis is fetched from the area of consumer behavior, but is complemented by theory about financial services.Conclusion6,7 percent of the students were uninsured and we found a number of different variables that provide differences in how insured and uninsured students behave. These variables are: influences, percived social pressure, percived knowledge, trust for the insurance providers, view on risks and service intangibility.We found that a lack of a percieved need is an important cause that some student is uninsured. We also identified a number of different situations where students are easier to affect. These situations are: school start, moving away from home, quit school, house building and starting a family.